How does employer brand awareness impact the recruitment of new talent?

Do you remember the time when employers chose candidates, not the other way around? Those days are behind us. Today, in the era of social media and various online platforms, an employer’s reputation has become more valuable than ever. Simply put, your employer brand – or how potential and current employees perceive you – can determine who sits at your table on Monday morning.

In a world where information travels at the speed of a click, news about working conditions and company culture can spread incredibly fast – whether positive or negative. That’s why employer brand awareness has become a key tool for attracting and retaining talent.

Job Seekers Research Future Employers

According to a survey by MojPosao, as many as 75% of candidates research a company’s reputation before deciding to apply for a job. This means potential employees are spending time researching your brand, just as you are researching them. If you have a strong reputation, you’ll attract motivated, qualified individuals who want to work for you. However, if your reputation isn’t great, even the most attractive salary might not be enough to save you.

It’s not just about external perception. A strong employer brand also helps retain current employees. When workers feel they are part of an organization that values them and cares about their professional and personal needs, they are less likely to look for other opportunities.

The numbers don’t lie:

• 20% higher employee engagement – Companies with a strong employer brand see significantly higher levels of employee engagement, positively impacting productivity, innovation, and retention.
• Improved quality of applications – Candidates applying to companies with a good reputation are often more qualified and motivated, speeding up the selection process.
• Reduced hiring costs – Employers with a strong employer brand spend less on advertising and recruitment because they become a natural choice in the job market.

Why You Shouldn’t Ignore Employer Brand Awareness

If your employer brand is what your company truly represents, employer brand awareness is how the market perceives it. Do you know how candidates and employees really see you? Are your culture, values, and working conditions truly what you present to the public?

That’s where the Employer Brand Awareness survey by Alma Career Croatia comes in. This tool allows employers to understand how they are perceived by potential candidates, current employees, and the wider public. The survey provides insights into key aspects such as corporate culture, workplace relationships, and growth opportunities. The results help employers adjust their strategies to become a more desirable choice in the job market.

How Employer Branding Attracts Talent

• Authenticity above all – Candidates value honesty. If your public image doesn’t match the actual employee experience, it will become a problem sooner or later.
• Clear communication – Employers with transparent hiring processes and clear expectations attract better-quality applications.
• Focus on culture – Flexibility, growth opportunities, and team support matter more than ever.
• Feedback matters – Research shows that candidates appreciate companies that provide a good candidate experience, even if they don’t get the job.

Why This Isn’t Just Another HR Trend

Employer branding isn’t a passing trend – it’s a crucial strategy for companies looking to attract and retain top talent. In an era where employer information is easily accessible, employer brand awareness plays a decisive role. With the right tools and strategies, such as the survey conducted by Alma Career Croatia, employers can clearly define their position and attract candidates who share their values.