Why employer brand matters for attracting and retaining top talent

Building a more inclusive employer brand isn’t a switch you can flick on or off. It’s a long-term commitment that needs to align with your wider DEI strategy — and it needs to accurately reflect your organisation’s values, as well as your current levels of diversity and inclusion. 

But there are a few practical actions you can implement to get started building a more inclusive employer brand that attracts and retains the best talent. 

Here are six best practice tips: 

1. Prioritise leadership communication on DEI: “Visible support from your leadership can set the tone for the entire company,” Tara says. “Regularly communicate your commitment to diversity and inclusion from the highest levels of your organisation.” Make sure this message follows through across your mission, values, social media, and any candidate-facing content.
2. Showcase inclusive policies and benefits: As part of your recruitment process, highlight what makes you stand out as an inclusive employer. Inclusive policies and benefits, like flexible work arrangements, mental health support, and caregiver or parental leave demonstrate that you care about supporting folks with a range of needs.
3. Create transparent reporting on DEI: DEI is about people, not metrics. But reporting on your progress — even if you acknowledge you have room to grow — communicates to prospective candidates that you’re committed, Tara says: “Share diversity and inclusion metrics publicly. This kind of transparency can enhance trust in your organisation’s commitment to inclusivity.”
4. Show what actions you’ve taken on DEI: Along with reporting, show the actions you’ve taken to improve DEI at your organisation on your careers website. Make sure candidates and employees know what processes, tooling, or policy changes you’ve made to become a more inclusive and equitable organisation. But remember to be transparent about your progress, too. It’s better to say you’re a work in progress than mislead candidate expectations.
5. Collaborate with diverse organisations: Making an impact beyond your organisation can be an important way to not only source new talent, but show your commitment. “Partner with universities, community organisations, or professional groups that cater to diverse populations,” Tara says. “This can show that you are actively seeking diverse talent and are committed to fostering inclusivity beyond your organisation’s walls.”
6. Implement inclusive language in job adverts and on your careers site: The language in your job advert can be a red flag if it’s not inclusive. “Make sure job advertisements don’t discourage underrepresented groups from applying,” Tara suggests. “For example, avoid requiring qualifications that aren’t necessary for the job, as this can disproportionately exclude certain groups.”
7. Review your visual branding: It’s not just about the words on the page — non-inclusive imagery can also deter candidates from applying. “Visual branding featuring diverse employees can signal a welcoming environment,” says Tara. “Conversely, homogeneous imagery and non-inclusive language can create the impression of a monocultural environment that doesn’t value diversity, which could discourage potential applicants.”