The Center for Sales Strategy Blog

Every company has an online brand, whether it’s crafted intentionally or shaped by external perceptions.

If you're unsure of your company’s brand, do a quick Google search and look at the reviews. Websites like Glassdoor and other employment platforms can offer valuable insights into how your company is perceived.

Ask yourself: Does your company appear inviting to potential candidates?

If not, this could explain the lack of qualified applicants when you have job openings. In today’s uncertain job market, companies with a strong, well-defined employer brand are flooded with applications, while those with a mediocre or negative reputation struggle to attract talent.

How to Build a Strong Employer Brand

1. Reputation, Reputation, Reputation 

What’s the first thought that comes to mind when someone mentions your organization?

If the answer isn’t overwhelmingly positive, it’s crucial for leadership to gather and redefine the company’s desired reputation. Don’t stop there—engage the entire company in brainstorming ways to enhance this reputation.

Next, identify your core values. What values do you expect from every individual in your organization?

If you haven’t defined these yet, now is the perfect time. Leadership should foster discussions about existing values and those you aspire to cultivate. Set a collective goal to embody these values daily.

Keep in mind that core values must be lived, not just stated. Whether recruiting talent or seeking a new job, discovering that a company’s values are mere buzzwords can be disheartening. Imagine a restaurant that promises exceptional service but delivers the opposite or a service provider that claims honesty yet acts otherwise. Nothing discredits a brand faster than failing to uphold its stated standards.

When recruiting top talent, clarity on your company’s values is crucial; more importantly, your team must embody them. If honesty is a core value, are you transparent about compensation, benefits, work-life balance, and flexibility? If you affirm the first and contradict the second, candidates will quickly realize your values are just words.

Once you’ve established and are practicing your core values, tap into your top performers. Top performers gravitate to other top performers. Ask them who they know would fit your company’s culture and values well, and actively seek talent that shares these principles.

2. Strong Brands Require Great Teams

Is your team made up of experts in their respective fields? If they’re part of your company, they should be.

But are they recognized as thought leaders in the marketplace? That might require a bit of digging. Consider Googling a few of your top performers. Are they sharing their expertise and insights, contributing to discussions that elevate both their own profiles and your company’s?

Encourage your team to showcase their thought leadership. Utilize platforms like LinkedIn—suggest they repost or comment on industry-relevant articles. Start with a monthly post, then move to weekly updates.

As they become comfortable, encourage them to create original content. Sales experts can share insights on current market trends, while leaders can provide perspectives on hiring, coaching, or recognizing talent. This enhances employee value and positions your company prominently within industry conversations.

Once your team establishes itself as a thought leader, consider creating a company blog or hosting a podcast featuring their expertise. Communicating your strengths effectively is essential for building a strong brand.

Top performers are drawn to other top performers, so empower your team to highlight their excellence.

3. A Great Candidate Experience 

While not every candidate will be hired, every candidate deserves a positive application experience. Review your application and interview processes critically. Do you offer value to candidates who complete the process but aren’t selected?

If candidates feel their time was wasted, word will spread. Conversely, if they leave with valuable insights—such as feedback on their top talents—they’re likely to view the experience favorably, even if they don’t get the job.

You want top candidates to discuss how great your process is and express a willingness to apply again in the future.

Building a Brand That Inspires

In the age of online communication, candidates share their experiences widely, especially younger ones. Your online brand and ability to attract top talent hinge on what they say.

Let’s aim for them to share that your company lives its values, fosters top talent, and supports everyone—employees and candidates alike—in becoming their best selves.