Is Your Employer Brand Hurting Your Recruitment?

At some point in every company’s existence, there is a labor gap awaiting fulfillment. We can blame it on the economy or quality of higher education, but in reality, fulfilling that gap actually requires us to reflect on how we are appealing to our ideal candidates. 

As a B2B branding agency who has worked with companies to develop their Employer Value Proposition (EVP), we’ve seen firsthand how companies struggle to attract and retain top talent—not because they aren't great places to work, but because they haven't effectively communicated what makes them unique as employers. If you're facing recruitment challenges despite having a strong company culture and compelling opportunities, your employer brand might be the missing piece. 

What is an employer brand?

Jeff Bezos once said, “Your brand is what people say about you when you’re not in the room.”   

What job seekers, current employees, and prospective employees say about you behind closed doors is your employer brand. It goes beyond a list of benefits, or cool perks you may offer as a company: it encapsulates the feeling of what it’s really like to work at your company.  

Your employer brand and your company brand should be harmonious in their efforts to convey who you are, but your employer brand should be more refined and people focused.  

Why is it important?

For job seekers, the employer brand message answers questions like: What is their culture like? What do they value as a company? What impact do they have on their community? It helps them determine whether or not you’re the kind of company they want to work for.  

When it comes to filling the labor gap, ensuring that your employer brand accurately reflects who you are as a company is essential in attracting the right talent. Without a public semblance of who you are and what you’re looking for in the ideal candidate, the process of recruiting can be a total pain.  

Having a refined employer brand goes beyond attracting the right candidates though – in fact, investing in employer brand can reduce employee turnover by 28%. It has the power to bridge the labor gap by building a remarkable reputation for your company 

How do I develop an employer brand that accurately reflects my company?

Often times companies struggle with identifying their employer brand simply because they're too close to it. You may know it like the back of your hand, but struggle with the delivery of it. Understanding the difference between mission & vision statements is crucial here; while your mission statement defines your company's current purpose and primary objectives, your brand vision outlines where you want to go in the future. These fundamental elements work together to form the foundation of a compelling employer brand. 

Through in-depth discovery, we dig down to the core of who you are – what you do, your employer value proposition, and your competitive differentiators. This includes examining how your mission, vision, values align to create a cohesive narrative that resonates with potential employees. This helps us understand you and your position within the industry to more accurately develop an employer brand that tells job seekers everything they need to know about you. 

Building a strong foundation: mission, vision, and purpose 

Creating an effective employer brand starts with clarity around your organizational identity. While many companies understand the importance of mission vs vision statements, they often struggle to articulate these effectively to potential candidates. Your mission statement describes your current purpose and goals, while your brand vision paints a picture of your desired future impact. When developing these crucial elements, it's essential to craft a purpose statement that authentically captures your company's reason for being and resonates with both current and prospective employees. 

The key to success lies in how these elements work together. Your mission, vision, values should form a coherent narrative that helps candidates understand not just what you do, but why you do it and where you're headed. This alignment creates a powerful employer value proposition that attracts candidates who share your values and aspirations. 

The development and deployment of your employer brand is more than a recruitment strategy; it's a marketing strategy. You'll find that your return on investment from building an employer brand is the right people for the job, decreased employee turnover rate and an attractive company reputation. 

Once we have you figured out, we can help to develop creative tactics for reaching your ideal candidate pool and strategic communications that will intrigue them. 

Moncur is a branding agency that works with leading B2B companies to propel their growth through remarkable branding and beautiful communications. We create a vision that elevates your brand, differentiates it from the competition, and drives results. With over 30 years of experience in industries like construction, manufacturing, education, and tech/SaaS, we’re the branding authority trusted by B2B leaders. Ready to take your brand further? Reach out today.