The job market is always changing, however, one thing remains clear: a strong employer brand is crucial. It plays a key role in attracting top talent, no matter the current trends. So, what draws in strong candidates? And how can you ensure your brand works for you?
Employer branding isn’t just a pretty picture on your website. It’s what people say about you outside the office — things like employee reviews, work conditions, company culture, and even small details you might overlook.

Before Candidates Apply
Before hitting that "apply" button, candidates do their homework. They might check out your website or job descriptions first, but that’s just the beginning. They’ll search for info everywhere—from social media to review sites like Glassdoor and Indeed. If what they find is boring, outdated, or negative, they’ll likely not want to continue the recruiting process with you.
Here’s what matters to candidates before they apply:

• Website: Your website is their first stop. If it’s outdated, hard to navigate, or lacks essential info, it can create lack of confidence .
• Company Culture and Values: Candidates want to know what your company stands for and how you treat your employees. This includes diversity, inclusion, and support for employees. Clear values attract attention.
• Founders' Vision: Especially in startups, candidates are often drawn to the founders’ vision. Sharing your mission and the problem your company aims to solve can inspire candidates who want to work with purpose and align with your broader goals.
• Product Proposition: Candidates are interested in the product you create, the value it brings, and the technologies behind it. Showcase the unique challenges and potential impact of your product to engage those passionate about innovation.
• Online Reputation: Reviews, articles, and case studies shape their first impression. If your online presence is lacking, they might have doubts.
• Social Media Activity: This is important too. Social media helps candidates see how you engage with your audience, what projects you’re working on, and how open you are. Share real moments from your company—post photos from events, celebrate team achievements, and tell stories about your culture. Be genuine; people appreciate it!

During the Hiring Process
Once a candidate applies or gets an interview invite, they are moving on to the next phase.
Here’s what matters:

• Speed of Response: Quick and clear replies are a must. No one likes waiting weeks for an update on their application.
• Clear Communication: If recruiters and managers provide straightforward info, candidates can navigate the process easily. Be upfront about how many interview stages there are, what will be asked, and when they can expect feedback.
• Friendliness and Professionalism: When communication with the company is easy and pleasant, candidates get a sense of the atmosphere. Showing respect, being open to questions, and staying polite leaves a strong impression.
• Consistency and Organization: If your company follows a clear hiring process, it builds trust. Candidates appreciate timely and organized interviews.
• Interviewer Professionalism: It’s not just about how recruiters interact with candidates but also how interviewers behave. Interviewers should demonstrate professionalism, asking relevant questions related to actual job tasks and knowing how to conduct interviews, creating a respectful and comfortable environment for candidates to showcase their potential.
• Openness to Questions: Candidates should feel comfortable asking questions during interviews and getting honest, clear answers. This builds trust in the company and shows a willingness to engage.

After Joining The Team
So, the candidate has successfully navigated the stages and become your new employee. But this isn’t the end of the journey—those first days and weeks matter a lot in shaping their view of your brand.
Here’s what matters:

• Onboarding Process: How quickly does the new employee fit into the team? A well-organized onboarding process shows care and structure.
• Support and Engagement: It’s crucial that newcomers aren’t left to figure things out alone. Mentorship, clear feedback, and a willingness to help new employees settle in quickly.
• Work Atmosphere: How do employees interact with each other? Do they support the company culture? Creating a positive atmosphere during the first few weeks helps new employees feel like part of the team more quickly.

The Role of Recruitment Agencies
Don’t forget that impressions of your company can be shaped by external partners like recruitment agencies. So, it’s important for the agency to be made up of professionals who can accurately represent your company and its values. They should understand your needs, culture and hiring processes. Otherwise, a poor interaction with a recruiter can leave a negative impression of the entire company.

Remember, candidates today choose not just a job but a company. Take care of your employer brand at every stage — and your company’s name will become your best tool in attracting top talent.