In today’s competitive job market, attracting top talent isn’t just about offering the best salary—it’s about positioning your company as the best place to work. That’s where employer branding comes in.
Employer branding is the art and science of shaping how potential candidates perceive your company as an employer. Done well, it not only helps you attract top-tier talent but also reduces hiring costs, increases retention, and enhances overall company culture.
As an expert in employer branding and recruitment marketing, I’ve seen firsthand how a strong employer brand can transform hiring outcomes. In this article, I’ll break down why employer branding is your best recruitment tool and how you can leverage it to build a magnetic, high-performing workforce.
What is Employer Branding — Really?
Employer branding is the perception that current and potential employees have about working at your company. It’s shaped the company culture, values, leadership, employee experiences, and how you communicate your brand to the world.
A strong employer brand answers key questions for job seekers:
✔ Why should I work for this company?
✔ What is it like to work there?
✔ Do they align with my values and career goals?
To a recruiter, Employer branding speeds up hiring by pre-selling the candidate and attracting higher-quality candidates.
Companies with a clear, positive employer brand find it easier to attract and retain top talent because they create an emotional connection with candidates long before an interview. For a recruiter, Employer branding speeds up hiring by pre-selling the candidate and attracting higher-quality candidates.
But when a candidate has never heard of the company they’re being recruited for, the recruiter essentially becomes the employer brand in that moment. This means that the recruiter needs to position the company compellingly and create a strong first impression. Here are a few tips:
- Lead with a Strong Employer Value Proposition (EVP)
If the candidate is unfamiliar with the company, your job is to quickly and effectively communicate what makes it a great place to work. Highlight:
- Company mission & impact – How does this company make a difference in the industry or world?
- Culture & values – What makes the work environment unique and appealing?
- Career growth opportunities – What’s in it for the candidate long term?
- Compensation, benefits, and perks.
Example pitch:
“I’m reaching out about a fantastic opportunity with [Company Name]. They’re an innovative leader in [industry] known for [specific value or achievement]. They prioritize [culture benefits], offer great career growth opportunities, and invest in their employees’ success. I’d love to share more—would you be open to a quick chat?”
- Use Employer Branding Assets to Build Credibility
Since the candidate isn’t familiar with the company, you need to bring the brand to life:
- Share videos or articles showcasing company culture.
- Point them to the company’s LinkedIn page or employee testimonials.
- Use Glassdoor reviews (if positive) to reinforce credibility.
- Mention awards, notable partnerships, or big-name clients.
- Connect the Company to the Candidate’s Goals
Since the company name alone won’t entice them, tie the opportunity to their career aspirations:
• Does this role provide growth in their expertise?
• Is it a well-funded startup where they can have a big impact?
• Does it offer a unique challenge that aligns with their skills?
- Leverage Leadership & Team Influence
If the candidate is hesitant, offer to introduce them to a key leader in the company.
• “I’d love for you to meet [hiring manager’s name]—they’re building something exciting and would love to share their vision with you.”
• Offer an informal chat instead of a formal interview to ease any hesitation.
- Flip the Unknown Into an Opportunity
Being an under-the-radar company isn’t necessarily a negative—it can be a selling point.
• “They’re not a household name, but they are one of the fastest-growing companies in [industry] with massive potential.”
• “Since they’re still growing, this is an opportunity to get in early and have a real impact.”
- Provide Social Proof
If the company has hired talent from well-known companies (Google, Amazon, etc.), mention that:
• “They’ve recently brought on leadership from [company]—which shows their commitment to scaling with top-tier talent.”
- Position It as an Exclusive Opportunity
If the company isn’t well known, turn that into an advantage:
• “They’re selective about who they bring on board, and I think your background is a great fit.”
• “This role is getting a lot of interest, but I wanted to reach out to you first because of your experience in [X].”
Final Thoughts
The best candidates don’t just want a paycheck; they want to work for companies that align with their values, offer career growth, and provide a strong, positive workplace culture. That’s where recruiters become brand ambassadors and, armed with a well-crafted employer brand pitch, do the heavy lifting in recruitment by transforming a company from being just another job post to a sought-after employer and opportunity.
