HR Unlocked: Why employer branding is the foundation of your talent strategy
In this edition of HR Unlocked, our monthly series designed to empower Talent Acquisition (TA)and HR leaders, we’re mixing it up a bit. We asked our very own Talent Acquisition Manager, Jamila Pacha, to share her expert insights into a topic close to our hearts; employer branding.
Whether you're navigating evolving workforce dynamics, striving to align TA with business objectives, or looking for fresh perspectives, take 5 minutes out of your day and read Jamila’s insights below.
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Identifying, attracting, and retaining the most sought-after talent is becoming more difficult every year. Because of this, employer branding has become central to both attraction and retention strategies. While it can sometimes be overlooked, we believe employer branding is the foundation of a successful talent strategy in 2025.
Employer branding is the foundation of your talent attraction strategy
An organisation’s employer brand defines the core message about who you are as an employer, why someone would want to join your organisation and more specifically, your team.
With a clear employer brand, you can:
Align all recruitment marketing with your company’s values and vision
Attract talent that is not only qualified but culturally aligned
Save on recruitment and hiring costs, as a strong employer brand can encourage individuals to approach your organisation’s talent team or hiring managers - rather than the other way around
It warms up passive candidates
Passive candidates are often the best candidates - and they’re key to the success of any high-performing team. Tapping into this market remains a challenge, but a strong employer brand plants the seed long before a CV hits your inbox.
Regular storytelling on social media showcases your organisations culture. With a better culture being one of the biggest drivers to people looking for a new role in 2025
Brand familiarity makes cold outreach feel more personal and less intrusive
By staying top-of-mind, your brand warms up these candidates so when an opportunity arises, you’re already halfway through the door
If we think about employer branding in terms of product branding, which product are you most likely to purchase - The product you see on your Instagram feed 5 times a week or the product you have never heard of before?
It builds trust and shapes your reputation
The best candidates are more selective than ever, and your employer brand shapes what they find and how they feel about it. And in a market where today’s workforce wants to work for organisations that reflect their own values and make a positive impact, having strong brand equity and positive reputation is more pivotal and ever:
Control the narrative around your company’s culture and values
Address any gaps or inconsistencies between perception and reality
Build credibility with transparency about challenges and growth areas
Display and “shout about” awards, recognitions, and thought leadership which increases brand credibility
It reduces the cost of recruitment
If the other points of aren’t reason enough, then reducing the cost of the recruitment process should be justification for a strong employer brand. With the value of a successful internal recruitment team is often being measured by their cost save to the business, this is where employer brand can add the most value:
A well-known brand will draw candidates to apply directly, saving time in proactive outreach and additional recruitment fees
Candidates will be more engaged with a company that has a strong employer brand, just like consumers are more likely to buy a product with a well-known reputation.
Candidates that are more engaged in the process, move through the process quicker and have higher acceptance rates
Attracting candidates that align with an organisations culture and values that are projected within an employer brand, ensure the candidate is the right cultural fit. Meaning better employee retention cutting down on future hiring expenses.
In short, investing in a strong, successful employer brand can create a self-sustaining talent pipeline, reducing the cost of recruitment, building a reputable brand for your organisation and in my opinion, underpins the foundation to a successful Talent Strategy.
Speaking of employer branding… have you seen our latest Investigo videos? Get a closer look at who we are - and why people love working here. Meet the team and explore:
