How Your Employer Brand Makes Candidates Feel

Introduction & Purpose

• Final session of the Equity Always First series with Jo Major, focused on the emotional impact of employer branding on candidates.
• Aim: To explore how employer brand and employee value proposition (EVP) affect attraction and inclusion of diverse talent.

Overview of Discussion

• Jo Major shared her insights as a seasoned recruiter and equity advocate.
• Emphasis on aligning marketing efforts with inclusive values, not just consumer-facing branding.
• Differentiated between employer brand (external/internal perception) and EVP (what candidates/employees receive in return for their contributions).
• Critiqued the missed opportunity in failing to promote inclusive policies externally before the hiring process.

Collaborative Insights

• Participants discussed real-world implications, such as:
• How employer transparency can attract underrepresented groups.
• The importance of sharing policies on family building, accessibility, and flexible working upfront.
• Concerns about whether DEI progress is stalling in response to global political shifts.
• Key questions from attendees prompted discussion on AI, DEI scaling in the US, and UK implications.

Key Takeaways

• Employer brand must evoke trust, inclusion, and authenticity, especially for candidates with lived experiences of discrimination.
• 5 actionable changes:
  1. Clarify your inclusive message honestly (not corporate fluff).
  2. List 10 recent actions taken towards inclusion.
  3. Share 10 future DEI commitments.
  4. Optimise job ads for inclusivity (salary transparency, language, accessibility).
  5. Promote inclusive benefits and tailor messaging to life stages and marginalised groups.
• Representation and inclusive policies significantly influence jobseekers’ decisions.
• EVP must incorporate and reflect equity commitments, not just perks.
• Candidates expect to see your inclusion, not be told about it vaguely.

Conclusion

• Jo encouraged participants to audit their hiring touchpoints through an inclusive lens.
• Emphasised the power of authenticity and evidence over tokenism.
• Session closed with thanks and a reminder that DEI is a continuous journey, not a one-off initiative.