Employer Branding Statistics: How to Boost Your Recruitment Strategy

Employer branding statistics help shape your employer branding as they give you an insight into what employees value.

In the same way you vet potential candidates for a job role, they’ll also be vetting the company to make sure they actually want to work there. During their research, candidates might consider factors such as:

  • Salary
  • Development opportunities
  • Culture
  • Employee benefits
  • Company values
  • Perks

In order to attract (and retain) good talent, companies need to be aware of employer branding statistics so that they can use these insights to inform their strategy.

To stay competitive, it’s crucial to understand the needs of both potential and current employees. The traditional 9-5 office setup is not always appealing as more candidates are exploring various opportunities and value factors such as flexible hours and remote working.

In this blog, we’re going to provide you with key employer branding statistics that you can use to drive your recruitment strategy.

All of these insights have been taken from our 2023 Salary Survey which benchmarks remuneration and attitudes across the real estate industry, referencing over 16,754 survey respondents. To request a bespoke salary survey tailored to a specific location, sector, profession, and company size, get in touch with our team.

The Importance of Employer Branding

Employer branding refers to the general perception of what it’s like to work for your company.

It includes how the market views your company as an employer and the commitments you make to your employees. It significantly impacts how potential job seekers view and engage with your company.

Strategic employer branding can effectively attract skilled and exceptional talent by showcasing your company’s unique strengths. In today’s job market, candidates have numerous options, seeking companies that stand out.

Staying competitive and staying relevant are crucial, given that approaches that were effective a few years ago are no longer effective due to evolving expectations.

An example of a company who takes time to develop their employer branding is Pocket Living. The careers page on their website is proof of this as all of the language they use is crafted to engage professionals looking for a career where they can make a real impact.

From their open, comfortable office spaces, to their emphasis on inclusion and diversity, they position themselves as a company you would feel proud to work for.

Some advantages of employer branding in terms of recruitment are:

  • Increased number of quality candidates – When you have a great company reputation, you might attract more talented candidates. Not only this, but your current employees might help spread the word and recommend your company to others.
  • Improved online perception – By being more active on social media channels, you can improve the perception of your brand. Also lots of people search for jobs through social media, most notably LinkedIn, so this can help you appeal to these candidates too.
  • Enhanced employee retention – Employees are always proud to work for a company that has a solid reputation. As a result, improving your employer branding will increase the likelihood of employees feeling more motivated and enthusiastic about their work.
  • Reducing cost per hire – Effective employer branding can lead to cost savings in recruitment efforts. With a reputable image, your company can decrease job advertising expenses while attracting highly qualified candidates. This results in a reduced cost per hire and a more efficient recruitment process.

person pointing to graph on piece of paper

Employer Branding Statistics

Employer branding statistics give you an insight into what employees value in an organisation, helping you position your company as a more attractive option.

By understanding what employees are looking for, you can include these factors into your own company. It also shows that you’re actively listening and responding to changing market conditions instead of being stuck in the past.

All of the statistics below are taken from our 2023 salary survey. To request a bespoke report, tailored to your specialism and location, click here.


  • When seeking a new role, real estate professionals look at bonus/commission potential, fitting into the workplace culture and the company’s reputation closely.
  • Senior MD/ C- Suite level professionals look closely at companies’ current leadership teams when looking at new roles.
  • Being headhunted or using a recruitment agency are the most common ways for people to find their next role.
  • The more senior the position, the more likely individuals are to lean into established networks for new roles.
  • Work-Life balance and salary level is ranked as the most valued perks in current roles. This is followed by flexible working locations.


  • 62.9% of professionals would choose a 5% salary raise over flexible working.
  • 61.7% of professionals believe that real estate will face a skills shortage in the next 12 months.
  • Those feeling valued in their role have exceeded the levels seen last year and are higher than in 2019 before the global pandemic.
  • After salary and work-life balance, professionals want to feel appreciated by senior management and want the ability to make a difference.

Rewards and bonus:

  • 65.1% of individuals received a salary rise this year compared to 52% in 2022.
  • 12% of US professionals receive unlimited paid holiday vs the rest of the world.
  • Compared with 2021 where only 13% globally received a pay rise, over half of real estate received a pay rise, with those in the UK and those aged between 27-30 faring the best.


  • £59, 926 in the median salary for the UK.
  • 70% of survey respondents’ pay increased in the last 12 months – up 26% from last year.
  • 24% was the average increase in pay as a direct result of a counter offer in the last 12 months – up 18% from last year.

two women talking and looking at document with bar charts

How to Improve Your Employer Branding

For any company, regardless of the size, employer branding should never be an afterthought as this directly impacts the success of your recruitment efforts.

By following the points below, you’ll be able to effectively position your company so that it’s an attractive choice to candidates looking for new opportunities.

Know your audience

Understanding your audience helps you craft an Employee Value Proposition (EVP) which is essentially the deciding factor for employees to pick your company to work.

Why should they choose to work for you?

By detailing the benefits and opportunities you’re going to provide, you can set your company apart from others in the industry. Your EVP needs to resonate with both your organisation’s identity, and the aspirations of potential candidates to give them a reason to apply over all of the other job ads they’ll see.

A key part of this process involves understanding the type of candidates you want to attract including their desires, interests, prior experiences, and location. You can then tailor your employer branding strategy to target these individuals. For example, if career progression is something they prioritise, talk about how many members of staff have been promoted to show that you value professional development and that there are opportunities available.

Research your competitors

Exploring your competitors’ employer branding strategies provides a strategic advantage when you’re trying to find ways to engage top talent.

By dissecting their messaging, online presence, employee reviews, and benefits offerings, you gain valuable insights to refine your own approach.

For instance, do they offer standard maternity cover or 30 days annual?

With this in mind, you can differentiate your company by offering enhanced maternity cover and 35 days annual leave. This shows that you’re committed to the well being of your employees and that you provide a healthy work-life balance.

By positioning your company as an attractive choice for skilled professionals.

Manage your online presence

Whether it’s your website, social media, or employee review platforms, every online touchpoint helps candidates form an opinion about your organisation.

The same way every person they meet in your building when they come in for an interview influences their perception of your company, your online presence is no different.

Let’s start with your website. This should showcase your company’s values, mission, and the opportunities it offers to engage people from the moment they land on it.

You should also make sure you have an Indeed or Glassdoor account and that you’re encouraging employees to leave reviews. These sites are popular among job seekers as they’ll want to get an insight from people who work at your company, or have previously worked there, to learn what it’s like. These reviews mean more than you speaking highly of your company on your website, as they’re from real employees giving their own account.

Similarly your social media should not be neglected as this should provide engaging content that resonates with your target audience whilst also showing them what it’s like to work for your company. For example, post team highlights, promotions, birthdays, work anniversaries as this shows personality and the people behind the screen.

As 61 million people each week search for jobs on LinkedIn, not paying attention to your online presence when you’re improving your employer branding, would be a big mistake.

person scrolling on laptop

Make your website user-friendly

Creating a user-friendly website is crucial for improving your employer branding as it provides a positive user experience that leaves visitors with a good impression of your company.

It also facilitates easy navigation, ensuring that job seekers and other visitors can access important information such as job openings, company culture details, and benefits.

When users can quickly find what they’re looking for, they’re more likely to view your company as a potential employer of choice. Moreover, a well-designed website provides an ideal platform to showcase your company culture through different types of content including employee testimonials and blog posts.

This transparency offers insights that attract candidates who resonate with your values, thereby strengthening your employer branding.

Create high-quality content

High-quality content, whether that’s blog posts, videos, or employee testimonials, demonstrates your thought leadership in your industry, positioning your company as an attractive employer.

Furthermore, high-quality content also allows you to effectively communicate your company culture, values, and mission.

When you share authentic stories and insights about your workplace environment, employee experiences, and corporate initiatives, you give candidates a deeper understanding of what it’s like to work at your company.

This level of transparency fosters trust and helps candidates assess whether your company aligns with their career aspirations and values.

Partner with a professional recruitment agency

Professional recruitment agencies are experts in talent acquisition, understanding market trends and effective recruitment strategies.

By aligning their candidate selection with your company’s values and culture, these agencies ensure a strong fit that reinforces your employer branding efforts. This also saves valuable time and resources, allowing your HR team to concentrate on other critical tasks.

A positive candidate experience is vital for employer branding, and recruitment agencies excel at managing interactions, providing feedback, and guiding candidates through the process. Additionally, these agencies offer objective insights and adaptability to evolving needs, utilising their market intelligence to position your company competitively in the job market.

At Macdonald & Company, we’ve been leading real estate recruitment since 1994. With offices in the UK, US, Europe, Asia, Africa, and the Middle East, our extensive global network allows us to make the right connections every time. Get in touch to find out how we can help.

Employer Branding Statistics: How to Boost Your Recruitment Strategy

Gaining insights from employer branding statistics within the real estate industry allows you to tailor your employer branding approach, enhancing the attractiveness of your company to potential candidates.

By understanding the preferences and priorities of job seekers, you can strategically present your company in a positive light.

Candidates have considerable influence during the recruitment process, underscoring the importance of offering compelling reasons for them to opt for your company over your competitors.

With so much to get right, the best move is to partner with a professional real estate recruitment agency. At Macdonald & Company, we worked with The Crown Estate. Barings, and Battersea Power Station among many others, helping them find and secure the best talent. To find out more about how we can help you, get in touch.

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