NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Markets with Madison
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / Business

Julia Shallcrass: Attract talent with employer branding

Julia Shallcrass
By Julia Shallcrass
Employment columnist for the NZ Herald·NZ Herald·
19 Nov, 2019 02:00 AM4 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

Research shows that a positive employer brand leads to 50 per cent more qualified job applicants. Photo / 123RF

Research shows that a positive employer brand leads to 50 per cent more qualified job applicants. Photo / 123RF

COMMENT:

Employer branding is key to attracting and engaging qualified job seekers in New Zealand.

Voted as our most attractive employer in the 2019 Randstad Employer Brand Research report, Air New Zealand stands out through its reliable reputation, financial health, attractive salary and benefits, and pleasant work atmosphere.

What's more, the airline has won the award every year that it has been eligible, so has a consistently strong brand.

In our tight labour market, such strong employer branding is crucial to a recruitment strategy: LinkedIn statistics show that 75 per cent of job seekers consider an employer's brand before even applying for a job.

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

Employer branding is defined as a set of qualities, values and career prospects that differentiates your company to potential job candidates from your competitors. Employer branding essentially answers the question: what is it like to work for your company?

Research shows that a positive employer brand leads to 50 per cent more qualified job applicants. Employer branding is even more important in highly competitive sectors where niche skill sets are in serious demand.

So how do you attract job applicants through a strong employer brand?

Advertisement
Advertise with NZME.

Create an authentic brand

An employer brand must reflect what truly makes your organisation unique in order to attract the right staff.

"Consider the culture, values and workplace environment that makes your organisation unique," says Managing Director of Hays in New Zealand, Adam Shapley.

"To attract job candidates who will thrive and succeed and fit in culturally, you must be authentic".

Authenticity means aligning the employer brand with the corporate brand and core values of the business. The engaged employee culture at Air New Zealand connects with the airline's established brand of providing an outstanding customer experience.

Discover more

Business

Julia Shallcrass: Addressing sexual harassment in the workplace

03 Apr 11:38 PM
Business

Comment: Curbing your staff's sick leave

06 Dec 05:00 AM
Employment

Comment: Managing the challenges of flexible working

11 Aug 12:00 AM
Business

Julia Shallcrass: Debunking four myths of holiday pay

17 Sep 02:40 AM

Offer a strong employee experience

A strong EVP (employer value proposition) becomes the foundation for building a successful employer brand. Offering a strong employee experience that you deliver on attracts staff who will succeed and thrive in your organisation.

Research shows that not all candidates are seeking the same experience. Everyone is different, and the benefits that suit one person may not necessarily suit another.

The jury is out on the single biggest motivator for staff. Randstad research reveals that Kiwis most desire an attractive salary and benefits, followed by work-life balance, and then a pleasant work atmosphere.

Conversely, Talent Propeller reports that pay is no longer a top motivator for job candidates. "Career advancement, flexible working arrangements, and socially conscious policies are attracting new recruits," says Talent Propeller founder Sharon Davies. "Job seekers want to work in a company that aligns with their values and ethics".

"Benefits can be as simple as hosting team BBQs or lunches, celebrating birthdays, or flexible working arrangements".

To ensure you offer the benefits that employees want, the best strategy is to ask them, according to Adam Shapley of Hays. "Conduct an anonymous survey, and engage in open and honest one-on-one conversations with your staff."

Advertisement
Advertise with NZME.

Recruitment professionals work with employers to promote an employee experience that attracts the job candidates who are the right cultural fit.

Share employee experiences

Employers who share employee stories create a strong employer brand through trust.

Job candidates seeking transparency about a company engage with real employee experiences.

Employees are the best business ambassadors, according to Katherine Swan, Country Director New Zealand, Randstad. "Encourage employees who have an enjoyable, engaging, and meaningful experience at work to share information about the company."

Employees can share their successes on social media by posting on their LinkedIn profiles, and within their own networks.

Likewise, employers can attract potential employees by posting updates about staff activities and events on social media and the careers page on their website

Advertisement
Advertise with NZME.
Save

    Share this article

Latest from Business

Premium
Property

$66m repair bill for Auckland apartments sparks court action

02 Jul 11:28 PM
Media Insider

'A couple of detractors': Revealed - the early battle to get The Casketeers to air on TVNZ

02 Jul 11:18 PM
Premium
OpinionUpdated

Roger Partridge: The Dutch lessons NZ needs for regulatory reform

02 Jul 09:00 PM

Audi offers a sporty spin on city driving with the A3 Sportback and S3 Sportback

sponsored
Advertisement
Advertise with NZME.

Latest from Business

Premium
$66m repair bill for Auckland apartments sparks court action

$66m repair bill for Auckland apartments sparks court action

02 Jul 11:28 PM

Two Victopia units face forced sale because of unpaid repair bills.

'A couple of detractors': Revealed - the early battle to get The Casketeers to air on TVNZ

'A couple of detractors': Revealed - the early battle to get The Casketeers to air on TVNZ

02 Jul 11:18 PM
Premium
Roger Partridge: The Dutch lessons NZ needs for regulatory reform

Roger Partridge: The Dutch lessons NZ needs for regulatory reform

02 Jul 09:00 PM
UK bond rates, toll roads and scrutiny of SOE pay

UK bond rates, toll roads and scrutiny of SOE pay

Gold demand soars amid global turmoil
sponsored

Gold demand soars amid global turmoil

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP