As job seekers begin their search, they find themselves in an ocean of opportunities. In the thousands of postings on every job search website, how will your job postings stand out? And how can you ensure that your message appeals to the top talent in your industry? Recently, more and more people are headed into the office as we adjust to a new norm. However, more and more workers are leaving their positions, searching for roles better suited to their career goals and lifestyles. Luckily, recruiting experts at Lucas James Talent Partners can lead you through the key strategies for employer branding that will set your company apart.


Learn more about how to create job postings that attract top-tier candidates.


What Is Employer Branding? 

Employer branding is a term that describes your company’s reputation as an employer. This reputation is your company’s identity and determines what makes your company different. It is important because this is how you market to potential employees. In fact, 59% of employers see employer branding as the key to their overall HR strategy. Having a strong brand can genuinely differentiate yourself within the talent market.


Set Clear Company Values

Job seekers are looking for two things in your posting. First, they need to know whether they are a good match for the position. Secondly, they want to find out if they would like to work for your company. Setting clear, positive company values demonstrates to potential employees that your company will care for them not just as a worker but as a person. 

Maybe your company focuses on making an impact and has relationships with local causes. Alternatively, you might brand your business as team-oriented and focus on collaboration rather than individual tasks. An effective brand represents a company’s vision, mission, and personality. Decide what values are most important to you. Then work these values into your job descriptions, website, and social media presence. 

If you’re unsure what your brand looks like right now, a great way to start is to conduct a brand audit.  In your audit, evaluate internal and external branding using customer surveys, data analytics, and competitive reviews. By performing an audit, you can take a step back and view the overall picture, allowing your company to identify areas of improvement. 


Write Creative Job Descriptions

Job seekers read hundreds of job descriptions, and they start to all sound the same. Make your description as engaging as possible by speaking in an enthusiastic yet professional tone. For example, a common bullet point might read “strong writer with copy-editing skills.” Instead, try “This position is for someone with a deep love for words. You have the skills we’re looking for if you constantly notice typos and grammar mistakes or serve as your friends’ go-to editor.” This kind of writing makes your company more personable and is much more engaging for your audience to read. 


Incorporate Employee Feedback

Did you know that 86% of women and 67% of men would not work anywhere with a bad reputation? Clearly, it would be best if you established to prospective hires that your company has a good culture. And who can speak to the positive experience of working for your company better than current employees? Positive reviews on websites like Glassdoor, for instance, help you establish credibility with potential employees. 

When your employees engage with your company’s LinkedIn profile and share industry articles or anecdotes about your great company culture, this can convince job seekers that your company is an excellent place to work. Encourage employees to share pictures from company events or blog posts they find interesting. 


Utilize Different Kinds of Media

Simply updating your company website or LinkedIn description is not enough to create a good brand. To be effective, your message must be consistent across all platforms and use various types of media. By having a strong media presence, you can reflect your company’s values on a platform that can nurture connections. Consider the following ways to build your brand: 

  • Slideshows of company initiatives
  • Employee spotlight posts
  • Sharing videos on social media


Stand Out

Standing out among job postings can be a difficult task.  However, strategically building your employer brand is the best way to attract top talent. 

If you need more help with recruiting, Lucas James is an alternative to the conventional contingent recruiting model. We only hire the most qualified talent acquisition professionals to represent ourselves and our clients. At Lucas James, we offer industry-leading sourcing & selection practices and technology. 



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This article was originally published on Sept. 9, 2021; it has since been updated to reflect October 27, 2022.