Managing External Employer Communications: The Key to a Strong HR Brand
External employer communications represent a holistic approach to creating and maintaining an appealing image of a company where people want to work. Today, as competition for talent increases, competent communication support helps not only attract candidates but also strengthen the loyalty of existing employees.
External communications include everything through which a company broadcasts its values, culture, and unique offerings. These can be job postings, articles, social media, career events, or employee reviews on public platforms. Each of these areas influences how potential candidates and the market perceive the company as a whole.
According to Victoria Starostina, Head of Employer Brand Practice at ANCOR Consulting, well-built external communications help attract even passive candidates who are not currently looking for a job but will pay attention when they see an interesting story about the company. In addition, a strong HR brand reduces hiring costs: well-known companies with a well-thought-out reputation spend less on job advertising because candidates respond to their jobs themselves. The company's external image also directly affects the internal atmosphere: employees are proud to work for a company that is known and valued in the market.
Companies that have prioritized their external HR brand are already seeing results. For example, well-known Russian brands such as Sber, Yandex, and Avito actively share information about life within the company and use real employee stories, which builds audience trust.
Supporting external communications is systematic work. Its quality determines how the company will be perceived in the labor market today and in the future. For clients who come to ANCOR Consulting with a request to strengthen their external communications, we recommend starting with an analysis of the current situation and developing a clear strategy.
In the long term, this is one of the best investments in business development. Our Employer Brand practice has extensive experience in developing communication strategies for companies from various fields; in 2024, we implemented five new projects with a total audience reach of over 9 million people. We will gladly take on your case and offer an individual solution, considering the company's culture, industry specifics, and profiles of target audiences.
Victoria Starostina, Head of Employer Brand Practice, ANCOR Consulting