What is employer brand?
Most people are familiar with the concept of brand in a traditional sense, but what exactly does employer brand mean, and how does it differ?
Employer brand refers to how an organisation is perceived as a workplace by current, former, and prospective employees. It encompasses direct experiences of working within the company, as well as broader factors such as reputation, culture, values, and employee benefits.
While a company’s overall brand reflects its image, products, and services to the public, employer brand focuses specifically on its reputation as an employer. Recognising employer brand as a distinct yet integral part of an organisation’s identity highlights its role in shaping recruitment, employee engagement, and long-term business success.
Why is a strong employer brand important?
Your employer brand is a valuable asset that directly influences your ability to attract and retain talent. But its impact goes beyond recruitment—employer branding also drives business growth, performance, and employee satisfaction. Research shows that companies with strong employer brands benefit from:
- 50% lower cost-per-hire
- 28% reduction in staff turnover
- Higher employee engagement and productivity
- Improved overall business performance
- A stronger reputation in the market
Three key reasons to invest in employer branding
Perception matters
No amount of advertising can override what employees and candidates say about your company. A strong employer brand is built on genuine, positive experiences that people are willing to share—enhancing your reputation organically.
Attracting top talent
Companies with a strong employer brand are more likely to attract high-quality candidates, secure top graduates, and successfully recruit in competitive industries. Public perception and industry reputation play a crucial role in talent acquisition.
Retention & employee engagement
A well-developed employer brand fosters a workplace culture that makes employees feel valued. By aligning company values with employee benefits and experiences, businesses can improve retention and create a more engaged workforce.
How to define your employer brand identity
Your employer brand is a reflection of your company’s culture and values. Start by clearly defining your core values, what makes your workplace unique, your vision for the future, and your employee value proposition (EVP)—the key benefits and experiences that set you apart as an employer.
Creating a great employee experience
Employees expect more than just a paycheck—they seek workplaces that support their growth, wellbeing, and work-life balance. To build a strong employer brand, focus on:
- Flexible working arrangements that accommodate diverse needs.
- Diversity, equity, and inclusion (DEI) initiatives that foster belonging.
- Professional development opportunities to help employees grow.
- Wellbeing programs, including mental health support and fitness benefits.
A meaningful investment in workplace wellbeing—such as fitness and wellness programs—enhances employee satisfaction and engagement, reinforcing your reputation as a great place to work.
Effectively communicating your employer brand
If you’ve built a strong employer brand, make sure people know about it. Use both internal and external communication channels to showcase your company culture:
- Externally: Share workplace stories, employee testimonials, and company achievements on platforms like LinkedIn to enhance visibility and attract talent.
- Internally: Maintain transparent leadership communications, regular team updates, employee feedback channels, and strong employer-employee engagement.
Empowering employees as brand ambassadors
Happy employees are your best advocates. While advocacy should never feel forced, you can encourage employees to share positive workplace experiences by:
- Providing content-sharing guidelines for social media.
- Offering social media advocacy training to ensure brand consistency.
- Recognizing and rewarding employees who actively promote your company culture.
Building an employer brand for the future
Employer branding isn’t static—it evolves with industry trends, workforce expectations, and business growth. Stay ahead by:
- Keeping up with UK employment trends and industry developments.
- Listening to employee feedback and adapting to their needs.
- Regularly updating your employee benefits package to stay competitive.
Leveraging HR analytics, engagement tools, and AI-powered platforms can help monitor and refine your employer brand strategy, ensuring it remains relevant and impactful.
Why flexible fitness benefits strengthen employer branding
Modern employees expect benefits that fit their lifestyles. Traditional on-site gyms or limited gym memberships no longer meet diverse fitness needs.
Hussle offers flexible fitness benefits, giving employees access to a nationwide network of gyms, pools, spas, and fitness centers—so they can stay active anytime, anywhere. Boost your employer brand with benefits that truly make a difference. Request a quote today
