How to build an honest employer brand and stop fooling yourself and candidates

Let's talk about why so many companies struggle to find employees, and how the right employer brand can solve that problem.

A real employer brand is the key

A company's employer brand must be honest and reflect the real state of affairs. Not fairy tales, not the owner's fantasies, but what actually happens inside the company. Only then can you attract people who share your values and ideas and are ready to work on the terms you offer.

What can you offer candidates?

A high salary is not always the main motivator. It can be:

• the chance to learn new skills;
• career growth;
• a convenient schedule;
• working in a team that shares the company's values.

Every vacancy has its own target audience. It is important to understand who your ideal candidate is and communicate exactly the values that matter to them.

The benefits of the right employer brand

1. Recognition of the company in the labour market.
2. Attracting the right employees, who share your values.
3. Saving time and resources: people stay with the company instead of leaving after a couple of months.

Mistakes in building an employer brand

• Untruthful information about the company.
• Ignoring research on competitors.
• Trying to "fit a square peg in a round hole" — writing what is not actually there.

Remember: by deceiving candidates, you only deceive yourself. The employee will leave as soon as they find a better place, and you will again lose time and money on hiring and onboarding someone new.

Why this matters

If every company counted the cost of hiring and losing employees, they would long ago have adopted HR analytics and started working on their brand.

What about those who think an employer brand is unnecessary?

Yes, there are managers who are sure candidates are already queuing at their door. In reality this is an illusion. Without clear positioning in the labour market you risk losing the best specialists.

An employer brand is not pink ponies and unicorns. It is a tool that saves resources and attracts the people who genuinely want to work with you.