Strengthening your employer brand (B2B)
A strong employer brand is more than a nice logo or a persuasive job posting. It is the reputation your organization has as an employer — and that reputation determines whether top talent sees you as an attractive choice. In today’s labor market, where sales and marketing professionals are scarce, employer branding is a crucial factor for successful recruitment and retention.
What is an employer brand and why is it important?
The employer brand is the overall image that (potential) employees have of your organization as an employer. It is shaped by:
- Company culture
- Values and mission
- Employee experiences
- Communication and reputation
Why it matters for B2B:
- In tight labor markets, strong employer brands attract more applicants.
- Candidates with a positive perception of your organization apply faster and are more likely to accept an offer.
- A good employer brand reduces turnover and increases employee satisfaction.
Example: An SME service provider publishes employee success stories and sees the number of spontaneous applications double.
Benefits of a strong employer brand for SME companies
- Better inflow: More — and higher-quality — candidates respond to job openings.
- Faster recruitment: Shorter time-to-hire due to stronger brand recognition.
- Lower costs: Less dependence on expensive recruitment campaigns.
- Higher retention: Employees stay longer thanks to a strong culture and engagement.
- Stronger client perception: Clients view you as a stable and attractive partner.
According to LinkedIn Talent Solutions, a strong employer brand reduces cost per hire by an average of 50%.
Would you like to strategically strengthen your employer brand and become more attractive to sales and marketing talent? Schedule a consultation with Sales Improvement Group.
The building blocks of employer branding
| Building block | Action | Result |
|---|---|---|
| Employer Value Proposition (EVP) | Define what makes your organization unique | Attractive employer promise |
| Culture communication | Share stories from employees and leaders | Authentic image of working at your company |
| Candidate experience | Ensure a smooth application process | Positive first impression |
| Internal ambassadors | Involve employees in branding | Greater credibility |
| Measuring & optimizing | Monitor reputation and campaigns | Continuous improvement |
Channels and tactics to strengthen your employer brand
Online channels:
- LinkedIn company page & employee profiles
- Instagram for culture and atmosphere
- Company website with a “Careers” or “Work with us” page
- Glassdoor & Indeed reviews
Tactics:
- Storytelling: Share authentic stories from employees.
- Video: Show the workplace and colleagues in short clips.
- Employee advocacy: Encourage employees to share job openings and stories.
- Events: Host meet & greet sessions for potential candidates.
Tip: Ensure your external message aligns with your internal culture — inconsistency harms your brand.
Use cases
Use case 1: Heineken – global EVP & local relevance
Heineken developed a single global Employer Value Proposition (“Go Places”) and translated it per region to fit local culture and labor markets. With interactive online experiences, candidates could discover their match with Heineken. This led to a 56% increase in applications worldwide.
Source: Heineken Careers – Go Places
Use case 2: Philips – employee advocacy on LinkedIn
Philips launched an internal ambassador program where employees received training and content to share their work experience on LinkedIn. As a result, engagement on job posts increased by 34%, and reach among passive job seekers grew significantly.
Source: LinkedIn Talent Solutions – Philips Case Study
Use case 3: Salesforce – showcasing culture through video
Salesforce invests in short, authentic videos where employees show their daily work and team dynamics. These are distributed via social channels and the Life at Salesforce page. Result: 50% higher application conversion for sales and marketing roles.
Checklist: how strong is your employer brand?
- EVP clearly defined?
- Employees actively involved as ambassadors?
- Consistent communication across all channels?
- Fast and candidate-friendly application process?
- Regular measurement of reputation and engagement?
4 or more “yes” answers? Then your employer brand is strong. Fewer? Time for action.
Frequently asked questions
- How do you build a strong employer brand?
- Define your EVP, communicate authentically, involve employees, and ensure a positive candidate experience.
- What are the 4 P’s of employer branding?
- Purpose, Positioning, Promise, Proof.
- What is a good employer image?
- A positive, authentic perception confirmed by the experiences of current and former employees.
- What are the 5 dimensions of employer branding?
- Culture, compensation, development opportunities, work-life balance, leadership.
Contact us
Ready to strengthen your employer brand and attract and retain top talent? Contact Sales Improvement People.
By: Daniëlle de Bode