Revamp Your Employer Brand: Why Vision and Value Matter in Talent Acquisition
Today, standing out as an employer isn’t just about posting the right job or offering competitive pay—it’s about creating a compelling story that draws candidates in and keeps them engaged. To do this effectively, employers are revisiting their employer value propositions (EVPs) and crafting a vision that highlights not only what candidates can gain but also the meaningful impact their work will have.
Here’s why this matters, backed by recent Lighthouse Research & Advisory data and insights to guide your strategy.
1. Lead with Impact in Your Messaging
When crafting job ads or recruitment materials, don’t just describe the role—show candidates how their work will make a difference. Our research shows that candidates are twice as likely to click on job ads that mention the impact they will have over those that only describe the industry or company. Check out the graphic below for the experiment we ran in our research.
This insight is a game-changer. Imagine a software developer scrolling through job ads. Which one will stand out:
- “Develop and maintain cutting-edge applications.”
- “Join a team revolutionizing healthcare technology, empowering doctors to save lives more efficiently.”
By emphasizing impact, you’re not just filling positions—you’re inspiring candidates to envision themselves as part of something bigger.
2. Compete on Connection, Not Just Compensation
Not every organization can outspend a Fortune 500 company, but that doesn’t mean you can’t compete for top talent. Smaller employers and those with less brand recognition often rely on what they do best: employee referrals, outreach activities, relationship building, and other methods to create meaningful connections with candidates.
These approaches humanize the hiring process, creating trust and goodwill that larger, more impersonal hiring systems often lack. Investing in these methods can turn your employees into advocates and candidates into champions of your brand, even if they don’t end up hired.
3. Protect Your Employer Brand in a Tech-Driven World
While AI is transforming how we hire, employers are cautious. The number two reason employers hesitate to use AI in hiring is a fear of harming their employer brand or the candidate experience.
This concern highlights a critical truth: automation should enhance, not replace, the human element. Candidates want to feel valued, not like they’re navigating a faceless algorithm. Transparency about how AI supports your hiring process—and clear, timely communication with candidates—can ensure your brand remains a beacon of trust.
4. Culture Is Non-Negotiable
It’s no surprise that “getting a feel for the company culture” is one of the top four priorities for candidates when evaluating potential employers. Candidates want more than a paycheck—they want to belong, to thrive, and to align with your organization’s mission and values.
Your EVP should highlight your unique culture. Showcase stories of employees thriving in your environment. Share videos, testimonials, or blog posts that give an authentic look inside your company. By letting candidates see themselves in your culture, you’re not just hiring an employee—you’re building long-term engagement and loyalty.
5. Fix the Communication Gap
Despite the emphasis on connection, only one in 10 candidates say companies do a good job of responding regarding hiring status. This is a sobering statistic and a massive opportunity.
Only one in 10 candidates say companies are responsive during the hiring process.
Timely, thoughtful communication is one of the easiest ways to differentiate your employer brand. Even a simple email update—whether it’s good news, bad news, or a status check—can leave a lasting impression. Candidates who feel respected and informed are more likely to speak positively about your company, even if they don’t land the job.
The Takeaway: Cast a Vision That Inspires
Employer branding is more than a buzzword—it’s the key to attracting and retaining talent in today’s market. By revamping your EVP, focusing on impact, and putting human connection at the heart of your hiring process, you’ll position your organization as a standout employer.
Candidates don’t just want jobs—they want purpose, connection, and a vision for how they can make a difference. When you deliver that, you’re not just hiring—you’re building a team that’s ready to change the world.
Ready to revamp your employer brand? Start by showing candidates the impact they can have with you. That’s where the magic happens.
Ben Eubanks is the Chief Research Officer at Lighthouse Research & Advisory. He is an author, speaker, and researcher with a passion for telling stories and making complex topics easy to understand.
His latest book Talent Scarcity answers the question every business leader has asked in recent years: “Where are all the people, and how do we get them back to work?” It shares practical and strategic recruiting and retention ideas and case studies for every employer.
His first book, Artificial Intelligence for HR, is the world’s most-cited resource on AI applications for hiring, development, and employee experience.
Ben has more than 10 years of experience both as an HR/recruiting executive as well as a researcher on workplace topics. His work is practical, relevant, and valued by practitioners from F100 firms to SMB organizations across the globe.
He has spoken to tens of thousands of HR professionals across the globe and enjoys sharing about technology, talent practices, and more. His speaking credits include the SHRM Annual Conference, Seminarium International, PeopleMatters Dubai and India, and over 100 other notable events.