Strong employer brands give UK firms a hiring edge. Without one, attracting and keeping talent is far harder.
Jacques Malecaut
May 22, 2025
The New Hiring Landscape
The UK labour market remains tight, with ONS data showing unemployment below 4.5% throughout 2024. In this environment, employer brand has become a decisive factor. A CBI study found that 72% of UK candidates research company reputation before applying, and poor Glassdoor ratings deter top performers.
Why Brand Counts
Employer brand is not just a marketing tool. It affects the entire employee journey. The Chartered Institute of Marketing found that candidates who felt misled by employer brand messaging were twice as likely to leave within a year. Conversely, authentic messaging about culture and values increases retention. UK creative agencies provide a case in point, with firms that openly discuss flexible working seeing stronger applicant pools than those relying on perks without substance.
Building Strength
Employer brand must be consistent. Campaign UK’s 2024 employer reputation index showed that firms investing in content about staff development, social purpose and inclusion performed best in competitive markets. For UK employers, the task is to show culture truthfully, not to exaggerate. By embedding brand into recruitment, onboarding and retention, firms strengthen their position in a crowded market.
