Two companies post the same job opening. One has invested in a carefully crafted employer branding strategy, with engaged employees sharing authentic stories about their work and a clear value proposition. The other has taken a hands-off approach, allowing its reputation to form on its own.Â
You may be able to guess which posting gets more qualified candidates. Companies with stronger branding often attract a successful workforce that shares their values. In fact, research shows that the majority of young professionals
research a company’s reputation before applying.
Here’s how to build an employer branding strategy that showcases your company culture and attracts top talent.
What is employer branding?
An employer brand is the sum total of all the experiences — positive and negative — that shape how job seekers and current employees perceive a company. Employer branding strategies focus on promoting an organization as a great place to work.
Strong employer brands start with a clear employee value proposition (EVP). An EVP tells potential hires what makes a workplace special, from growth opportunities to company culture. Smart organizations back up their EVPs by creating experiences that enhance hiring success and
retention rates.
4 reasons why employer branding matters
Employer branding can transform an organization in four key ways:
Better talent and faster hiring. With a strong reputation, companies attract more candidates, and those candidates are likelier to accept offers. Both benefits reduce the amount of time required to fill open positions.Â
Lower recruitment costs. Strong employer branding leads to less time and effort to fill each role, which improves productivity and lowers costs.Â
Higher employee engagement and retention. When an employer brand matches the actual experience of working at the company, employees feel more connected to their work. They might stick around longer, recommend friends for open positions, and build long-term careers.
Enhanced business reputation. Happy employees create better products, take care of customers, and build stronger relationships with partners. This builds a powerful reputation, which becomes part of a company's story.
7 steps to build an employer branding strategy
Creating an employer brand doesn't happen overnight. However, with the right approach, you can transform how candidates and employees see your organization. Here's how to start the employer branding process:
1. Audit your current employer brand
Start by researching what people think about working at your company. Check review sites like Glassdoor, talk with current employees, and survey recent hires about their candidate experience.Â
These insights will reveal any gaps between how you assume employees see your company and their actual experience. For example, they may love the flexible work policy but wish they had better career development opportunities. Understanding their perspectives helps you build an authentic employer brand that serves both current employees and job seekers.
2. Define an EVP
An EVP is the heart of any employer brand. It helps talented people choose one company over competitors. Highlight what truly makes your workplace special, which can range from unique learning opportunities to
standout benefits that support employees' growth and well-being. For example, if employees rave about your mentorship program, make it part of your story.Â
Here’s an example:Â
At [company name], our growth-oriented culture empowers employees to drive innovation and make a meaningful impact on our community. We support this with opportunities for continuous learning, flexible work arrangements, and a competitive benefits package that prioritizes well-being. Â
3. Update your careers page
A careers page is often a candidate's first real look at an employer brand, so make it count. It should go beyond listing open positions. Showcase company culture through employee stories, team photos, and clear descriptions of what it's like to work with you. An attractive careers page shows job seekers your EVP and what it means to join your team.
4. Ensure you offer a strong benefits package
Top talent expects more than just competitive salaries. They want perks that make real differences.Â
As an example, modern
financial wellness benefits can transform your employer brand. Some surveys have shown that as many as
73% of employees wish their employers offered more financial benefits. Offering perks like
Earned Wage Access (EWA) to your EVP shows employees you're committed to their financial well-being.Â
EarnIn makes it easy for employers to support their teams with a no-integration EWA solution that drives real impact. Employees can access their pay the same day they work—starting at just $2.99 per transfer—with the ability to get up to $150 per day, with a max of $750 per pay period. The results speak for themselves: 62% of EarnIn users report improved spending habits, and 58% say they’re now better able to budget.
5. Empower employee storytelling
When employees share their experiences, they create the kind of genuine content that resonates with talented candidates. Potential hires trust what current employees say about company culture and EVPs.
Make it easy for employees to become employer brand ambassadors. Share their success stories on your careers page, highlight team wins on social media, and encourage them to post about their work experience. When job seekers see real people thriving at your company, they're more likely to picture themselves joining your team.
6. Track and measure results
Smart employer branding strategies rely on data. Track key metrics like application rates, candidate quality, and employee retention to understand how your brand strategy performs. These numbers reveal if recruitment efforts attract the right talent and if the actual
employee experience matches what you promise.
Watch how candidates interact with your careers page and keep tabs on your reputation on review sites. When you spot areas to strengthen or see a series of common complaints, adjust your approach to better connect with potential hires and current employees alike.
7. Keep evolving your strategy
An employer brand needs to grow with your company to stay relevant. Check in regularly with employees about what excites them and keeps them onboard. Their feedback reveals new opportunities to strengthen your strategy and attract more great talent.
Stay current with what job seekers want from potential employers. While your core EVP might be constant, how you present it should adapt to changing expectations. Update your careers page content, refresh recruitment materials, and adjust
employee benefits to keep your employer brand relevant and compelling.
How to improve employer branding
An effective branding strategy requires intentionality and action. Here are three employer branding best practices that can help:
1. Listen to your employees
Make gathering employee feedback part of your strategy. Regular check-ins show you what attracts talent to your company and why employees stay.Â
2. Stay consistent across channels
A brand should tell the same story everywhere, from the careers page to social media. A consistent strategy tells candidates about your company culture and improves your reputation.Â
3. Offer comprehensive benefits
Supporting employees with strong wellness programs helps them feel supported and valued. When employees are less stressed about their finances, they’re
more likely to recommend their company as a great place to work.Â
Benefits that focus on financial wellness show employees that you care about their day-to-day needs, and providing career growth opportunities demonstrates your commitment to helping people thrive now and in the future. When talent sees that your company invests in its people, you attract and retain the best employees.
Strengthen your employer brand with EarnIn
Strengthen your employer brand by offering benefits that truly support employee well-being. EarnIn helps you do just that with a suite of financial wellness tools designed to give your team more control over their finances. In addition to Earned Wage Access—allowing employees to access up to $150 per day and $750 between paydays with same-day transfers starting at just $2.99—we also offer tools to help employees monitor their credit health and stay on top of their financial goals.
With no cost to the employer and no integration required with your payroll, time tracking, or HRIS systems, EarnIn makes it easy to elevate your benefits offering and create a workplace culture that attracts and retains top talent.
Empower your team to build a better financial future with
EarnIn.
Please note, the material collected in this post is for informational purposes only and is not intended to be relied upon as or construed as advice regarding any specific circumstances. Nor is it an endorsement of any organization or services.
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