What is ‘employer image’?
Employer image refers to the perception people have of a company as an employer. It encompasses the company’s reputation, culture, and work environment. This perception is not just shaped by how the company markets itself but also by its daily operations, corporate values, and how it treats its employees.
Organisational culture plays a central role in shaping an employer’s image. It is built by the people within the company and is influenced by strategy, values, and leadership. A well-defined corporate culture can be a company’s most significant asset. It not only impacts the internal work environment but also how the company is viewed externally. If a company effectively communicates its unique culture to the outside world, it can gain a competitive edge in attracting top talent.
Why develop your employer image?
A strong employer image helps companies stand out from competitors and positions them as an appealing place to work. This is especially important when planning recruitment campaigns. A positive employer image can greatly influence hiring success, as happy, motivated employees tend to drive better results.
Research by CareerArc has shown that a negative application experience can discourage job seekers from using a company’s products or services. In fact, 64% of job seekers said a poor applicant experience affected their willingness to engage with the company in other ways. Thus, companies need to focus on enhancing the applicant experience, as this directly contributes to their overall reputation.
In recruitment, companies are increasingly looking for candidates who align with their organisational culture and values, rather than focusing solely on qualifications. Finding the right cultural fit has become just as important as reviewing resumes and skills.
How to build a strong employer image
A positive employer image starts from within the organisation. Happy employees are more likely to share their positive experiences, which can have a greater influence on job seekers than corporate messaging. Current employees are trusted more by potential candidates than management, making employee advocacy essential.
The power of word-of-mouth cannot be underestimated. Negative applicant experiences are frequently shared online and through personal networks, which can significantly damage a company’s reputation. The CareerArc study found that 60% of job seekers said they have encountered a bad applicant experience, and 72% of them shared these experiences on review sites or social media. Therefore improving your recruitment process is one of the most impactful ways to enhance employer image.
Employer image and recruitment
Investing in your employer image is crucial because it helps you to attract the best talent. However, many fail to realise how important the applicant experience is to this image. The applicant’s journey—from searching for a job to interacting with the company—shapes their perception of your company.
A negative recruitment experience can easily damage the company’s image among prospective employees. Companies should invest time and resources in creating a smooth and respectful recruitment process if they want to stay competitive in the war for talent. Studies show that 80-90% of job seekers say their experience in the recruitment process changes their perception of the company, either positively or negatively.
The key takeaway? Treating applicants with respect and ensuring they feel valued can make a significant difference in shaping employer image and, consequently, a company’s ability to attract the best workers.
Key steps to improve employer image in recruitment
- Advertise job openings on platforms where your target applicants are
- Clearly state the role requirements and benefits in job listings
- Acknowledge receipt of all applications
- Keep applicants informed about the process, including any delays
- Thoroughly review each application
- Provide feedback to every candidate interviewed
- Welcome the new hire and ensure proper onboarding
Today’s job seekers prioritise values such as work-life balance, meaningful work, and personal growth opportunities over salary alone. Therefore, an employer’s promise must be authentic and backed by action.
