For many companies, a recruitment interview still feels like a test for the candidate. But in today’s market, the reality is very different: it’s also a test for the company. Candidates are carefully observing how they are treated, how communication flows, and what atmosphere they sense. In fact, a Gallup study from late 2024 found that new hires who had an exceptional candidate experience were twice as likely to strongly agree that their job responsibilities matched what was promised. They were also 3.2 times more likely to feel connected to the company’s culture and 3 times more likely to be extremely satisfied with their work.
At Admind, we see the same pattern. In our 2024 Recruitment Survey, company culture experienced during the recruitment process was the number one reason new employees decided to join us. In other words – the way you run recruitment speaks volumes about your culture. That’s why it’s crucial to first understand your culture deeply, and then find authentic ways to share it with candidates.
This is where Employer Branding (EB) comes in. EB is the perception of your organisation as an employer, and it has two sides: internal and external. The internal side starts with understanding what your current employees experience. Before you even talk to the outside world, you need to ask: how do people inside really feel? What do they appreciate? What frustrates them? What are the moments that make them proud? Only when you know this reality can you build a brand that’s both honest and attractive.
The external side is about communicating this truth to the world. Employer branding that works isn’t built on empty slogans – it’s about amplifying the genuine strengths of your culture. When candidates hear consistent, authentic stories, they’re far more likely to believe you and feel positive emotions toward your company. To make it easier for our candidates we created our Culture Book, a guide that shows our values, how we work, and answers questions candidates might have.
Good employer branding also boosts retention. When employees feel proud of where they work and see their organisation’s values reflected in reality, they are more likely to stay. That saves you time, costs, and the headache of constant turnover.
Importantly, EB isn’t reserved for big corporations with glossy campaigns. Smaller organisations often have a unique advantage: they can show a more human, personal side. Quick decision-making, close-knit teams, and authentic leadership can all become powerful branding tools – as long as they are communicated well.
So how can you make recruitment and employer branding work together? Think of every hiring process not just as a way to check candidates, but also as an opportunity for candidates to check you. Make it an experience that reflects your true strengths: communicate clearly, respect people’s time, and treat them as future colleagues, not as numbers.
At the end of the day, employer branding is both a mirror and a megaphone. First, you polish what’s inside – your people’s real experience. Then, you share it honestly with the outside world. That way, you don’t just attract talent. You attract the right talent – people who want to join, stay, and grow with you.