{"id":1638,"date":"2024-11-25T11:46:03","date_gmt":"2024-11-25T11:46:03","guid":{"rendered":"https:\/\/bespoke.eu.applyflow.com\/?p=1638"},"modified":"2025-05-16T04:54:24","modified_gmt":"2025-05-16T04:54:24","slug":"how-to-enhance-your-employer-brand-through-marketing-with-ayo-abbas","status":"publish","type":"post","link":"https:\/\/www.bespokecareers.com\/articles\/how-to-enhance-your-employer-brand-through-marketing-with-ayo-abbas\/","title":{"rendered":"How to enhance your employer brand through marketing"},"content":{"rendered":"<p>Attracting top talent goes beyond offering a competitive salary or cool office perks. It\u2019s about creating a compelling story and shaping a brand experience that resonates with both current employees and potential hires. In episode 3 of the Bespoke Careers Employer Branding playbook, we dive into how the power of marketing\u2014when aligned with the core values of your company\u2014can fuel and sharpen your employer brand.<\/p>\n<p>We sat down with\u00a0<a href=\"https:\/\/www.abbasmarketing.com\/\" target=\"_blank\" rel=\"noopener\">Ayo Abbas<\/a>, an expert marketing consultant specialising in the built environment. With over two decades of experience, Ayo shared some gold on how architecture and interior design firms can build an employer brand that stands out. If you\u2019re a designer, architect, hiring manager, or anyone in a leadership role, you\u2019ll want to stick around for this.<\/p>\n<p><iframe loading=\"lazy\" title=\"How to enhance your employer brand through marketing with Ayo Abbas\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/g9r9CEu4-HY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2>A career built on passion (and a little accident)<\/h2>\n<p>Ayo didn\u2019t start out planning to work in the built environment sector\u2014she \u201cfell into it.\u201d Early in her career, she worked with a small PR agency that focused on construction-related clients. Although a business degree led her to marketing, working with manufacturers, material suppliers, and architects sparked her passion for the industry.<\/p>\n<p>What\u2019s kept her around for 23 years? It\u2019s the mix of innovation, technology advancements, and the sheer diversity within the sector. Unlike many industries, real estate and construction constantly evolve. And according to Ayo, this has kept her engaged. \u201cThere\u2019s always something new to learn,\u201d she says.<\/p>\n<h2>What exactly is employer branding?<\/h2>\n<p>Before diving into strategies, let\u2019s define the term that\u2019s been getting more and more buzz. What is employer branding?<\/p>\n<p>\u201cAt its core, employer branding is all about attracting and retaining talent,\u201d Ayo says. It\u2019s not just about creating a logo or catchy tagline. It\u2019s about sharing your company\u2019s values, your culture, and\u2014most importantly\u2014walking the talk. She makes a good point: \u201cPeople think branding is what you say, but it\u2019s actually what others say about you when you\u2019re not in the room.\u201d<\/p>\n<p>In simpler words, your organisation\u2019s brand isn\u2019t just who you claim to be; it&#8217;s about the experience employees live day in, day out. If your company claims to prioritise equality but employees feel otherwise, that misalignment will easily spread\u2014and damage your reputation.<\/p>\n<h2>Build out your values<\/h2>\n<p>The first step to building out your employer brand is building out your values that actually resonate.<\/p>\n<p>Did you know that 38% of HR leaders believe their employees don\u2019t know their company&#8217;s values? This is largely because these values often amount to nothing more than a collection of overused corporate buzzwords that have lost their meaning.<\/p>\n<p>The key to changing this lies in reimagining how we present these principles, starting with moving away from the term\u00a0<i>values<\/i>\u00a0itself and toward more relevant names like\u00a0<i>Building Blocks<\/i>,\u00a0<i>Our Blueprint<\/i>, or\u00a0<i>Foundations.<\/i>\u00a0This is a great way to immediately connect principles to purpose.<\/p>\n<p>This shift in language should be paired with a focus on specific, actionable behaviours rather than abstract ideals &#8211; for instance, replacing vague terms like\u00a0<i>integrity<\/i>\u00a0with clear directives such as\u00a0<i>Do what&#8217;s right, even when it&#8217;s hard,<\/i>\u00a0or swapping\u00a0<i>sustainability<\/i>\u00a0for the more practical\u00a0<i>Do more with less.<\/i>\u00a0The transformation from generic corporate speak to concrete actions makes these principles more memorable and applicable in daily work life. When principles are expressed as specific behaviours rather than abstract concepts, they become natural guidelines for decision-making rather than forgotten phrases on a wall.<\/p>\n<h2>Beyond ping pong tables<\/h2>\n<p>Ayo highlighted an interesting shift in how companies showcase and define their employer brand. In the past, firms might boast about fun office perks like pool tables or free snacks, but today it\u2019s more about showing tangible company values. Social media has made it easier, and necessary, to be transparent in defining who you are.<\/p>\n<p>Does your company offer a 4-day work week? Are you prioritising sustainable practices in your projects or playing an active role in the community? Those are stories worth sharing. Ayo stressed that sharing your employees\u2019 experiences\u2014what they value, enjoy, and believe in\u2014is a key strategy to humanise your brand.<\/p>\n<p>People connect with people. If your social media channels aren\u2019t telling personal stories, you might be missing out on authentic engagement from top talent.<\/p>\n<h2>Marketing and HR: a powerful partnership<\/h2>\n<p>Who owns employer branding in an organisation? Is it marketing, or is it HR?<\/p>\n<p>Ayo argued that ownership doesn&#8217;t matter nearly as much as collaboration. In larger organisations, we tend to see a divide: HR focuses on internal culture, while marketing works on external promotion. But for employer branding, the two departments should work in tandem.<\/p>\n<p>\u201cBusinesses are about people at the end of the day,\u201d said Ayo. HR understands the needs of the workforce, while marketing knows how to send out messages that resonate. When they work together, they can keep both internal teams happy while also telling compelling stories to the outside world.<\/p>\n<h2>Hybrid roles and internal communications<\/h2>\n<p>If you\u2019re in a smaller firm, you might be wearing many hats. In this case, internal communications may very well fall into the lap of marketing. Ayo mentioned that in small firms, marketers often have to step up and be more involved in internal strategies.<\/p>\n<p>Outlining company values, communicating internally, and ensuring that the messaging is clear across all channels is as critical for small firms as it is for corporate giants. When your resources are limited, however, it&#8217;s essential to lean into marketing\u2019s expertise in clear communication to promote those values inside the company as well as outside.<\/p>\n<h2>Leveraging social media for employer branding<\/h2>\n<p>When done right, social media can be an incredibly powerful tool for expressing your company\u2019s culture, values, and personality. But showing off your annual holiday party isn\u2019t enough. As Ayo put it, it\u2019s all about transparency, storytelling, and human connections.<\/p>\n<p>People are no longer interested in cookie-cutter job descriptions or staged office photos. Share what your employees are doing\u2014both professionally and personally. Give people an inside look at your work culture through &#8220;day in the life&#8221; content, employee stories, and by showcasing your brand\u2019s involvement with the community.<\/p>\n<p>Interestingly, Ayo pointed out that some firms are already pushing messaging that focuses on the people they want to attract rather than just the people they have today. This aligns with your branding goals\u2014position your company as the kind that this type of person would want to join.<\/p>\n<h2>Content marketing for employer branding<\/h2>\n<p>Content marketing and employer branding actually share a lot in common. The same way B2B brands aim to stay top of mind for clients, you\u2019ll want to stay top of mind with potential employees.<\/p>\n<p>When it comes to attracting talent, especially students or recent graduates, Ayo suggested providing real value through resources. Host webinars on how to build a killer portfolio, or write blog posts about what you look for in interviews. Future candidates will flock to you because you\u2019ve already provided them with something useful, and they\u2019ll associate that positive experience with your firm.<\/p>\n<p>Providing ongoing content helps build trust over time, keeping candidates engaged before they\u2019re actively looking for a job. Think of it as planting seeds that could grow and flourish when the time is right.<\/p>\n<h2>Events and awards: elevating your brand&#8217;s reputation<\/h2>\n<p>Don\u2019t underestimate the power of events\u2014even small, intimate gatherings. In an increasingly digital world, in-person events can help build deeper relationships with prospective hires.<\/p>\n<p>Ayo emphasised not only the value of holding events but also the importance of repurposing that content. Video the event or at least grab a transcript, then use it to fuel your blog, social media, and other marketing channels. You\u2019ve done the hard work of pulling together a successful event\u2014don\u2019t let that go to waste.<\/p>\n<p>Similarly, awards aren\u2019t just about showing off to clients. They can be a source of pride and validation for your employees. Winning \u201cEmployer of the Year\u201d at industry events boosts morale and brand visibility, making it easier to attract future talent.<\/p>\n<h2>Measuring your employer brand efforts<\/h2>\n<p>Quantifying the success of your employer branding efforts can be tricky. While social media metrics like impressions and engagement give you a sense of your reach, they don\u2019t provide all the answers.<\/p>\n<p>Instead, Ayo recommended incorporating anecdotal feedback. For example, during interviews, make sure to ask candidates how they heard about your company. \u201cSocial media? My friend Sarah tagged you in a job post!\u201d This can provide real insight into what channels are working and whether your messaging is consistent across platforms.<\/p>\n<p>Hard numbers don\u2019t tell the whole story, but neither do individual anecdotes. The trick is to use both to give yourself a fuller picture.<\/p>\n<h2>Quick wins for building an employer brand tomorrow<\/h2>\n<p>If you\u2019re looking for a tactical step that you can implement right away, Ayo suggested starting a mini-content series. Interview your employees with three to four simple questions like:<\/p>\n<ul>\n<li>Why did you get into this industry?<\/li>\n<li>What do you love most about working here?<\/li>\n<li>What\u2019s something cool you\u2019re working on right now?<\/li>\n<\/ul>\n<p>These quick interviews can be turned into social media posts, videos, or even a blog series. Sharing real employees\u2019 voices will go a long way in humanising your brand and giving candidates a behind-the-scenes view of your culture.<\/p>\n<p>At the end of the day, employer branding comes down to one fundamental idea: people. When your marketing and HR teams collaborate to communicate the true values and culture of your organisation, you\u2019ll be positioned to attract\u2014and keep\u2014the best talent. Whether through social media, content marketing, or even awards, the key is in authentic storytelling.<\/p>\n<h5>Ayo Abbas is a built environment marketing specialist.<\/h5>\n<p><strong>Website<\/strong>: <a href=\"https:\/\/www.abbasmarketing.com\/\">https:\/\/www.abbasmarketing.com\/<\/a><br \/>\n<strong>LinkedIn<\/strong>: <a href=\"https:\/\/www.linkedin.com\/in\/ayoabbas\/\">https:\/\/www.linkedin.com\/in\/ayoabbas\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this episode of the Bespoke Careers Employer Branding Playbook, we sit down with Ayo Abbas, a marketing expert in the built environment, to explore how strategic marketing can help architecture and design firms build a strong employer brand.<\/p>\n","protected":false},"author":1,"featured_media":2709,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","footnotes":""},"categories":[21,68],"tags":[],"location":[],"class_list":["post-1638","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-employers"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.bespokecareers.com\/af-api\/wp\/v2\/posts\/1638","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bespokecareers.com\/af-api\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bespokecareers.com\/af-api\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bespokecareers.com\/af-api\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bespokecareers.com\/af-api\/wp\/v2\/comments?post=1638"}],"version-history":[{"count":1,"href":"https:\/\/www.bespokecareers.com\/af-api\/wp\/v2\/posts\/1638\/revisions"}],"predecessor-version":[{"id":6789,"href":"https:\/\/www.bespokecareers.com\/af-api\/wp\/v2\/posts\/1638\/revisions\/6789"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bespokecareers.com\/af-api\/wp\/v2\/media\/2709"}],"wp:attachment":[{"href":"https:\/\/www.bespokecareers.com\/af-api\/wp\/v2\/media?parent=1638"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bespokecareers.com\/af-api\/wp\/v2\/categories?post=1638"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bespokecareers.com\/af-api\/wp\/v2\/tags?post=1638"},{"taxonomy":"location","embeddable":true,"href":"https:\/\/www.bespokecareers.com\/af-api\/wp\/v2\/location?post=1638"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}