Why cutting Employer Branding budgets is a false economy. Invest in your assets.
by Rali Morris | Published on November 20th, 2025
At Havas People, we see the research every day. That a great employer brand can be the difference between a grand experience and a bland one. The facts are clear; people want to work for a company that doesn’t just offer a job – but a promise. A promise that they can thrive.
All this got us thinking. If employer brands are so important, why aren’t businesses throwing all their cash into developing them? We dug into that all-important research to find out. And now, we’re going to do our best to show YOU what it all means.
So come with us as we tell you a story. One of challenge, hope and resilience. One that’ll show you what makes employer branding the key to business success.
WHY businesses are hesitant to act
Times are tough right now. Maybe tougher than ever before. And as English novelist, Arnold Bennet put it, “Any change, even a change for the better, is always accompanied by drawbacks and discomforts.”
Right now, the instinct is to tighten budgets, double down on strategy, and sideline people-first initiatives. But every challenge brings opportunity – and businesses need to be ready when it knocks.
Do things people-first
Being ready for opportunity means doing things with humility, purpose and moral strength. It’s easy to lose sight of who you are as a company when hard times hit. But it’s important to focus on your truth and to continue to think people-first.
Because these times aren’t just tough on you, they’re tough on your people too. Gallup’s State of the Global Workplace reported:
- 41% of the workforce are stressed
- 1 in 4 employees are burnt out
- 1 in 5 are lonely
Failing to do something isn’t just bad for morale – it’s bad for business.
How do we turn things around? According to OC Tanner, it’s all about inclusion. Because when 80% of workers feel seen and valued, Engagement increases by 674%, and quality of work output improves by 592%.
And when your people are engaged and work is flying out the door, money’s coming in.
How can you help your workers feel that sense of worth and empowerment? You’ve guessed it! A winning employer brand that differentiates you as a business. One that sees you putting inclusive practices to work.
And you don’t need polished and shiny campaigns to make an impact either. Internal advocacy gives you all the authenticity you need. Employees telling your story has more credibility than any ad. But it only happens when the brand reflects real values and includes real people.
Invest in the long haul
When we talk consistency, it’s all about swapping quick wins for real, long-term growth. Recruitment is about more than putting bums on seats. You need quality not quantity.
In fact, research from LinkedIn shows that a consistent employer brand reaps some pretty impressive rewards…
- 28% lower employee turnover
- 50% reduction in cost-per-hire
- 50% increase in qualified applicants
- 1–2x faster time to hire
But even with these facts on side, many businesses still run short-term media-first campaigns. Why? The need for quick results means you are being reactive, and this can be costly.
Passive candidates, especially for hard-to-fill roles, won’t notice a one-off post. As your ideal candidate is not always job hunting so showing up consistently, with values they can relate to and stories that reflect their world telling your brand story. Companies that invest in consistent, year-round brand activity are the ones who come out on top.
Make trust and transparency your top combination
A bit of belief and clear communication can make a big difference in business. It gives your workforce the feeling they’re part of something. Not on the outside looking in. And when your people have a positive experience built on the foundations of trust, that reputation becomes a powerful asset.
Deloitte found that companies that prioritise such transparency are
- 2x more likely to achieve business outcomes
- 2.4x more likely to achieve positive human outcomes
It’s clear, brand activity isn’t just about external attraction but about giving your existing people a sense of control and value. Even if you’re changing your overall company strategy and direction or making cuts, doing it with clarity enables you to hold onto a respected reputation. People can handle change; they can’t handle surprises.
All in all, it seems a pretty good reason to give your employer brand some undivided attention. To keep your staff on side, on mission and staying longer.
Give candidates a reason to want you
Like we said, employer brand can take experiences from bland to grand. We’ve seen how this works internally, but what about candidates outside your business? You might think the face you wear for customers is enough to do the job. The thing is, careers are different to products or services. And one of the bigger risks you can take is ignoring your perception as an employer.
Even when your hiring needs pause, your reputation keeps going (hopefully growing). And just like in the corporate world, brand loyalty matters. By continuously giving people a positive look into your world, you put yourselves top of mind for candidates when the economic tables turn back in your favour – and hiring cycles return.
But it’s not all down to appearances and campaign content.
Funnily enough, the internal experience can be key to informing the external view. As we all know, bad reviews spread like wildfire. And so, if you want customers to respect you and candidates to keep coming, it pays to think about what’s being said.
People are forming opinions about your company all the time not just when you’re hiring. We’ve already explored what makes a good internal experience. But how do you share that? And make sure what’s being voiced is all good?
It all starts by staying visible. A brand that’s only visible during recruitment opens itself up to big risks. Looking disjointed or opportunistic.
The takeaway? Stop thinking short-term
Great talent doesn’t just want a job. They want to believe in where they work. Gen Z and Gen Alpha especially want to grow with brands that reflect their values.
This belief isn’t built through a single campaign. It’s earned through honest, consistent, inclusive employer branding – regardless of whether you’re actively hiring. Because with a sustained employer branding strategy, the right candidates will find you, right when you need them.
Cutting investment now might feel like a quick win. But in the long run, it’ll cost you: in engagement, trust, talent quality, and reputation. Short-term hiring campaigns may grab attention momentarily, but they rarely make lasting impressions.
As Jackie Joyner-Kersee said, “It’s better to look ahead and prepare, than to look back and regret.”
We hope this gave you food for thought and helped you see why employer branding matters now more than ever. If you’re ready to explore what this could for your business, let’s talk.