What is Employer Branding?

Let’s be honest, ‘employer branding’ sounds like the kind of buzzword that gets thrown around in boardrooms and on LinkedIn posts without much explanation. But under the surface, you’ll find it’s far from empty jargon. In fact, employer branding could be the difference between attracting top-tier talent… and losing them to your competitors.

So, what is employer branding, really? And why does it matter now more than ever?

The simple definition: What is Employer Branding?

Employer branding is the perception of your business as a place to work.

It’s how current employees, potential hires, and even your competitors view your company culture, values, work environment, and reputation – not just what you say about yourself, but what others are saying too.

In short – it’s your company’s reputation as an employer. Not what you sell. Not your customer reviews. But what it’s actually like to work for you.

Why should I care about Employer Branding?

In today’s candidate-led market, the best talent isn’t just looking for a job – they’re looking for purpose, culture, flexibility, progression, and alignment with their values.

If your business doesn’t clearly communicate those things, you’re already on the back foot.

Here’s what strong employer branding can do for you…

• Attract better candidates (without having to pay sky-high salaries to compete).
• Reduce hiring costs, because people want to work for you.
• Improve retention – happy employees don’t leave.
• Boost your reputation in the wider industry.

How to start building a better Employer Brand

If you’re reading this and thinking “we haven’t got one”, don’t panic. You do, every company has an employer brand – it just might not be actively managed yet.

Here’s how to start:

1. Define your values – what does your business actually stand for?
2. Talk to your team – get honest feedback about what it’s like to work there.
3. Show, don’t just tell – use content, video, and stories to bring your culture to life.
4. Align your actions – make sure your leadership and culture reflect your message.
5. Ask for reviews – encourage happy employees to share their experience.

So, what is employer branding? It’s your reputation as an employer and it’s one of the most powerful tools in your hiring arsenal.

Done well, it attracts the right people, repels the wrong ones, and builds a team that’s engaged, loyal, and proud to be part of what you’re building.

At Konker, we help companies turn their culture into content and use it to attract and retain top talent. Click here to check out our latest work with businesses actively building their employer brand.