Attract top talent by building a standout employer brand

Maria Nelson

Guest Columnist

September 1, 2025

In today’s competitive talent market, how your company is perceived can make or break its ability to attract top candidates.

People will either be drawn to work for your company or turned away by how they view it. 

Moreover, the way you treat your employees directly impacts how they feel about your organization.

Happy, valued employees become your greatest advocates, while dissatisfied employees could harm your reputation.

The companies that stand out are those that not only build a strong employer brand to attract talent, but also create an environment where employees feel respected and empowered to champion the brand themselves.

What is employer branding?

Your employer brand is the way your company is perceived by past, current and potential employees.

It’s a reflection of your reputation, culture, values and the overall experiences of your workforce. 

In essence, your employer brand is both what you intentionally promote and how others – your employees and the broader community – perceive and advocate for your organization.

The strongest employer brands achieve a seamless alignment between internal culture and external perception.

This means that what candidates expect when they apply to your company matches the reality of what employees experience every day.

When this alignment exists, it not only attracts top talent but also fosters loyalty and advocacy in your workforce.

In industries like manufacturing and construction, where competition for skilled talent is high, crafting a compelling employer brand is a strategic advantage.

A strong employer brand not only aids in recruitment but also increases retention and sets businesses apart in crowded markets.

Elements of a good employer brand

According to a recent LinkedIn study, 75% of job seekers research an employer’s brand before deciding to apply.

This is especially significant in industries like health care, construction and manufacturing, where specialized skills take years to develop and experienced talent is in high demand.

Companies with strong employer brands not only attract top talent but also experience lower turnover rates, which helps them avoid the steep costs associated with replacing skilled professionals.

Beyond cost savings, higher retention rates enhance a company’s reputation, as employees in competitive industries are more likely to stay in roles where they have positive experiences and feel valued.

So, what makes a strong employer brand?

Let’s break down the key components.

Assess your brand

Chances are, unless your company is brand new, you already have an employer brand.

You likely have a logo, an online presence, perhaps some advertising and employees who already hold their perceptions of your company.

The question is: how well does your current brand align with the experience you want to create for employees and candidates?

Start by gathering anonymous feedback from employees through surveys or focus groups to understand how your company is viewed internally.

Then, take a look at external perceptions: read online reviews, monitor social media comments and gather insights into how the public perceives your brand.

With this information, you’ll have a clear picture of where your employer brand stands today and can begin shaping it to attract top talent, retain skilled employees and drive business forward.

Employer value proposition

The Employer Value Proposition (EVP) is what makes your company stand out; it’s the “why” behind why people want to work for you.

A great EVP doesn’t just attract talent – it showcases the full value your employees get from being part of your team.

Think compensation, benefits, career growth, work-life balance and the overall culture of your workplace.

But here’s the catch: an EVP isn’t just about perks.

It’s about living the company’s values every day.

When those values shine through in the employee experience, you’ll naturally attract people who share them, creating a team that’s not just talented but also connected to your mission.

Digital presence

Your digital presence is often the first impression potential employees have of your company. 

From career pages and social media profiles to online reviews, it’s where people go to decide if your company is a place they’d want to work.

Smart companies know this and create career pages that do more than just list open positions. 

Successful career pages make it easy to apply, highlight employee benefits (for both individuals and their families) and showcase what makes the company a great place to work.

On social media, your company’s culture should shine through.

It’s not about spotlighting a select few – it’s about inclusivity.

Your posts should reflect all job roles, ethnicities and backgrounds, showing that every employee is valued, from the shop floor to the corner office.

Engaging with local universities, trade schools and community organizations, like manufacturing chapters or chambers of commerce, can help reinforce your employer brand at the community level.

Don’t forget about online reviews.

Though you can’t control every comment, companies with a truly great culture tend to have overwhelmingly positive feedback.

Sure, there might be a bad review here or there, but when your workplace is genuinely a great place to be, your employees will naturally become your best advocates.

Employee testimonials

Speaking of employees being your best advocates, let their love for your company shine through.

Share stories and experiences from current employees.

For example, imagine you have an employee who has always dreamed of running a marathon. 

Thanks to your company’s commitment to wellness by offering incentives for healthy living and providing an on-site workout facility, she took advantage of those perks and achieved her goal of completing her first marathon last year.

To top it off, her team was there every step of the way, cheering her on and you have photos from them to help bring her story to life.

As an employer, this is the kind of story you want to celebrate, and you can feature her journey in a video testimonial on your social channels and website.

Not only does it honor her accomplishment but it also showcases your company’s culture.

This is just one example of how a strong company culture, reflected through your employees, can elevate your brand and set you apart online.

Employer branding is continuous

In the end, a strong employer brand isn’t just about flashy career pages or polished social media posts – it’s about authenticity.

Your brand should genuinely reflect your company’s values, culture and mission.

Candidates and employees can spot inauthenticity a mile away, so it’s crucial to ensure that what you promote externally aligns with the real experiences of your workforce.

At the same time, employer branding isn’t a “set it and forget it” strategy.

As workplace culture and employee expectations evolve, your brand needs to adapt.

Regularly monitor how your company is being perceived, internally and externally, through employee feedback, online reviews and social media engagement.

Use this insight to refine your approach, ensuring your brand remains competitive and aligned with the needs of today’s workforce.

By keeping a pulse on your reputation and staying true to core company values, you’ll not only attract top talent but also create a workplace where employees feel valued, engaged and proud to be part of your team.

In industries like manufacturing and construction, where skilled talent is in high demand, a well-crafted employer brand can be the key to standing out and thriving in a competitive market.