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The heart of an employer brand

Employer Branding

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Whilst job hopping seems to be the norm for Millennials, I’m certainly part of an older generation that values loyal employees who like to make their mark, working really hard and being rewarded for doing so.

After 15 successful years of working hard since graduating, I recently found myself in the vulnerable position of redundancy. With 2 young boys and a family to support, I nervously re-entered the world of job boards, job aggregators and recruitment consultancies, with absolutely no idea of where to start.

On paper, my CV boasted loyalty to just 2 organisations and a commitment to work very hard and deliver results. This should be relatively easy I thought. How wrong I was!


Having worked on employer brands at my previous agency, I was excited to see how the companies I was applying for differentiated themselves to attract talent, and intrigued as to what the application process would be. An employer brand for me signifies an employer’s reputation – what your employees or prospective employees are saying about you. What message are you giving them?

After applying for job after job, and not even receiving so much as an automated email to acknowledge my application, my faith in these companies deteriorated and my desire to work for them quickly diminished. There was no personal touch.

After being introduced to Creed through a former colleague, it quickly became apparent that connections and referrals are hugely important. Reputation speaks volumes. Cultural fit is as important, if not more so, than experience. Although I didn’t apply for a job with Creed in the traditional way (thanks to the referral), the whole application process from interview to induction restored a belief that had been lost, and on a personal level helped to rebuild my confidence which had been severely knocked after redundancy.


My experience of the job application process in general highlighted how a lot of organisations are missing a trick and losing top talent. In such a competitive market, the lack of personal touch to prospective employees can have a detrimental effect on your employer brand. Put simply, a positive employer brand will help to attract and retain quality employees who are crucial to the success and growth of a business.


Gemma Stimpson