Why your employer brand is your number one asset for recruiting in 2025

In 2025, a strong employer brand is the number one lever for recruiting the best talent. Discover how to improve your attractiveness, optimize your career site and reduce your recruitment costs thanks to SEO best practices, ambassador testimonies and proven strategies. Practical cases and concrete advice at the end.

Introduction: The employer brand, a crucial tool in 2025

In 2025, recruitment is no longer limited to posting a job offer and waiting for applications. The war for talent is intensifying, and businesses need to redouble their efforts to attract and retain the best talent. A strong employer brand has become a decisive factor in distinguishing yourself and convincing the most qualified candidates.

According to a study by LinkedIn Talent Solutions, 76% of recruiters consider the employer brand to be a major strategic lever for attracting talent. Another study of Glassdoor reveals that companies with a strong employer image receive 50% more qualified applications and reduce their cost per hire by 43%.

In this article, we look at why and how a well-defined employer brand can transform your recruitment strategy.

1. The direct impact of a strong employer brand on recruitment

A company with an attractive employer brand attracts talent more easily. But what does that mean in practice? A well-defined employer brand has a direct influence on the perception of candidates, improves talent retention and has a positive impact on employee engagement. A company that takes care of its employer image also sees its job offers perform better on Google for Jobs and LinkedIn.

A good employer positioning therefore improves the quality of applications and reduces turnover, a crucial issue for many industries such as hospitality or retail.

📌 Key takeaways:

A strong employer brand directly improves the quality of applications and reduces turnover.
It shapes talent perception and increases employee engagement.
Les entreprises qui investissent dans leur image d'employeur réduisent leurs coûts de recrutement tout en attirant des candidats mieux adaptés.

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2. How can you effectively strengthen your employer brand?

To build a strong employer brand, several levers must be activated:

✔ An attractive and optimized career site: A well-structured and informative career page is crucial. Include employee testimonials, FAQs about your company culture, and emphasize opportunities for growth.
✔ An active presence on social media: LinkedIn, Instagram, and TikTok have become key platforms for recruitment. One in two candidates checks out a company's social media before applying.
✔ Engaging job descriptions: Write compelling job descriptions that reflect your values and benefits. Use an authentic voice and a clear layout.
✔ Internal ambassadors: Encourage your employees to share their experiences and stories. Genuine content gives confidence to potential candidates.

💡 Example:

Google and L’Oréal have boosted their attractiveness by adopting an employer branding strategy focused on transparency and authenticity.

Google : a mis en avant sa culture de l'innovation et du bien-être des employés à travers des vidéos immersives sur YouTube et des témoignages partagés sur LinkedIn. Ils ont également lancé un programme d'ambassadeurs internes où les employés partagent leur quotidien professionnel via des blogs et des publications sur les réseaux sociaux.
L’Oréal: created engaging HR communication by telling inspiring career stories and offering behind-the-scenes glimpses of the company on Instagram and TikTok. They also encouraged employees to share their experiences on Glassdoor and LinkedIn, strengthening their credibility with potential candidates.

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3. SEO and employer brand: Attracting the right talent via your career site

Your career site is one of the first showcases of your company for candidates. A poorly referenced or too slow site can negatively impact your ability to attract the right profiles.

SEO best practices for a successful career site

✔ Optimization of job listings with relevant keywords.
✔ Using Google for Jobs to maximize visibility and appear at the top of searches.
✔ Quick loading time to prevent drop-offs (53% of visitors leave a page if it takes more than 3 seconds to load).
✔ Mobile-friendly version, because 60% of applicants apply from their phone.

👉 Also to read: SEO Optimization for Job Vacancies: The Complete Guide

4. Case Study: How Leonidas Enhanced Its Recruitment with a Strong Employer Brand

Leonidas, an iconic Belgian confectionery brand, needed to attract international talent while strengthening its employer image. By collaborating with Jobloom, they have:

✔ Increased the number of visitors to their career site to 4,500 per month.
✔ Received 500 qualified resumes monthly.
✔ Optimized their employer brand image in Europe, by improving their storytelling and their presence on social networks.

👉 Also to read: Leonidas: Strengthening the Employer Brand and Recruiting Internationally with Jobloom

5. Common mistakes that damage your employer brand

Even the most attractive companies can make mistakes that hinder their recruitment. Here are the most common ones:

🚫 A neglected career site → Lack of updates, outdated visuals, candidate journey that is too long or confusing. An outdated site sends the wrong signal to talent.
🚫 Corporate values that are not very credible → A discourse that is too corporate or too far from internal reality creates a dissonance perceived by candidates.
🚫 An absence of HR storytelling → Candidates want concrete and authentic testimonies. Without human content, it's hard to capture their interest.
🚫 A lack of interaction on social networks → No response to comments, lack of commitment from internal teams: this gives a passive image of your business.
🚫 Unattractive job offers → Ads that are too generic, without highlighting the advantages for the candidate. Poor wording can drastically reduce the number of qualified applications.

6. Why will investing in employer branding today have an impact on your recruitment in 2030?

Working on your employer brand is a long-term investment. Businesses that start early reap lasting benefits:

✔ Better talent retention → A strong employer brand reduces turnover and improves employee engagement.
✔ Increase in the HR Net Promoter Score → Satisfied employees become your best ambassadors and attract new talent.
✔ Reduced recruitment costs → A better reputation means less dependence on expensive job boards and recruitment agencies.
✔ Adapting to the new expectations of candidates → Flexibility, well-being at work and corporate values have become key criteria in choosing an employer.

Conclusion

Building a strong employer brand is now a key strategic asset to attract talent and optimize your recruitments. Investing in transparent communication, optimizing your career site, and relying on internal ambassadors can enhance your appeal and reduce recruitment costs.

🚀 Do you need support to strengthen your employer brand and optimize your career site? Contact Jobloom for a free demo!

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Transforming is not reorganizing: The human survival guide for HR facing radical change.

70% of transformations fail due to the human factor. Discover the HR guide inspired by the RTBF case to successfully drive change and leave no one behind.I'm going to be honest with you. The word "transformation" tires me. It's heard everywhere, in every executive committee, on every PowerPoint slide. The problem? It's been emptied of its meaning. It's been reduced to org charts, processes, and tools. We've forgotten that transforming a company is, above all, about supporting human beings who are losing their bearings.When I spoke with Christine Thiran, HR Director of RTBF, I realized that I was dealing with a leader who had not forgotten. She steered one of the most profound transformations of the Belgian media landscape, not from an ivory tower, but from the trenches, staying close to her teams.His testimony is a powerful antidote to the dehumanization of change. Forget the consultants and complex diagrams. Here are the human lessons of a radical transformation.The initial shock: Accepting and naming the griefImagine the scene. You gather your top 200 executives. People who have built their careers, their professional identity, within an organization they know inside out. And then, you announce the news to them.Christine tells it bluntly: "They announced to all these executives that a large part would have to... they were going to revoke their mandate."The word is out: "withdraw". It's not a "career evolution", it's a loss. A loss of status, of benchmarks, of work relationships built over years. It is precisely at this moment, by denying the emotional impact, that most transformation plans sow the seeds of their own failure.What Christine and her team were smart to do was to name things. Her words are powerful and still resonate with me: "We have done a lot of support programs, grief management because cutting, breaking up teams like that... there is a mourning. It must be acknowledged, even if my boss was annoyed that I talked about it."Talking about "grief" in a corporate setting might seem excessive. Yet, it's exactly what the famous Elisabeth Kübler-Ross Change Curve models. Originally applied to the stages of grief, it perfectly describes the emotional stages an employee goes through when faced with a major change: shock, denial, anger, bargaining, sadness, and finally, acceptance. Ignoring these stages guarantees that resistance will take hold permanently.‍The Change Curve: Understanding the emotional phases of a transformation.‍The cardinal philosophy: "Leave no one behind"In the face of this emotional chaos, a single compass guided the actions of RTBF's HR director. A simple phrase, but one that changes everything."It was just essential not to leave anyone behind. [...] The worst thing is to leave people on the side. They won't understand and they will start to have thoughts that are not positive."This sentence is not just wishful thinking. It's a strategy. It's the belief that the energy spent on supporting each individual is an investment, not a cost. What does that actually mean? Christine explains having "motivated her teams to go out and find people", to understand why an executive hadn't applied for a new position, to ensure that everyone had an exit door or a clear transition path.This approach is the polar opposite of the traditional method that involves announcing the plan and letting people fend for themselves. The result? This figure is not a hunch, but a harsh reality. A seminal study by the Harvard Business Review ("The Hard Side of Change Management") confirms that nearly 70% of transformation initiatives fail.The main reason? Companies focus on the technical aspects (structure, process) and overlook the human element, the "soft side," which is actually the hardest to manage. By not leaving anyone behind, RTBF has not only shown humanity; it has defused the main time bomb of its project.(Source: "The Hard Side of Change Management", Harold L. Sirkin, Perry Keenan, and Alan Jackson, Harvard Business Review, October 2005. URL: https://hbr.org/2005/10/the-hard-side-of-change-management)The Mechanics of Success: Combining Purpose and StructureHaving a philosophy is good. Having a method to apply it is better. The famous John Kotter's 8-step change model provides a perfect framework for understanding the success of RTBF. Even if the company didn't consciously tick each box, the spirit of these key steps is evident in its approach.Here are the 8 steps of Kotter's model:Create a sense of urgency.Form a powerful leading coalition.Develop a vision and a strategy.Communicate the vision for change.Empower employees to take action.Generate short-term wins.Consolidate achievements and generate even more change.Anchor new approaches in the corporate culture.In her testimony, Christine particularly emphasizes the steps 1, 4, and 6. The urgency (the media's survival against new practices), the communication of the vision ("We spent a lot of time explaining the meaning, the why. [...] Having a storytelling that made sense.") and the short-term victories (the promise of internal mobility, initially met with skepticism but proven by the numbers: 146 out of 154 positions filled internally) were the visible pillars of their success.What I take away, as a leader...RTBF's journey is not just a simple reorganization. It's a masterclass on leadership in times of crisis. It reminds us that our role, as HR leaders, is not to draw boxes, but to hold hands. To acknowledge the pain, to set a clear direction, and to never, ever, consider people as a variable to be adjusted.True transformation is not measured by the beauty of the new organizational chart, but by the resilience and trust of the teams that have gone through it.And you, in your transformations, how do you ensure that no one is left behind?Want to go further?This question leads to another, equally crucial one: once the new structure is in place, how can we ensure that the new roles are clear, motivating, and truly aligned with the vision? Because there is a great risk of falling back into old habits with job descriptions that do not reflect the change.Changing roles on paper is one thing. Bringing them to life is another. It's a challenge I face every day. That's why we organize sessions d'introduction à Jobloom, short and interactive. The goal? To show you concretely how to rethink your mission descriptions to turn them into real management and motivation tools.To discover a method and concrete examples, join one of our upcoming sessions. Inspiration is guaranteed.‍