In an era where the competition for “talent” intensifies each year, many organizations invest heavily in advertising, job postings, or recruitment agency services to find the right employees. However, did you know that one of the strategies that can truly “reduce costs” and help companies attract quality candidates is building a strong Employer Branding?
Employer Branding is the process of building the image and delivering the values of an organization to both employees and external audiences. It encompasses company values, organizational culture, and the benefits that employees receive when working with the organization—also known as the Employee Value Proposition. A company with a strong Employer Brand stands out as a desirable workplace and becomes a top choice for job seekers and current employees looking to grow with the organization in the long run.
Why is Employer Branding important?
Building a strong Employer Brand brings benefits not only in attracting and recruiting new talent but also in retaining top employees. Statistics show that 75% of job seekers research a company’s reputation and employer brand before applying, and 69% of candidates would decline a job offer from a company with a poor employer brand—even if they were unemployed. Moreover, 83% of employees are likely to leave their current job if they receive an offer from a company with a better employer brand.
A strong Employer Brand helps organizations:
- Stand out and differentiate themselves from competitors
- Attract the right people who align with the company’s values and vision
- Create a positive experience and clear image for past, current, and future employees
- Increase trust and loyalty among employees, fostering a stronger connection with the organization Act as a powerful tool in both attracting and retaining skilled talent
Why Does Employer Branding Help Reduce Costs?
1.Attract Applicants “Without Paying Much” Organizations with a good reputation, such as those known for caring about employees, providing a great working environment, and offering clear growth opportunities, will naturally attract job seekers. These applicants will come to you through online searches or word of mouth, requiring little investment in advertising. Example: A tech company where employees share their work experiences on LinkedIn or TikTok, encouraging others to want to join without heavy advertising spend.
2.Reduce Reliance on Expensive Recruitment Agencies When a company is well-known and trusted as an employer brand, it can source candidates through its own channels, such as social media or the company’s website, which is much more cost-effective than using expensive recruitment agencies. Some companies in Thailand have shifted from posting on expensive job boards to running “corporate culture campaigns” on Instagram, which has helped them attract high-quality candidates.
3.Lower Turnover Costs A clear employer brand helps “filter out the wrong candidates” from the start. Those who apply will already have an understanding of the company’s values and culture. If they feel they align, they are more likely to stay long-term, which reduces the costs of hiring and training new staff. Example: Companies that emphasize work-life balance tend to attract applicants who value flexibility, and they often have lower turnover rates.
4.Save Time for HR Teams Candidates attracted by a strong employer brand are usually more familiar with the company culture, which speeds up communication, interviewing, and decision-making processes, reducing hidden costs like HR hours or cost-per-hire. When HR spends less time on each recruitment, the organization can redirect resources towards internal talent development or improving other HR systems.
5.Get the Right People, Not Just Many People Clear employer branding helps filter applicants early on. Those who see that the company’s direction does not align with their values may choose not to apply, saving the company time and effort in screening or interviewing unsuitable candidates.
6.Positive Long-Term Impact on Overall Employer Costs A strong employer brand has a systemic impact on attraction, retention, and development costs, meaning companies won’t need to repeatedly solve issues in one area. It’s like investing in making your “house” more attractive, so great people will want to stay and not constantly look for a new “home.”
Effective Channels for Employer Branding
1.LinkedIn LinkedIn is not just for job postings but a platform to showcase company culture through content, such as:
- Success stories of employees
- Internal activities and events
- Quotes or interviews from managers and staff
- Updates on company developments or CSR efforts
2.TikTok / Instagram These social platforms are excellent for reaching Gen Z, using short, engaging, and authentic content, such as:
- Behind-the-scenes employee life
- Vlogs from different departments
- Workplace culture
- Challenges or activities where employees participate
3.Company Blogs or Websites Traditional but reliable channels, ideal for more in-depth storytelling, such as:
- Employee growth stories
- How-to articles for job interviews
- Interviews with employees from various departments
- Employee-friendly policies like parental leave, wellness programs, etc.
Tips from Japanese Companies in Thailand and Leading Organizations
1.Use “Real Employees” as Brand Ambassadors Many Japanese companies in industrial estates, like electronics factories or tech companies, use short videos shot in real locations with employees sharing their work experiences. This approach feels more “genuine” and “accessible” than using polished advertisements.
2.Give New Employees a Platform to Share Their Stories Some organizations in Thailand adopt the “Employee Influencer” concept, allowing employees to share their experiences on their personal IG Stories or TikTok, without a script. This natural communication resonates well with younger generations.
3.Show Genuine Care for What Gen Z Values It’s not just about salary anymore; it’s also about ethics, diversity, and mental health. Companies that openly talk about these topics tend to gain more attention from the younger generation.
Good Branding Is About “Telling Real Stories” Creatively Building a strong Employer Branding doesn’t necessarily require huge investments or large-scale campaigns. It can begin with “real stories” about your organization—its successes, challenges, and the care it shows for its employees. This approach is enough to make outsiders “see” and “feel” a desire to be a part of your team. Companies that consistently focus on this will gradually build a strong brand, leading to better recruitment success, reduced long-term costs, and more sustainable team potential.
Case Study: Google
Google has become one of the world’s largest and most valuable organizations in less than 20 years, with over 60,000 employees across 50 countries. While many people dream of working at Google, the actual chance of getting a job there is only 0.2%.
So why do so many people still aspire to work at Google?
1.Attractive Compensation and Benefits Google offers competitive salaries along with generous benefits. For example, new parents can take up to 18 weeks of paid leave.
2.Unique Work Culture Google creates an environment that supports both work and well-being. Employees have access to various spaces like nap rooms, game rooms, fitness areas, ping-pong tables, and pool tables. The goal is to make employees feel as comfortable as they would at home, believing that happy employees produce better work.3.
3.Employee Development Google emphasizes continuous learning and uses a 70/20/10 development model:
-
- 10% of time is allocated for training
- 20% for developing personal ideas and innovations
- 70% for work assigned by the company
- 10% of time is allocated for training
This approach helps employees feel they play an important role in the company’s success and growth.
Cr.Workventure
Personnel Consultant , we’re Japanese recruitment agency company in Bangkok. We has been in the business of recruiting Thai and Japanese talent for 30 years.
Companies looking for talent & staffing , please contact us through this form Click
Tel.02-2608454
Email : jobs@personnelconsultant.co.th
