How to Build a Strong Employer Brand that Attracts Top Talents

If you’re struggling to attract quality candidates, rather than quantity, the problem is likely not the talent pool – but your employer brand. Our 2024/25 salary survey revealed that 13% of payroll professionals are actively looking for new opportunities within the next six months. The question is: are they looking at you?

After 35 years of placing talent across every level of the market, we’ve seen the same pattern repeatedly. Companies that consistently attract top performers have one thing in common: they’ve mastered the art of being genuinely attractive employers, not just competitive ones.

In some cases, it’s your reputation that is turning off potential candidates. Prospective employees are always going to be Googling your business before applying, so if you’re not keeping up with Glassdoor reviews – or if you have terrible PR and several mediatised scandals – you could be losing out on top talent.

The Reality Check Most Employers Need

In the market right now, salary and remuneration rank as the top motivator for job seekers at 22%, followed closely by working arrangements at 20%. But here’s where it gets interesting – benefits packages now rank as the third most important factor at 14%.=

For employers, this means that throwing money at the problem isn’t necessarily the answer. It’s more about understanding that today’s professionals evaluate the entire employment proposition. Rather than just asking “How much will you pay me?” They’re asking “What kind of experience will I have working here?”

Our data also shows that only 54% of professionals are satisfied with their current benefits package. And these aren’t unreasonable demands – the most sought-after benefits include birthday days off, personal wellbeing days, and early finishes on Fridays: cost-effective offerings that signal you understand work-life balance matters.

What Actually Drives Talent Decisions

The recruitment landscape has evolved significantly. While salary and benefits remain important, they’re no longer sufficient differentiators on their own. For example, 58% of professionals would never consider returning to 100% office-based work, marking a massive and fundamental shift in expectations.

Plus, the most sought-after professionals typically have options. They may not be actively job hunting, but they’re open to the right opportunity. And when quality candidates do move, it’s usually strategic – they’re seeking roles that offer genuine career advancement, not just a change of scenery.

This is where working with specialists who understand your market becomes invaluable. Whether you need experts in payroll recruitment solutions or guidance on positioning senior roles, the right recruitment partner – like us at The Portfolio Group – knows how to present opportunities in ways that resonate with discerning candidates.

Building Authentic Differentiation

Generic job descriptions rarely capture attention in today’s market. Phrases like “competitive salary” and “great benefits” have become standard rather than compelling – so the challenge is identifying what genuinely sets your organisation apart.

Another example – our research shows that 48% of payroll professionals don’t have access to performance bonuses. So if you offer meaningful incentive structures, that’s a genuine differentiator worth highlighting. Similarly, if you provide clear progression opportunities backed by examples of internal promotions, that tells a compelling story. And if your culture genuinely supports professional development with tangible evidence, that attracts ambitious professionals.

The most successful employers we work with have clear value propositions that extend beyond basic compensation. They might offer exposure to cutting-edge systems, opportunities to work across multiple jurisdictions, or genuine influence over strategic decisions – and these elements attract professionals who view the role as a career investment, not just their next position.

Demonstrating Stability

Job security and wellbeing are another two key motivators for candidates considering a new role, with 8% citing each as a top priority in our survey. In a climate where uncertainty is common, stability is a powerful differentiator. Businesses that can demonstrate a long track record of success, financial independence, or a recent cash injection instantly stand out. Highlighting these factors reassures candidates that they’re joining an organisation with solid foundations, where they won’t just earn a salary, but can build a secure future while protecting their wellbeing.

The Professional Development Imperative

Ambitious professionals seek organisations that will advance their careers. Our data reveals that 57% of respondents hold CIPP qualifications, with many achieving this after eight or more years in the industry. Forward-thinking employers recognise this trend and actively support qualification development.

But it’s worth noting that professional development also encompasses more than formal qualifications. The 51% of survey respondents in managerial roles reached those positions through organisations that recognised potential and provided growth opportunities.

This might involve funding for industry training, exposure to senior leadership, or projects that stretch capabilities. Cross-functional experience, international assignments, or mentoring from experienced professionals all contribute to career development. The specific offerings matter less than demonstrating a genuine commitment to employee growth.

The Cultural Reality Check

Culture manifests in daily experiences, not website copy. Companies that consistently attract top talent have cultures built on clear principles and consistent execution. They prioritise long-term employee satisfaction, communicate transparently about challenges and opportunities, and recognise good work consistently throughout the year.

Most importantly, they ensure alignment between their recruitment messaging and workplace reality. Authenticity builds trust, while any disconnect between promise and delivery inevitably damages reputation and increases turnover.

Market Positioning That Works

The strongest employer brands understand their market position and communicate it clearly. They know what they offer that others don’t, remain honest about challenges while highlighting genuine opportunities, and target their messaging to attract the right professionals.

This positioning influences everything from job descriptions to interview processes. It determines which candidates apply and how they evaluate opportunities. When done well, it attracts professionals who genuinely want to contribute to your organisation’s success.

Not to mention, companies with strong employer brands typically enjoy reduced recruitment costs, improved retention rates, and access to higher-calibre candidates. They spend less time convincing people to join and more time selecting the best fit.

In today’s market, your employer brand represents your competitive advantage, and the best talent has choices. Make sure you’re the obvious one.