Think job seekers don’t research you before applying? Think again. Recently, Glassdoor reports that 86% of candidates read company reviews and ratings before hitting “submit” on an application. That means your reputation is a decisive factor in the hiring process.
Candidates today are asking deeper questions: What’s it really like to work there? Are people heard? Is leadership transparent? Does the company live its values or just post about them? Your reputation is your recruitment strategy, and it’s formed long before a candidate ever meets your HR team.
But employer branding doesn’t start with recruitment. It starts from within. A strong culture aligns your internal team around shared values, builds trust in leadership, and fuels motivation. When employees feel connected to the company’s purpose, they don’t just stay. They become ambassadors who advocate for your brand naturally and credibly.
If you want to attract the right talent, start by earning the trust of the people already on your team.
The new job seeker behavior
Today’s candidates act more like informed consumers than traditional job hunters. They research, compare, and validate before applying. Culture insight platforms, job sites, and even social media are their go-to tools to look beyond job descriptions and hear real stories from employees.
Even passive candidates are paying attention. A strong, transparent digital presence can spark interest, long before a formal job posting reaches them.
More than ever, authenticity beats advertising. Job seekers want unfiltered experiences, not just polished promises. Real employee voices through reviews, testimonials, or behind-the-scenes content to help them decide if your culture aligns with their values.
Time to think: What candidates really want
A sleek careers page is no longer enough. Purpose, alignment, and authenticity now matter more than perks. Social impact and a clear commitment to diversity, equity, and inclusion play a major role in candidate decisions, especially among younger generations who consider DEI a crucial factor before applying. They want to know not just what they will do at a comp any, but who they will become there, making purpose and authenticity essential for attracting top talent.
How to build a brand that earns talent
You don’t need a splashy campaign or a full rebranding to attract top talent. What matters more is clarity, consistency, and credibility. Let’s start with your core values.
→ Start with core values
Before any communication plan or campaign, make sure you’re clear on what your company truly stands for. What do you believe in? What behaviors do you reward? These values should guide not only your employer brand messaging but your internal culture as well. When your values are well-defined and lived every day, they become the foundation for trust internally and externally.
→ Choose the right channels and show up consistently
Don’t just write your values down. Bring them to life through the right channels: your LinkedIn page, internal newsletters, TikTok videos, blog posts, or behind-the-scenes stories on social. What matters is consistency that your messages should show up in different ways, across different touchpoints, in a way that feels cohesive and human.
→ Align across team members to speak one language
A strong employer brand starts with internal alignment. It’s not just about HR, marketing, or comms; every department plays a role in shaping how your company is perceived.
Take HR and communications as examples. Your team understands what talent is looking for. Your comms team knows how to craft stories and build public trust. When these teams and others work together, your messaging becomes more coherent, your values more visible, and your brand more believable.
No mixed signals. No fragmented stories. Just one strong and unified voice across the company
→ Turn your team into brand ambassadors
The most trusted messages don’t come from leadership; they come from real people. Empower employees to share their own perspectives, from why they joined and how they’ve grown, to what teamwork looks like in practice or the kind of projects that excite them. Whether it’s through social posts, casual videos, or event speaking, their voices carry the authenticity that candidates crave.
→ Create internal moments & events to reinforce culture
Employer branding isn’t just an external effort. Internal activities, from onboarding rituals to team offsites, are opportunities to strengthen culture and spark pride. Capture and share those moments to create emotional connection, both inside and out. They don’t need to be polished; they just need to be real.
→ Build a review & feedback strategy
Sites like Glassdoor, Google, or Indeed are not just feedback forums, but they’re touchpoints in the candidate’s journey. Respond to reviews, acknowledge concerns, and show that your company is listening. Transparency builds trust more than perfection ever could.
→ Lead authentically, celebrate the everyday
Leadership visibility matters, but only when it feels honest. Encourage leaders to share lessons, values, and reflections, not just wins. At the same time, highlight micro-moments in culture: new joiner shoutouts, team rituals, or even the occasional behind-the-scenes chaos. These small stories create emotional stickiness and help your brand feel truly human.
Bottom line: Branding beyond the job post
Ultimately, your employer brand isn’t a tagline, but the feeling people have when they hear your company’s name. Reputation is recruitment, and the strongest brands are the ones that show authenticity, empathy, and purpose.
What’s your brand saying to talent before you ever speak? Let’s discuss how to make it count.
