MAKE YOUR EMPLOYER BRANDING YOUR COMPETITIVE EDGE.
I couldn’t help but wonder... if employer branding was an outfit, which brands would make the viral list and who would end up on the sale rack?
When I first started learning about recruitment strategy, the buzzwords were all there: attraction, selection, fit. But what no one really said out loud, and what I’ve come to learn over my first year in fashion recruitment, is that employer branding matters… a lot. In fact, in the current talent market it matters the most.
Employer branding is more than how your careers page looks or what you post on LinkedIn. It’s the essence of your cultural DNA. It’s your why, your values, your voice. It’s the emotional connection that draws people in, it’s the whispers circulating the market about how it really feels to work in your business. And when it comes to securing the best talent in market right now, connection is everything.
Relier Team Member: Cassie
We are not hiring machines (that’s what AI is for). We’re hiring humans. And humans are wired for meaning, for community, for purpose. Your employer brand is what makes someone say, "I want to be part of that."
The difference between a good and a bad employer reputation:
The brands I work with that have talent lining up for roles know how to create connection and culture. Securing a yes is not just because of salary (though that helps). It’s because people believe in their mission. They’ve built something aspirational, something consistent, a reputation that says: we walk our talk. These brands and their leaders have created a workplace culture that feels safe, motivating, and is people-first. For anyone exploring jobs in fashion, brand reputation is the deciding factor. Right now, it’s the edge that sets a brand apart.
And then there are the brands where it’s... hard. The roles sit open. The talent we want isn’t biting. The employee market’s brand perception is not great. And sometimes, that perception is outdated or misunderstood. But if an incorrect our outdated perception isn’t addressed or owned, it sticks. And in a competitive space with so many brands vying for candidate attraction, you can’t afford to let your brand culture slide.
So how can you make your culture stand out in the hiring process?
Here’s the thing, if your brand is doing amazing work behind the scenes (honoring supportive workplace policies, hybrid work, leadership that speaks with kindness, sustainability, charitability and so on), tell people. People want to know the brand they work for is contributing to something bigger and that they are supported on a personal level. You’re not bragging, you’re communicating your values. And for the right candidate, that could be the exact reason they hit “apply” and say yes to that final offer.
So, what can strengthening your employer brand do?
It won’t just attract any talent. It will attract the right talent.
People aligned to your values, excited about your mission, and invested in the long term. It’s the first impression of your culture and the reason your best performers stay.
In a saturated market where good talent has options, make employer branding your edge. It’s your essence and it’s your responsibility. Because you can’t fake culture, and the truth always comes out—in Glassdoor reviews, in exit interviews, in whispers between old colleagues.
If you want to attract unicorns (more on that later), start by showing them who you really are, and why it’s worth joining you for the ride.
WIth love,
Cassie x
