every employer has an employer brand. what’s yours?

These days, we’re all aware of personal brand. For some, building a personal brand is a daily focus (see LinkedIn!). In the hiring process, most employers want to understand the person beyond the CV; their values and behaviours. So, it’s only fair that it works the other way too. Rightly, the hospitality professionals I represent place high value on employer brand. And they expect prospective employers to make theirs clear and live up to them.

I selectively represent employers who have a robust employer brand reputation. Because unfortunately, there are many instances where candidate experience and employer brand promises don’t match. And here’s why…

That social video of your employees laughing. That site blurb stating you’re an equitable workplace. That photo of you handing a cheque to your nominated charity. These employer brand claims are only valid if they’re alive inside your organisation, every day. It’s all about the experience in reality, not what you’d like it to be.

Because employer brand isn’t an advert. It’s an honest reflection that shows up consistently at every touchpoint in your business, internally and externally.

It’s how it feels to work in your business. It’s how you treat people when things go well, and when they don’t. It’s how you show up in the stories people tell about you. It’s how you communicate with people when they apply to work with you, when they join you, and when they leave.

And if your employer brand isn’t honest and reflective, then it’s expensive. Because it’s in those crucial first 90 days that employer brand first really shows itself, and people can see whether the promises made have lived up to reality.

That’s why your attrition rates tell as much of a story about your employer brand as your applicant numbers.

If you like a bit of data, how about this?

According to the Caterer.com Hospitality Hiring Insider Report 2025, 78% of UK hospitality jobseekers say employer reputation is more important than salary when choosing where to work. Companies with strong employer brands see 50% more qualified applicants. And a positive employer brand can reduce cost-per-hire by up to 50%

An honest, clearly communicated, consistent employer brand isn’t an optional extra. It’s the difference between an efficient, engaged, and productive workplace and one that struggles to recruit and retain. And just as with personal brand, it all starts with your values and behaviours.

Your future hires are already forming an opinion of you. What will it be?