Chapter 2

How a Strong Brand Helps You Attract Top Talent

How the company's reputation and status can significant influence a candidate’s decision on whether or not to engage with the organization.


Adrian Cernat
Founder and CEO


A recent LinkedIn survey found that 83% of nearly 4,000 corporate HR
leaders polled believe a strong employer plays a crucial role in an
organization's ability to hire, retain, and motivate quality

But why do so many HR professionals place so much value on
employer brand?

For starters, and perhaps most importantly, it can significant
influence a candidate’s decision on whether or not to engage with
your company.

Another LinkedIn study revealed the following:

  • 75% of job seekers consider an employer’s brand before even applying for a job.
  • The #1 obstacle candidates experience when searching for a job is not knowing what it’s like to work at an organization.


What does this mean for recruiters?

First o, it means that the time to consider your company's reputation and status is long before you post a job ad. The best employees will want to work for reputable companies that are perceived as being among the best in their industries. If your business doesn’t have that kind of cachet it’s time to make a concerted effort to change the narrative around your company.

You need to provide a well-defined message about the benefits of working for your company that will attract top candidates who will easily mesh with your company culture.

To accomplish this, you need to start thinking about your employee value proposition (EVP), and ensuring that it is clearly communicated to candidates throughout each stage of the recruitment process.

It might seem like immediate benefits such as pay, work hours, bonuses, and lifestyle fit are the only things that matter when attracting new, high-quality recruits. But in point of fact, the kinds of employees who can make substantial contributions to your company are interested in things other than money.

To put it simply, these non-monetary rewards comprise your EVP.


Some examples of these intangible value propositions value include:

  • Alignment to company core values
  • Making a difference in the world or a particular field
  • Professional development and exciting growth opportunities
  • New learning opportunities
  • Career stability and company growth
  • Creative and intellectual challenges
  • Working for a company with a strong reputation.


The Benefits of a Strong Employer Brand

  • Increase employee engagement
  • Reduce your cost per hire. 2,250 corporate recruiters in the U.S. found that the average cost-per-hire is more than two times lower for companies with strong employer brands (source: LinkedIn)
  • Attract workers from other companies. 84% of employees would consider leaving their current jobs if offered another role at a company with an excellent reputation. (source: Glassdoor)
  • Gain a competitive advantage by targeting passive job seekers
  • Grow your company. Quality employees support your organization's ability to deliver high levels of customer satisfaction.


Next chapter: Evaluating Your Employer Brand Awareness and