Ninety-two percent of employees say they would consider changing jobs for a company with an excellent reputation. Today’s candidates are researching your culture, scrolling your social media, reading employee reviews and asking peers about your organization long before they apply.

That means employer branding is no longer just a recruiting tool, it’s a competitive advantage.

Employer branding was the focus of a recent TeamKC Roundtable, where talent acquisition and marketing professionals from global companies, including Burns & McDonnell, H&R Block, Lockton and T-Mobile shared how they’re adapting to changing candidate expectations and rethinking how they tell their employer story. Here are a few ideas that stood out.

Employer Branding is a Shared Responsibility

The strongest employer brands aren’t developed by one department alone — they’re built together.

Marketing brings storytelling and brand expertise, while talent acquisition offers firsthand insight into what’s resonating throughout the hiring process. When those teams work together, they’re able to create a candidate experience that’s both authentic and consistent.

Pro Tip: Pair your employer brand with the lifestyle and career opportunities that make KC a great place to build a career. TeamKC resources, such as KC Options and our video library, can help bring that story to life. 

Authenticity Wins

Today’s candidates want a real look inside your organization, not a polished sales pitch.

Many employers are using employee spotlight campaigns, including “Why We…” series, to showcase workplace culture and day-to-day experiences. The goal is to help candidates picture themselves at your organization while staying true to your brand.

Employer ambassador programs are gaining momentum, especially on college campuses. Interns and early-career employees can connect with students through classroom presentations, coffee chats and referrals, offering perspectives that often resonate more than traditional recruiting messages. Referrals also remain one of the strongest sources of quality hires.

Meet Candidates Where They Are

A one-size-fits-all approach doesn’t work. Successful employers tailor their messaging based on their audience and recognize that candidates may know the consumer brand but need help understanding the employer brand.

Your employer brand doesn’t end when you hit “post.” Think about what someone finds when they search your company. What stories are employees telling? Do your careers page, social media and online reviews paint the same picture?

Many employers are using AI and sentiment tracking to better understand what’s resonating with candidates. The more you listen, the easier it is to build a brand people trust.

Building a Brand Talent Believes in

Employer branding is one of the biggest opportunities organizations have to attract and retain talent, but it’s not something you build once and check off the list. It’s constantly evolving alongside candidate expectations.

In fact, two-thirds of TeamKC Roundtable attendees said they’re actively developing or reworking their employer brand, a sign that KC organizations are continuing to adapt as the talent landscape changes.

Unlock insights, resources and connections to elevate your talent strategy — connect with TeamKC today!