In today’s ultra-competitive job market, posting a job ad and hoping for the best simply doesn’t cut it. The most qualified candidates aren’t just looking for a job — they’re evaluating who they want to work for.
Enter employer branding — your secret weapon for standing out and attracting the kind of talent that aligns with your values, goals, and workplace culture.
But building a compelling employer brand is more than just slapping a “great place to work” badge on your website. Let’s unpack what it really takes to build an employer brand that actually attracts the right people — not just more people.
What Is Employer Branding (Really)?
Your employer brand is the perception of your company as a place to work. It’s what people think and feel about working with you — whether they’ve applied or not.
It includes:
- Your reputation in the market
- The stories employees tell about working there
- Your online presence (e.g. social media, reviews, job ads)
- What your company is known for internally (culture, leadership, flexibility, values)
A strong employer brand helps you:
- Attract better candidates
- Reduce time to hire
- Lower turnover
- Command more engagement from existing staff
- Build credibility in the market
Why Most Employer Brands Fail
Too many companies approach employer branding like a marketing campaign — with slogans, stock photos, and broad promises (“we’re innovative,” “we care,” “we’re like a family”) that mean absolutely nothing.
The biggest branding mistake? Telling a story that doesn’t match reality.
Candidates are savvier than ever. They read reviews on Glassdoor, ask around in industry circles, and listen closely to how interviewers describe the role and team.
If your internal reality doesn’t align with the story you’re telling, you’re setting yourself up for poor culture fit hires and fast exits.
Step 1: Audit Your Current Brand
Before you build anything new, get clear on where you’re starting from.
Ask:
- What do our existing employees say about working here?
- How are we perceived in the industry?
- What are our Glassdoor or Seek reviews saying?
- Why do people apply — and why do they turn us down?
- Why do our best people stay?
A short internal survey or a few stay interviews can give you gold.
Step 2: Define Your EVP (Employee Value Proposition)
Your EVP is the unique set of benefits and experiences an employee receives in return for their skills and effort.
It’s not just salary and perks. It’s the whole experience, including:
- Growth and development opportunities
- Flexibility and work-life balance
- Leadership style
- Purpose and impact
- Culture and values in action
To define your EVP:
- Interview current employees (top performers and new hires especially)
- Look for common themes
- Identify your strengths, but also your quirks — the things that make your workplace distinct
- Avoid trying to appeal to everyone. Clarity is more important than popularity
Step 3: Align Internal and External Messaging
If your employees say you’re collaborative, supportive, and big on flexibility — your job ads, careers page, and social media should reflect that.
Too often, businesses outsource recruitment marketing without aligning it to what actually happens internally.
Consistency builds trust — and trust builds attraction.
Tips:
- Feature real employee stories, not generic testimonials
- Use behind-the-scenes content (videos, photos, day-in-the-life snippets)
- Be upfront about what your company isn’t
- Make sure hiring managers are echoing the EVP in interviews
Step 4: Involve Your People
Your best employer brand ambassadors are already on your payroll.
Encourage employees to:
- Share positive experiences on LinkedIn
- Leave honest (but prompted) reviews on job platforms
- Participate in culture content (e.g. videos, posts, blogs)
- Refer people from their networks
Caveat: Never force it. Authenticity is key. Give your team stories worth telling, and they’ll do the rest naturally.
Step 5: Optimise Your Careers Page
Your careers page isn’t just a place to list open roles — it’s your employer brand’s front window.
Make sure it:
- Explains your EVP clearly
- Includes employee testimonials or videos
- Links to relevant social content
- Describes your hiring process (bonus: shows transparency)
- Highlights diversity, inclusion, and culture initiatives
And please — ditch the stock photos.
Step 6: Build Employer Branding Into the Recruitment Process
Your employer brand needs to be embedded at every stage of the candidate journey:
- The job ad should reflect your tone and values
- The application process should be smooth and human
- The interviews should reflect your leadership style and culture
- Feedback should be respectful and timely
- The offer process should reinforce what makes you special
Every touchpoint should answer the candidate’s unspoken question:
“Do I want to work here?”
Step 7: Track and Iterate
Don’t set and forget.
Track:
- Candidate feedback
- Source of hire quality
- Drop-off rates at each stage of recruitment
- Retention of new hires after 6–12 months
- Internal engagement with employer branding initiatives
Use this data to adjust your messaging, experience, and internal alignment.
When to Bring in Support
If you’re not sure where to start, or you’ve tried employer branding before without results, an external partner can help.
Ingenious People helps Australian businesses:
- Define their EVP through internal research
- Develop employer branding strategies tailored to their size and market
- Create high-converting careers pages
- Train hiring managers to communicate the brand with impact
- Launch employer branding campaigns across LinkedIn, job boards, and email funnels
Final Word
Employer branding isn’t a logo, tagline, or buzzword.
It’s the emotional connection people have with your business before they’ve ever stepped inside.
Get it right, and you’ll attract people who thrive in your environment — and stay.
Get it wrong, and you’ll either repel the right people or hire the wrong ones.
The talent market in Australia is tight. Make sure your brand speaks clearly — and truthfully.