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Build a Magnetic Employer Brand that Attracts and Keeps Skilled Talent

Coral Drake | February 27, 2024 |

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Build a Magnetic Employer Brand that Attracts and Keeps Skilled Talent

The labor shortage is a big problem for industries worldwide. Skilled labor, in particular, has become very hard to secure. 

Unfortunately, the labor shortage is a persistent issue that threatens how businesses will operate and grow going into the future. Increasingly, attracting talent will be the difference between businesses that succeed and those that don’t. 

Industry reports highlight a widening gap between the demand for skilled professionals and the available talent pool. Global organizational consulting firm Korn Ferry found that by 2030, over 85 million jobs are likely to remain unfilled because there aren't enough qualified workers to fill them. Understanding the reasons why can help your brand attract the talent you need. 

The Power of Employer Branding

A strong employer brand—collective marketplace perceptions of a company—draws talent toward the organization. Did you know that 75% of job seekers consider an employer's brand before even applying for a job? Over 50% of respondents to Glassdoor’s Mission & Culture Survey place company culture above salary when it comes to job satisfaction.

Strategic Implementation of Employer Branding

Developing an effective employer branding strategy demands a company-wide commitment to embodying the values and promises made to employees. It goes far beyond the HR and marketing departments. 

Recruitment branding leveraging social media, company websites, and job postings conveys your organization's culture and values, but those values have to be consistent across a new employee's experience with your organization if you expect it to result in retention and loyalty. 

How to Build a Magnetic Employer Brand that Attracts and Keeps Skilled Talent

A strong employer brand can attract talent even during a skilled labor shortage and keep them through the years. The first step is understanding why jobs aren’t being filled so you can build a career path employees want to follow. 

Contributing Factors to Skilled Labor Shortages

Rigid Schedules

The demand for flexible scheduling has skyrocketed post-pandemic. Workers have seen a new world of possibilities and they’re not happy to return to a rigid norm they now know is unnecessary. 

Employees want jobs that let them adjust their working hours to accommodate personal commitments. Companies that offer flexible scheduling options, such as compressed workweeks or flextime, are more attractive to prospective employees. Why? Predictably flexible scheduling signals a company’s respect for personal time and an understanding of diverse needs for those who work there. 

Office Jobs

Just as with flexible schedules, the ability to work remotely has transitioned from a perk to a necessity for many job seekers. Remote work opportunities—or, at the very least, a hybrid model that combines in-office and remote work—stand out to candidates who want more work-life balance and the elimination of commute stress. Building an employer brand that emphasizes value for an employee's whole life, not just their work life, is an irresistible draw for skilled labor. 

Barebones Benefits

Today’s employees are looking for comprehensive health benefits, mental health support, and wellness programs that promote physical activity and healthy living. Employers that invest in their employees' well-being demonstrate their commitment to their overall happiness and satisfaction. 

Recruitment branding that emphasizes your company cares about your employees’ health and happiness is a superb way to leap ahead of the competition. 

Static Positions

Employees today are not just looking for a job; they're seeking a career path that offers opportunities for growth and professional development. They may be willing to start with lower pay and minimal responsibility, but they want to grow. If they don’t see a way to grow within your company, they won’t just leave later. Most likely they won’t sign up at all. 

Organizations that provide continuous learning options, such as workshops, courses, mentorship programs, and clear pathways for advancement, are more likely to attract ambitious candidates who are eager to develop their skills and contribute to the company's success. This kind of talent branding, placing value in an employee's potential, is a superb way to fill lower-paying positions that are otherwise less attractive to employees with lots of options. 

Cliques and Exclusions

Job seekers today are looking for employers who value diversity, equity, and inclusion (DEI) and build an environment where all employees feel valued and supported. 

Companies actively working to eliminate bias, promote diversity, and support equity initiatives show that they are committed to creating a workspace where everyone can thrive. Don’t just assume that employees will see your inclusivity. Actively promote your inclusion efforts in your talent branding. 

Practical Tips for Recruitment Branding


  • Publish blog content, social media posts, etc. highlighting employee testimonials, behind-the-scenes videos, and company events or achievements that reflect specific aspects of your employer brand likely to be attractive to potential employees. 
  • Match potential candidates with roles that align with their skills and career aspirations so you can offer them opportunities where they’ll thrive and grow.

Data Analysis

  • Time to Hire: Track the average time it takes from a job being posted to accepting an offer. A decrease in time to hire can indicate that your employer brand is successfully attracting more and better-suited candidates more quickly.
  • Quality of Hire: Evaluate the performance of new hires over time to assess whether the employees attracted by your employer brand are a good match for your company. Metrics can include job performance ratings, contributions to team goals, and retention rates.
  • Applicant-to-Interview Ratios: Monitor the number of applicants compared to the number of candidates invited for interviews. A higher ratio may suggest that your employer brand is effective in attracting a large but potentially less qualified pool of candidates, while a lower ratio could indicate a more targeted attraction of qualified candidates.

Build a Desirable Employer Brand 

By investing in and strategically implementing a strong employer brand, companies can not only attract but also retain skilled talent while their competitors flounder in a labor shortage. In an increasingly competitive labor market, active recruitment branding is essential for building a resilient, innovative, and future-ready workforce. 

Businesses that recognize and act on the importance of their employer brand will be the ones to thrive in the competitive landscape of tomorrow.

While on the subject of job openings, you’re invited to browse the open positions at Revel Systems! Explore our current career pathways on this page, and learn more about our mission to disrupt the modern state of commerce through the leading open cloud order management platform.