Key Strategies for Building a Strong Employer Brand with a Mid-Market Budget

Finding and retaining the right talent in an organization is a crucial aspect of C-suite conversations today for achieving growth ambitions. The 2025 ManpowerGroup Talent Shortage Study indicated that 74% of employers struggle to find the talent they need. When global talent shortage levels are at an almost all-time high rate in a decade, organizations have little choice and much to gain by focusing on their employer brands to compete effectively.

Building a robust employer brand requires a consistent focus on employer branding – of the sort that organizations generally apply to consumer and corporate branding. Thinking outside the box and using resources optimally is key in building the internal and external perspective of an organization as a workplace on a mid-market budget.  

Foundation Building

A strong employer branding strategy is crucial to identifying, recruiting and retaining high-quality employees. In this socially connected world, people trust a company based on what their employees have to say rather than relying on recruitment advertising. 

Here’s how every company can build and strengthen its employer brand: 

• Define a Unique Employer Value Proposition 
  Building a strong employer brand involves the development of a unique Employer Value Proposition or EVP, which is the unique set of benefits, rewards, and experiences a company offers to attract, engage, and retain talent.
• Understand Your Current Employer Brand 
  Before developing an employer brand, being cognizant of the organization’s current image is essential. Dive deep into your company’s core values, organisational culture and try to identify what defines you as a company, what problems you are solving.
• Set Realistic Goals and Metrics 
  When developing an employer branding strategy, it is important to set specific, objective goals and define the metrics they will measured upon. This is especially true for mid-market companies where resources must be allocated towards areas where they will have the highest impact.

Strategic Implementation

The employer branding funnel incorporates awareness and advocacy. This journey requires strategic implementation, consistency and genuine engagement – at the core of which are the current employees of the organization. 

Employee Advocacy Programs

In today’s interconnected world, a company’s most authentic and influential brand advocates reside within its own workforce. Cultivating a culture where employees feel empowered and motivated to share their positive experiences can yield invaluable returns.

Visual Branding Essentials

In the realm of employer branding strategy, visual elements transcend mere aesthetics – they form the very language through which a company’s culture and values are communicated. A cohesive visual identity, encompassing everything from logo usage and color palettes to imagery and typography, serves as a powerful shorthand, instantly conveying an organization’s personality and ethos.

Digital Content Optimization

In the digital age, a robust and refined online presence is paramount for effective branding. A company’s website, particularly its career section, should serve as a compelling showcase of its unique culture, core values and employee benefits.

Cost-Effective Channels

For mid-market companies optimizing budgets, impactful employer branding thrives on strategic channel selection and maximizing organic reach.

Social Media Engagement

Organizations can engage and attract top talent by showcasing the company’s achievements, team culture and workplace environment on social media platforms. Using these channels can boost the brand image and connect with prospective employees more effectively.

Employee Storytelling

To authentically showcase an organization’s unique culture and values, content that provides genuine insights into the employee experience is essential. Highlighting activities such as team-building initiatives, company events and individual employee spotlights offers prospective talent a tangible understanding of the workplace environment.

Internal Referral Programs

These bonus programs can prove to be an additional incentive to attract the right talent. Authentic satisfaction with the company can help organizations earn genuine referrals. 

Measuring Impact

Quantifying the impact of an employer branding strategy is crucial for demonstrating ROI and refining future efforts. A comprehensive measurement framework should encompass both quantitative and qualitative metrics, providing a holistic view of progress. 

Track Engagement Metrics

As the brand matures, the employee engagement rate must inflate. To ensure that it truly reflects what the organization does, it is crucial to work effectively to achieve the employee value proposition.

Monitor Recruitment Costs

To gauge the return on investment accurately, organizations need to factor in the costs of developing and maintaining all the communication materials and channels. Having computed the costs, assess the impact employer branding offers. 

Assess Retention Rates

As organizations work towards building a strong employer brand, the employee retention rate needs to increase. After all, a resilient employer brand gives a reason for their employees to stay and grow with the organization.

Case Study

A leading UK sports and lifestyle retailer with operations in 190 countries established a Global Capability Center (GCC) in Bengaluru to drive business innovation. However, it struggled to attract top-tier talent and manage drop-off rates despite the abundance of quality professionals in the city. 

To address limited brand visibility within the Indian tech-talent market, we developed a compelling Employee Value Proposition (EVP) that highlighted the company’s position as a leader within global retail. This strategy helped us fill specialized roles within budget, cutting time-to-hire to under 30 days. Minimizing candidate drop-off by leveraging “Loop” our configurable candidate engagement tool, we received an average candidate engagement rating of 4.5/5 in every session.

Ready to transform your employer brand and gain a competitive edge in the talent market? Contact ANSR today to explore how our tailored solutions can help you achieve your employer branding goals.