In order to attract and hire great talent to work in your organisation, you must first position yourself as a trusted and respected employer in the market.

People choose which companies to send their resumes to based on how familiar they are with the brand and if the organisational culture and job content interest them. These are often not just what you say about yourself on your company website and social media accounts, but also what your employees and alumni think about you.

here are four ways to build a trusted employer brand to attract great talent

1. be authentic

Organisations with strong employer brands have authentic values that resonate not only with the talent pool, but with their current employees. While technology or markets may evolve their core vision remains steadfast and senior leaders, managers and staff reflect this in their dealings with staff, customers and suppliers.

2. create a pleasant work atmosphere

After competitive salary and benefits and job security, a pleasant work atmosphere is the most important attribute prospective employees consider before choosing an employer. While "pleasant" means different things to different people, focus on encouraging effective collaboration, reducing tension, increasing autonomy and providing good social and relaxation spaces.

3. communicate well and often

Honesty remains a top choice personality trait potential employees look for in an employer. It’s critical for leaders to do what they promise, lead by example, be accountable for decisions and offer regular opportunities to listen to staff feedback. Communicating your approach to employee engagement and collaboration through your employer brand is a great way to make a good first impression in this important area. But make sure middle managers deliver on the promise to avoid creating a revolving door.

4. be flexible

Strong relationships are based on an understanding that people’s needs change over time. Remaining flexible and open to adapting work conditions, hours and responsibilities for potential or existing employees at different stages in their life or career can help you attract and retain top talent, in turn building a loyal army of ambassadors for your employer brand.