Authenticity in Employer Branding

Employer branding matters for every business – whether you’re a sole trader working from home or a large corporate. If you employ people, or plan to in the future, your employment brand deserves attention.

At Eclipse Recruitment, we work with a wide range of businesses of all sizes. When we talk about employer branding, we’re drawing on more than two decades of experience working with local businesses across Auckland and wider New Zealand. What we’ve seen, time and again, is this:

Your employment brand is a powerful recruitment tool. But more importantly, authenticity is what makes it truly effective.

So, what do we mean by authenticity?

Authenticity is about being real, genuine, and consistent. An authentic employment brand reflects your true values and culture, not just what you put on your website or in a job ad. It’s the real reason people want to work for you – and why they enjoy staying.

Ping-pong tables, free fruit, or a slick logo won’t compensate for weak leadership, poor communication, or unfulfilled promises. Your employment brand is the day-in, day-out reality of what it’s like to work in your business.

What makes up your employment brand?

It’s more than a tagline or a recruitment campaign. Your brand as an employer includes:

Your company story – What’s your history, your vision, and where are you heading?
Your product or service offering – Who are your customers? What do you stand for in the market?
Your team and leadership – Who’s on the team, what do they do, and what’s it like to work with them?
Your values and culture – Think of this as your business personality. At Eclipse, for example, our core values are honesty, integrity, and personal service. Our culture is professional and hardworking, but also team-focused, supportive, and not without a healthy dose of fun.
The way you work – How do you treat customers? What guides your decision-making? How do you celebrate wins or handle setbacks?

Where do you start?

If you haven’t defined your employment brand, the best place to begin is by listening. Talk to your current staff – what do they enjoy about working with you? What attracted them in the first place, and why do they stay?

Authenticity comes from telling the truth about who you are, not who you think you should be. Candidates are quick to pick up when there’s a disconnect between what they were told in an interview and what they experience on the job. That disconnect is a very common reason that we see people seeking a new opportunity.

And remember – what feels like the right fit in a workplace can vary greatly from person to person. Each of us brings our own preferences, experiences and values to the table, which means there’s no single version of the ‘perfect’ environment. The key is to communicate who you really are and to attract people who value that and align with your business.

Why it matters more than ever in 2025

In today’s job market, candidates are more informed and engaged than ever. They’re actively researching potential employers – reading reviews, exploring social media, and connecting with their networks. This presents a great opportunity to stand out. When your employment brand is clear and genuinely reflects your culture, you’re more likely to attract people who are the right fit – and who will stay and thrive in your business.

If you’d like support in developing your employer brand, a recruiter, business advisor, or marketing consultant can help bring clarity and structure to the process. And remember – just like your business brand, your employment brand evolves. Keep checking in on it, keep it aligned with reality, and most of all – live it.