How to Hit Rather Than Miss: Tips on Improving Your Employer Branding

The non-personified face of your company. The message you want to convey. The keystone in the bridge between you and your target market. These describe what is possibly the most important factor in your company – your brand. However, it is not just how your brand is perceived and interpreted by your consumers that matters – how your brand fares in the eyes of potential employees, or your employer brand, is just as essential to the success of your company.

And how do you go about constructing your employer brand? It is through the experience any potential employee has with your organisation that you will be able to seal the deal with the most promising candidates out there.

In reality, cementing your employer brand is not much different from marketing your brand and products to consumers. Firstly, the principles undergirding the former are similar to the latter: you have to take the time to gain an in-depth understanding of the psychology of your desired employees, rather than immediately launch into the usual grind of talent acquisition. As much as you would like to concentrate your resources on extensively discovering your target consumer market, it would be beneficial for you to imagine the precise characteristics and mentalities of the employees you are scouting, as this will empower you in generating the right marketing content to entice the best talents. That’s right, some hypothetical concoction is needed here on your part.

Now that you have crafted your recruitment advertisement and marketing content to project the employer image you want according to your employee ‘study’, train your entire entourage of staff to collectively ensure that employees whom your company interviews receive consistent treatment, from the time they arrive at the reception counter, to the point at which they face the interview panel and their official reporting for duty. Make each employee feel validated as an individual and keep the business-like mannerism low key – you wouldn’t want your employees hopping over to a competitor company after you’ve spent the time and effort interviewing and briefing them about processes and the culture at your company.

In order to gauge the efficacy of your employer branding methods, consider giving employees who pass the interview a short survey about the aspects they were happiest with and any feedback they have for your company. This will not only impress the newly-recruited employees and spur them to perform to their optimum capability once they begin working with you, it will also give you a chance to add traits and behaviours to your hypothetical prototype of your ideal employee.


Cultivate a Sense of Pride

Another way to raise the notches of your employer branding game is to instil a sense of pride, or at least, incite that feeling in potential employees. In a 2018 Millennial Survey conducted by Deloitte, it was revealed that  only 48 percent of respondents in a survey of 10,500 people believe that corporations uphold their ethical responsibility[1], which suggests that many millennials do not begin by having a strong sense of pride in the company they work for. As such, corporate social responsibility (CSR) is not to be taken trivially – it does not just have an effect on your consumer market, but asserts its soft power from within your company, influencing potential employees’ impression of your brand. IDEA Communication Pte Ltd has always been an advocate of intense and sustained CSR contributions, as this is a natural extension of IDEA’s Founder and Managing Director, Helena Ma’s personal creed and passion to serve. Being aware of the pertinence of employer branding to the success and growth of any business, IDEA has taken it upon itself to elevate the employer brand for other companies, as encapsulated by its initiative Heart4Dream, a charity project that assists companies in CSR and extends a wealth of social resources for the betterment of society.

If you think your company has no bandwidth to handle all the aspects covered in this article as there are clients, numerous stakeholders and customers to manage, turn to a consultancy to relieve this load. At IDEA Communication Pte Ltd, helping brands shape and solidify their employer branding is what we do alongside a myriad of consumer marketing services, and our all-round communications competency will deliver the coveted employer brand prestige you’re dreaming of.


Helena Ma brings with her a wealth of experience and a truly cosmopolitan perspective, having lived and worked in Shanghai, China; Gothenburg, Sweden; and London, UK. Her stints in Europe and China has armed Helena with a potent blend of ancient Chinese wisdom and contemporary Western knowledge which she incorporates into business management and client project