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A job vacancy explains what someone will do. Employer branding shows why someone would want to do that at your organisation.
It makes it visible who you are as an employer, what you stand for, and what employees can achieve and experience with you. Not just in a job advert or campaign, but throughout the entire journey. This starts from the first introduction to your organisation, through the application process, the first working day, and daily work.
BRANDBITS® brings your employer brand back to its core. We translate that core into a distinctive a clear, a credible story and a relatable experience. This way you have a good promise within the campaign, and an employer brand that matches what employees truly experience.
- 150+ brands built
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- Expert in branding
Why aren't candidates consciously choosing your organisation yet?
Many organisations are well-known as a business or product brand, but do not yet have a clear position in the labour market. Candidates know the organisation's products, services, or name, but don't know what it's like to work there. Which is logical, of course. But employer branding can make a difference here.
But before you came about, there were several questions: Why are we receiving too few suitable applications? What truly sets us apart as an employer? How do we make our culture visible without resorting to clichés? Should we develop a separate employer brand? How do we bring HR, marketing, and recruitment together? And how do we ensure our employees recognise and want to share our story?
When these questions remain unanswered, employer branding quickly becomes a collection of isolated job vacancies, social posts and campaigns. Every statement tells a different story, and with every new vacancy, the thought process starts all over again.
Employer branding brings focus to this. It provides one clear answer to the most important question:
Why would the right person want to work for your organisation?
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What exactly is employer branding?
Employer branding is the structural development and making visible of your organisation as an employer. The goal is to build an authentic, relevant, and distinctive position in the minds and hearts of current and future employees.
The employer brand exists even if you don't consciously work on it. Candidates, employees and former employees always form an impression of your organisation. Based on vacancies, reviews, stories from acquaintances, social content, job interviews and personal experiences.
Employer branding ensures that this image is not left to chance. You consciously decide what you want to stand for as an employer, who you want to be relevant to, and how you credibly prove it.
A strong employer brand should therefore not just sound appealing. It must breathe, live, and move within the organisation.
Employer branding is het creëren en promoten van een employer brand; recruitment marketing is het gebruiken van marketingstrategieën en -technieken om specifieke vacatures te vullen.
Employer branding forms the strategic foundation. It determines your employer positioning, employer promise, narrative, and identity.
Recruitment marketing actively brings the employer brand to the attention of potential candidates. This includes job vacancy campaigns, advertising, social media content, career pages, and recruitment videos.
Employees play an important role in this. Their experiences, stories, and behaviour make the employer brand credible. A polished campaign can attract attention, but real employees show whether the promise holds true.
In short:
Employer branding determines what you stand for as an employer. Recruitment marketing makes it visible. Employees make it credible.
Wanneer heeft jouw organisatie employer branding nodig?
Employer branding is relevant when your organisation is growing, has hard-to-fill vacancies, or wants to build a stronger position in the labour market structurally. However, even without direct staff shortages, an employer brand can be valuable.
You're not attracting enough of the right candidates.
Job vacancies are viewed, but they receive few relevant responses. Or there are sufficient applications, but candidates are not a good fit for the role, culture or ambitions of the organisation.
A clear employer positioning helps candidates to make a more informed choice beforehand.
Your organisation is a good employer, but hardly anyone knows it
Within the organisation, there are attractive projects, development opportunities and good stories. However, communication to the outside remains generic: a pleasant working atmosphere, nice colleagues and room to grow.
Employer branding makes concrete what truly makes your organisation special.
HR, marketing and management tell different stories
HR communicates about vacancies, marketing monitors the organisational brand, and management discusses growth and culture. Without a shared foundation, these narratives can diverge. An employer brand connects these perspectives into one clear and actionable story.
Every vacancy or campaign starts anew
When clear guidelines are missing, messages, photography, job advertisements and campaigns are constantly reinvented. This takes time and makes communication less recognisable.
An employer branding system provides a solid foundation that can be applied across different roles, target audiences, and channels.
The promise to candidates does not match the experience everywhere.
An attractive campaign can draw people in. But when the application process, onboarding, or daily work paints a different picture, the employer brand quickly loses credibility.
That's why we don't just look at communication, but at the entire candidate and employee journey.
What does a strong employer brand deliver?
Employer branding is more than a means to get job vacancies noticed faster. It provides direction for recruitment, marketing, communications, and the internal organisation.
Greater preference among the right target audience
A strong employer brand demonstrates why your organisation is relevant to specific candidates. You don't need to be attractive to everyone. The aim is to give people who fit with your organisation, culture, and ambitions a clear reason to choose you.
2. A better match before the application
A strong employer brand demonstrates why your organisation is relevant to specific candidates. You don't need to be attractive to everyone. The aim is to give people who fit with your organisation, culture, and ambitions a clear reason to choose you.
3. A better match before the application
By presenting a realistic and recognisable picture of the organisation, candidates can better assess whether the role and culture are a good fit for them.
This helps to not only gain more attention, but more importantly, to build relevant interest.
4. One clear story for HR, marketing, and recruitment
Employer positioning and Employee Value Proposition provide guidance to all involved teams. This ensures that job vacancies, campaigns, conversations, presentations, and internal communications are developed from the same foundation.
This ensures focus, recognition, and less ad-hoc work.
5. Credible employees as ambassadors
Stories from your own employees are often more convincing than general claims from the organisation. Employer branding helps employees to put into words what they experience and why they are proud of their work.
That doesn't mean everyone is obliged to share company content. It means a story emerges that employees recognise and want to support themselves.
6. A stronger connection with current employees
Employer branding doesn't just focus on potential employees. Existing colleagues must also identify with the story.
When the external promise aligns with internal reality, a stronger foundation is created for engagement, pride, and retention.
7. A stronger overall brand
Employees largely determine how customers, partners and other target groups experience the organisation. They fulfil the brand promise on a daily basis.
A strong employer brand therefore not only strengthens recruitment, but also the organisational and customer brand. What you promise externally must be felt internally.
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- 150+ brands built
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Frequently Asked Questions about Employer Branding
What makes BRANDBITS® different as an employer branding agency?
We don't start with the job vacancy, but with the brand behind the vacancy.
A striking recruitment campaign can generate attention temporarily. But without sharp employer branding, the result remains dependent on loose ideas, media budget, and timing.
At BRANDBITS®, we start at the core. Who are you as an employer? What do employees actually experience? What makes you relevant to specific target groups? How do you differ from other employers? And what promise can you truly deliver on?
From there we build further. Bit by bit.
What does an employer branding process look like?
Employer branding impacts multiple parts of the organisation. Therefore, our approach aligns with the three steps of the BRAND®BUILDER: brand strategy, brand identity and brand experience.
Step 1: Employer brand strategy
We begin with insight. Through interviews, workshops, target audience and competitor research, we map out the organisation and labour market.
We are investigating, among other things:
What makes the organisation attractive as an employer? What are the needs of the desired employees? How is the organisation currently perceived? What culture and ambition are truly visible? How do you differ from alternative employers? And on which points can the organisation prove its promise?
We translate these insights into an employer positioning and an Employee Value Proposition. The EVP is the clear promise to current and future employees, supported by concrete reasons to believe that promise.
The result: direction, distinction and a credible foundation for all labour market communication.
Step 2: employer identity
In this step, the employer brand develops its own voice and face. We translate the strategy into an employer story, core messages, tone of voice, and creative communication concept.
We determine what the employer brand looks, sounds and feels like. Sometimes the existing brand identity can be applied almost entirely. In other cases, we develop complementary colours, shapes, photography, illustrations or typographic accents for employer branding communication.
The starting point always remains the same: recognisable as part of the organisational brand, but relevant to the job market.
The result: a distinctive story and a recognisable creative foundation for vacancies, campaigns and content.
Step 3: Employer experience
We are now bringing the employer brand to life. We look at where candidates and employees interact with the organisation and what resources are needed to provide a consistent experience at those moments.
This can consist of a careers website, job advertisement templates, a recruitment campaign, photography and video, social media formats, presentations, onboarding communication, or an employee ambassador programme.
We don't just look at orientation and recruitment, but also at onboarding, daily work, and when someone leaves the organisation. Every contact point can strengthen or weaken the employer brand.
The result: an employer brand that doesn't just become visible, but is also experienced.
BRANDBITS® kan concreet opleveren:
The exact details will depend on your organisation, ambitions, and specific needs. An employer branding project can include, among other things:
Strategically: an employer brand scan, interviews, market and competitor research, target group profiles, employer positioning, EVP and substantiation.
Verbal and visual: an employer brand story, core messages, tone of voice, communication concept, visual toolkit, and guidelines for photography or video.
Activating: a "work with us" website, job formats, recruitment campaigns, social content, photography, video, and employer branding materials.
Employer branding: an employer brand book, templates for HR and marketing, ambassador guidelines, content formats, and a measurement plan.
Not every organisation needs everything. Together, we determine which building blocks make the biggest difference.
How do we measure the results of employer branding?
An employer brand isn't just measured by likes or campaign impressions. The right indicators depend on the problem we want to solve.
When it comes to visibility, we can look at reach, recognition, website visits, and search behaviour. For recruitment, the quality of applications, conversion rates on job pages, candidate sourcing, and offer acceptance rates are relevant. Internally, engagement, employee satisfaction, willingness to recommend, and retention can be important indicators.
We first determine what change is desired and which indicators are appropriate for it. This way, employer branding becomes not an abstract branding project, but a targeted investment in your organisation's position in the labour market.
