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For most companies, employer branding is straightforward — it’s how an organization shapes its image to attract and retain top talent.

But for staffing firms, the playbook is different. Unlike many other types of business, staffing agencies must appeal to three distinct audiences: the talent they place, the clients they represent, and the recruiters and staff they hire internally. Balancing all sides of the brand equation requires a unique and nuanced employer branding strategy.

As Maegan Toups, vice president of marketing and bids at Airswift, a Houston-based global staffing agency specializing in engineering and technology sectors, puts it: “About five years ago, we realized we had a ‘cobbler’s children have no shoes’ situation. While we were finding amazing candidates for our clients, we recognized we needed to do a better job of doing that for ourselves — so we started working on our employer branding.”

If your staffing firm’s employer brand hasn’t been refreshed in a while, it might be time for a tune-up. Here’s a step-by-step guide to building a standout employer brand that resonates with candidates, clients, and employees alike.

1. Identify your value propositions and tailor your messaging

Staffing agencies need to appeal to multiple audiences — candidates, clients, and internal employees — making it essential to develop distinct messaging pillars for each group.

“Building a strong employer brand starts with trust,” says Alicia Ghannad, growth marketing manager at ALKU, a staffing firm specializing in deploying highly skilled niche business consulting services in technology, healthcare IT, life sciences, and government. “At ALKU, we value authenticity and connection. By being transparent, we earn the trust of our clients, candidates, and employees — helping us build lasting relationships that drive shared success. Understanding their unique needs allows us to craft messages and experiences that truly resonate.”

A clear understanding of each audience is the foundation of an effective employer brand. Start by assembling a cross-functional team for a collaborative brainstorming session. Involve individuals from recruiting, leadership, and client services to capture diverse perspectives. Use this time to openly discuss the unique value your agency offers to clients, candidates, and internal employees. What sets your firm apart? What experiences or outcomes make people want to work with — and for — you?

As Maegan at Airswift explains: “Sometimes staffing firms can get a bad reputation — you place them in a job and never hear from them again. We don’t want to be like that. We provide a high-touch, white-glove service to our contractors.” This commitment to ongoing support and care is a core pillar of Airswift’s employer brand — and it’s the message they consistently communicate to their candidates.

Data is also a powerful tool to refine your messaging. Alicia at ALKU highlights the importance of using analytics to understand how different audiences discover your agency. “Let’s pull data on who these audiences are and how we found them,” she says. Analyzing traffic sources, search terms, and referral patterns can provide valuable insights — such as which platforms are driving candidate visits or where potential clients are learning about your firm. With this knowledge, you can adjust your messaging and outreach strategies to better resonate with each group.

When defining your own messaging pillars, consider:

• For candidates: Emphasize career growth, personalized support, networking opportunities, and your track record of placing talent with reputable clients.
• For clients: Highlight your expertise in sourcing and delivering top talent efficiently, along with your ability to meet their specific business needs.
• For internal employees: Showcase your workplace culture, career development opportunities, and the values that make your agency a great place to work.

By clearly defining your value propositions for each audience — and using data to continuously refine your messaging — you’ll create a cohesive and compelling employer brand that resonates with the right people and sets you apart.

2. Optimize your online presence

Your website, social media, and review sites are often the first touchpoints for candidates and clients, making them crucial components of your employer branding strategy. To stand out, focus on creating a clear, compelling website and maintaining a strong, authentic presence across social and review platforms.

Enhance your website

Your website should effectively communicate your value propositions and build trust through real stories and experiences.

• Create dedicated pages for clients, candidates, and internal staff that highlight the unique value you offer each audience.
• Showcase success stories of talent you’ve placed to give candidates a glimpse into their potential career growth.
• Feature testimonials from clients, candidates, and employees prominently to build credibility.
• Share content such as blog posts, white papers, case studies, and industry insights to position your agency as a thought leader in your field.
• Ensure easy navigation by making your “Apply” and “Contact Us” buttons highly visible and accessible for both candidates and clients.

Strengthen your social media and review site presence

Each platform attracts different audiences, so it’s essential to tailor your content and approach for each one.

• LinkedIn: Leverage LinkedIn Career Pages to showcase your company culture and attract prospective clients. Add a “What We Do” tab featuring photos, videos, employee testimonials, and an introduction to your leadership team. Use targeted audience pages to create personalized experiences for potential clients, candidates, and internal employees based on their LinkedIn profiles.
  • For example, Airswift customizes their What We Do tab to speak directly to different audiences. The “What We Do at Airswift” section is client-facing, outlining the firm’s services and expertise, while the “Careers at Airswift” section is designed for candidates and internal employees, featuring trending content from current team members to showcase company culture, their global presence, and employee experiences.
  • ALKU tailors their What We Do tab by industry sector, ensuring that visitors see content relevant to their needs. For example, a potential pharmaceutical client is presented with resources specifically curated for the life sciences sector. “Having our LinkedIn pages built by audience allows users to get to the content and resources they are seeking,” Alicia says.
• TikTok, Instagram, and Handshake: Since many Gen Z job seekers research employers on social media, use these platforms to showcase your company culture through short-form, visual content. Share behind-the-scenes videos, employee takeovers, career fairs, and day-in-the-life stories to give potential candidates an authentic glimpse into your agency.
  • “For internal hiring, we rely heavily on Instagram — both organic and paid — as well as Handshake to showcase our values and employee experiences,” Alicia says. ALKU manages three distinct Instagram accounts, each designed for a specific audience: @alkuofficial for overall brand presence, @lifeatalku for internal hiring, and @alkuoncampus for campus recruiting. Each account features tailored content that speaks directly to its target audience, ensuring a more engaging and relevant experience.

3. Invest in candidate and employee experience

Your reputation as a staffing agency is shaped by the experiences of both the talent you place and your internal employees. Prioritizing clear communication, ongoing support, and meaningful engagement with both groups is key to building a strong employer brand.

For candidates: 

The experience you provide to the talent you place is just as important as the jobs themselves. Ensure clear, timely communication throughout the recruitment process — and don’t leave candidates in the dark, even if they aren’t selected. When possible, offer constructive feedback to show respect for their time and help them grow, building goodwill even if they don’t land the role.

And the relationship shouldn’t end once they’re placed. As Maegan explains: “We are proud of how many ‘boomerang hires’ we have — candidates we’ve placed, then placed again once they’ve completed their contract.” That kind of long-term working relationship is only possible when you stay engaged with your talent. Offering ongoing support, checking in periodically, and keeping them in mind for future opportunities strengthens your employer brand and fosters loyalty.

For internal employees:

Your in-house team plays a major role in delivering a positive candidate and client experience, so their satisfaction is equally important. By fostering a strong, supportive culture, you empower employees to become natural brand advocates — sharing their experiences and attracting like-minded talent. “Our employees are our biggest advocates,” Alicia says. “I don’t even have to ask them to post about working at ALKU — we’re getting tagged on social media probably a hundred times a week, and it’s been key to our growth.”

Prioritize employee engagement and retention by: 

• Offering professional development opportunities to help them grow their skills and advance their careers. 
• Celebrating wins and recognizing contributions, which boosts morale and strengthens retention.
• Cultivating a collaborative, values-driven culture where employees feel supported and motivated.
• Encouraging employees to share their experiences on social platforms. When employees post about their day-to-day work or share testimonials, it strengthens both your employer brand and their personal brand — increasing visibility and credibility for your staffing firm.

4. Define clear ownership of employer branding

One of the most common challenges staffing agencies face with employer branding is unclear ownership. Without clear accountability, messaging can become inconsistent or outdated, diluting the impact of your efforts.

At smaller agencies, leadership or HR teams often take the reins, while larger firms may rely on dedicated recruitment marketing teams to drive employer branding initiatives. In many cases, it’s a collaborative effort between marketing and HR, where:

• Marketing takes ownership of storytelling, creative assets, social media, and external brand positioning, ensuring messaging is clear, compelling, and aligned with the agency’s overarching brand.
• HR and talent acquisition focus on candidate and employee experience, driving internal engagement, and gathering feedback to refine the brand.

Clarify roles and responsibilities

No matter the structure, clear lines of delegation are essential for success. Be sure to define who will:

• Develop and refine messaging: Who ensures your value propositions are clear, consistent, and compelling across all touchpoints?
• Manage content creation and distribution: Who oversees the website, social platforms, and review sites to ensure content is updated and engaging?
• Gather and act on feedback: Who monitors candidate and employee reviews to spot opportunities for improvement and adjust the brand strategy accordingly?

5. Regularly update, measure, and evolve

Employer branding isn’t a “set it and forget it” strategy — it requires ongoing monitoring, refinement, and adaptation to remain fresh and relevant. Here’s how to do it:

Keep your content current

• Review your website and LinkedIn Career Pages quarterly to refresh testimonials, update leadership profiles, add new success stories, and ensure your value propositions are aligned with current trends.
• Maintain a steady posting cadence with a content calendar that includes regular social media posts, blog content, and employer brand updates to keep your agency top-of-mind.
• Align your content with recruitment goals by ramping up efforts during peak hiring seasons to ensure you’re attracting the right talent when you need it most.

Track and analyze performance

Monitor key metrics, including:

• Candidate satisfaction scores and employee engagement surveys to assess the effectiveness of your efforts.
• Net Promoter Scores (NPS) from clients to gauge client satisfaction and pinpoint areas for improvement.
• LinkedIn Career Pages analytics to evaluate the performance of your employer brand posts, identify trends, and adjust strategies based on engagement.
• Brand sentiment on review platforms and social media, responding thoughtfully to feedback to demonstrate transparency and a commitment to growth.
• Post-placement surveys and employee feedback tools to measure satisfaction and identify areas for further enhancement.

By regularly updating your content and tracking performance, you ensure that your employer brand remains dynamic, impactful, and aligned with your organizational goals.

Final thoughts: Build an employer brand that resonates 

Building a standout employer brand for your staffing agency requires a thoughtful, strategic approach that appeals to candidates, clients, and internal employees alike. By clearly defining your value propositions, tailoring your messaging, and maintaining a strong online presence, you can differentiate your agency in a competitive market. Ultimately, a compelling employer brand is a reflection of the experiences you create for everyone you work with — and it’s these positive experiences that will keep talent, clients, and employees coming back for more.

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