I think a lot of SME owners don't spend much time thinking about their employer brand. My observation is that they're often too close to the business to see it.They know their team, culture and what makes the business a great place to work.The assumption is that candidates will see that too.
Never assume...
The reality is that most candidates are forming an opinion based on what they can find online in a matter of minutes.After almost 20 years in recruitment, I can tell you this matters.Candidates tell me it matters too.
One of the factors that came up recently in conversations with candidates was a company's brand and online presence. They wanted to get a feel for the business, the people behind it and whether it was somewhere they could see themselves working.
For many SMEs, employer branding isn't something that's given much thought. It often falls into the gap between recruitment and marketing and, as a result, can be overlooked entirely.
I would argue that recruitment is about far more than filling vacancies.
Every interaction a potential candidate has with your business helps shape their perception of it. Your website, LinkedIn presence, employee visibility, online reviews and company reputation all contribute to whether someone feels excited about the prospect of working with you.
That's why I believe recruitment should form part of a business's wider marketing strategy.
Your employer brand is working for you long before a vacancy arises.Long before a candidate applies or before an interview takes place.
In many cases, a candidate has already decided whether they're interested in learning more before they've spoken to a recruiter or submitted an application.The good news is that strengthening your employer brand doesn't require a large budget, an external agency or hours of your time every week.
Here are ten simple things you can do, completely free, to help your business make a stronger impression on potential candidates.
If a candidate searches for your business, what do they find?
At a minimum, make sure your logo, company description, website, location and employee profiles are connected to your company page.When employees list your business as their employer, your company branding follows them across LinkedIn through every post, comment and interaction.It's one of the simplest ways to increase visibility and credibility.
You don't need to post every day. One or two updates per week is enough to keep your business visible.Share company updates, milestones, new hires, community involvement, events or industry insights.An inactive page can sometimes leave candidates wondering whether the business is still growing or investing in its people.
People connect with people. Employee spotlights, meet the team posts and founder interviews help candidates understand who they could be working with. For SMEs in particular, culture and relationships are often a major selling point. Don't assume candidates know what makes your business special.
Show them.
Many SME websites haven't been updated in years. Candidates will often visit your website before applying.Check that your team information, services, contact details and imagery are current. A modern, well maintained website creates confidence.
One thing I notice repeatedly is that candidates often look up the business owner, Managing Director or hiring manager. Particularly in SMEs. People want to know who they're potentially going to work for. You don't need to become a "LinkedIn influencer" however a visible leadership team can help candidates feel more connected to the business before they've even had a conversation.
For many SMEs, the owner is one of the biggest selling points of the organisation. Use it to your advantage.
You don't need expensive employer branding campaigns. A simple quote from a team member about their experience alongside a real picture ( no AI with this one! ) can be incredibly powerful.Candidates trust employees more than marketing messages.
Celebrating work anniversaries, promotions, training courses, charity events or company achievements helps bring your business to life. It demonstrates that real people work there and that the business is active and engaged.
Before publishing your next vacancy, pretend you've never heard of your business. Google it. Visit your website. Look at your LinkedIn page. Read your latest posts. How easy is it to understand what the company does, who works there and what the culture might be like? Candidates often make decisions based on these first few minutes of research. Seeing your business through their eyes can be incredibly revealing.
Many SMEs spend time talking about what they do. Far fewer talk about where they're going. Candidates are naturally attracted to businesses with a sense of direction. Share your plans. Talk about growth, new services, expansion, investments or goals for the coming year. People want to feel they're joining a business that's moving forward and that they can be part of that journey.
Whether it's Google reviews, LinkedIn comments or industry forums, engagement matters. Candidates often look beyond your own content to see how your business interacts with clients, employees and the wider community. Professional, thoughtful engagement helps build trust.
The reality is that most SME owners already have a story worth telling. The challenge is that candidates can't see what you see. A strong employer brand isn't about having the biggest marketing budget or the most polished content. It's about helping people understand who you are, what you stand for and why they might want to be part of the journey. Most of the time, the small things make the biggest difference.
About the author
Hi! I’m Vanessa. I am the founder of Talent Choice, your local commercial office recruitment partner.
My approach is personal, consultative and always grounded in what the market is actually doing. I speak to candidates and hiring managers every day, so my insights reflect real conversations, not just trends.
I work closely with SME businesses in North County Dublin and surrounding areas helping them hire the right talent across finance & accounting, HR, and business support.
I can be contacted directly through my linkedin DM's or vanessa@talentchoice.ie
