---
title: Leverage Your Employer Branding to Attract Talent
description: In this article, we dive into the critical role that employer branding plays in successful talent acquisition for your farm or agribusiness.
image: https://blog.aghires.com/hubfs/shutterstock_2419999147-1.jpg
---
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# Leverage Your Employer Branding to Attract Talent
8 Minute Read
Posted by [Lila Huelster](https://blog.aghires.com/author/lila-huelster)
Tags: [Hiring Advice](https://blog.aghires.com/tag/hiring-advice)
In a competitive hiring market, farm and ag businesses must utilize every tool available to attract and retain top talent to their organization. From company culture to pay and benefits, several key factors contribute to whether candidates are attracted to or deterred from joining your agriculture company. In this article, we’re diving into employer branding and its role in successful talent acquisition for your farm or agribusiness.
## **Company Branding vs. Employer Branding**
**Company branding,** not to be confused with employer branding**,** is the process of creating a business’ distinct identity in the minds of its target audience and the general population. It is how people perceive your company and can help set your organization apart from competitors. While visuals such as logos and design elements play a role in this identity, branding can include anything that contributes to your company’s reputation, such as experiences with products, services, or customer interactions. It also includes messaging components of your business such as your mission statement, tone of voice, and slogan.
**Employer branding** is a subcategory of corporate branding and serves as your company’s unique identity to current and potential employees, rather than the general public. While company branding focuses on creating a brand image for the company and its products or services, employer branding is focused on creating a positive perception of the organization as a workplace.
Overall, both company and employer branding affect how people perceive your organization. Whether as a product/service provider or as an employer, branding is a way for farms or ag businesses like yours to stand out from competitors.
## **Employer Branding’s Impact on Hiring**
Your employer brand serves as its identity in the job market, encompassing your culture, mission, values, and reputation. Done well, employer branding will attract motivated job seekers to your agriculture company and those who align with your mission . From communicating these elements across your job descriptions, website, social media profiles and more, your branding can play a large role in successfully recruiting the right individuals.
Prioritizing the enhancement of your brand awareness and reputation among job seekers will create buzz around your company, helping attract top talent and even passive candidates who want to join your organization. A positive employer brand also helps draw the best talent and increase interest from more job applicants.
**According to the**[**AgHires Job Seeker Survey**](https://info.aghires.com/agriculture-job-seeker-hiring-trends)**, 89% of agricultural job seekers found employer branding to be important.** Employer branding also has growing importance, as research shows 94% of candidates prefer employers that actively manage it, while 69% would reject an offer from one with a poor brand.
It’s common for candidates to research a company prior to applying or interviewing for a position to discover if it’s a place they want to work. They’re visiting your company’s website, social media profiles, career page, and other advertising components, analyzing the overall look and feel of your ag company. They also review your company’s reputation on sites like Glassdoor before applying, and that first impression matters to companies competing for talent. Candidates want to know if people view your farm or agribusiness in a positive light and if they want to be associated with your organization. A positive reputation creates an exciting, sought-after employer of choice.
Not to mention, when you hire employees who are excited to work for you and represent your brand, they are likely to broadcast their positive experience to their connections (job seekers, clients, customers, stakeholders, etc.), furthering your brand’s positive impact and reach. A magnetic brand can improve employee retention and retention rates, cut cost per hire by 50%, reduce reliance on ad spend and recruitment agencies, and support performance.
## **Steps You Can Take to Improve Your Employer Branding Strategy and Start Attracting Talent**
### **Establish Your Employer Value Proposition and Company Culture**
An employer value proposition (EVP) is an employee-centered approach to showcasing what your ag company has to offer in exchange for employees’ talent. It encompasses the unique benefits and experiences you offer employees, including growth, flexibility, and compensation, alongside your values, mission, culture, and perks, while aligning with your company's goals and what makes you a strong workplace. A useful framework for a great employer brand is to define it through four pillars: People, Purpose, Place, and Product. An employer value proposition is often communicated both internally to current employees and externally to potential candidates, highlighting career opportunities and helping you attract and retain the ideal candidate for the right job in your ag organization. You can begin outlining your EVP by asking your employees their favorite things about working for your company and what enticed them to join the team. To shape an effective employer branding strategy, start with a simple employer brand audit to understand how employees and candidates currently perceive your brand.
### **Prioritize Your Online Presence and Social Media**
In this digital age, your company’s online presence and branding create a first impression for potential recruits right out of the gate. In fact, [62%](https://www.phenom.com/blog/six-things-before-using-social-media-for-recruitment-marketing) of active candidates evaluate the employer brand of a company on social media channels, so a strong social presence helps support effective employer branding. To most job seekers, a company with a professional website, engaging content on social media, and clear employer brand content that highlights values and open positions will be more attractive than a company that has an outdated, inconsistent, or complete lack of online presence. Ensure your online branding accurately represents your company and is consistent throughout your profiles and marketing materials. Social media can also help you build talent pipelines and reach passive candidates, who make up 60% of the workforce, beyond active job seekers.
### **Assess Your Reputation**
While many pieces of an employer brand are materials that can be developed to convey a specific message, others may not be as controllable. You can craft your brand’s logo, advertisements, and messaging, but your reputation and image formed by the public are also part of your employer branding efforts, and a transparent brand clearly communicates what it is like to work at the company, naturally deterring candidates who do not align with its core values.
One simple way you can begin to assess your company’s reputation is by analyzing reviews online. Are there specific ways you can improve your products or services? Do employees recommend working for your company? On Glassdoor, [74% of users](https://www.glassdoor.com/blog/most-important-employer-branding-statistics/) are more likely to apply to a job when an employer actively manages its profile. To gauge effectiveness, track metrics like Glassdoor ratings, employee retention rates, social media engagement, and conversion rates of job applicants into hires after they engage with your brand content. While you can’t control word of mouth and other people’s perceptions, taking steps to improve your agriculture company’s reputation will not only win over more customers but will also attract the right candidates who want to work for you. [A study by Weber Shandwick](https://webershandwick.com/news-insights/only-19-percent-of-employees-globally-report-their-experience-at-work-matches-their-organizations-employer-brand) found that only 19% of employees said the employer brand they imagined matched reality, so brand perception should align with the experience of new employees and current staff to protect trust and retention.
### **Ask Current Employees**
To ensure your company is seen as an attractive workplace option for candidates, conduct an internal survey or interview existing employees for feedback regarding the hiring process, training and onboarding, and company processes, with the HR department and broader human resources leadership gathering and acting on that input. When the workplace lives up to the brand promise, people feel valued and proud to be associated with the organization, and they are less likely to leave their current employer when they feel connected to the mission and culture. Seek ways you can continuously improve your candidate experience and internal operations, which will spill over positively into your employer branding and help attract job seekers. Employee advocacy matters here because employees talk about their experience online and offline, shaping how potential recruits view your company through authentic stories and shared successes. Strong employee engagement also turns satisfied staff into brand ambassadors whose referrals can help bring in qualified candidates for open jobs or a vacant position.
## Conclusion
When your agriculture employer branding is overall positive, well-known, and accurately showcases your culture and values, you will find that it is easier to attract the right individuals to your openings and retain those hires who will bring continued success to your ag organization. Working to improve your employer branding is a continuous effort but will pay off in a multitude of ways in terms of your company’s growth and success. Remember, improving your employer brand won’t happen overnight, but small steps will add up to a big impact!
If you’re struggling to improve your employer branding to hire top talent, AgHires is here to help. As the #1[**agriculture recruiting firm**](https://info.aghires.com/professional-recruiting), we’re not just recruiters - we’re your talent advisor. Whether you are looking to[**hire top executives**](https://info.aghires.com/executive-recruiting), experienced managers, skilled labor, or technical experts, we want to help you move your business forward.[**Contact us**](https://info.aghires.com/contact) today to learn how we can help you find quality candidates by utilizing your unique employer branding.
In this article, we look at employer branding and its role in successful talent acquisition for your farm or agribusiness. Discover simple ways you can enhance your employer branding to start attracting talent.
### [Lila Huelster](https://blog.aghires.com/author/lila-huelster)
Lila Huelster is the Recruiting Content Lead at AgHires, where she develops strategic content to support hiring efforts across the agriculture industry. She earned her bachelor’s degree in Agribusiness Communications from Southeast Missouri State University and began her career at AgHires as a Recruiter, building a strong foundation in ag talent acquisition. Prior to joining AgHires, Lila built her expertise in social media marketing and copywriting for clients across a variety of industries. Today, she combines her recruiting background with her passion for marketing to help ag employers attract top talent and grow their teams.
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