Mastering

THE ART OF
EMPLOYER
BRANDING
CONTENTS
Mastering The Art Of Employer Branding 3

The importance of Employer Branding 4

Start with your EVP 5

Six top tips to create an authentic Employer Brand 6

Tell your story 7

Align your company culture 8
Leverage social media and other online platforms 8
Create a culture of employee advocacy 9
Deliver on your promises 10

Communicating your Employer Brand 11

Create or revamp your company website and careers page 11

Get creative with your content marketing 12
Create eye-catching brand assets 12
Establish yourselves as thought leaders 12
Spruce up your job descriptions 13
Obtain the Flexified seal of approval 13
Let the numbers do the talking 14

Employer Branding key metrics 16

​​The continuous journey of your Employer Brand 18

INTRODUCTION
Are you ready to take your company to
a place where candidates come to you?
A world where top, diverse talent knows
who you are and what you stand for, and
can’t wait for you to open a role for them.
Mastering Employer Brand gives your company
and your culture the spotlight they deserve.

Think of us as your guides. Our goal is to open

doors for you, providing a seamless path to
mastering the art of Employer Branding. No
magic wand needed, just a blend of insightful
data, creative thinking, and a strategic mindset.
Here at Flexa, we’re here to support you
throughout this process. As a trusted Employer
Brand platform, we specialise in helping
companies to enhance and showcase their
unique Employer Brand. Let’s work together to
create an irresistible Employer Brand that acts
as a powerful magnet, drawing top-tier talent
right to your door, and keeping them.
So, how can you achieve that when a
competitive salary alone is no longer enough?
This is where your EVP comes into play.
Exceptional individuals are seeking something
more—a purposeful experience, flexibility,
genuine connection, and a place where they
truly belong. Employer Branding is about
creating an environment where employees
can thrive, providing opportunities for growth
and development, creating a supportive and
inclusive culture, and promoting work-life
balance.
If you showcase these aspects and align them
with your company’s values, you’ll be able
to start attracting top notch talent who are
seeking more than just a job.
Want to learn more about how
to build an Employer Brand that
rises above the rest? Stick with us!
The importance of Employer Branding
The role of your EVP
Tips on how to create an authentic Employer
Brand that resonates with your target
audience
How to shout about your awesome Employer
Brand
How to measure the success of your
Employer Branding efforts
We’ll also provide you with useful tools to
effectively measure and monitor your Employer
Branding success so you can continuously refine
and improve your approach. Here’s the first one:
benchmark your Employer Brand and EVP against
millions of data points and see where you’re
starting from. The quiz takes 90 seconds and
gives you insights into where you can improve.
GET READY TO
BECOME A MASTER
OF EMPLOYER
BRANDING!
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The importance of
EMPLOYER
BRANDING
When talent is in high
demand and opportunities
are abundant, your Employer
Brand is what allows you to
distinguish yourselves from
the competition.
But what exactly is it,
and why is it so important?
Your Employer Brand is your company’s
reputation and image. It includes everything
from your values, culture and work environment,
to your overall employee experience.
Every company has an Employer Brand, whether
you are actively working on it or not. It’s the
perception that potential candidates and
existing employees have about your company.
Your goal should be leaving a long-lasting
positive impression on anyone who comes into
contact with your company.
But it’s way more than that.
Your Employer Brand can
support you in:
Attracting top-tier candidates
Talented individuals actively seek out
companies that align with their values and
offer fulfilling career paths. When your
company is known for its positive work
culture, employee development opportunities,
and enticing benefits, you become an
employer of choice. And just by showcasing
your Employer Brand on Flexa you can
increase your likelihood of being considered as
an employer of choice by a whopping 257%.
Retaining your best employees
Employer Branding is not only about attracting
new talent but also about retaining your most
valuable employees. People want to be proud
of where they work, and Employer Branding is
a huge part of that. A flexible work environment,
great company culture, opportunities for
growth, and recognition for achievements are
all elements that contribute to higher employee
satisfaction and retention rates. Your employees
will also become your brand ambassadors,
advocating for your company and its values, all
leading to a stronger Employer Brand.
Setting yourself apart
In a crowded job market, where competitors are
seeking the best people from the same pool of
talent, Employer Branding becomes a strong
differentiating factor. When candidates have
multiple options, they are more likely to choose
a company with a strong reputation for putting
its employees first, and one that resonates with
their own aspirations and values.
Enhancing your company culture
Your Employer Brand plays a vital role in
shaping and reinforcing your company culture.
It communicates to both internal and external
stakeholders what your company stands for.
A well-defined and communicated Employer
Brand helps align employees around a common
purpose, leading to a more cohesive and
engaged workforce.
Boosting company growth
A strong Employer Brand improves the quality
of your hiring, bringing in more productive and
innovative employees who are committed to
achieving company goals. It also boosts your
reputation among your customers, investors,
and the community, which has a positive
impact across business partnerships and the
overall perception of your brand.
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Start with
YOUR EVP
To achieve the above, you first
have to start with your EVP
(Employee Value Proposition)
which is the foundation of your
Employer Brand.
Your EVP is what differentiates you from
your competitors. It’s the benefits, rewards,
and work environment that you offer to your
employees - all the things you want to shout
about in your Employer Branding.

Download our guide on how to create

a winning EVP to lay the foundations
and find out exactly what you want DOWNLOAD GUIDE
to be shouting about as part of your
Employer Branding efforts.

Instant Impact’s Employer Brand is a reflection of our unwavering

commitment to our core values. We believe in the power of continuous
learning, building trusting relationships, taking pride in everything we do,
making the most of every opportunity, and enjoying every win.
Our Employer Brand is a testament to our dedication to creating an environment where employees are
encouraged to evolve, collaborate, and succeed, making Instant Impact an organisation that celebrates
growth, trust, and the pursuit of excellence.”

Bex Killoran, Internal Talent Partner

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Six top tips
TO CREATE AN
AUTHENTIC
EMPLOYER
BRAND
300% INCREASE OF BRAND AWARENESS

From the moment I arrived at hedgehog lab I realised how important

culture and values are for the agency. So when it came to promoting our
Employer Brand and attracting talent, it was more about showcasing
what we already had internally to everyone else. When it came to our
social media, I started putting the spotlight on our employees and posting
regularly about them and who they are. Since then, we have seen an
incredible 300% increase of brand awareness just on our LinkedIn which
is certainly helping us recruit the right talent while offering potential
employees a sneak peek of how it looks to work at the lab.”

Antonia Hayianni, Social Marketing Lead

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So, how do you create an
AUTHENTIC EMPLOYER
BRAND THAT GIVES THE
WOW FACTOR, AND BOOSTS
BRAND AWARENESS? WE’VE
PUT TOGETHER SOME OF
OUR TOP TIPS BELOW:
TELL YOUR STORY
Once you have a deep understanding of your company, its
identity, values, and mission, you’ll know what makes your
company special and what you stand for.
This level of self-awareness is the foundation for your brand story and crafting an authentic and
powerful Employer Brand. Every company has a unique story to tell. It’s all about how you share it to
create a genuine connection with your audience. It’s how you speak to people on an emotional level,
so they can relate to your journey and mission.

A well-told story can leave a powerful impression on the human mind.

Candidates researching your company nowadays want to feel what it’s like
to work for you before they join. Stories foster and strengthen that positive
emotional connection with your brand and your employees can tell your
story best.
Sharing employee stories and encouraging advocacy can humanise your brand and bring it to life,
bridging the gap between the company and the candidate and putting a face to your company name.
Employee advocacy is based on the principle that people listen to people, people trust people a lot more
than brands.”

Anna Bertoldini, Global Head of Employer Brand

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ALIGN YOUR COMPANY
CULTURE
Your Employer Brand should accurately reflect your company’s
culture and values. And your messaging and communication
channels should align with your company’s personality to create
a consistent and authentic brand experience.

It’s one thing to understand your company values internally, but actually
translating that to the wider external world can be tricky. Working on the
marketing function for our Employer Brand, one of the most fundamental
things I think when creating content is, “Would our staff agree with this?”
If your company values and your content don’t match, people will notice. That’s why it’s important to
firstly have a cemented understanding of what those values are and secondly to workshop what that
looks like externally. Also, encouraging an environment where employees can post shows that they are
living out your company values, something we’re quite lucky to have here at Kairos.”

Olivia Murphy, Senior Marketing Executive

LEVERAGE SOCIAL MEDIA &

OTHER ONLINE PLATFORMS
Utilise social media platforms and online channels to share
Employer Brand stories and engage with your audience. Be active
on platforms where your target talent is present: after all, 79% of
people use social media in their job hunt, so it’s a crucial way for
you to make a good impression.
Create content that showcases your company culture and values; this in itself can be a leading factor in
whether a candidate chooses to apply to your company or accept a job offer.

Get your teams involved, too - the likes, shares, and comments showcase how much your team enjoys
working at your company and that they are proud to show it! Plus, by using Flexa you can showcase your
Employer Brand to your audience building a level of trust through our independent seal of approval and
FlexScore.

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CREATE A
CULTURE OF
EMPLOYEE ADVOCACY
Your employees are your best brand ambassadors. When they
share positive experiences and insights about working at your
company, it amplifies your Employer Brand efforts.

It’s vital that your company accounts share your Employer Brand story,
but Employee Generated Content is an underutilised tool that adds
authenticity to your brand.
So provide opportunities for your employees to participate in company events, contribute to blogs,
or represent your company at external industry events. And by being Flexified on our Pro Package,
you’ll have plenty of opportunity to get involved with our monthly Employer Brand opportunities and
get your employees excited about sharing their experiences.

Employee Generated Content, for me, is key to building and maintaining

an Employer Brand which truly reflects the experiences of your associates
every day. There’s nothing more authentic than hearing and seeing an
associate’s thoughts and feelings about your company directly from them.
They have networks which reach further than your company brand, and they speak with credibility that
you just can’t match from your brand’s media. I always say my job is not to tell stories about Mars but
to build a strategy that enables our associates to tell their own stories!”

Chris Woods, Senior Regional Employer Reputation & Recruitment

Marketing Manager

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DELIVER ON YOUR PROMISES
You’ll have heard of the phrase, all talk and no action - and you’re
not going to build a great Employer Brand with that mindset. Make
sure you deliver on the promises and commitments you make to
your prospective candidates and employees.
Consistency between your Employer Brand and the actual employee experience is what builds trust
and reinforces your authenticity. It’s why independent sources of information like Flexa are so valued
by candidates.

BUILD STRONG
RELATIONSHIPS
WITH CANDIDATES
It all starts with providing an
exceptional candidate experience
that goes beyond the ordinary
recruitment processes. We’ve all
been there – applying for a job
and waiting months for a response,
getting vague answers to easy
questions, and struggling to
understand the culture from the
outside. Experiences like this
leave a negative imprint in our
minds.
From the first point of contact to
Instead, you want to be creating a positive, the final decision, make sure that
engaging, and memorable journey for every candidates feel respected, valued,
single person who interacts with your company. and well-informed:
A good candidate experience not only allows you
to attract top talent but also builds relationships
Respond promptly, communicate clearly,
that can lead to future opportunities, referrals,
and offer transparency throughout the
and an improved employer reputation. hiring process.

We know that this process takes more time,
but candidate experience is a really important
part of your Employer Brand. The future also
holds an exciting solution in the powerful form
of AI. You can learn more from Flexified company
Canda on how you can enhance and streamline
your candidate experience.
Create a welcoming and inclusive
atmosphere during interviews, where
candidates feel comfortable showcasing
their skills and abilities.
Provide timely feedback, even if it’s a
rejection, and offer constructive insights
for their growth where possible.
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0
COMMUNICATING
YOUR EMPLOYER
BRAND
When it comes to effectively communicating your Employer Brand,
the possibilities are endless. Each company is unique, as are its
employees, which means the methods and channels through which
you communicate will be distinctive to your company.
You need to find which of the many options will work
for you. Here are some of the most effective methods
for sharing the essence of your brand.

CREATE
OR REVAMP
YOUR
COMPANY
WEBSITE
& CAREERS We revamped our brand from the
ground up to better represent the
PAGE business we aspire to be. From
embracing Flexification; remote
Your company website is work, supportive leave, and flexible
the digital gateway to your hours; to our Net Zero footprint
Employer Brand. and refreshed website and brand
imagery; our team has never been
It should be engaging and visually appealing,
more engaged. We have seen
showcasing your company’s culture, values
and mission. It leaves a lasting impression
increased productivity, engagement,
that is difficult to forget, and shows real and unplanned absences fall by 40%
stories from your employees. since we introduced our rebranding!”

Alex Walsh, CEO

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GET CREATIVE
WITH YOUR
CONTENT
MARKETING
To engage your audience, create different
types of content in a range of formats.
This could include blog posts, videos, podcasts, and infographics
that highlight the unique aspects of your company culture.

CREATE
EYE-CATCHING
BRAND ASSETS
From brochures and flyers to business cards
and company swag, having visually appealing
assets to communicate your Employer Brand
can make a world of difference.
But make sure you are consistent in your design, messaging,
and branding elements to maintain a cohesive and memorable
brand identity across your different touch points. We always get
compliments on our Flexa sweatshirts and water bottles!

ESTABLISH YOURSELVES
AS THOUGHT LEADERS
Establish your company as an authority in your
industry by sharing thought-provoking insights,
industry trends, and engaging stories that
showcase your company’s authenticity
and value.
Publish articles, guides, whitepapers, and e-books or participate
in industry events and webinars that demonstrate your expertise
and showcase your unique perspectives. This positions your company
as an attractive place for top talent and industry professionals who
want to have an impact and grow with your business.

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Aligning your job descriptions
with your Employer Brand is what
will allow you to set the stage for
attracting candidates who are not
only qualified, but also passionate
about your company’s mission and
values. It’s a great way to make an
impression and get the best out of
your candidates.
SPRUCE UP
YOUR JOB
DESCRIPTIONS
Job descriptions aren’t just a list of
qualifications and responsibilities; they
are an opportunity to showcase your
Employer Brand so that you can attract
the right talent.
Infusing your brand’s personality, values, and culture into
your job descriptions allows you to create a compelling
narrative that resonates with candidates. Create job
descriptions that reflect your unique EVP. Highlight the
exciting challenges, growth opportunities, and positive
work environment your company offers employees. Use
language that captures your brand’s voice and make the
descriptions engaging and authentic – adding in some
testimonials and quotes from current employees will
make them even stronger.

OBTAIN THE
FLEXIFIED SEAL
OF APPROVAL
Getting verified by an independent
body, like Flexa, can give
candidates peace of mind that
what you’re putting out in your
Employer Brand is trustworthy.
Think of it like a Fairtrade
certification for flexible working
environments.
With the Flexa seal of approval you can instantly
elevate and effectively communicate your
Employer Brand. People are watching what we’re
With Flexa you’ll get to showcase your flexible doing because our brand is so
working environment, highlight your enticing much stronger now - because
company benefits, share impactful employee of Flexa.”
testimonials, demonstrate your commitment to
diversity, equity, and inclusion (DEI), incorporate Louis Thorne,
engaging video content, and much more.
Global Talent Acquisition Lead

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Don’t just take our
WORD FOR IT — LET
THE NUMBERS AND
OUTCOMES DO THE
TALKING.
HERE’S WHAT FLEXA
CAN DO FOR YOU:
Tap into a more aligned talent pool
With our platform growing by a staggering 125,000 new users each month, and
reaching a total of over a million users, you’ll have access to a huge pool of top-
notch candidates who are looking for a company where they can truly belong.

Maximise your engagement potential

Compared to uncertified companies, being Flexified delivers a jaw-dropping
10 times more engagement than being on LinkedIn alone. Associating and
collaborating with other Flexified companies is a huge win for social media
engagement, and that’s before we get to the bi-annual awards.

Embrace the power of diversity

Flexa boasts a 2.5x more diverse audience than the average global tech
company. Companies like Amplifi have witnessed the benefits of these,
seeing a 65% increase in the diversity of their pipeline after using Flexa.

Boost applicant numbers & reduce cost per hire

Candidates are 4x more likely to apply to a company on
Flexa. Say goodbye to expensive recruitment methods and
be more like Flipdish - they haven’t made an agency hire
for six months despite spending six figures on recruitment
during the previous period.

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It doesn’t
STOP THERE!
BY BEING ON FLEXA, YOU’LL
HAVE THE OPPORTUNITY TO:
HAVE YOUR OWN COMPANY PROFILE - WHICH WILL
APPEAR ON FLEXA AND RANK HIGHLY ON GOOGLE
DUE TO OUR STRATEGIC APPROACH TO SEO.

GAIN AUTOMATIC ENTRY INTO OUR TWICE-YEARLY

AWARDS. THE FLEXA100 IN 2023 SAW 3 MILLION
PEOPLE SEEING AND ENGAGING IN CONTENT,
RESULTING IN INCREASED TRAFFIC, ENGAGEMENT,
AND APPLICATIONS FOR FLEXIFIED COMPANIES.

GAIN UNLIMITED USE OF THE FLEXIFIED BADGE -

EARNING THE TRUST OF HUNDREDS OF THOUSANDS
OF INDIVIDUALS WORLDWIDE.

And even if you’re not actively hiring, you can still benefit from utilising
Flexa. On average, only 50% of companies on Flexa are actively hiring
at any given time, with the other 50% focused on cultivating a long-
term Employer Brand.

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Here are some essential
EMPLOYER Candidate pipeline
BRANDING
METRICS
YOU CAN
MEASURE: Time-to-fill
While implementing strategies
to enhance your Employer
Brand is essential, it’s equally
important to measure their
impact.
This allows you to gather valuable insights into
the effectiveness of your Employer Branding
efforts, identify areas for improvement, and
make data-driven decisions that will strengthen
your Employer Brand.
Employee referral rate
Monitor the percentage of new hires
that come through employee referrals.
A high referral rate shows that your employees
are proud to advocate for your Employer
Brand. It showcases a positive employee
experience and a strong internal culture.
Cost per hire
Calculate the cost incurred to
attract and hire candidates.
Lowering the cost per hire indicates efficient
Employer Branding strategies that attract
quality candidates from organic sources as
well as through recruitment spend.
Having a group of people who love
what you do and are waiting for you
to post the right role for them is
incredibly valuable, and a great way
to measure your Employer Brand.
You can see the number of people signed
up for updates on Flexa, or build your own
candidate newsletter/waiting list.
Track the time it takes to fill job
openings from the moment they are
posted.
A shorter time-to-fill suggests the effectiveness
of your Employer Brand in attracting qualified
candidates and streamlining your recruitment
process. You can also track speed of applications
and volume of applications for even more data.
Offer acceptance rate
Measure the percentage of candidates
who accept job offers.
A high acceptance rate signifies that the best
candidates are genuinely interested in joining your
company, indicating a strong Employer Brand that
aligns with candidate expectations.
DEI representation
Assess the representation of different
demographics within your workforce,
including gender, ethnicity, age, and other
dimensions of diversity.
Compare these metrics to industry benchmarks and
track progress over time. Gather employee feedback
on DEI initiatives, inclusivity, and perceptions of
belonging to identify areas for improvement.
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 DEI AUDIT TRACKER

EMPLOYEE SATISFACTION TRACKER

Don’t forget to
MAKE USE OF THESE
TOOLS TO EFFECTIVELY
MEASURE & ANALYSE
DATA. THESE VALUABLE
TOOLS WILL ASSIST
YOU IN GAUGING THE
IMPACT OF YOUR DEI
INITIATIVES AS WELL
AS MONITORING THE
SATISFACTION LEVELS
OF YOUR EMPLOYEES.
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The continuous
JOURNEY OF YOUR
EMPLOYER BRAND
Your Employer Brand is the very face
of your company—it’s what candidates
notice first. It influences and impacts
all of your key stakeholders, from
potential candidates to current
employees and even customers.
It’s also not a one-time project.
Instead, it’s an ongoing process
of continuous improvement and
refinement.

Think of your Employer Brand as a dynamic entity that evolves alongside your company. It's the
message you convey to the world, showcasing why you're a great place to work and do business with.
Maintaining a strong and authentic Employer Brand is essential for attracting top talent, creating
employee loyalty, and establishing a positive reputation in the talent market.

Remember, your Employer Brand is not just about flashy visuals or catchy taglines—it goes deeper than
surface level. It’s about creating an emotional connection and delivering on the promises you make. It’s
about creating a workplace where people feel valued, respected, and inspired to do their best work.

By continuously investing in and improving your Employer Brand, you’re investing in

the long-term success and growth of your company.

So, let’s nurture and enhance your Employer Brand, to make sure that it truly
represents who you are and resonates with your target audience.

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Test the strength of your
EMPLOYER
BRAND WITH OUR
BENCHMARKING
QUIZ!
TAKE THE QUIZ

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