It’s easy to fall into the trap of thinking your job ad is your number one (and only) tool for procuring top talent. While it’s an essential part of the process, it’s not the only aspect you should be tapping into when hiring.
It’s easy to fall into the trap of thinking your job ad is your number one (and only) tool for procuring top talent. While it’s an essential part of the process, it’s not the only aspect you should be tapping into when hiring.
That’s because in today’s competitive market, even the most compelling job ad can fall flat if it isn’t backed by something stronger: your brand.
Candidates no longer engage with roles in isolation. They engage with companies as a whole – as in, what they stand for, how they treat people, and how they show up when it matters. Increasingly, this perception carries far more weight than any single job description.
As JobAdder’s Talent Acquisition Lead Victoria Cleghorn explains:
“It’s not just a job anymore. People want to feel comfortable in terms of what they're being asked to do everyday. And they want to feel passionate about it.”
Why brand matters more than ever in hiring
When a candidate considers a new opportunity, they often assess two things at once. On one side there’s the obvious: the product, industry, and the company’s position in the market. On the other there’s the employer brand, i.e. the lived experience of what it’s like to work there.
“There’s the brand as in what it represents, and then there’s the employer brand, which is how you actually treat your employees, how you shine as a company, and how your values align with theirs,” Victoria explains.
Both ultimately matter. However, it’s the second one that’s usually the deciding factor – especially if your candidate is choosing between more than one role.
Candidates expect a higher level of transparency than ever before, and they have the means for getting it.
They have access to reviews from real employees, giving them greater insights into what it’s actually like to work for an organisation. They can follow leadership on social media to get a real feel and sense of the culture. And they can see how companies respond to world events, employee feedback, and public scrutiny.
“Information is now available way more quickly and way more widely. Brands can’t hide anymore – everything is now shared and known,” Victoria says.
And if the brand doesn’t stack up, the candidate simply won’t apply.
Creating a strong employer brand
There are few key elements when it comes to creating and maintaining a strong employer brand. It doesn’t happen overnight, and it requires consistency, clarity, and intentional actions.
According to Victoria, it starts with being explicit about who you are:
“The very first important step is displaying as much information that you can around your brand – including your values and how you shine.”
From there, credibility and accountability matters more than perfection.
“No brand is perfect,” Victoria says. “You’re always going to have someone who isn’t happy. It’s about how you respond and how you treat people that shows what kind of company you are.”
Strong brands don’t avoid criticism. Instead, they engage with it respectfully, transparently, and consistently. The way they respond becomes part of the brand itself.
How TAs shape employer brand
In a world where hiring teams have to wear an increasing number of hats, it can feel like a lot of pressure to own the employer brand as well. But as the most visible brand ambassadors a company often has, it’s important for TAs to know how to best represent their organisation’s brand.
Every interaction counts, including:
- How roles are framed
- How candidates are treated
- How feedback is given (or not given)
- How sensitive moments are handled
Victoria says local awareness and human nuance are essential elements for getting this right.
“It’s all about being locally relevant and understanding that events affect people differently depending on where they are. Your workforce isn’t just a global number – it’s individuals with real connections to what’s happening.” Victoria says.
TAs sit at the intersection of people, messaging, and experience. When they advocate internally for clarity, empathy, and transparency, they directly influence how the brand is perceived externally.
Get your brand right and the rest will follow
Job ads will always matter; they just don’t exist in a vacuum.
In a world where candidates can see everything, research anything, and walk away at the first sign of misalignment, your brand does much of the heavy lifting before the job ad is even written.
“People want to feel aligned – with the philosophy, the values, and what the company is trying to make a difference in.” Victoria explains.
If your brand gets that right, your job ads don’t have to work nearly as hard.
To learn more about how the right tech can help you boost your productivity and strengthen your employer branding, book a free demo of JobAdder with our team.
