What Candidates See Before They Apply: Employer Branding That Actually Works

Your next hire is already stalking you online. Right now, before they even think about applying.

They're not just browsing your job listing: they're deep-diving into your Instagram, reading your Glassdoor reviews, and checking out your team's LinkedIn profiles. They're asking themselves one crucial question: "Do I actually want to work here?"

And here's the kicker: 75% of job seekers consider your employer brand before they apply. That's three out of four potential candidates who've already made up their minds about your agency before they've even seen your brilliant job description.

For creative agencies and studios, this matters more than you might think. Your brand isn't just what you show clients anymore. It's what candidates see when they're deciding whether your agency deserves their talent.

The Digital Detective Work Candidates Actually Do

Let's be honest about what's happening behind the scenes. When candidates spot your job posting, they don't immediately hit apply. They become digital detectives.

First stop? Your website. But not the polished "About Us" page: they're looking for authentic glimpses of your culture. Team photos that look genuine (not staged stock photos). Project case studies that show real work, not just pretty mockups.

Then they're hitting your social media. Instagram stories of late-night pizza during a big campaign launch. LinkedIn posts celebrating team wins. Twitter conversations that show your agency's personality when you think no one's watching.

Next up: the review sites. Glassdoor becomes required reading. They're scanning for patterns in reviews, looking beyond the obvious complaints to understand what it's really like to work there. Former employees talking about growth opportunities? Good sign. Multiple mentions of impossible deadlines and weekend work? Red flag.

Here's what 68% of Millennials are actually checking:

• Your team's individual LinkedIn profiles (are people proud to work there?)

• Behind-the-scenes content on Instagram and TikTok

• How you respond to negative reviews (or if you ignore them entirely)

• Whether your current employees are still posting about work positively

The smartest candidates are also looking at your client work with fresh eyes. They're not just impressed by your portfolio: they're wondering if they'd be proud to have their name attached to these projects.

Why Creative Agencies Get Employer Branding Wrong

Most agencies nail client branding but completely drop the ball on employer branding. Why? Because they treat it like an afterthought instead of a strategic priority.

Common mistake number one: thinking your work speaks for itself. Sure, your campaigns might win awards, but candidates want to know what it's like to actually create those campaigns. Was it a collaborative process or a soul-crushing nightmare of endless revisions?

Mistake two: hiding behind corporate speak. When your careers page sounds like every other agency ("We're a fast-paced, innovative team passionate about creative excellence"), you've already lost the battle for attention.

The biggest mistake? Letting your employer brand happen by accident. Without intention, your brand becomes whatever disgruntled former employees say it is on review sites.

Building Authentic Employer Brand for Creative Teams

Start with the truth. Your employer brand isn't marketing fluff: it's your reputation as a workplace. And reputations are built on experiences, not promises.

Smart agencies document the real moments. The Friday afternoon celebration when a campaign goes live. The team debate about a creative direction that actually leads to a better solution. The way senior creatives mentor junior talent.

Make your process transparent. Show candidates exactly what their experience will look like. Some agencies now create "day in the life" videos for different roles. Not polished corporate videos: real footage of actual workdays.

Let your team tell the story. Your best brand ambassadors are already on payroll. When employees genuinely love working somewhere, they naturally become recruiters. But you can't fake this: it has to be earned through actual good management and company culture.

Be specific about what you offer. Instead of "competitive salary," try "starting salaries 20% above market rate with transparent promotion criteria." Instead of "flexible working," explain exactly what flexibility looks like in your agency.

What Strong Employer Brands Actually Look Like

IDEO's approach: They don't just post job openings: they share design challenges and invite candidates to engage with real problems. Candidates get a taste of the work before they apply.

Wieden+Kennedy's authenticity: Their social media shows actual work-in-progress, creative debates, and honest moments of both success and failure. Candidates know exactly what they're signing up for.

Local agency example: A Manchester creative studio started posting weekly "Creative Friday" sessions on LinkedIn, showing how they solve client problems as a team. Applications increased 40% because candidates could see the collaborative culture in action.

The pattern? These agencies treat employer branding like client work: with strategy, creativity, and genuine care for the audience experience.

Practical Steps for Agencies Ready to Get Serious

Week 1: Audit your current presence. Google your agency name + "glassdoor" and "reviews." What story do the results tell? Check your social media through a candidate's eyes. Would you apply based on what you see?

Week 2: Start documenting real moments. Not staged content: actual work situations. Team problem-solving sessions. Client presentations. The celebration when a campaign performs well.

Week 3: Survey your current team. Ask them directly: "What would you tell a friend considering working here?" Their answers become your employer brand messaging.

Month 2: Create candidate-focused content. Job posting templates that sound like your actual team wrote them. Interview processes that give candidates real insight into the role and culture.

Ongoing: Measure and adjust. Track application quality, not just quantity. Are candidates coming in with realistic expectations? Are they excited about the specific work you do?

The ROI of Getting This Right

Agencies with strong employer brands see 50% more qualified applicants and 43% reduction in cost-per-hire. But here's the part that really matters for creative agencies: better cultural fit means better creative work.

When candidates understand your actual culture before applying, you get people who genuinely want to be there. They're not just looking for any agency job: they specifically want to work at your agency.

This translates directly to client work. Teams that gel culturally produce more innovative solutions. They stay longer, reducing the constant disruption of turnover. They refer other talented people who fit the culture.

The compound effect: Great employees create great employer brand content, which attracts more great employees. It becomes a sustainable competitive advantage in talent acquisition.

Making It Happen

Your employer brand isn't a marketing campaign: it's the authentic story of what it's like to work at your agency. But like any good story, it needs intention behind the telling.

Start small. Pick one authentic moment from this week and share it. Show a behind-the-scenes glimpse of how your team actually works. Be honest about both the challenges and the rewards.

The candidates worth hiring can spot authenticity from a mile away. Give them something real to evaluate.

Ready to transform how top creative talent sees your agency? At Catchin' Talent, we help agencies build employer brands that attract the right people for the right reasons. Let's chat about making your next hire your best hire.