A strong employer brand is crucial for attracting and retaining the best candidates, especially in niche tech and digital roles where the demand for specialist and experienced talent outranks the offer. In addition to the huge competition for talent, many companies make critical mistakes in their employer branding efforts that drive top talent away.
This article analyses the most common employer branding mistakes we have seen in our clients and other companies, why these pitfalls drive away top-tier candidates and how to avoid them.
Your Company Lacks Authenticity
One of the biggest mistakes a company can make is presenting an inauthentic image. Candidates are quick to spot discrepancies between what’s advertised and the actual workplace environment. When reality doesn’t match the branding, it leads to mistrust and high employee turnover.
You Are Ignoring Employee Feedback
Your employees are your best ambassadors. Ignoring their feedback or failing to address their concerns can result in negative word-of-mouth, which can deter potential candidates. Regularly seek and act on employee feedback to create a positive work environment and enhance your employer brand.
Your Messaging is Inconsistent
Inconsistent messaging across different platforms can confuse potential candidates and damage trust. Whether on your company website, social media, or job postings, ensure that your values, culture, and mission are communicated consistently. A consistent message will help you build a coherent and trustworthy employer brand.
Your Online Presence is Poor
Candidates often research potential employers online, and a poorly maintained website or lack of engagement on social media can make your company seem outdated or out of touch—even more these days of recruitment scams, which makes candidates more aware. Instead, maintain a robust online presence to modernise your employer branding.
You’re Neglecting the Candidate Experience
An impersonal recruitment process can leave a lasting negative impression, while a positive candidate experience can significantly boost your employer’s brand. What would you choose?
Timely communication and feedback, a user-friendly application process, and respectful treatment of candidates throughout the hiring process are crucial to getting your employer brand on the spot.
You’re Failing to Highlight Career Development Opportunities
Top talent often looks for growth opportunities within a company. Failing to showcase career development programs, training, and progression paths can make your company less attractive. Therefore, it’s important to highlight career opportunities to attract ambitious candidates looking for long-term career growth.
Your Talent Strategy is Overlooking Diversity and Inclusion
Companies that do not actively promote and demonstrate a commitment to diversity and inclusion are alienating a significant portion of the talent pool. D&I isn’t a tickbox. Your organisation must emphasise and genuinely practise diversity and inclusion to attract a wider range of candidates who will bring diverse perspectives and skills.
You’re Not Showcasing Employee Stories
Real stories from current employees provide authentic insights into your company culture. Neglecting to highlight these stories can make your brand feel impersonal and less relatable. Share employee testimonials and success stories to humanise your brand and build a connection with potential candidates.
You’re Underestimating the Importance of Benefits and Perks
Competitive salaries are important, but so are benefits and perks. Companies need to communicate their offerings clearly to avoid losing out to competitors who provide more comprehensive packages. Highlight benefits such as flexible working hours, extended holiday allowance, health insurance, and wellness programs to make your company more attractive.
Your Company is Ignoring Employer Reviews
Websites like Glassdoor or Indeed allow employees to leave reviews about their workplace. Ignoring these platforms or failing to address negative reviews can harm your company’s reputation. To avoid this, actively monitor and respond to reviews to show that you value feedback, are addressing it, and are committed to continuous improvement.
Avoid Employer Branding Mistakes to Re-start your Talent Attraction Strategy
Avoiding these common employer branding mistakes can significantly enhance your ability to attract top talent and “steal” top-tier candidates away from key competitors. By improving your employer branding offer and offering a positive candidate experience, you can build a strong employer brand that resonates with the best candidates in the market.
Trying to figure out where to start?
Start by contacting our team. Jump on a call with our expert team to discuss your talent needs and the possibility of a talent partnership to take your employer branding to the next level.
