It’s never been more important to nurture your reputation as an employer. Your employer brand defines how current and future employees perceive you, shaping your ability to attract, retain, engage and mobilise talent in an increasingly competitive market.
Get in touch
Employer Brand PR Getting Results
At Midnight, we bring 30 years of expertise strengthening employer brands. From strategic consultancy to high impact media relations campaigns, we help organisations stand out.
Through our specialist partner network, we draw on insights in inclusion, employee engagement and ESG – knowledge that shapes our approach and can be brought into client projects when needed.
Get in touch”"We take pride in working with likeminded businesses who exhibit similar values to our people; no nonsense and no egos. Midnight are a fantastic extension to our marketing team who exhibit those values too…”
Kirsty HughesMarketing Manager, Trethowans
Quick answer
We know how to tell the stories that matter to employees, candidates and your wider stakeholders. From shaping employer value proposition (EVP) narratives and profiling senior leadership teams, to amplifying culture initiatives and benefits programmes, we understand the employer brand agenda. It give us the framework to earn impactful media coverage and gain the attention and trust of your stakeholders.
We connect PR activity directly to business outcomes, from attracting the right candidates and reducing recruitment costs, to improving retention and positioning your senior team as thought leaders.
Our partners include specialists in employee engagement, and diversity, equity & inclusion, allowing us to combine our PR and communications expertise with theirs to drive meaningful change from within.
”“Inclusive communication is at the heart of lasting change. That shared value has been core to us working with the team at Midnight. This partnership means we can take that message further - helping clients embed diversity, equity and inclusion into their strategy, strengthen their reputation and build real connection with the communities they serve.”
Mo KanjilalFounder and Director, Edge of Difference
What is employer brand PR?
Employer brand PR is about managing and communicating your reputation as a workplace. It’s about bringing to life business culture, purpose and reputation, through the channels employees and prospective employees trust – from trade and national media to LinkedIn, events, awards, search engines and LLMs.
Who it’s for
We support organisations shaping the future of work, including:
- SMES and corporates looking to attract and retain specialist talent, and improve morale
- SMEs and corporates who need to profile their senior leadership team or position their subject matter experts as thought leaders
- Senior leaders who want to build their personal brand
- Recruitment and HR service providers
- Employer brand, leadership development and EVP consultants who want to build their profile
Challenges we solve
- Struggling to stand out in a competitive talent market
- Low visibility of culture, values and leadership stories
- Negative perceptions on platforms like Glassdoor and LinkedIn
- Lack of media presence in HR, trade and national outlets
- Difficulty linking employer brand activity to recruitment and retention outcomes
- Limited internal advocacy and employee storytelling
- Gaps in understanding employee sentiment and experience (where our partner-led research can add depth)
- Leaders lacking confidence in public speaking or with the media (where we can offer specialist coaching)
Results you can expect
- Stronger credibility as an employer, and as an inclusive, values-driven workplace
- Positive coverage in national, trade and HR media, as well as social media.
- More brand mentions and stronger digital visibility
- Improved perception vs. competitors in the talent market
- Reporting that links PR activity to recruitment and retention metrics.
- Clearer EVP and consistent messaging across channels
Get in touch
Discover
Define
Deliver
Reflect
Our employer brand PR process
1. Discover
We start by understanding your organisation, culture and goals. Through workshops and insight sessions, we explore your talent challenges, audience perceptions and existing employer value proposition. This stage helps us uncover what makes your business distinctive and where your strongest stories lie.
2. Define
Next, we shape a strategy that connects your people, purpose and brand. We refine your key messages, map target audiences and identify the most relevant media and channels to build visibility. If needed, we draw on our trusted partners for specialist insight into DEI, employee engagement or EVP (Employer Value Proposition) development.
3. Deliver
We bring your employer brand to life through thoughtful, creative campaigns. From PR and social media to leadership profiling, awards and thought leadership, we create authentic storytelling that reflects your culture and resonates with employees, candidates and stakeholders.
4. Reflect
We measure results across every channel, linking PR outcomes with talent metrics such as reach, sentiment, engagement and advocacy. Insights from each campaign inform the next, ensuring your communications continue to strengthen your reputation and impact over time.
Click here for more about our measurement and evaluation.
Guarantee
Every employer brand project benefits from senior strategic input and collaboration with subject matter experts to ensure authenticity, inclusion and meaningful results.
Why us?
As a B Corp certified PR agency, we know just how powerful authoritative media coverage is in building resilient employer brands, and we also know meaningful change needs to come from within.
That’s why we’ve expanded our partner network with trusted specialists, including Edge of Difference (diversity and inclusion), Bon Insight (employee survey and data storytelling), Get Your Voice Heard (speaker coaching) and AH Insight (qualitative research). In addition, we offer key message training and media training inhouse.
This model gives clients the best of both worlds: Midnight’s strategic PR expertise at the centre, and access to hand-picked experts when it matters most.
L-R: Mo Kanjilal (Edge of Difference), Alex Hankinson (Midnight), Kaia Allen-Bevan (Edge of Difference), Flo Powell (Midnight)
Case study
MAG Interactive – building visibility and attracting talent through employer brand PR
When MAG Interactive, a Swedish gaming studio with a growing base in Brighton, needed to attract new talent, it faced a familiar challenge: great culture, low awareness. Midnight was appointed to deliver a six-month PR campaign to raise the studio’s profile, strengthen its digital footprint and position it as an employer of choice in the UK market.
We developed and delivered a programme of regional, national and trade media activity – including company news, appointments, feature contributions and comment pieces about MAG’s culture and working environment. The campaign built consistent visibility in both local business media and key industry titles, supported by national coverage that boosted brand credibility with prospective employees.
Results:
- 50 pieces of coverage (double the original target)
- 10 million+ audience reach
- 49% of coverage included a backlink
- Front-page story in MoneyWeek and national coverage in The Times and Raconteur
- Regular regional hits in The Argus, Sussex Business Times etc
- Trade coverage in Pocket Gamer, MCV Develop, We Are Tech Women, Tech Register and GamesIndustry.biz
”“At MAG Interactive, for years we’d flown below the radar, quietly getting on with our work. When it came to attracting new talent, we realised that not enough people knew we existed, so we turned to the Midnight team for a campaign that put us on the map. The result was coverage that not only gave us a digital footprint, but one which got across the tone and personality of our company.”
David AmorFormer General Manager, MAG Interactive
FAQs
What’s the difference between employer branding and PR?
Employer branding is the strategy that defines how people – employees and potential hires – experience and perceive your organisation. It’s about culture, values, purpose and employees’ lived experience.
PR is one of the ways you bring that brand to life externally. It helps tell your story, secure visibility, and make sure your culture, values and EVP are recognised by the audiences that matter.
Can PR really help with recruitment and retention?
Yes. While PR won’t replace HR or recruitment activity, it makes your employer value proposition (EVP) visible and credible. It can reduce cost-per-hire, attract higher-quality candidates and improve retention by strengthening employee pride, morale and advocacy.
How do you measure employer branding PR?
We connect activity to outcomes like talent attraction, retention and employee advocacy. That includes media coverage, brand mentions, social engagement and share of voice, alongside HR metrics such as application volumes, Glassdoor scores or employee survey results, where available.
Do you handle internal communications too?
We focus on external PR and reputation, but we work closely with our clients’ HR and internal comms teams. Where specialist input is needed – such as employee surveys or DEI, we work alongside our trusted partners.
How do you make employer brand PR inclusive?
We draw on learnings from our collaboration with DEI experts like Edge of Difference to ensure our campaigns are authentic, respectful and inclusive. That includes highlighting real employee voices, avoiding tokenism and embedding inclusive storytelling into PR activity.
What if we don’t have an established EVP?
Sometimes, being involved at the start is really beneficial. We can help uncover and shape your stories, working with HR or brand consultants where needed.
Employer brand PR services
PR
We create PR campaigns that make your organisation’s culture and values visible and believable. Through thoughtful storytelling, we help you connect with the people you want to reach – from future hires to current employees and wider stakeholders.
Thought leadership
We help leaders share genuine insight on the world of work. From expert commentary and authored articles to high-impact speaking opportunities, we build credibility and visibility for the people shaping your organisation’s story.
Digital PR
Your reputation lives online, so we make sure it appears in the right places. Our digital PR campaigns earn coverage and backlinks from respected outlets, boosting both visibility and trust.
Copywriting and content
We write content that captures the spirit of your business and the people behind it. Whether it’s employee stories, blog posts or award entries, we find the right words to express what makes your workplace stand out.
Click here for more about our copywriting and content marketing service.
Social media
Social media is where culture comes to life. We plan and manage campaigns that highlight your people and achievements while supporting recruitment, engagement and reputation goals.
Press office and media relations
We act as your press office, building relationships with journalists in national, business and HR media. Our goal is simple: to make sure the right stories appear in the right places, for the right reasons.
Click here for more about our press office and media relations service.
Measurement and evaluation
We make results easy to understand. Our reports link PR outcomes with recruitment and retention data so you can see the real impact on visibility, reputation and employee engagement.
Click here for more about our PR measurement and evaluation service.
Media and key message training
We prepare spokespeople to represent your brand with confidence and authenticity. Each session is practical and tailored, helping your leaders communicate clearly with the media and your wider audience.
Diversity, inclusion & employee engagement partners
Through our trusted network – including Edge of Difference, Bon Insight, Get Your Voice Heard and AH Insight – we provide access to experts in inclusion, engagement and qualitative research. Together, we create communications that are evidence-based and genuinely inclusive.
Learn more about our partner network here.
