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Building An Employer Brand: Everything You Need To Know

Building An Employer Brand: Everything You Need To Know

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Sonaksh Singh
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July 4, 2022
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7 min read
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The future is now!

Every aspect of handling a business has seen a significant change in recent years and quite a lot of it is due to a storm of post-COVID technological advancements. From AI, and machine learning, to HR tech, every aspect of running a business is being revolutionized.

The recruitment industry is no different – the strategies used by HR professionals to recruit skilled candidates are currently seeing a massive change. Not all of it is tech-related; quite a lot of the changes are about employing new and impactful strategies to engage talent.

In short – this is about employer branding!

But what is employer branding in recruitment?

A relatively new concept that is making the rounds. It’s a key factor to help brands remain influential and maintain a good reputation among consumers and potential employees alike.

In fact, reputation matters so much that, according to a 2017 study, 67% of men and 86% of women in the US will not join a company with a poor reputation. Furthermore, do bear in mind that recruitment is fast becoming more like marketing. Hence, using the same strategies for employment branding is now becoming an essential part of the hiring process.

Marketing + employer branding… but why?

The answer is simple, to attract the best talent there is. With start-ups popping up around every corner complementing the high scarcity of skilled candidates, recruiters are forced to re-strategize and adopt new strategies.

As a recruiter, you must understand one thing, treat candidates like you would treat a customer and the job role is the product you are offering them. This can be done with a great recruitment strategy and employer branding.

Multiple top-tier brands have already adopted this strategy. For example, Starbucks has quite successfully created a great work environment. They use their social media handles to let the world know how good their employees are.

Additionally, they also have a separate social media handle to connect and interact with job seekers. This is a great example of an employer brand.

Employer Brand: A Definition

The term “employer brand” is used to define an organization’s reputation from the perspective of potential candidates/employees and is also used to convey the brand’s values and how they treat its employees.

Employer branding refers to the process of how an employer brand is made and maintained.

Employer branding has a direct impact on recruitment numbers as brands with a good reputation attract and retain more employees. Furthermore, they’ll also witness a significant increase in employee satisfaction as compared to brands with poor reputation.

As per TalentLyft, around 83% of employed individuals will quit their current job if they get an offer from another organization with a better reputation. This clearly shows how important employer branding is.

How Building An Employer Brand Will Help Your Business

When recruitment branding strategies are a huge part of the recruitment process, it comes as no surprise that there are a slew of benefits that follow. From attracting and retaining top talent to boosting your organization’s performance, there are many.

But it will all only come together when you implement an effective recruitment branding strategy. Mentioned below are a few pointers on how to build a strong employer brand.

Low Cost Of Hiring

As per these statistics by LinkedIn, you can reduce your organization’s cost-per-hire by a whopping 50%.

If you’re thinking it may also reduce the quality of candidates, in the same report you can also see that a good employer branding strategy attracts more qualified candidates. Taking simple steps such as letting everyone know about your workplace values through social media posts and similar activities can go a long way in attracting top talent without much investment.

Also Read: The Ultimate Guide To Social Recruiting

Better Chances Of Attracting Top Talent

A follow-up to the previous point, a good employer branding strategy makes it easy for recruiters to connect with skilled and exemplary candidates.

Typically, a lot of effort and resources would go into attracting, hiring, and retaining top talent, but the winds are changing direction now. By creating a good employer brand you can attract top talent without hassle. All it takes is maintaining a positive work culture and letting people know about it.

Improved Retention

Employer branding isn’t only used for attracting top talent, it is also used to improve retention rates and decrease employee turnover rates.

By bonding with potential employees during the hiring process, you’re promoting a good level of engagement with the brand and when employees are engaged/interactive, it boosts productivity levels as well.

Increased productivity also means decreased employee turnover rates and improved retention rates.

More Brand Credibility

With a great employer branding strategy, the brand’s credibility improves as well. It’s common knowledge that customers would not like to interact with brands that have a bad reputation. This means if you want customers to interact with your brand, you need credibility.

When you employ a good employer branding strategy, it can create a ripple effect in boosting the brand’s credibility.

Boost Organization’s Performance

When a brand has a good reputation, people are more likely to interact with them and buy its products/services. But the same cannot be said for brands with a negative reputation. Let’s take Apple, for example. A big brand with a great name managed to besmirch its name briefly due to a scandal, where they purposely slowed down old versions of iPhones and this negatively impacted their brand name and business.

In 2017, as reported by LinkedIn, it was seen that brands with great employer branding saw their revenue increase by 20% and this speaks volumes.

Tips To Build An Employer Brand

If you want to build an effective employer brand, then remember, it’s the small things that matter most. For instance, you should give employee reviews the same attention you give customer reviews. Similarly, there are other things you can do to improve employee experience and become a great employer brand.

  • Build a delightful hiring process

If you want the best candidates to join your organization, you need to have a good hiring process. When the recruitment process is enjoyable and engaging for the candidate, the enthusiasm is carried over when they’re hired and this improves employee performance and increases retention rates as well.

You must make the candidate feel valued. Apart from using HR tech tools, there are other things you can do to make the process delightful as well:

Employer branding strategy
  • Pay attention to employee experience

Among the most important points, always pay attention to employee experience as it matters a great deal. The experience of the employee always affects engagement with other employees. With good employee experience, you can see improved engagement levels, and good engagement levels translate to higher productivity.

Furthermore, employee experience also affects retention rates, if employee experience isn’t up to the mark then employees will start to quit, thus increasing employee turnover rates. But with positive employee experience, retention rates will improve.

  • Providing perks that matter to the employee

Employee benefits and perks are crucial. Your employees need to feel rewarded for everything they’re doing for the organization. As per this report by Aflac, nearly 49% of employees look for new job opportunities if their current employee benefits and perks aren’t satisfactory.

Benefits and perks, typically, are extended to the employees’ families as well, covering everything from health to financials. Perks are a little different than benefits, perks are added benefits and brands nowadays are leaning toward offering several great perks like flexible working hours, work-from-home options, and other similar benefits.

Let’s take Google, for example. They’re known for offering great employee perks like flexible work schedules to building in-house gyms for employees. They also offer sleep pods for employees to take power naps and this is just the tip of the iceberg.

With work-from-home taking over, the perks offered are even more attractive, like, lack of micro-management, hybrid working options, options to choose your login and logout timings, live workout sessions, free food delivery coupons, and much more.

With great perks

… how great is that?

  • Offer learning and development opportunities

The opportunity to learn and grow is a major deciding factor for candidates when they’re on the hunt for a job. As per a 2020 survey by Stack Overflow, it was seen that 59% of candidates are looking for an opportunity to learn and develop their skills as well.

In addition to that, when you ask employees to learn and develop additional skills, they are engaged and they also cement their place as valuable assets who deliver quality great results.

  • Align your Employer Branding Strategy with Overall Brand Strategy

Remember Employer Brand and Corporate Brand are two different sides of the same coin. A corporate brand’s main aim is to increase sales and bring in revenue, whereas, an employer brand maintains focus on the recruitment and retention of employees.

Employer branding strategy involve understanding if the workplace is good enough for employees, introducing inclusive policies, and looking out for barriers in the recruitment process. So to get the best result, it is important to align their objectives and prioritize both of them equally. If they aren’t, then it could affect your recruitment process as well as your business operations.

  • Seek the expertise of the marketing team

As previously mentioned, recruitment has become more like marketing in recent years and it only makes sense to take the guidance of marketing experts.

You should be able effectively to market the job role and the brand to potential employees and candidates. Incorporating content based marketing into your strategy ensures that your efforts respect candidate preferences while building trust and transparency. With the help of a marketing team, you can do the same in the most effective manner.

With strong competition on the rise, an effective marketing strategy aligned with your recruitment goals will help you attract and hire top talent.

  • Monitor employee reviews as much as customer reviews

Just like a customer who reviews products online before purchasing them, people research brands before sending over their job applications.

The best way to know about a brand’s workplace environment is to read online reviews of the same. Of course, getting a positive review from every employee (past or present) may be impossible but how you respond to them also tells a lot about your brand’s values.

On the off chance you come across a credible negative review, make sure you address it.

Building an employment brand is as important as building your organization’s corporate brand. If you can recruit top talent then the success of your corporate brand increases as well.

6 Tips for better employer branding

How HackerEarth can help build an employer brand

  • Innovative assessment tools: HackerEarth’s cutting-edge assessment tools enable companies to showcase their commitment to hiring the best talent through merit and skill, reinforcing the image of a quality-focused employer.
  • Enhanced candidate experience: The platform’s user-friendly interface and efficient process enhance the candidate experience, reflecting positively on the employer’s brand.
  • Customizable challenges: By offering customizable coding challenges and skill assessments, HackerEarth allows companies to align their recruitment process with their brand ethos and values.
  • Global reach: The ability to reach a wide, global talent pool with HackerEarth’s platform showcases a company’s international presence and appeal, enhancing its brand image.
  • Data-driven insights: The platform provides data-driven insights into the hiring process, showcasing the employer’s commitment to transparency and informed decision-making.
  • Diversity and Inclusion: By facilitating unbiased and skill-based assessments, HackerEarth helps companies in promoting diversity and inclusivity, which are key aspects of a modern employer brand.

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Author
Sonaksh Singh
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July 4, 2022
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7 min read
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Vibe Coding: Shaping the Future of Software

A New Era of CodeVibe coding is a new method of using natural language prompts and AI tools to generate code. I have seen firsthand that this change makes software more accessible to everyone. In the past, being able to produce functional code was a strong advantage for developers. Today,...

A New Era of Code

Vibe coding is a new method of using natural language prompts and AI tools to generate code. I have seen firsthand that this change makes software more accessible to everyone. In the past, being able to produce functional code was a strong advantage for developers. Today, when code is produced quickly through AI, the true value lies in designing, refining, and optimizing systems. Our role now goes beyond writing code; we must also ensure that our systems remain efficient and reliable.

From Machine Language to Natural Language

I recall the early days when every line of code was written manually. We progressed from machine language to high-level programming, and now we are beginning to interact with our tools using natural language. This development does not only increase speed but also changes how we approach problem solving. Product managers can now create working demos in hours instead of weeks, and founders have a clearer way of pitching their ideas with functional prototypes. It is important for us to rethink our role as developers and focus on architecture and system design rather than simply on typing c

The Promise and the Pitfalls

I have experienced both sides of vibe coding. In cases where the goal was to build a quick prototype or a simple internal tool, AI-generated code provided impressive results. Teams have been able to test new ideas and validate concepts much faster. However, when it comes to more complex systems that require careful planning and attention to detail, the output from AI can be problematic. I have seen situations where AI produces large volumes of code that become difficult to manage without significant human intervention.

AI-powered coding tools like GitHub Copilot and AWS’s Q Developer have demonstrated significant productivity gains. For instance, at the National Australia Bank, it’s reported that half of the production code is generated by Q Developer, allowing developers to focus on higher-level problem-solving . Similarly, platforms like Lovable enable non-coders to build viable tech businesses using natural language prompts, contributing to a shift where AI-generated code reduces the need for large engineering teams. However, there are challenges. AI-generated code can sometimes be verbose or lack the architectural discipline required for complex systems. While AI can rapidly produce prototypes or simple utilities, building large-scale systems still necessitates experienced engineers to refine and optimize the code.​

The Economic Impact

The democratization of code generation is altering the economic landscape of software development. As AI tools become more prevalent, the value of average coding skills may diminish, potentially affecting salaries for entry-level positions. Conversely, developers who excel in system design, architecture, and optimization are likely to see increased demand and compensation.​
Seizing the Opportunity

Vibe coding is most beneficial in areas such as rapid prototyping and building simple applications or internal tools. It frees up valuable time that we can then invest in higher-level tasks such as system architecture, security, and user experience. When used in the right context, AI becomes a helpful partner that accelerates the development process without replacing the need for skilled engineers.

This is revolutionizing our craft, much like the shift from machine language to assembly to high-level languages did in the past. AI can churn out code at lightning speed, but remember, “Any fool can write code that a computer can understand. Good programmers write code that humans can understand.” Use AI for rapid prototyping, but it’s your expertise that transforms raw output into robust, scalable software. By honing our skills in design and architecture, we ensure our work remains impactful and enduring. Let’s continue to learn, adapt, and build software that stands the test of time.​

Ready to streamline your recruitment process? Get a free demo to explore cutting-edge solutions and resources for your hiring needs.

Guide to Conducting Successful System Design Interviews in 2025

What is Systems Design?Systems Design is an all encompassing term which encapsulates both frontend and backend components harmonized to define the overall architecture of a product.Designing robust and scalable systems requires a deep understanding of application, architecture and their underlying components like networks, data, interfaces and modules.Systems Design, in its...

What is Systems Design?

Systems Design is an all encompassing term which encapsulates both frontend and backend components harmonized to define the overall architecture of a product.

Designing robust and scalable systems requires a deep understanding of application, architecture and their underlying components like networks, data, interfaces and modules.

Systems Design, in its essence, is a blueprint of how software and applications should work to meet specific goals. The multi-dimensional nature of this discipline makes it open-ended – as there is no single one-size-fits-all solution to a system design problem.

What is a System Design Interview?

Conducting a System Design interview requires recruiters to take an unconventional approach and look beyond right or wrong answers. Recruiters should aim for evaluating a candidate’s ‘systemic thinking’ skills across three key aspects:

How they navigate technical complexity and navigate uncertainty
How they meet expectations of scale, security and speed
How they focus on the bigger picture without losing sight of details

This assessment of the end-to-end thought process and a holistic approach to problem-solving is what the interview should focus on.

What are some common topics for a System Design Interview

System design interview questions are free-form and exploratory in nature where there is no right or best answer to a specific problem statement. Here are some common questions:

How would you approach the design of a social media app or video app?

What are some ways to design a search engine or a ticketing system?

How would you design an API for a payment gateway?

What are some trade-offs and constraints you will consider while designing systems?

What is your rationale for taking a particular approach to problem solving?

Usually, interviewers base the questions depending on the organization, its goals, key competitors and a candidate’s experience level.

For senior roles, the questions tend to focus on assessing the computational thinking, decision making and reasoning ability of a candidate. For entry level job interviews, the questions are designed to test the hard skills required for building a system architecture.

The Difference between a System Design Interview and a Coding Interview

If a coding interview is like a map that takes you from point A to Z – a systems design interview is like a compass which gives you a sense of the right direction.

Here are three key difference between the two:

Coding challenges follow a linear interviewing experience i.e. candidates are given a problem and interaction with recruiters is limited. System design interviews are more lateral and conversational, requiring active participation from interviewers.

Coding interviews or challenges focus on evaluating the technical acumen of a candidate whereas systems design interviews are oriented to assess problem solving and interpersonal skills.

Coding interviews are based on a right/wrong approach with ideal answers to problem statements while a systems design interview focuses on assessing the thought process and the ability to reason from first principles.

How to Conduct an Effective System Design Interview

One common mistake recruiters make is that they approach a system design interview with the expectations and preparation of a typical coding interview.
Here is a four step framework technical recruiters can follow to ensure a seamless and productive interview experience:

Step 1: Understand the subject at hand

  • Develop an understanding of basics of system design and architecture
  • Familiarize yourself with commonly asked systems design interview questions
  • Read about system design case studies for popular applications
  • Structure the questions and problems by increasing magnitude of difficulty

Step 2: Prepare for the interview

  • Plan the extent of the topics and scope of discussion in advance
  • Clearly define the evaluation criteria and communicate expectations
  • Quantify constraints, inputs, boundaries and assumptions
  • Establish the broader context and a detailed scope of the exercise

Step 3: Stay actively involved

  • Ask follow-up questions to challenge a solution
  • Probe candidates to gauge real-time logical reasoning skills
  • Make it a conversation and take notes of important pointers and outcomes
  • Guide candidates with hints and suggestions to steer them in the right direction

Step 4: Be a collaborator

  • Encourage candidates to explore and consider alternative solutions
  • Work with the candidate to drill the problem into smaller tasks
  • Provide context and supporting details to help candidates stay on track
  • Ask follow-up questions to learn about the candidate’s experience

Technical recruiters and hiring managers should aim for providing an environment of positive reinforcement, actionable feedback and encouragement to candidates.

Evaluation Rubric for Candidates

Facilitate Successful System Design Interview Experiences with FaceCode

FaceCode, HackerEarth’s intuitive and secure platform, empowers recruiters to conduct system design interviews in a live coding environment with HD video chat.

FaceCode comes with an interactive diagram board which makes it easier for interviewers to assess the design thinking skills and conduct communication assessments using a built-in library of diagram based questions.

With FaceCode, you can combine your feedback points with AI-powered insights to generate accurate, data-driven assessment reports in a breeze. Plus, you can access interview recordings and transcripts anytime to recall and trace back the interview experience.

Learn how FaceCode can help you conduct system design interviews and boost your hiring efficiency.

How Candidates Use Technology to Cheat in Online Technical Assessments

Impact of Online Assessments in Technical Hiring In a digitally-native hiring landscape, online assessments have proven to be both a boon and a bane for recruiters and employers. The ease and...

Impact of Online Assessments in Technical Hiring


In a digitally-native hiring landscape, online assessments have proven to be both a boon and a bane for recruiters and employers.

The ease and efficiency of virtual interviews, take home programming tests and remote coding challenges is transformative. Around 82% of companies use pre-employment assessments as reliable indicators of a candidate's skills and potential.

Online skill assessment tests have been proven to streamline technical hiring and enable recruiters to significantly reduce the time and cost to identify and hire top talent.

In the realm of online assessments, remote assessments have transformed the hiring landscape, boosting the speed and efficiency of screening and evaluating talent. On the flip side, candidates have learned how to use creative methods and AI tools to cheat in tests.

As it turns out, technology that makes hiring easier for recruiters and managers - is also their Achilles' heel.

Cheating in Online Assessments is a High Stakes Problem



With the proliferation of AI in recruitment, the conversation around cheating has come to the forefront, putting recruiters and hiring managers in a bit of a flux.



According to research, nearly 30 to 50 percent of candidates cheat in online assessments for entry level jobs. Even 10% of senior candidates have been reportedly caught cheating.

The problem becomes twofold - if finding the right talent can be a competitive advantage, the consequences of hiring the wrong one can be equally damaging and counter-productive.

As per Forbes, a wrong hire can cost a company around 30% of an employee's salary - not to mention, loss of precious productive hours and morale disruption.

The question that arises is - "Can organizations continue to leverage AI-driven tools for online assessments without compromising on the integrity of their hiring process? "

This article will discuss the common methods candidates use to outsmart online assessments. We will also dive deep into actionable steps that you can take to prevent cheating while delivering a positive candidate experience.

Common Cheating Tactics and How You Can Combat Them


  1. Using ChatGPT and other AI tools to write code

    Copy-pasting code using AI-based platforms and online code generators is one of common cheat codes in candidates' books. For tackling technical assessments, candidates conveniently use readily available tools like ChatGPT and GitHub. Using these tools, candidates can easily generate solutions to solve common programming challenges such as:
    • Debugging code
    • Optimizing existing code
    • Writing problem-specific code from scratch
    Ways to prevent it
    • Enable full-screen mode
    • Disable copy-and-paste functionality
    • Restrict tab switching outside of code editors
    • Use AI to detect code that has been copied and pasted
  2. Enlist external help to complete the assessment


    Candidates often seek out someone else to take the assessment on their behalf. In many cases, they also use screen sharing and remote collaboration tools for real-time assistance.

    In extreme cases, some candidates might have an off-camera individual present in the same environment for help.

    Ways to prevent it
    • Verify a candidate using video authentication
    • Restrict test access from specific IP addresses
    • Use online proctoring by taking snapshots of the candidate periodically
    • Use a 360 degree environment scan to ensure no unauthorized individual is present
  3. Using multiple devices at the same time


    Candidates attempting to cheat often rely on secondary devices such as a computer, tablet, notebook or a mobile phone hidden from the line of sight of their webcam.

    By using multiple devices, candidates can look up information, search for solutions or simply augment their answers.

    Ways to prevent it
    • Track mouse exit count to detect irregularities
    • Detect when a new device or peripheral is connected
    • Use network monitoring and scanning to detect any smart devices in proximity
    • Conduct a virtual whiteboard interview to monitor movements and gestures
  4. Using remote desktop software and virtual machines


    Tech-savvy candidates go to great lengths to cheat. Using virtual machines, candidates can search for answers using a secondary OS while their primary OS is being monitored.

    Remote desktop software is another cheating technique which lets candidates give access to a third-person, allowing them to control their device.

    With remote desktops, candidates can screen share the test window and use external help.

    Ways to prevent it
    • Restrict access to virtual machines
    • AI-based proctoring for identifying malicious keystrokes
    • Use smart browsers to block candidates from using VMs

Future-proof Your Online Assessments With HackerEarth

HackerEarth's AI-powered online proctoring solution is a tested and proven way to outsmart cheating and take preventive measures at the right stage. With HackerEarth's Smart Browser, recruiters can mitigate the threat of cheating and ensure their online assessments are accurate and trustworthy.
  • Secure, sealed-off testing environment
  • AI-enabled live test monitoring
  • Enterprise-grade, industry leading compliance
  • Built-in features to track, detect and flag cheating attempts
Boost your hiring efficiency and conduct reliable online assessments confidently with HackerEarth's revolutionary Smart Browser.
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