Why Your Employer Brand Matters More Than Ever in QARA (And How to Get It Right)

Define Your EVP (Employee Value Proposition)

Your EVP is what makes your company different. It’s the why behind why people choose to work for you and why they stay.

What to do:

• Ask your team: You’ve got the people there right in front of you.  They are the ones who have the answers.  So, get asking.  Why do you enjoy working here? What keeps you engaged?
• Identify what you offer beyond salary.  Salary is great, but it isn’t everything.  People look for career growth, work life flexibility, purpose-driven work, value alignment, benefits, the list is endless.  What do you do well?  Shout about it. 
• Now you know your EVP, communicate it clearly in all external communication and employer branding efforts.

Know Your Company Voice (And Actually Use It)

Your employer brand is how people perceive your company as a workplace. If you’re not actively shaping that perception, you’re leaving it to chance.

• Get visible on LinkedIn. Post about your company culture, industry insights, and behind-the-scenes moments.  Video content on LinkedIn is becoming more popular and cutting through the noise of AI.  People want to feel what it could be like to be part of your business and what better way than video content?
• Show real stories. Don’t just share corporate updates and stats.  What would you want to see if you were looking for a new role?  Share that.  Think employee testimonials, success/promotion stories, and team highlights.
• Be consistent. Showing up once isn’t enough, have a clear go to market strategy for your branding and ensure your tone, values, and messaging is clear across all platforms.

Encourage Employee Reviews & Referrals

Great people attract great people. If your team loves working for you, they’ll naturally bring in like-minded professionals (not to mention save on recruitment costs … I know, I know, I could be talking myself out of a job!)

What to do:

• Make it easy for employees to refer people they’d love to work with.  Think about if you could offer a referral scheme, with rewards or financial incentives.
• Encourage reviews on platforms like Glassdoor and Google, as authentic feedback builds trust.  Likewise, poor reviews can be damaging, so make sure you engage with any negative ones too as this helps people see the human behind the company.
• Foster a strong culture internally so employees become brand ambassadors.  There’s nothing better than when someone loves where they work and shouts about it from the rooftops! 

Culture Matters More Than Ever, Make Sure Yours Stands Out

The word ‘culture’ can feel overused, but that’s because it is SO important.  A strong culture dictates if your businesses thrive or barely survives.  A strong employer brand isn’t just about hiring; it’s about retention. People want to work for companies that align with their values, make them feel valued, and give them a sense of belonging.

If you’re not actively building your employer brand, you’re already behind.
But the good news? It’s never too late to start.

If you need help with a go to market strategy when hiring for your Life Science business, give me a call – helping build your company voice and brand is part of my service!