20+ years ago, salary was the end-all-be-all for executives. Today, it’s just the starting point. In a market where executives hold the cards, attracting the right leaders requires more than just a competitive paycheck.

To set your company apart, you need stronger employer branding.

A staggering 75% of job seekers consider an employer’s brand before applying.

Your employer brand tells the story of who you are as a company, what you stand for and why someone should join your leadership ranks. It’s your reputation in the marketplace, a reflection of your internal culture, values and vision.

For executives who have the freedom to choose their next move, your brand is often the deciding factor. These are leaders who seek meaningful work, a clear vision for growth and a company they can be proud to represent.

In today’s fast-paced, candidate-driven market, strong employer branding is no longer a nice-to-have. It’s a non-negotiable. You have to really sell your company if you want to win the attention of transformational leaders – the ones all your competitors are chasing.

It’s time to build an irresistible brand. One that speaks to your ideal talent’s values, their aspirations, and the impact they can make.

Employer branding and its role in attracting executive talent

High-caliber executives want to work with companies that:

• Share their personal and professional values.
• Offer long-term growth opportunities.
• Have a solid standing in their industry.
• Are committed to diversity, equity and inclusion (DE&I).
• Demonstrate employee advocacy.

An internal culture that reflects these attributes is great, but have you shown them to the outside world? Employment branding is your opportunity to showcase competitive differentiators and carve out a compelling value proposition.

Remember: Effective marketing requires genuine substance, not just superficial appeal.

Key components of a strong employer brand

Building an employer brand that resonates with top executives requires a deliberate focus on what matters most to them. From organizational culture to leadership transparency, these critical elements will define how your brand is perceived by potential candidates and how well it aligns with their aspirations.

Organizational culture and value

45% of employees and business leaders consider a great culture the top priority in job searches.

Executives are selective about the cultures they join, prioritizing alignment between their leadership style and the company’s core values.

Organizational culture also plays a significant role in retention. A positive workplace increases employee engagement by an impressive 72% and retains 65% of employees, while a poor company culture drives 38% of employees to leave.

Employee value proposition (EVP)

An EVP clearly articulates what executives will gain from working with your company, including growth opportunities, leadership development, rewards, benefits and company vision.

For example, Salesforce’s EVP is built on three core pillars that resonate with top talent:

• Purposeful work: Employees are driven by a compelling mission to help customers connect, innovate and create positive global impact.
• Positive culture: The company fosters a culture of transparency, innovation and a relentless focus on customer success, providing a supportive environment for growth.
• Recognition and rewards: Salesforce ensures that employees feel valued for their contributions through a robust system of recognition and rewards, further enhancing their sense of fulfillment.

This well-rounded EVP positions Salesforce as a company where executives find purpose, support, and appreciation, making it highly attractive in a competitive market.

According to statistics, the benefits of a compelling EVP amount to more than just a better shortlist of candidates: companies that effectively deliver on their EVP reduce annual turnover by 69% and boost new hire commitment by 30%.

Building one requires a blend of self-reflection, market insight and clear articulation. You need to focus on what sets your company apart: identify your culture’s strengths, outline the career growth path and ensure your values are clearly communicated.

Key steps to building a strong EVP:

Define your differentiators.

Audit your current employee experience through interviews and surveys. Why do your top leaders stay? What would they never trade about your culture? This will identify what makes your leadership culture, career opportunities or mission unique. Also benchmark against peers to ensure you’re setting yourself apart from others in your industry.

Shape your EVP around executive priorities.

Every organisation offers perks, so perks alone won’t set you apart. What senior leaders actually value is influence, impact and a clear path to the top. Conduct market mapping or direct candidate engagement to analyse what matters most to your ideal talent. Then position your EVP around these pull factors, like opportunities to shape strategy, lead transformation, step into leadership or grow their legacy.

Connect it to your company’s purpose.

High performers stay where values align. Connect your EVP to company purpose to show how talent will be contributing to a united, long-term vision. Spotlighting your values is equally important. Whether it’s DE&I commitments, championing innovation in financial services, or demonstrating leadership development opportunities, top talent will be drawn to companies that pursue more than just business outcomes.

Weave your EVP into every touch point.

An EVP isn’t a slogan, it’s a narrative you have to reinforce. From your website and job descriptions to executive search briefs, from LinkedIn posts to internal communications and annual reports, your promises, values and mission must be embedded consistently across every touchpoint to maintain a unified message. Leaders should feel it in every interaction they have with your business, long before an offer letter arrives.

Test, measure, refine.

The best EVP evolves with your business, your people and your industry. Track its effectiveness and relevance by measuring metrics like retention rates, candidate feedback, employee satisfaction surveys, market trends, competitive benchmarking – these will tell you if it’s resonating and where you need to adjust.

Transparent leadership

“The currency of leadership is transparency. You’ve got to be truthful.” Howard Schultz

Executives want to know where the company is headed and how they’ll be part of that journey. Transparent leadership builds trust and credibility, showing executives that the company values integrity, accountability and open communication – key factors in attracting top talent.

The role of executive search firms in enhancing employer branding

Unlike a typical employer branding agency, executive search firms leverage deep industry intelligence, networks and strategic insights to make your brand irresistible.

• We know the trends and talent demands shaping the executive market in your industry.
• Our extensive network grants you access to a vast pool of active and passive candidates.
• As your brand ambassador, we highlight your value and culture to secure your ideal hire.

But it’s still a two-way street:

“We can only “sell” candidates on a role if the brand resonates with what top executives seek. Employer branding can’t be forced – the company has to nurture it continually and from within.” Alex Curtis, Americas Managing Director

Strategies for building a strong employer brand

A convincing employer branding strategy is built on three key pillars:

1. Creating a positive company culture

An inclusive, dynamic, and supportive company culture is the cardinal pillar – but too many organizations falter here.

84% of executives believe their company needs to improve its culture.

• Encourage cross-departmental engagement and collaboration.
• Prioritize work-life balance and the well-being of your staff.
• Give your workers purpose; make them feel part of something.
• Embrace active listening and emotional intelligence as core principles.
• Understand that positivity trickles from the top-down.

2. Showcasing career and development opportunities

Executives are drawn to companies that offer:

• Leadership development programs, from mentorships to coaching to regular training.
• Clear succession planning, providing transparency into future leadership roles.

Promising executives want more than just a job. They seek career paths with clear opportunities for advancement. Offer them a compelling vision of their future within your organization, and they will be inspired to invest their talents in your future success.

3. Digital and social media presence

79% of job seekers use social media platforms in their job search – including executives.

A strong online presence isn’t a choice, it’s a strategic imperative. Don’t snub digital platforms – use them to:

• Highlight company achievements.
• Share testimonials from current executives.
• Showcase your workplace culture through engaging videos.

Attracting top executive talent through branding

To attract your ideal talent, you must craft a personalized, executive-focused employer branding strategy that highlights unique skills and executive values, like leadership, vision, and strategic impact. Your branding campaign can include:

• Executive testimonials.
• Targeted LinkedIn ads for executives.
• Exclusive leadership webinars or events.
• Social media posts showcasing the culture.
• Tailored recruitment emails for C-suite.

Tip: The best advocates for your brand are your current executives. Their personal networks are a key source of referrals for talent.

How executive search firms improve the candidate experience

The executives you’re searching for know they’re in high demand, so they won’t tolerate a poor candidate experience.

In 2024, 52% of job seekers declined an offer due to poor experience. Career Plug

The recruitment process is an extension of your brand – every touchpoint matters. Executive search firms help by:

• Ensuring a seamless journey. From the initial conversation to the final offer, Hanover provides a tailored experience that reflects positively on your brand.
• Guiding DE&I searches, helping you strengthen your employer brand, capitalise on diversity of thought and appeal to a broader range of executive candidates.

A positive candidate experience leaves a lasting impression, even for passive candidates, who may not be ready to move just yet, but will remember your brand further down the road.

With Hanover’s personalized approach, your candidates are guaranteed a great experience. By focusing on every detail, providing clear communication and tailored feedback, we make each executive feel valued.

Challenges in building a strong employer brand

Negative perceptions

Reputational black spots deter talent. Promote positive changes through transparent leadership, openly communicating business improvements and enhancing employee experiences, such as through culture shifts or development opportunities.

If your company is facing negative perceptions, consider these actions:

• Address negative reviews on platforms like Glassdoor by responding professionally and outlining steps taken to improve.
• Engage employees directly to gather feedback, identify pain points and implement meaningful changes to improve the internal culture.
• Highlight positive developments in your company’s public communications, showcasing culture improvements, leadership changes or new wellbeing initiatives

Unrealistic branding

Perhaps the biggest employer branding challenge. If you tout an experience that is not there, executives will disengage.

Here’s the most common way companies get this wrong: By promoting a strong commitment to work-life balance but then expecting executives to be on call 24/7. This kind of misalignment quickly erodes trust and credibility. When the actual experience doesn’t match the promise, word spreads, and top talent is likely to look elsewhere.

“We can tell a good story, and we can sell it. But, if you don’t deliver from an experience perspective, it’s not credible.” Vangie Sison

Regional differences

For global companies, an employer branding strategy can’t be one-size-fits-all. It must be tailored to different regions, reflecting local cultures and expectations.

For example, in financial services, talent in North America might be drawn to companies offering innovation, agile environments and leadership roles in cutting-edge fintech initiatives. But in regions like the Middle East, executives may place a higher emphasis on stability, long-term growth potential and alignment with regional economic goals.

A global financial institution that promotes the same brand message across these markets risks missing key local drivers for executive engagement. Tailoring your brand to meet the distinct priorities of financial talent in each region is crucial to attracting top-tier candidates.

Engaging passive candidates

The executives you want aren’t always seeking new roles. Reaching these passive candidates is tough, even with strong branding.

Enter executive search firms:

• We harness our network and expertise to identify and engage passive talent.
• We elevate your brand by personalizing outreach to ‘tiptoeing’ candidates.
• Our engagement strategies nurture relationships with passive candidates, keeping your brand top of mind.

Measuring and enhancing employer brand effectiveness

“Every brand evolves over time. Keep your messaging fresh and new.” – Libby Sartain

To stay competitive in an ever-evolving marketplace, employer branding needs constant improvement. This requires regularly monitoring key performance indicators (KPIs).

• Executive retention rates show how well your brand keeps top talent.
• Number of organic executive referrals reflects trust in your brand.
• Engagement with branding content reveals message resonance.

Tip: Feedback from executives about their experience with your company’s brand is invaluable. Gather this via surveys to improve your brand continuously.

Partner with Hanover Executive Search Firm to elevate your employer brand

Hanover gives you a strategic edge in enhancing your employer brand.

• Understand your brand’s positioning in the market.
• Align your brand with the evolving leadership landscape.
• Incorporate executives’ top interests into your employer branding strategy.

The end goal? To align your branding with what executives crave, establish your company as an employer of choice to the most sought-after talent in your industry.

Contact us today to supercharge your employer brand.