How to Improve Employer Branding: Quick Wins + Long-Term Strategies for Success

How to Improve Employer Branding in 2024: Quick Wins + Long-Term Strategies for Success

Employer branding isn’t just about attracting talent—it’s a strategic tool to reduce recruitment costs, retain top employees, and enhance your company’s reputation. According to Universum’s Talent Preferences eBook 2024 – Bridging the Perception Gaps, 86% of young professionals consider employer branding a critical factor in their job search. Organizations with strong employer brands experience 50% lower cost-per-hire and 28% lower turnover rates​​.

This guide provides actionable strategies and real-world examples based on Universum’s research and case studies. Whether you’re looking for quick wins or planning for sustainable growth, these insights will help you refine your employer brand for long-term success.

Quick Wins: Immediate Actions to Improve Your Employer Brand

1. Leverage Social Media for Branding Campaigns

Social media is one of the fastest ways to amplify your employer brand. Candidates use platforms like LinkedIn and Instagram to evaluate company culture and values, with over 70% of Gen Z saying they value behind-the-scenes content from employers​.

Actionable Steps:

• Run Interactive Campaigns: Use “A Day in the Life” videos or share success stories from employees to create a personal connection.

• Encourage Employee Advocacy: Universum’s research highlights the impact of employee storytelling on authenticity, as candidates trust employee-generated content more than company-led messaging​.

• Focus on Video Content: Universum notes that video content is particularly effective for younger audiences, significantly increasing engagement on LinkedIn and Instagram​​.

Case Study:
Campari Group worked with Universum to create a global employer branding campaign highlighting the "Camparista" experience. This initiative elevated their appeal by showcasing their vibrant workplace culture.

2. Streamline the Candidate Experience

A poor recruitment process can deter top talent, damaging your brand’s reputation. According to Universum, 72% of candidates who experience a negative hiring process share their experience online​.

Actionable Steps:

• Simplify Applications: Ensure applications are mobile-friendly and reduce unnecessary steps.

• Provide Feedback: Universum’s research shows that providing personalized feedback improves candidate perceptions, even for those who aren’t selected​.

• Use Automation Thoughtfully: Implement chatbots for timely updates while maintaining a human touch during interviews.

82% of job seekers say a company’s recruitment process is a reflection of how they treat employees, according to Universum’s candidate experience research​.

3. Empower Employee Advocacy

Employees are your most credible ambassadors. Universum’s data shows that 86% of candidates trust employee recommendations over corporate advertising​.

Actionable Steps:

• Provide Training: Teach employees how to share their workplace experiences while aligning with company values.

• Recognize Advocacy: Offer incentives for employees who actively promote the company.

• Leverage Social Media: Encourage employees to share stories, photos, and accomplishments to increase reach and authenticity.

Case Study:
FrieslandCampina worked with Universum to create a cohesive EVP that empowered employees globally to share consistent messaging about their workplace. This initiative enhanced brand alignment across regions.

Long-Term Strategies: Building a Sustainable Employer Brand

4. Build a Strong Employee Value Proposition (EVP)

A compelling EVP is the foundation of a strong employer brand. Universum’s research highlights that financial stability, career progression, and flexibility are top priorities for young professionals​.

Actionable Steps:

• Audit Employee Sentiment: Use surveys and interviews to understand what current employees value most.

• Tailor EVP by Region and Demographics: Universum’s research reveals significant regional differences in EVP priorities—for example, flexibility is a top priority in Europe, while high earnings rank higher in Asia​.

• Highlight Key Benefits: Include growth opportunities, innovation, and leadership support in your EVP messaging.

Case Study:
Accelleron partnered with Universum to develop a data-driven EVP after its spin-off from ABB. This foundation solidified Accelleron’s position as a leading employer in the turbocharging industry.

5. Foster an Engaging and Inclusive Company Culture

A strong company culture not only attracts top talent but also helps retain and engage current employees. Universum’s research shows that 72% of employees consider a company’s culture as a key factor in determining their loyalty​. Emphasizing workplace culture builds trust and ensures alignment between your brand’s external messaging and internal employee experiences.

Actionable Steps:

• Define and Communicate Core Values: Your culture starts with a clear set of company values. Universum’s research highlights that candidates are drawn to organizations with a strong sense of purpose and integrity​.

• Promote Employee Success Stories: Showcase stories that highlight how your organization supports career growth, inclusivity, or personal well-being. These authentic experiences resonate strongly with candidates.

• Encourage Community Involvement: Support volunteer initiatives and charity work to demonstrate your organization’s commitment to giving back.

• Support DEI (Diversity, Equity, and Inclusion): Inclusive policies, such as employee resource groups (ERGs) and mentorship programs, foster a sense of belonging. Universum research shows that candidates highly value diversity and equitable treatment​​.

• Invest in Well-Being and Flexibility: Emphasize work-life balance through flexible working arrangements, wellness programs, and mental health support.

Case Study:
FrieslandCampina worked with Universum to build an EVP that reflects its inclusive and collaborative culture. By aligning its messaging globally, FrieslandCampina strengthened its ability to attract diverse talent while ensuring consistency with its internal culture.

Pro Tip: Use employee testimonials and videos to share your culture authentically on social media and career platforms. This transparency builds trust with both candidates and employees.

6. Invest in Leadership Development

Leadership is one of the most significant factors influencing employee satisfaction. Universum’s eBook The Workforce of Tomorrow 2024 highlights that 29% of young professionals rank transparency as the most important leadership quality​.

Actionable Steps:

• Provide Training: Offer workshops to develop emotional intelligence, communication, and inclusivity.

• Align Leadership with EVP: Ensure leaders embody the values and vision presented in your EVP.

• Create Mentorship Programs: Pair senior leaders with emerging talent to foster growth and retention.

Pro Tip: Universum research shows that organizations with strong leadership see higher employee engagement and loyalty​.

7. Offer Creative Perks and Benefits

Offering unique and attractive perks can differentiate your employer brand, making your organization more appealing to top talent. Universum’s research highlights that candidates value benefits that support well-being, professional growth, and work-life balance. For example, flexible working arrangements and professional development opportunities consistently rank among the top priorities for young professionals globally.

Actionable Steps:

• Flexible Work Options: Offer remote or hybrid work to support better work-life balance. Universum data shows flexibility is a key driver of satisfaction, especially among younger employees​.

• Wellness Perks: Invest in wellness initiatives like gym memberships, mental health resources, or mindfulness programs to attract health-conscious talent.

• Professional Growth Opportunities: Align perks with career aspirations through training programs, certifications, or learning stipends.

• Family-Friendly Policies: Benefits like extended parental leave and on-site childcare can significantly enhance your brand's appeal to working parents.

• Unique Additions: Highlight creative perks that align with your culture, such as pet-friendly offices or annual company retreats.

Pro Tip: Tailor your benefits to resonate with the demographics you’re targeting. For example, tech talent may prioritize continuous learning, while hospitality professionals may value team-building activities and events.

Conclusion: Balance Quick Wins with Long-Term Success

Improving your employer brand requires both immediate actions and sustainable efforts. By leveraging social media campaigns, enhancing the candidate experience, and encouraging employee advocacy, you can achieve quick wins that make an impact today. At the same time, investing in your EVP, fostering an authentic company culture, and developing strong leadership will ensure your employer brand remains competitive in the long run.

Next Steps:

1. Download Universum’s Talent Preferences eBook 2024 – Bridging the Perception Gaps to understand key workforce trends.

2. Download the Workforce of Tomorrow 2024 eBook for actionable insights into future-proofing your employer brand

3. Book a free consultation with a Universum expert to tailor your employer branding strategy.