Article 02 - Employer Branding and Talent Attraction: Winning Talent in a Competitive Market

In the current competitive job market, attracting top talent goes beyond simply offering the highest salary—it requires building a strong brand that people aspire to work for. Jobseekers are increasingly searching for workplaces that reflect their values, provide opportunities for growth, and cultivate a positive culture. This is where employer branding becomes essential.

Organizations that actively use employer branding are thought to benefit from increased interest from candidates and higher levels of loyalty and commitment from current employees (Chhabra & Sharma, 2014).

Attracting top talent begins with a strong employer brand. In this blog, we’ll explore employer branding and why it matters to build a winning employer brand to attract top talent. This blog is your essential guide to employer branding, perfect for HR professionals, hiring managers, team leaders, or anyone interested in attracting top talent.

What is employer branding?

Ambler and Barrow (1996) were some of the first researchers to acknowledge the concept of employer branding, acknowledging its ability to attract potential employees and retain current talent. They defined it as a package of benefits that  provided by an employer during employment (Ambler & Barrow, 1996).

The ‘employee value proposition’ refers to an employer brand that highlights what makes an organization unique, attracting new talents and motivating existing employees to remain. Employer branding is the creation of a brand image of the organization for potential employees. It will be influenced by the reputation of the company as a business or provider of services, as well as by its reputation as an employer (Armstrong, 2011).

It shows the company’s values, mission, culture, and reputation in the job market conveying that the organization is a desirable employer. This strengthens recruitment efforts, enhance employee engagement, and improves retention.

A powerful employer brand can also impact job seekers’ opinions and decisions. It can generate positive attention around your organization and attract motivated candidates. Those people often broadcast their positive experiences to job seekers, clients, customers, and other stakeholders, further broadening the reach and impact of the employer brand (Lybrand, 2023).

Employer brand vs. Corporate brand

In the current dynamic environment, understanding the difference between employer brand and corporate brand is crucial for building a strong business identity. Simply, the employer brand implies the reputation as an employer for job seekers, whereas the corporate brand implies the reputation as a company in general. 

Employer Brand

• Employer brand strategy is vital for attracting and retaining top talent.

• Focuses on creating a positive image of the organization as an employer.

• Competes with other employers for top talent.

• Offers rewards such as competitive salaries, career development opportunities, and employee benefits to attract and retain top talent.

• Aims to attract top talent, reduce employee turnover, and increase employee engagement and productivity.

Corporate Brand

• A corporate brand strategy helps establish the organization’s reputation in the marketplace.

• Focuses on creating a brand image for the organization and its products or services to attract customers and investors.

• Competes with other organizations in the same industry.

• Focuses on pricing incentives or promotional offers to attract customers.

• Aims to build a positive image of the organization and its products or services through customer loyalty and increasing sales.

A company with a strong brand is typically an attractive place to work. On the other hand, a company that has a negative employer brand might discourage people from becoming customers (Pavlou, n.d.).

Why Employer Branding Matters for Talent Attraction

Employer branding has gradually become a vital factor for success within organizations and has captured major attention in recent years, being used to attract potential candidates whilst also engaging current employees within an organization (Gilliver, 2009). 

A positive employer brand is essential, as it has become a powerful tool to highlight company culture, values, and employee experience, helping organizations stand out in a competitive talent market. Today, attracting and retaining top talent becomes more difficult and expensive without a positive employer brand. Skilled employees are crucial for driving business success, and the most effective way to attract, engage, and retain them is by building a reputation as an excellent place to work.

In 2025, job seekers research companies thoroughly through online platforms such as LinkedIn, Glassdoor, and industry-specific forums that provide information regarding employee reviews, employee experiences, and company culture. Therefore, a positive employer brand can attract top talent, while negative insights may discourage candidates before they even consider applying.

The benefits of employer branding include the following:

• Attracts Top Talent: A strong employer brand helps to attract perfect talents since nowadays top talents actively research companies before applying. Therefore, a strong, well-defined employer brand ensures the organization stands out.

• Reduces employee turnover: when employees feel aligned with the organization’s brand and values, they are more likely to stay long - term.

• Competitive Edge: In competitive industries where skills are in high demand, a strong employer brand can be the deciding factor that gives you an edge.

• Reduces Recruitment Costs: A well - established positive employer brand can decrease recruitment costs by easily attracting candidates and reducing the need for paid advertising.

• Boosts Employee Advocacy: Satisfied employees become brand ambassadors by sharing their positive experiences and helping to attract new talent.

who slays at employer branding?

Starbucks

Starbucks is another globally recognized company that is famous for its employer brand. It effectively builds its brand through employees and they use @StarbucksJobs Instagram and Twitter accounts to promote their employer brand and engage with potential candidates. This is where the company highlights employee appreciation while offering insights into the company culture.

A key element of their strategy is the hashtag #sbuxjobschat, which encourages feedback and interaction and they post links to their LinkedIn and other social media pages for easy access to resources. 

By inviting both current and potential employees to connect with its brand online, Starbucks creates a group of brand ambassadors that job seekers can trust. In particular, the strategy that the company refers to its 330,000 global employees as “partners” rather than “employees,” goes beyond visibility - it streamlines recruitment by giving potential candidates a direct insight into the company’s values and work environment. 

Creating a unique community for employees is not something new to the jobs industry, but what you can learn from Starbucks is that by creating conversations online across social media with current employees and potential candidates understand what motivates people in their jobs and what they seek in future opportunities. 

Conclusion

Employer branding is a long-term investment as it is a reflection of the organization’s values and culture. A strong employer brand not only helps companies to stand out but also ensures that they attract the right people who are not just qualified but also a great cultural fit for the organization. Therefore, a strong employer brand is no longer optional—it’s a must for attracting and retaining top talent.

References

Ambler, T. and Barrow, S. (1996) 'The employer brand,' Journal of Brand Management, 4(3), pp. 185–206.

Armstrong, M. (2011) Armstrong’s Handbook of Strategic Human Resource Management. 5th edn. Kogan page.

Doyle, O. (2025) '5 Examples of Companies Doing Employer Branding Right,' Recruitment Marketing.

Finseth, K. (2022) '9 Awesome Employer Branding Examples With Phenomenal Growth Statistics,' Recruiter Experience, 24 March.

Gilliver, S. (2005) 'Employer Branding Essentials,' Badenoch & Clark Guide, 4(3), pp. 35–50.

Lybrand, S. (2023) 'Employer Branding: A Guide to Getting Started,' Talent Blog, 14 August.

Pavlou, C. (2019). What is employer branding? | Workable. [online] Recruiting Resources: How to Recruit and Hire Better. Available at: https://resources.workable.com/hr-terms/what-is-employer-branding.

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