In today’s talent market, an authentic employer brand is not about catchy slogans or glossy visuals – it’s about establishing a workplace where transparency, trust and shared values are woven into everyday experiences. Building this kind of brand is like a partnership, a yin and yang of mutual promises between employers and employees. When done right, employer branding is a clear, lived expression of a company’s values and a commitment that supports the aspirations of both sides. It’s a pledge, setting the foundation for an environment where people feel valued, empowered and inspired to contribute their best.
In the latest issue of the knowledge, we outline the essential strategies for building an authentic employer brand – one that resonates deeply both within and outside the organisation. This blog offers a concise overview of what you can expect from the edition, including advice on how to attract top talent through a culture that truly lives up to its promises. Read on to discover actionable insights that can help make this vision a reality.
The shifting employee-employer dynamic
At its core, employer branding is how organisations differentiate themselves in their market. But creating an effective employer brand requires more than a clearly defined mission and values that gather dust on a shelf. The best employer brands capture the very essence of company culture and consistently apply it across people and talent development strategies. It often comes down to one important question: how well do you really know your team and what matters to them?
Culture: More than just perks
What businesses often get wrong about company culture is thinking it can be enforced from the top down. A great company culture is one that attracts the right people because it’s shaped by the right people. It’s not about appealing to everyone – it’s about creating an environment that nurtures, challenges and supports individuals, not only as employees but as people. Real, emotional human beings that have needs and dreams outside of their day jobs.
Instagram vs reality
An employer brand should genuinely reflect what it’s really like to work within a company. While an attractive Instagram profile filled with team events and success stories or a careers page touting impressive perks can spark interest, it’s essential that the everyday experience aligns with these promises. When there’s a disconnect between the brand’s polished image and the real work culture, trust is easily lost – and today’s candidates and employees are quick to identify anything that feels like smoke and mirrors.
Empowering authentic leadership
The role of managers in the employee experience cannot be understated. Research has shown that ineffective managers more than double the likelihood that workers plan to leave their organisation in the next 12 months.1 By supporting managers in leading with empathy, authenticity and a commitment to ongoing development, they can help cultivate a culture of trust, collaboration and continuous improvement. This means avoiding the trap of the ‘accidental manager’ who isn’t prepared or equipped to handle your people with the care and respect they deserve.
Building for the future
In a word, if you want to succeed in attracting and retaining the best talent, you must provide your team a reason to believe they’re part of something worthwhile and, most importantly, that their input is recognised and valued in a way that’s meaningful to them.
As BDB’s Executive Chairman Matt Smith notes in the knowledge:
“Today, brands need to focus on the broader cultural aspects of being part of a team and acknowledge that their people ultimately shape the business. It’s not enough to just set a strategy at board level and then never speak of it again. It has to become a lived experience with constant touch points and reminders.”
Shape meaningful change with insights from the knowledge
We hope you found this blog insightful as a preview of the latest issue of the knowledge. In this edition, B2B leaders will find in-depth guidance on creating employer branding that reflects and encourages authentic, inclusive workplace cultures. Dive into the full issue to understand why traditional approaches to employer branding often miss the mark and learn what it truly takes to build a workplace where exceptional talent is inspired to stay, grow and make a meaningful impact.
- 1 Chartered Management Institute, YouGov. 2023. Taking Responsibility – Why UK PLC Needs Better Managers ↩︎