An employer brand defines a company’s reputation as a place to work and its employee value proposition. A strong employer brand helps attract more direct applicants, improves candidate engagement, and enhances responses when internal or external recruiters approach potential hires.

While hiring a marketing agency to boost your employer brand can be effective, it often comes at a cost. This guide outlines several strategies to improve your employer brand for free.

1.) Leverage LinkedIn
Did you know that Over 75% of people who recently changed jobs used LinkedIn to inform their career decision? (LinkedIn, 2024: Ultimate List of Hiring Stats)
To ensure your employer brand stands out, optimise your LinkedIn company page by:
Keeping your location, website, and company description up to date.
Regularly posting content that highlights: Successful projects and company milestones, Team activities and social events, Charity initiatives and corporate social responsibility (CSR) efforts, and Employee promotions and achievements.
Sharing team photos, office culture snapshots, and engaging content that showcases your company as an attractive workplace.

These actions demonstrate a dynamic and people-focused business that values its employees.

2.) Maximise Glassdoor Presence
Glassdoor remains a leading platform where job seekers review companies before applying. Managing your profile proactively can significantly enhance your employer brand.
Key strategies:
Claim your free business profile: Ensure all details, such as company description, industry, and benefits, are accurate.
Encourage employee reviews: Educate employees about how positive reviews can help attract top talent.
Address negative feedback professionally: Research indicates that 62% of job seekers have a more favourable view of employers who respond to reviews in a calm and thoughtful manner (Glassdoor, 2024: Employer Branding Report).
Focus on your overall rating: Aim for an average rating of at least 4 out of 5 stars to maintain a competitive employer brand.

3.) Encourage Customer Reviews
Positive client feedback also enhances your employer brand. Happy customers signal that your business operates with integrity and professionalism, making it a more attractive workplace.
Key platforms:
Google Business Profile: Reviews impact your company’s visibility and reputation.
Trustpilot & Feefo: Particularly useful for tech and service-based companies.
Glassdoor & Indeed Company Reviews: Some customers leave feedback here, strengthening brand credibility.

With 63% of consumers losing trust in a business after encountering mostly negative reviews (BrightLocal, 2023: Local Business Discovery & Trust Report), actively collecting and highlighting positive feedback can enhance both employer branding and overall business success.

4.) Update Your Careers Page
A well-structured careers page is crucial for employer branding. It should go beyond listing vacancies and provide a true representation of company culture.
Enhancements to consider:
Comprehensive job descriptions: Ensure each role includes responsibilities, expectations, and company benefits.
Showcase team activities: Feature pictures from corporate events, team-building activities, and social outings.
Highlight employee testimonials: Feature written or video testimonials from employees sharing their experiences.
Include company mission and values: Reinforce what makes your company a great place to work.

5.) Employee Q&A / Interviews
Nothing is more authentic than employees sharing their own experiences. Conducting interviews with employees at different career stages can help potential candidates visualise working at your company.
Ideas for employee spotlights:
A new hire interview detailing their onboarding experience.
A long-term employee perspective on career growth opportunities.
A day-in-the-life feature showing a typical workday.

These insights foster a connection with prospective candidates and strengthen your employer brand.

Final Thoughts
Improving your employer brand doesn’t have to be expensive. By actively managing your online presence, leveraging employee and customer testimonials, and showcasing company culture, you can attract top talent without spending a penny.

Start implementing these strategies today and see the difference in your hiring outcomes!

Need further help finding the right candidates? Avanti Recruitment specialises in connecting businesses with top tech talent.

Get in touch today to see how we can support your hiring needs!