Your employer brand is a powerful asset – and digital PR is one of the most effective ways to strengthen it.
In today’s competitive job market, evolving expectations and a shifting economic climate, employer branding has become a crucial part of any B2B PR strategy.
A strong digital presence can make the difference between attracting top talent or losing out to your competitors – and that’s where digital PR comes in.
Why employer branding matters in B2B PR
In 1990, Simon Barrow, the chairman of consultancy People in Business, introduced the concept of ‘employer brand’, focusing on a company’s reputation as an employer and its appeal to employees. Today, it’s a key consideration at board level.
Employers face obstacles like talent shortages, tight budgets and lengthy hiring processes. UK workers, including top talent, have been changing jobs at an increased rate – 40% planned to move roles in 2024. According to the FT, Q1 2025 saw recruitment firms go through some of the toughest times since the pandemic.
With fewer candidates available and more companies fighting over them, businesses must do more than attract talent – they need to retain it.
A solid employer brand plays a major role in both. It shapes how potential and current employees view your company culture, values and leadership, creating a sense of belonging that strengthens retention.
Struggling to hire or retain? Your employer brand could be the problem
When employees feel connected to their company’s mission and values, morale and productivity improve. Research from Forbes revealed 76% of employees who felt leadership showed empathy were more engaged at work.
A strong employer brand can also have a significant impact on new business, building trust with potential and existing clients by signalling ethical practices and a healthy internal culture. All of which can influence decisions about procurement and partnerships.
It’s essential to position your company as a standout employer with a unique selling point. Earning recognition through awards like the CIPD People Management Award or The Sunday Times Best Places to Work (to name just two) can also boost your message.
Even more impactful, though, is a focused digital PR campaign, which can raise your profile among the right audiences by highlighting your culture, values, future plans and inclusivity.
How digital PR builds a stronger employer brand
While employer branding has traditionally been managed by HR departments, a focused digital PR strategy adds new tools, channels and creative possibilities.
Digital PR helps you manage and improve your online reputation. It includes everything from how your careers page looks to how executives are quoted in the media and the stories employees share on platforms like LinkedIn. It connects a company’s values with its public voice.
Today’s candidates research companies online, checking your website, reading Glassdoor reviews, following your social channels and looking for your latest news coverage. If your digital presence doesn’t reflect a supportive workplace, you may be at a disadvantage before people even consider applying.
PR teams bring media relationships, storytelling and strategic communication to the table, helping companies craft a more compelling employer brand that resonates both inside and outside the organisation. By coordinating PR and HR efforts, companies can align internal culture and public perception.
PR tactics to tell your story with impact
Start with authentic storytelling
- Go beyond generic job ads
- Share what it’s really like to work at your company on social media
- Focus on authentic employee experiences, office events, team milestones and day-in-the-life content
Highlight leadership voices
- Feature executive insights on industry trends or company culture
- Get placements in top publications to humanise your brand and build trust
Target the right channels
- Use trade publications to engage with sector audiences
- Reach local communities through regional media
- Position your company as a credible thought leader with national press coverage
- Utilise your own channels with social media and blogs
Maintain consistency
- Treat employer branding as an ongoing story, not a one-off project
- Consistently reinforce core values and culture
- Think of it as a steady drumbeat that reflects your company’s identity
Digital PR in action: a B2B employer branding case study
A European gaming studio with headquarters in Sweden sought to expand into the UK by opening a satellite office in Sussex.
Despite having an established global reputation, its UK employer brand was virtually unknown. This posed a challenge – how could they attract top-tier local talent in an already saturated market?
Midnight developed a strategic digital PR campaign to build awareness and credibility in the UK. Rather than just posting job ads, the campaign focused on storytelling.
Press releases and articles highlighted the company’s expansion, leadership changes and creative culture. Coverage was secured in prominent outlets like The Times, Raconteur and Money Week, as well as across trade and regional media.
In just six months, Midnight secured 53 media hits with a reach of more than 11 million. More than half the coverage included valuable backlinks to the company’s website. They saw a marked increase in the quality and quantity of applicants, helping build a stronger UK talent pipeline.
The role of digital PR in retention and morale
Although much of employer branding is focused on attracting talent, it also plays a big role in general optimism, which is so important. When employees see their company celebrated in the media or their team featured in a LinkedIn post, it builds pride and belonging.
Encouraging employees to share their stories on social media can transform them into authentic brand advocates – more trusted than any advertisement.
Internal communications should also reinforce the same brand narrative, aligning what candidates are promised with what employees experience.
In summary: every click counts
- Employer branding attracts and retains top talent
- A strong brand improves recruitment outcomes, boosts engagement and reduces turnover
- A clear EVP and cultural alignment are essential
- Best practices include consistent storytelling, leadership visibility and employee advocacy
- A strong employer brand also promotes wider stakeholder confidence
Every click counts and today’s job seekers are researching your leadership team, checking socials and reading media coverage before they even apply.
Businesses no longer hold all the cards – candidates are checking you out just as much as you are them. If your online presence doesn’t reflect a compelling, genuine story, top talent will move on. And even if you do manage to hire someone, they won’t stay if the culture doesn’t meet their expectations.
Think of your employer brand as your recruitment strategy. If it isn’t well-curated and promoted, you risk being left out of the conversation.
To see how digital PR can turbocharge your employer brand, contact us today.
