Attracting and keeping the right people has never been more challenging. Across Buckinghamshire and Berkshire, businesses are competing for a limited pool of talent. Experienced candidates are in high demand, and with more job opportunities available than ever, people have the power to be selective about where they work.
For employers, it’s no longer enough to offer a competitive salary and a decent benefits package. To stand out in a crowded market, businesses need to show candidates why they’re a great place to work. This is where your employer brand comes into play.
At Bucks and Berks, we’ve been helping local companies find and keep talented people for over 100 years. We’ve seen firsthand how a strong employer brand can transform recruitment results, helping businesses not only attract the right candidates but also retain them for the long term.
So, what exactly is employer branding, and how can you strengthen yours?
What Is Employer Branding?
Your employer brand is the perception people have of your business as a place to work. It’s shaped by everything from your workplace culture and leadership style to the way you communicate with job applicants and the stories your employees share about their experiences.
In practical terms, your employer brand affects:
- How attractive your company appears to job seekers
- The quality of candidates who apply for your roles
- Your ability to retain staff and reduce turnover
According to Glassdoor, 86% of job seekers research a company’s reputation before deciding to apply. If your business doesn’t look appealing online, you could be missing out on talented individuals before you even have the chance to meet them.
A strong employer brand isn’t just about recruitment. It also has a positive impact on employee engagement and loyalty. When people feel proud of where they work and are aligned with the company’s values, they’re more likely to stay and recommend their employer to others.
Why Your Employer Brand Matters More Than Ever
The job market has undergone significant changes in recent years. Flexible working, well-being support, and opportunities for career progression have become key decision factors for candidates. Businesses that fail to address these priorities risk falling behind.
In Buckinghamshire and Berkshire, the challenge is even greater for small and medium-sized businesses competing with large corporations and London-based firms offering hybrid work and generous perks. But the good news is that a strong employer brand can help level the playing field. It’s about showing potential employees what makes your company special – and why they should choose you over the competition.
Five Ways to Strengthen Your Employer Brand
Define What Makes You Different
Every business has something unique to offer. It could be your supportive team culture, opportunities for career growth, flexible working policies, or commitment to community initiatives.
This unique combination is your Employee Value Proposition (EVP) – the set of benefits and values that define what employees get in return for their skills and commitment.
Take time to clarify your EVP and make sure it’s reflected consistently across your job adverts, careers page, and social media channels. Candidates are more likely to apply if they can clearly see what sets your company apart.
Review and Refresh Your Online Presence
Today’s job seekers do their research. They will Google your business, check your website, read employee reviews on Glassdoor and Indeed, and browse your LinkedIn posts.
Ask yourself: Does your online presence reflect the kind of employer you want to be seen as?
Some simple steps you can take include:
- Updating your careers page to showcase your culture, values, and team stories.
- Sharing regular updates about company achievements, charity work, or behind-the-scenes moments on social media.
- Responding professionally to reviews and feedback online to demonstrate that you value employee input.
Even small changes can make a big difference in how your business is perceived.
Focus on Flexibility and Wellbeing
Our consultants speak to hundreds of candidates each month, and it’s clear that priorities have shifted. While salary remains important, many job seekers are just as concerned about flexibility, work-life balance, and well-being support.
Offering options such as hybrid working, flexible hours, and wellness initiatives can help you attract a wider range of candidates. These benefits also contribute to a happier, more engaged workforce.
Engage and Empower Your Team
Your existing employees are your most powerful brand ambassadors. Encourage them to share their experiences, celebrate their achievements, and refer others to join the team.
Creating a positive, supportive workplace culture not only helps retain staff but also enhances your reputation in the wider market. Word of mouth – both online and offline – plays a significant role in shaping your employer brand.
Work With a Recruitment Partner
Strengthening your employer brand doesn’t have to be something you tackle alone. At Bucks and Berks, we help businesses across Buckinghamshire and Berkshire position themselves as employers of choice.
We provide insights into what candidates in your sector are looking for, help craft job adverts that showcase your strengths, and streamline your recruitment process to create a great candidate experience.
Our aim is to make your business stand out in all the right ways.
How Bucks and Berks Can Help
We’ve been supporting businesses in the Thames Valley for nearly a century, helping them attract, engage, and retain the people they need to thrive.
Our team can provide:
- Market insights into local salary and benefits trends
- Employer brand audits to assess your current reputation
- Support with crafting job descriptions and adverts that reflect your EVP
- Advice on creating a positive candidate experience at every stage of the hiring process
Your employer brand could be the difference between securing your first-choice candidate and losing them to a competitor.
If you’re ready to strengthen your employer brand and attract the talent your business needs, get in touch with our team today. We’ll help you identify what makes your company special and how to communicate it effectively to the people you want to hire.
