The job market is more competitive than ever, and the best candidates have no shortage of options. A strong salary and benefits package still matter, but they’re no longer enough to stand out in a crowded hiring landscape. What really sets businesses apart? Employer brand.
Top professionals aren’t just looking for a payslip - they want a workplace where they can develop, progress, and actually enjoy working. If a company has a reputation for poor management, limited career growth, or high turnover, the best candidates will look elsewhere.
In 2025, employer branding will be crucial as competition for talent intensifies. Skills shortages in areas like tech and AI mean candidates can be selective, while shifting workplace expectations put culture, flexibility, and leadership under greater scrutiny. Companies that fail to invest in their reputation will struggle to attract and retain the talent they need.
Why employer brand matters more than ever
In 2025, a company’s reputation is its biggest hiring asset - or its biggest obstacle. Candidates don’t just apply blindly anymore. They check Glassdoor, LinkedIn, and employee testimonials to see what working there is really like. If they don’t like what they find, they move on.
Research from LinkedIn found that businesses with a well-defined employer brand fill roles twice as fast as those without one. In competitive industries like tech and finance, where top professionals have multiple offers, a company’s reputation can be the deciding factor.
Millennial and Gen Z workers, who now make up most of the workforce, scrutinise potential employers differently. They look beyond pay and benefits, paying attention to how companies treat their employees, whether leadership is engaged, and if there’s room to grow. The proof is in the pudding - 75% of job seekers now consider an employer’s brand before even applying for a job, and this will only rise.
A flashy careers page won’t cut it if reviews suggest a toxic culture or high turnover. Companies that fail to match expectations with reality risk not just losing out on new hires, but seeing their best employees leave for competitors.
The key tenets of a strong employer brand
A strong employer brand isn’t about generic corporate slogans - it’s about what employees actually experience. The best candidates look past polished careers pages and focus on how a company treats its people. If reality doesn’t match the branding, word spreads fast.
- Values only matter if they’re lived, not just listed on a website. Whether a company champions innovation, sustainability, or flexibility, those values need to be reflected in leadership decisions, workplace policies, and day-to-day culture. Employees and candidates quickly recognise when a company’s messaging doesn’t match reality.
- Career growth is just as important as salary. The best professionals won’t stay if they don’t see a future. Businesses that invest in mentorship, leadership training, and internal mobility keep employees engaged and committed for the long haul.
- The hiring process is often a company’s first impression. A slow, disorganised recruitment journey signals deeper internal issues, while a well-run process with clear communication shows a company respects its people before they even join.
- Candidates trust real voices over corporate messaging. Authentic storytelling through employee testimonials, success stories, and social proof on platforms like LinkedIn and Glassdoor helps businesses attract the right talent and build credibility.
A company’s reputation isn’t just what it says about itself - it’s what employees and candidates say online. Managing employer brands actively, not reactively, makes all the difference.
How businesses can build (and communicate) their employer brand
A strong employer brand doesn’t happen by accident - it needs to be built and actively managed.
- Employees are the best brand ambassadors, and companies that encourage staff to share their experiences naturally strengthen their reputation. Revealing real employee stories and workplace experiences, rather than polished corporate messaging, makes a brand more relatable. Every scroll on TikTok now involves some form of employee generated content, giving an authentic view of life behind the scenes.
- An employer brand audit is essential. Regularly reviewing how your business is perceived - through surveys, employee feedback, and monitoring review platforms - helps identify gaps between branding and reality. If candidates and employees see a disconnect, it’s only a matter of time before reputation takes a hit.
- Reputation needs active management. Engaging with reviews, responding to feedback, and shaping the company’s online presence shows that leadership listens and cares. A company that ignores criticism or brushes off employee concerns risks deterring top talent.
- Branding and recruitment must align. If a business promotes flexibility but has rigid policies, or talks about growth but rarely promotes internally, candidates will notice. Consistency across job listings, careers pages, and social channels ensures that the employer brand feels authentic - because it is.
Attracting the best talent in 2025
Hiring the right people involves more than posting vacancies and hoping for applicants. Businesses that stand out in a competitive market find ways to communicate their culture, values, and growth potential long before candidates reach the interview stage. That visibility makes a difference when top professionals decide where to apply, and ultimately, where to stay.
A well-managed employer brand also creates a more engaged workforce. When employees feel respected and supported, they become natural advocates who share their enthusiasm with peers and networks. This positive word of mouth often does more to attract high-calibre talent than any recruitment campaign ever could.
Orbis can help you strengthen your employer brand while connecting you with the best people for your business. If you’re looking to build a high-performing team that fits your culture and long-term objectives, let’s chat.
