Plural’s Head of HR and Talent Charlotte Llewellyn spoke with Adrina August, Employer Brand Manager at Greenhouse, about candidate experience best practice.

What is employer branding?

CIPD research defines an employer brand as:

“…a set of attributes and qualities, often intangible, that makes an organisation distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform best in its culture”

Why is employer branding so important?

We’ve been coming out of one of the most competitive job markets in a long time in the UK which has brought great opportunities for candidates. An increasingly globalised labour market, virtual roles and low unemployment has created strong competition for talent. This has started to ease off a little in 2023 with some high-profile workforce reductions.

Nevertheless, employers have faced a tough market over the last couple of years. Therefore, creating and maintaining a consistently strong employer brand has been an important way to attract the best talent. It really encapsulates the importance of differentiating your business from competitors and representing a true picture of your organisation. 

You’d like employees to stay a long time and thrive in the role, so representing your culture and roles accurately is vital for both attracting and retaining talent.

What has Plural Strategy implemented to create an exceptional candidate experience?

When I’m considering candidate experience, I focus on the pain points. 

Making the application process easy is key

Communication is another common pain point for candidates

Providing valuable feedback


By creating a positive candidate experience, you are also creating a pipeline of future talent.

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