The Power of Employer Branding: Standing Out in a Competitive Market

Finding skilled workers has always been challenging in sectors like construction, telecoms, and M&E, but in recent years it’s become even tougher. With more roles than available candidates, the balance of power has shifted. Workers now have choices, and they’re increasingly selective about who they work for.

It’s no longer just about offering a competitive day rate or salary. Candidates want to know what it’s actually like to work for your company. They’re looking at your reputation, asking around about site conditions, and checking what previous employees have to say online.

This is where employer branding comes in. It’s not a marketing gimmick or something only big corporations need to worry about. Your employer brand is simply what people think and say about your company as a place to work. Whether you’re actively managing it or not, you have one. The question is whether it’s helping or hindering your recruitment efforts.

Companies with strong employer brands find it easier to attract candidates, receive more applications, and often secure their first-choice hires.

The good news is that building a positive employer brand doesn’t require a considerable budget or a dedicated marketing team. It’s about being intentional with how you present your company and, more importantly, how you treat your workforce.

Why Employer Branding Matters for Recruitment

The link between employer brand and recruitment success is straightforward. Candidates have options, so they’ll naturally choose companies with better reputations when given the choice.

Your employer brand also affects the quality of applications you receive. Strong brands attract more candidates, giving you a larger pool to choose from. This means you’re more likely to find someone who’s not just qualified, but a good fit for your team and company culture.

There’s also a financial angle. Companies with poor reputations often need to offer higher rates to convince people to work for them. Building a positive employer brand can actually reduce your recruitment costs over time.

Building Your Digital Presence

Most candidates will search for your company online before applying or accepting an offer, and what they find matters.

Your Website: Your company website doesn’t need to be fancy, but it should be current and include information beyond just your services. Consider adding:

• An “About Us” or “Our Team” section with photos of actual staff
• Information about current projects
• Details about what it’s like to work for you
• Clear contact information for recruitment enquiries

Social Media: Social channels can be useful tools for showing what your company is actually like. Share photos from completed projects, announce new contracts, and post about team achievements or training days.

You don’t need to post daily. A few updates each month showing real activity is enough to demonstrate that your company is active and thriving.

Google Reviews: Many candidates will search for reviews of your company. While you can’t control what people say, you can respond professionally to reviews (both positive and negative) and encourage satisfied employees to share their experiences.

The Value of Staff Testimonials

Nothing is more convincing to potential candidates than hearing from people who actually work for you.

Video Testimonials: Short videos (even just filmed on a phone) of employees talking about their roles can be powerful. Keep these authentic. Scripted or overly polished testimonials can come across as fake.

Written Case Studies: Feature employees on your website or social media. A short profile about a team member who’s progressed through your company or worked on an interesting project shows potential candidates the kind of opportunities available.

Encourage Employee Advocacy: When employees naturally share positive experiences about your company on their own social media, it carries more weight than anything you could post yourself. Create a workplace worth talking about, and people will.

Building a Brand That Attracts Talent

Employer branding isn’t about spin or making your company seem better than it is. It’s about clearly communicating what makes you a good employer and ensuring that message reaches the candidates you want to attract.

In competitive markets, the companies that think carefully about their reputation and actively manage their employer brand will find recruitment easier, faster, and more cost-effective. Those that ignore it will struggle increasingly to attract the skilled workers their projects depend on.

At PPR, we work with companies across the construction, telecoms, M&E, industrial, aviation, and rail sectors. If you’re struggling to attract candidates, get in touch with our team on 01895 808188, email us at info@ppronline.co.uk, or use our online contact form.

Frequently Asked Questions

How long does it take to build a strong employer brand?

Building a solid employer brand is a gradual process that never really ends. However, small improvements can have an immediate impact on how candidates perceive your company.

Do small companies need to worry about employer branding?

Yes. In fact, smaller companies often have advantages – closer teams, direct access to management, and more varied work. The key is communicating these benefits to potential candidates.

What if we have negative reviews online?

Address them professionally and honestly. Respond to concerns, explain any context, and show what you’ve done to improve. Candidates understand that no company is perfect – how you handle criticism matters more than the criticism itself.