Employer Branding · Recruitment Marketing · EVP

Make the Best Candidates Want to Work For You Before You Post a Role.

EVP development, career site design, LinkedIn employer brand content and recruitment marketing campaigns. We build the talent attraction engine that brings in better candidates at lower cost per hire.

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50%

More applicants with strong employer brand

43%

Lower cost per hire

Koldconvert employer branding and recruitment marketing builds the brand and content infrastructure that attracts top talent before a role is posted. We define your EVP, redesign your career site, build a LinkedIn employer content strategy and run recruitment campaigns that fill roles faster with better-fit candidates. The best candidates have options. Your employer brand is the reason they choose you over a competitor offering a similar package.

50%

More applicants per role

43%

Lower cost per hire

Inbound

Talent pipeline before roles open

Definition

What is employer branding?

Employer branding is how a company presents itself as a place to work to current employees and prospective candidates. It encompasses the employee value proposition, career site, social media presence, review platform management and the overall reputation a company has built in its industry's talent market. Strong employer branding reduces recruitment costs by generating inbound applications from higher-quality candidates who have researched the company before applying, increasing offer acceptance rates and reducing time to hire. Companies with a strong employer brand spend 43% less per hire than those without one and attract 50% more applicants per role.

What We Build

The Full Employer Brand and Talent Attraction System

EVP and Employer Narrative

Define your employee value proposition through team interviews and competitive research. Build the narrative that makes your company a destination for the talent profile you need.

Career Site Design

Career page and sub-pages that communicate culture, values, team and life at the company. The destination candidates research before deciding whether to apply.

LinkedIn Employer Brand

Company page optimisation, content strategy, employee advocacy programme and sponsored content to build your talent audience on LinkedIn where your best candidates already spend time.

Recruitment Marketing Campaigns

Paid campaigns on LinkedIn, Indeed and programmatic job boards targeting your exact candidate profile. Built to drive qualified applicants, not just impressions.

Diagnosis

Signs Your Employer Brand Needs Work

You post roles and wait weeks for applications. When candidates do apply, most are underqualified or a poor fit for the culture.
Offer acceptance rates are below 70%. Candidates accept your offer in principle but decline when a competing offer arrives because they have no strong preference for your company.
Your Glassdoor or LinkedIn review score is below 3.5 or has no reviews at all. Candidates research this before applying and low scores suppress application volumes significantly.
You spend 15-25% of salary on agency recruitment fees for most hires. There is no inbound candidate pipeline for any role type even though you hire regularly for the same positions.
Your career page is a list of job postings with no content about the team, culture, values or what working at the company looks like day to day.

Process

From Unknown Employer to Talent Destination

Research

Interview employees, review competitor employer brands and survey recent joiners to understand what talent in your market values most and where your current perception gaps are.

Define EVP

Articulate your employee value proposition: what makes working at your company uniquely valuable for the right person, in language that is specific and credible.

Build

Career site, LinkedIn presence, content library and paid campaign assets. All aligned to the EVP and targeted to the candidate personas you are hiring for.

Activate

Launch content, campaigns and employee advocacy programme. Track applicant volume, quality and cost per hire monthly and iterate each quarter.

Our Approach

The Koldconvert Talent Attraction Method

The Koldconvert Talent Attraction Method treats employer branding as a marketing problem, not an HR problem. Most companies build their employer brand by listing benefits on a career page and assuming that is enough. It is not. The candidates you want most are passive: they are employed, performing well and not actively looking. Reaching them requires the same discipline as B2B demand generation: a clear value proposition, content that builds awareness and trust over time, and specific calls to action at the right moment. We apply the same account-based thinking and content strategy to talent attraction that we use in revenue marketing. The result is a candidate pipeline that comes to you, rather than one that requires you to compete on every platform for the same already-active candidates.

Koldconvert Perspective

The companies that pay the least to hire the best people are the ones that have built an employer brand that does the recruiting before a role is even open. When a senior engineer already follows your LinkedIn content, reads your engineering blog and has a positive view of your culture, the conversation when you post a role is very different from a cold LinkedIn outreach to someone who has never heard of you. Employer branding is not an HR cost. It is a talent acquisition strategy that compounds. The companies that build it early pay less per hire, close offers faster and retain new hires longer because candidates choose them, not the other way around.

Koldconvert People and Talent Team

Results

What Clients Achieve

Talent Results

Benchmark Results for Employer Branding Programmes

50%More applicants per open role

43%Lower cost per hire vs no employer brand

HigherOffer acceptance rate from informed candidates

InboundWarm candidate pipeline before roles open

Deliverables

What You Receive

EVP document defining your employee value proposition with messaging for each candidate persona
Career site redesign with culture content, team profiles, values and life-at-the-company sections
LinkedIn company page optimisation and 90-day employer brand content calendar
Employee advocacy programme with content templates and guidelines for team members
Glassdoor and review platform management strategy with response templates
Monthly performance report covering applicant volume, quality rate, offer acceptance rate and cost per hire

Stack

Tools and Platforms We Work With

Social and Content

LinkedIn, LinkedIn Talent Hub, Buffer

Review Platforms

Glassdoor, Indeed, Trustpilot Employer

Career Site

Webflow, Framer, Workable Careers

Paid Recruitment

LinkedIn Ads, Indeed Ads, Appcast

ATS Integration

Greenhouse, Lever, Workable, Personio

Analytics

LinkedIn Analytics, GA4, Looker Studio

Industries

Employer Branding Across B2B Sectors

SaaS and Software

Engineering, product and commercial talent is the most competitive hiring market in B2B. SaaS employer branding must communicate technical culture, engineering autonomy, product quality and career growth in ways that resonate with candidates who receive ten recruiter messages per week.

Fintech

Fintech employer brands must balance the excitement of disrupting financial services with the compliance seriousness that regulated roles require. We help fintech companies communicate both: ambitious mission and professional rigour, without the two contradicting each other.

HealthTech

HealthTech employer branding combines mission-driven impact with commercial growth. Talent in this sector weighs purpose heavily. We help HealthTech companies communicate patient impact, clinical relationships and the genuine difference the product makes in the healthcare system.

Professional Services

Consultancies and agencies compete for talent with larger and better-known firms. Employer branding for professional services firms focuses on client quality, development opportunities and the differentiated work that a specialist firm offers compared to a generalist competitor.

Cybersecurity

Cybersecurity talent is scarce and highly sought. Employer brands in this space must communicate technical challenge, threat intelligence quality and the impact of the work. We build cybersecurity employer brands that speak the language of security practitioners and attract passive candidates.

EdTech

EdTech companies hire across product, commercial and educational content roles. Employer branding in this space emphasises learning culture, educational impact and the commercial opportunity of a growing sector to attract talent who care about both mission and career trajectory.

HR Tech

HR Tech companies face the irony of needing a strong employer brand to hire for a product that helps other companies hire. We build HR Tech employer brands that demonstrate the company lives its own values internally, which resonates strongly with the HR and people-operations candidates they need most.

CleanTech

Mission is a significant pull factor for CleanTech talent. We build CleanTech employer brands that articulate climate impact clearly and credibly, without greenwashing, combined with the commercial opportunity and team quality that pragmatic candidates weigh alongside purpose.

Logistics and Supply Chain

Logistics companies hiring technology and operations talent need employer brands that challenge the perception of the industry as slow-moving. We communicate technological ambition, operational complexity and the career variety that logistics tech roles offer to attract analytically strong candidates.

Marketplace

Marketplace businesses hire across supply, demand, product and data roles, each with different EVP requirements. We build employer brands that speak to each candidate type separately while maintaining a consistent company-level narrative about scale, impact and pace.

Comparison

Strong Employer Brand vs No Employer Brand

Factor	Strong Employer Brand	No Employer Brand
Applicant volume	50% more applicants per role	Limited to active job seekers on job boards
Cost per hire	43% lower than without employer brand	15-25% of salary in agency fees per hire
Offer acceptance rate	Higher: candidates have chosen you	Lower: candidates accept the best offer received
Passive candidate reach	Builds awareness with top candidates before they look	Invisible to passive candidates not actively searching
Time to fill	Faster: warm pipeline exists before role posts	Longer: starts from zero for every role
Early retention	Higher: candidates join with accurate expectations	Lower: first 90-day attrition driven by expectation mismatch

Questions

Employer branding, answered

What is employer branding?

Employer branding is how a company presents itself as a place to work to current employees and potential candidates. It encompasses the employee value proposition, career site, social media presence, review platform profiles and the reputation a company has built in its industry's talent market. Strong employer branding reduces recruitment costs and increases the quality and volume of applicants for every role.

What is an EVP and why does it matter?

An EVP (Employee Value Proposition) is the specific set of reasons why someone should work for your company rather than a competitor. It covers compensation, career development, culture, mission and working conditions. A clearly articulated EVP is the foundation of all employer branding activity and what makes your employer brand credible rather than generic.

How do you measure employer branding results?

Key metrics include applicant volume per role, applicant quality rate, offer acceptance rate, Glassdoor and LinkedIn employer brand scores, cost per hire and time to hire. We establish baselines before starting and track improvement monthly so you can see the direct impact on hiring efficiency.

Which channels work best for B2B employer branding?

LinkedIn is the primary channel for B2B and tech talent. Beyond LinkedIn, Glassdoor review management, a well-designed career site and employee advocacy content are the highest-ROI channels for most B2B companies. Paid recruitment marketing on LinkedIn and Indeed works best for filling specific roles quickly.

How long before employer branding improves applicant quality?

EVP definition and career site improvements typically show results within 4-8 weeks as inbound applications reflect the updated positioning. LinkedIn content compounds over 3-6 months into consistent inbound talent pipeline. Paid recruitment marketing can generate applicants within days of launch.

Engagement

How to Work With Us

EVP and Brand Sprint

A focused 4-6 week engagement to define your EVP, produce the employer brand messaging and audit your career site and LinkedIn presence. The foundation before any broader employer brand build.

Employer Brand Build

Full employer brand implementation: EVP, career site redesign, LinkedIn strategy, content library and review platform management. Delivered over 8-12 weeks with ongoing monthly support.

Recruitment Marketing Retainer

Ongoing employer brand content and paid recruitment campaign management. Monthly LinkedIn content, review management, job board campaign optimisation and performance reporting.

Key Terms

Employer Branding Glossary

EVP (Employee Value Proposition): An EVP is the specific set of reasons a person should choose to work for a company rather than a competitor. It is distinct from the consumer brand and covers compensation, benefits, career development, culture, mission and working conditions. A strong EVP is specific and defensible, not a list of generic adjectives every company claims.
Employer Brand: An employer brand is the reputation and perception a company has as a place to work, in the minds of current employees, past employees and potential candidates. It is shaped by every touchpoint in the candidate and employee experience and is the sum of what people say about working for the company.
Recruitment Marketing: Recruitment marketing applies marketing techniques to talent acquisition. It includes content marketing, paid advertising, email nurture, career site optimisation and social media to build a pipeline of interested candidates before roles are open. It treats candidates as an audience to be nurtured, not just applicants to be processed.
Applicant Quality Rate: Applicant quality rate is the percentage of job applications that meet the minimum requirements for progression to a screening call. A low applicant quality rate means the role or company is attracting unqualified candidates, which wastes recruiter time and extends time to hire. Employer branding improves quality rate by attracting more relevant applicants.
Offer Acceptance Rate: Offer acceptance rate is the percentage of job offers extended that are accepted by candidates. A low offer acceptance rate typically indicates compensation issues, candidate uncertainty about the company or competing offers that candidates prefer. Strong employer branding raises acceptance rate by giving candidates a positive prior view of the company before the offer arrives.
Employee Advocacy: Employee advocacy is the practice of encouraging and enabling employees to share authentic content about their work experience on social media, particularly LinkedIn. Employee posts reach a combined audience far larger than any company page and are perceived as significantly more trustworthy by candidates than branded content from the company itself.

Ready to make top candidates come to you?

Book a strategy call. We will assess your current employer brand and build the EVP and recruitment marketing system that attracts better candidates at lower cost.

Book a strategy call → View People & Talent