Attracting talent requires more than competitive salaries; it’s actually strong employer branding that makes the biggest impact. 

Aligning your employer brand with values will help you to attract and retain highly engaged talent, which boosts profitability and overall business success  (by 23%). 

But many businesses unintentionally weaken their appeal by falling prey to common employer branding challenges. I have highlighted the most common mistakes and how to avoid them.

Inconsistent messaging

Consistent messaging is the backbone of a unified employer brand that resonates when attracting talent. From your website and social media, to job ads and internal communications, candidates should see a clear, cohesive message about what you stand for and how you act as an employer.

This underscores the importance of crafting a clear employer branding strategy that aligns with your company’s culture, mission and values. Doing this ensures every touchpoint – from your job postings to LinkedIn presence – reflects your organisation’s core attributes. 

Neglecting the employee experience

The most powerful recommendations will come from your current employees, but many companies seem to be neglecting the internal employee experience. Your employer brand should reflect the reality of the company, not just a glossy, idealised version of it. 

Commit yourself to understanding and enhancing your employees’ experience. Regularly gather feedback from them, champion transparency and clear lines of communication, and create a culture of accountability where everyone is collectively striving for the greater good. 

Making positive changes in the workplace makes for happier employees – who are your strongest marketing tools and biggest brand advocates.

Forgetting about employee development 

Too many companies fail to emphasise employee development in employer branding. Talented individuals want companies that will invest in their long-term growth. In fact, over 90% of employees stay in their jobs when offered development opportunities.

An organisation known for fostering growth will naturally attract ambitious, high-calibre executives. You can position your company brand as a champion of employee development by:

• Highlighting mentorship programmes, leadership development initiatives and opportunities for career advancement.
• Sharing success stories of internal promotions and professional growth to attract candidates looking for long-term career prospects. 

Superficial approaches to diversity and inclusion

Today’s workforce expects companies to demonstrate a commitment to diverse perspectives and inclusive cultures. It’s not just because it shows your values are in the right place – it also implies that you’re more innovative (19%) and profitable (36%) than competitors, which bodes well for talented people seeking a new place to work. 

Employer branding challenges arise when companies struggle to move beyond performative statements and demonstrate their commitments in a meaningful way. From lacking diverse representation in leadership to overlooking inclusive practices in day-to-day operations, these gaps can undermine credibility and deter talent joining your business or staying in your business (both inside and outside the business). 

Overcoming these challenges requires more than just words. It demands visible action and authenticity. To show that your organisation is genuinely committed to diversity, equity and inclusion (DE&I), you must ensure that it’s at the forefront of your employer brand.

• Showcase diverse leadership teams in your organisation.
• Highlight how your company creates safe and inclusive workplace practices. 
• Promote initiatives that support underrepresented groups.

Ensure these efforts are reflected in your hiring processes and internal culture – an inclusive employer brand needs to be genuine, not performative.

Creating a poor candidate experience

One of the biggest employer branding challenges is underestimating the impact of the candidate experience during the interview process. Companies assume job seekers will endure poor processes because they need the role – but recruitment is a two-way street.

Even the strongest company brand can be damaged by a poor candidate experience, which looks like long, complicated hiring processes, poor communication or a lack of transparency. Talented people won’t tolerate these inefficiencies and may decline offers as a result.

Streamline your hiring process and maintain open communication at every stage. Make sure executives know what to expect and feel valued throughout the recruitment journey. A smooth, personalised and engaging experience makes all the difference in attracting exceptional talent to your company.  

Not measuring employer brand effectiveness

Finally, many companies neglect to measure the effectiveness of their branding efforts. This is perhaps the most egregious of the employer branding challenges because without insights, you become blind to vulnerabilities, waste valuable opportunities to strengthen your image, and leave your brand to stagnate.

Remember, the talent market is a fickle and competitive place; your brand will have to constantly evolve if you want to keep a seat at the table. But without proper metrics, it’s nearly impossible to determine what’s working and where improvements are needed. 

Key metrics to consider include:

• Employee retention rates
• Candidate feedback 
• Engagement with branded content

It’s equally important to conduct regular brand perception surveys to gauge how your company is viewed by both current employees and potential candidates. 

Overcome employer branding challenges. Partner with Hanover

Avoiding these employer branding challenges can significantly strengthen your reputation in the market, helping you attract and retain the best talent in your industry.

But successful employer branding isn’t a one-time project; it’s an ongoing process that requires thoughtful strategy, consistent execution and regular evaluation. This is where Hanover helps and can be a trusted adviser.

Contact us today to find out how we can position your company as an employer of choice.