You’re Not the Employer Brand You Think You Are

Perception gaps are costing companies great talent. Here’s how to align your employer brand with candidate reality and win in 2025’s recruitment market.

You already have an employer brand. But is it helping? or hurting you?

Our 2024 perception survey revealed something critical. While employers believe they project a culture of innovation and support, great pay and benefits and a culture that attracts – candidates often see something else. Unclear values, outdated processes, or vague promises to name just a few. In today’s talent-driven economy, perception is reality.

And in 2025, where skilled candidates are in short supply across construction, engineering, and technical sectors, misalignment between your internal image and external brand is a risk you can’t afford.

Why Employer Brand Matters in 2025

• 88% of job seekers research an employer’s brand before applying
• Companies with strong employer branding see a 50% lower cost-per-hire and 28% lower turnover
• 83% of millennials say meaningful work is key to engagement
• 86% of candidates trust employee reviews over official brand messages

Your employer brand isn’t just your logo or mission statement, it’s your reputation, employee experience, and how candidates feel about working with you.

What Candidates REALLY Want in a Competitive Market

1. Purpose and Authentic Values

Today’s workforce prioritises personal impact and ethical alignment. If your Employer Value Proposition (EVP) doesn’t reflect purpose, career growth, and contribution, you’ll lose out. Employees engaged with a company’s mission are 67% more productive.

2. Culture Clarity, Not Clichés

Terms like “great culture” are meaningless without context. Candidates want to know:

• Leadership style

• Flexibility (hybrid work options attract 35% more applicants)

• Career development

• Office vibe – even perks like team lunches or volunteer days

3. Proof Over Promises

Your social media, careers page, and Glassdoor reviews are part of your employer brand. If your digital footprint doesn’t match the reality—or is invisible—you’re not in the race.

5 Ways to Align Perception With Reality

1. Share the Real Day-to-Day

Use photos and stories from real employees, project milestones, and team moments. 61% of candidates say authentic visuals boost trust.

2. Let Employees Tell the Story

86% of job seekers value employee opinions. Empower staff to share their experience on LinkedIn or testimonials on your careers site.

3. Audit Your Current Brand

Check review platforms, social media tags, and hiring feedback. What do candidates say after an interview? Are they getting ghosted? Do your values show up in their experience? Did the right person conduct the interview?

4. Benchmark Internally

Ask your existing workforce questions like: How did you find the interview and onboarding experience? What makes you stay? What would you improve? These responses help refine your EVP and ground your branding in truth.

5. Train and Equip Your Hiring Team

Your employer brand is only as consistent as the people telling the story. Share messaging, images, and proof points with recruiters and managers.

Retention and Attraction Go Hand-in-Hand

• Companies that offer learning and development see 94% higher retention

• 67% of employees say they’d stay longer if offered upskilling

• Flexible work is now expected by 85% of candidates

• Clear hiring timelines and positive interview experiences influence 78% of candidate decisions

Your employer brand isn’t just about hiring. It’s about building a reputation people want to stay part of.

Close the Gap or Lose the Talent

Misalignment between how you see your culture and how the market sees it, can quietly erode your ability to hire and retain the right people. In 2025, the strongest employer brands won’t just say the right things. They’ll show them.

Ready to turn perception into attraction? Get in touch to benchmark your employer brand and build a candidate-first EVP that truly stands out.