What's covered in this blog
In this blog, we look at how talent acquisition and employer branding teams can build a stronger business case for employer branding, from linking creative ideas to real business challenges, to setting up measurement early and presenting work that secures senior buy-in in a tougher climate.
How to build a business case for Employer Branding that gets buy-in
Across the board, we’re all being asked to do more with less. That means defending spend, proving impact, and building business cases that can sway three levels of approval.
Creativity is still your secret weapon. But commercial credibility is now your ticket to the table.
So whether you're pitching for employer brand budget, reporting back to your leaders at the top, or just trying to make your case for your employer brand in a tougher climate, here are three ways our clients are making it happen (and what you can steal from them).
1. Solve a real business challenge
There’s a temptation to start with the shiny stuff.
But unless your work solves a real, critical problem for the business, it’ll never be seen as essential.
So ask yourself:
“What’s hurting our business right now? A graduate pipeline problem? A spike in attrition? An awareness gap?”
Start there.
Employer branding is at its most powerful when it answers those kinds of questions with the right data to back it up.
And more often than not, the best way to get momentum is by flipping the process. Start with a pilot campaign. Something tight, fast, and focused. Low budget, quick turnaround, measurable results. You’ll have a stronger case for doing more. If you’re starting from scratch, the results will be so much better than what you’re doing.
2. Start with measurement
Too often, measurement is an afterthought.
You run the project. It looks great. You hit “go live”… and then someone asks for the data. If you want to show impact, you need to find your benchmark before you start building anything.
Here are some of the metrics that usually show a powerful before and after if you’re launching a campaign:
Cost-per-click (CPC)
Cost-per-hire (CPH)
Application drop-off rates
Offer: acceptance rate
Retention and attrition trends
Brand sentiment or Glassdoor score changes
If you don’t gather benchmarks at the beginning, you’re left with guesswork at the end - someone will ask a pointed question in your wrap-up presentation, and your guesswork doesn’t get budget approval.
3. When you go to C-Suite, bring the good stuff
Creative execution matters.
The best strategy in the world won’t fly if the final output doesn’t impress the people holding the budget.
When it’s time to share your work with leadership, whether that’s to secure sign-off or show them what you’ve built, make it count.
Don’t bring them one singular piece of user-generated content
Don’t show them basic job descriptions
Don’t present data slides without a story or research
Instead, bring them a hero piece. Something that’s emotive. A film that showcases your culture at its best. Something that tells the story: this is what it means to work here.
Employer branding is a lever to solve some of your most business-critical talent and people problems.
To keep doing that and to keep doing it well, you need to start thinking like a strategist and a marketer. That means starting smaller, measuring smarter, and showing up with work that truly earns attention.
Keep it sharp, strategic, and make them feel something.
