Enhancing Employer Branding

Nothing spells disaster faster than a bait-and-switch job offer. You need to ensure your employer branding is unapologetically honest. Why? 1. Candidates aren't stupid. They can smell corporate BS a mile away. When you're upfront about your culture, you attract people who actually fit—and repel those who don’t. 2. Honesty fosters trust. When potential hires see you're transparent about the daily grind, the challenges and the victories, they're more likely to believe in your mission. 3. No one wants to feel like they've been sold a lemon. By giving candidates the real deal upfront, you avoid the revolving door of disillusioned new hires. People know what they're getting into and are ready to commit. So, how do you GET REAL about what working at your company is like? 1. Conduct anonymous surveys, focus groups and one-on-one interviews. Get the dirt straight from the trenches. Ask your employees what’s working, what’s not and what’s just plain ugly. 2. Share the results with your team. All of it. The good, the bad and the brutally honest. Demonstrate that you’re listening and ready to act. 3. Write job descriptions that reflect the real day-to-day. Highlight the challenges as much as the perks. If the job involves late nights or tough deadlines, say it. You now have all the materials needed to create an employee culture playbook. Notice that I DIDN'T say an employee handbook. Your playbook needs: 1. Real stories from real employees. Capture their experiences, their challenges and their triumphs. Make it personal and relatable. 2. Show how your core values play out in everyday situations. Use examples and anecdotes. 3. Be upfront about the demands and expectations. Let potential hires know what they’re signing up for. Honesty here saves time and heartache down the road. Your employer branding requires: 1. Behind-the-scenes videos, day-in-the-life blogs, candid photos—give outsiders a genuine glimpse into your world. 2. Employee ambassadorship. Encourage them to share their stories on social media and at industry events. Authentic voices from within carry more weight than polished corporate messages. 3. Consistency. All of your employer branding materials—website, social media, ads—should reflect the same honest, transparent approach. Remember... 1. This isn't a one-and-done process. Keep the lines of communication open. Regularly check in with employees to get their feedback and gauge their sentiment. Make adjustments as needed. 2. Your company culture isn’t static. As you grow and change, so should your approach to employee experience and branding. Stay agile and responsive to your team’s needs and feedback. 3. Leadership needs to model the behavior. Be transparent about company decisions, challenges and successes. 4. Your actions must align with your words. If you promote a culture of feedback and improvement, demonstrate it through your policies and practices. #employeeexperience #employerbrand #ThatAshleyAmber

Is #employerbranding hurting your business growth? Over the last couple of years, I've noticed a curious trend: companies repeatedly posting the same job openings, especially for mid-to-senior roles, sometimes for a year or more. These postings often receive hundreds of applications within days—so, what’s really going on? Are companies hunting for unicorns while applicants are mostly horses (or bots)? How long can critical roles afford to stay vacant? Are these even real openings, or “ghost jobs,” as recent news reports suggest? Through conversations with #headhunters and HR leaders, it’s clear that many of these roles are aspirational rather than essential — positions that are “good to have,” not urgent. In contrast, peer CXOs who could be candidates for these jobs feel it is an innovative PR move—designed to create the illusion of #growth and #expansion. How does this hurt the company’s long-term growth? 1. Leaking Future Strategy: Assuming these are real jobs, posting the same opening multiple times shows competitors exactly where your growth priorities lie, giving them the chance to get ahead. I’ve often predicted business moves by simply observing repeated job postings and related conversations among competitors. 2. Damaging Employer Brand: A prolonged, visible search can signal inflexible criteria and a lack of agility in hiring, making the company less attractive to top talent. High performers are drawn to environments that embrace diversity, and rigid shortlisting processes can alienate them. 3. Eroding Trust: When job posts lead nowhere, candidates start to view them as "fake." This erodes trust and can tarnish your brand, making it harder to attract quality talent in the future. So, what’s a better way to build your #employerbrand? 1. Be Selective About Public Posts: Not every role needs a public listing. When you do post, ensure there’s a clear contact point to humanize the process and signal that your brand is open to engaging. 2. Shift from Job-Centric to Aspiration-Centric Hiring: Highlight what growth means at your company and encourage open applications based on aspirations, not just existing job titles. Axis Bank for example, appears to have attracted diverse leaders for its programs on DEI, CSR, and strategic growth initiatives. 3. Feature Your Team: If your goal is to drive social media engagement, showcase the stories of your inspirational employees. It's far more impactful than promoting non-existent jobs.   What’s your take on this trend? I’d love to hear your thoughts.

After working with 100s of employer branding teams, I’ve seen them make the same critical mistake. It's not the candidate experience. It's not missing on hires. It's not a functional issue. It's pretending everything's perfect. Here’s a memorable example: An investment bank came to us wanting to “soften” their employer brand. They were eager to recruit Gen Z talent and asked us to emphasize work-life balance and flexible hours. ⠀ Here’s the problem: Anyone familiar with this company knew the culture didn’t match that message. ⠀ ➡️ Long hours. ➡️ Intense pace. ➡️ High expectations. ⠀ It’s not bad. It’s just not for everyone — and that’s the point. ⠀ So we pushed back. We worked with them to frame their culture authentically: fast-paced, ambitious, high-performance. Not for the faint of heart — but incredibly rewarding for the right people. ⠀ Here’s what happened: ➡️ Fewer applicants overall ➡️ Better alignment during interviews ➡️ Significantly lower new-hire attrition ⠀ Takeaway: Your employer brand isn’t about sounding perfect. It’s about sounding right to the people who will thrive with you. ⠀ ✅ Transparency builds trust. ✅ Honesty attracts alignment. ✅ Clarity drives retention. ⠀ If your message says “this place is for everyone,” you're probably attracting no one. ⠀ Want to future-proof your hiring strategy? Stop selling perfection and start selling fit.

Employer branding will be the biggest missed marketing opportunity for 99% of companies in 2025. But the few that invest in it will see the biggest returns. News flash...your company doesn't need a new and shiny ad campaign. Your company needs to be utilizing the most powerful, lowest-cost, highest-ROI marketing tool most companies already have—but don’t use. Your people. So, what is employer branding—really? It’s not just a polished careers page or a recruiting video. It’s your employees doing the marketing for you. Sharing their wins. Telling their stories. Posting their behind-the-scenes moments. Talking about what it’s actually like to work at your company, through their own personal brand and channels. It’s not corporate. It’s not scripted. It’s real. And that’s why it works. People trust people. Not company pages. When done right, employee-driven branding becomes your biggest strategic advantage. Don’t believe me? Look at the data: → Employees have 10x more reach than company pages → Content shared by employees gets 8x more engagement → Employee-driven leads convert 7x more often → 76% of people trust content from individuals over brands → Strong employer brands get 50% more qualified applicants and cut hiring costs by 43% → Employees who share content are 27% more optimistic about their company’s future → 69% of job seekers wouldn’t apply to a company with a poor reputation—even if unemployed (Source: LinkedIn, IBM, Edelman, Glassdoor) Translation: People trust people. They follow people. They work with people. They buy from people. If you’re not investing in employee visibility, you’re not just missing marketing ROI. You’re missing recruiting ROI, retention ROI, and revenue ROI. The companies that win in 2025 won’t just be marketing their products. They’ll be marketing their people. And those people? Will become the most trusted brand assets a company can have. Curious how to bring this to life at your company? Happy to share ideas.

💭 "It made us stop and think." That’s what one of the participants said after Dejan Pataki and mine talk on employer branding at the Vivaldi Forum by Mokrogorska. Why? Because while everyone else is painting a picture of never-ending "flowers and sunshine," we’re advocating for honesty. 🌱 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆 𝗶𝘀 𝘁𝗵𝗲 𝗳𝗼𝘂𝗻𝗱𝗮𝘁𝗶𝗼𝗻 𝗼𝗳 𝘁𝗿𝘂𝘀𝘁, and it’s time companies realize that sugar-coating reality won’t attract the right talent. Many brands try to portray themselves as perfect, but the reality inside is often very different. When new hires come in expecting a utopia, they’re confronted with a truth that leads to disappointment, disengagement, and eventually, high turnover. But why aren’t more companies being real about who they are? It’s simple—selling a dream is easier. But the problem with dreams is that when people wake up, they don’t want to stay. Especially in times like these, where uncertainty and crises are part of everyday life, employees aren’t blind. They know things aren’t perfect. They understand there are challenges. So why not be upfront about it? Instead of spinning a flawless narrative, why not be clear about the real challenges and the authentic culture of your company? By doing that, you’ll attract the people who are truly aligned with your mission and values—people who are ready to stick with you through the ups and downs because they signed up for exactly that. 💡 Here’s what employer branding should focus on 👇 1. Tell the full story – Be transparent about both the wins and the struggles. Celebrate the victories, but don’t shy away from sharing the hurdles you’re overcoming. This is where authenticity shines. 2. Highlight what matters – Instead of flaunting surface-level perks, emphasize how your company supports its employees during tough times. This is what people care about now. 3. Provide real examples – If you claim your company values growth, show real stories of employees who’ve grown within the organization. If transparency is a core value, show how leadership openly communicates even when the news isn’t always positive. I’ve seen this approach work. Companies that authentically represent themselves attract people who are a true cultural fit right from the start. These employees align with the company’s values and stick around because they weren’t sold an illusion. We’re all navigating turbulent times—everyone knows it. So why pretend otherwise? Let’s move away from "flowers and sunshine" branding to something real, resilient, and authentic. 𝗬𝗼𝘂𝗿 𝗲𝗺𝗽𝗹𝗼𝘆𝗲𝗿 𝗯𝗿𝗮𝗻𝗱 𝗶𝘀 𝘆𝗼𝘂𝗿 𝗰𝗼𝗺𝗽𝗮𝗻𝘆’𝘀 𝘁𝗿𝘂𝘁𝗵—𝗺𝗮𝗸𝗲 𝘀𝘂𝗿𝗲 𝘆𝗼𝘂'𝗿𝗲 𝘁𝗲𝗹𝗹𝗶𝗻𝗴 𝗶𝘁. ____ I'm Nemanja, I help mid-size high ACV & long sales cycles B2B companies win by facilitating sales and showing their unique advantage. In other words, hands-on marketing that brings tangible results (with a bit of funk). Remember 4Ps?

Your employer brand isn’t what you say it is it’s what your employees and candidates say it is. You can have the sleekest career page, the best mission statement, and the most polished job postings. but if your employees are burnt out and your hiring process frustrates candidates, guess what? That’s your employer brand. The best candidates don’t just look at your job description. They check Glassdoor. They ask their network. They notice how you engage (or don’t engage) on LinkedIn. If you want top talent, you need an employer brand that backs up your promises. Here’s how: Make hiring a two-way street Candidates aren’t just trying to impress you; you should be impressing them, too. Create a great employee experience Happy employees attract more great employees. Engage online Your LinkedIn presence isn’t just for marketing. It’s a window into your company culture. The companies that invest in employer branding now will be the ones that win the war for talent later. What’s one thing you wish more companies understood about employer branding?

Employer brand trust is having a moment (and not in a good way). But rather a global crisis kind of moment. And trust isn’t just a feel-good metric—it drives employee retention, customer loyalty, and company performance. In my third post digging into the 2025 Edelman Trust Barometer report let's start with some data behind the headline that organizations are facing a global employer brand trust crisis. ✅ Employers have seen an unprecedented global decline of trust. In the US, trust that "my employer will do the right thing" is down 5 points over last year. ✅ Employees increasingly worry about job security due to threats like international trade conflicts and offshoring, automation and a lack of training, and a looming recession. ✅ All demographics are experiencing a surge in fear of workplace discrimination, reaching an all-time high. ✅ People with high grievances have low trust in CEOs, including their own. ✅ Fear that business leaders purposely mislead people increased 12 points this year. If you believe that the fastest way to build customer love is to have employees who love their job, it feels wise to do something about this, right? So, what can leaders do to build trust in the workplace? A lot. Here are a few ideas to get things going. ➡️ Start with Data: Trust erodes for a variety of reasons and it's best to start with data and context for your unique situation. Survey employees to understand what's going on. You'll likely hear clues to inform your recovery plan. ➡️ Provide Economic Stability: Invest in fair wages, career growth, and upskilling your workforce. This is universal. ➡️ Foster Culture and Workplace Civility: Encourage inclusive conversations with respect for different perspectives. Nurture psychological safety. Prioritize building bridges (ERGs can be a valuable source for this).  ➡️ Be Transparent: Frequent, honest communication strengthens trust. If you’re leaning into AI to enhance workforce productivity, for example, explain why and how it enhances job satisfaction and outcomes.  ➡️ Listen: According to Edelman, leaders earn influence by demonstrating they “understand what people like me need and want.” Talk about topics like career aspirations, priorities and workload, or how to improve their work environment. Take on listening sessions and skip-level conversations. ➡️ Train Managers: Managers are the daily trust builders—or eroders. Investing in the development of soft skills like empathy for middle management can have a profound impact on employee retention and morale. Trust isn't built with one conversation or big campaign. It's built in many little things, over time. And worth it. Deloitte’s 2024 Global Human Capital Trends Report suggests that companies with high internal trust outperform their peers in innovation and productivity, making trust-building a strategic imperative. What have you seen benefit workplace trust? #edelmantrustbarometer

Your employer brand is AS IMPORTANT as how much you pay. When deciding where to work, sometimes, an employer's brand is even MORE IMPORTANT to top candidates than salary. A great product or service is only as strong as the people behind it — and the people you need often decide where to work based on the reputation a company has as an employer. Here are three strategies to build a strong employer brand: #1 Communicate Your Vision and Values Clearly Top talent wants to work for companies that stand for something. Whether it’s your commitment to innovation, diversity, or social responsibility, clearly communicating your company’s vision and values will attract candidates who are genuinely aligned with your mission. Articulate your company culture in every job posting, on your website, and through your team’s social media profiles. A great employer brand isn’t just about perks—it’s about what you stand for and how your team feels. #2 Show, Don’t Tell Talk is cheap. Action speaks volumes. A great employer brand isn’t built through just words—it’s built through your actions. Demonstrate your commitment to your values in everything you do, whether it’s supporting work-life balance, offering flexible work options, or making your hiring process transparent, showing what you stand for will resonate with top talent far more than flashy job postings or corporate speak. #3 Treat People Like They Matter Employee experience plays a huge role in employer branding. If your team is happy and engaged, they’ll become your best advocates. Happy employees don’t just do great work—they tell others about the great work environment they’re part of, whether on Glassdoor, LinkedIn or at networking events. So, invest in your team. Offer professional development opportunities, recognize achievements, and create a culture where people feel valued. Build your employer brand, and top talent will find you. #employerbranding #talentacquisition #talent #lifesciences If you’re not sure where to start, shoot me a DM — I’m always happy to talk about strategies for improving your recruitment efforts and employer brand.

Earlier this week, I shared how we’ve spent £0 on direct recruitment costs at Flexa—no job boards, no agency fees, no paid ads. How? Through something I truly believe makes all the difference: a strong employer brand that naturally attracts talent. The best hires don’t come from ads, they come from the reputation you build. In this week's newsletter, I’m looking into: 📊 Graph of the week: Companies that invest in their EVP are 4x more attractive to candidates 💼 What is employer branding, and why does it matter? 💰 How Flexa hires without spending on direct recruitment 🌟 How companies are using Flexa to strengthen their employer brand ✨ Spotlight: How BT Group, Airbus, and BAE Systems attract talent through employer branding 💡 Where to start when building your employer brand 🔍 Discover your EVP pillars with our 2-minute EVP quiz If you want to build an employer brand that does the hiring for you, this one's a must-read! 👇