Why employer branding is the missing link in your business strategy

A recent survey showed that 59%[1] of us globally are unhappy in our jobs. Not only is that a very sad statistic but it also equates to $8.8 trillion dollars in lost productivity, so this is having a devastating impact on businesses around the world.

What if businesses could change this? By shaping workplace culture through employer branding, organisations can drive engagement, boost productivity, create a thriving workforce and help attract top talent.

Culture isn’t just important – it IS a fundamental strategy

The renowned management consultant Peter Drucker once said “Culture eats strategy for breakfast”. While this phrase highlights the power of culture, the reality is that culture is strategy – it’s an employer brand strategy.

A strong employer brand should be at the heart of your business strategy. When aligned with your company’s goals, it transforms talent into capability, strengthening your workforce and driving your business forward.

What is employer branding?

Your employer brand is your company’s reputation amongst the workforce – how talent perceive your workplace culture, values and employee experience.

Your Employee Value Proposition (EVP) is how you communicate and deliver on that reputation. It’s the promise you make to employees and the commitment they make in return. A compelling EVP isn’t just a slogan – it’s a mutual value exchange, shaping every action and interaction within your company.

A strong employer brand enhances recruitment, retention and employee engagement, ultimately leading to a more productive and committed workforce.

Why employer branding is a business imperative

The business case for employer branding is undeniable. Below are key statistics that highlight its impact on performance, engagement and retention – and the competitive advantage gained by addressing these challenges.

PERFORMANCE

• Companies with highly engaged employees outperform their competitors by 147% (Forbes, 2021).
• Highly engaged workforces are 21% more profitable and 17% more productive than those with disengaged staff (Gallup, 2023).
• Employees most committed to their organisations put in 57% more effort on the job and are 87% less likely to quit (PWC, 2023).
• Engaged employees make it a point to show up to work and do more work – highly engaged business units realise an 81% difference in absenteeism and a 14% difference in productivity (Gallup, 2022).
• 67% of C-suite executives and board members believe culture is more important to performance than the organisation’s strategy or operating model (PWC, 2021).

ENGAGEMENT

• Only 13% of employees in Europe feel engaged and thriving at work (Gallup, 2023).
• 72% of employees are not engaged, and 15% are actively disengaged (Gallup, 2023).
• The UK ranks 33rd out of 38 European countries for employee engagement (Gallup, 2023).
• Companies leading in customer experience have 60% more engaged employees (Forbes, 2021).

MINIMISE

• 75% of the causes of employer turnover are preventable (Work Institute Study, 2024).
• Replacing a single employee can take up to 28 weeks and cost over £25k in lost productivity (Cendex, 2023).
• 79% of UK businesses report recruitment challenges (Chamber of Commerce, 2023).
• 87% of employers said that improving retention is a critical priority (Fortune, 2021).

Maximise business success with employer branding

A well-defined employer brand strategy and a compelling EVP can transform your workforce, driving sustainable business growth and a lasting competitive edge.

By fostering a clear, consistent message that resonates with your current and future talent, you position your company as an employer of choice – one that attracts, engages and retains top talent.

Want to strengthen your employer brand? Drop us a line at say.hello@mobas.com

[1] Gallup, State of the Global Workplace, 2023 report