When it comes to setting up a successful business, one of the most important first steps is to establish the company’s employer branding so that you can attract and retain the talent needed to grow the business. This involves showcasing aspects such as culture, values and employee benefits – basically marketing the business to potential employees. 

According to Celeste Sirin, the CEO of Employer Branding South Africa, in today’s world, where macro-level change is a constant, “the organisations that thrive amidst uncertainty are those that prioritise their people.”

Here, we take a look at three employer branding trends for 2025, so that you can ensure you’re on top of your game when it comes to building your company’s reputation and promoting it to potential employees. 

Enhancing The Employer Value Proposition 

This set of benefits, rewards and experiences is becoming more and more important to employees as they seek an employer who truly aligns with their personal values. But it’s not only about benefits, employees want to feel appreciated as well. “Today’s workforce wants more than perks – they want to feel valued, recognised and supported. From Gen Z to Baby Boomers, employees seek alignment with their personal values and opportunities for growth,” says Celeste. Companies need to ensure that their EVPs resonate “across all levels, fostering trust and engagement through meaningful connections.”

Gen Z Taking The Reins

According to McKinsey & Company, Gen Z (those individuals born between 1997 and 2012) may make up more than a quarter of the global workforce this year, which means that there will be more Gen Zs in leadership positions. “While previous generations focused more on performance and output, Gen Z leaders are adopting a more holistic approach to workplace culture and employer branding,” says Celeste. This means that companies will have to adapt to support this shift in priorities and align with Gen Zs values. “Embedding empathy, collaboration and flexibility into leadership development will align with Gen Z’s values, fostering cultures that resonate with diverse teams,” explains Celeste.

The Importance Of Prioritising Internal Mobility

These days, employees are no longer interested in one job for life; they are keen to grow into and out of different positions, moving both vertically and horizontally. With this in mind, it makes sense that companies that champion learning and growth opportunities for their employees will be more attractive to potential recruits than ones that don’t. “Forward-thinking companies are prioritising internal mobility – supported by learning, growth, upskilling and career-pathing – as a key EVP driver to retain and attract talent,” says Celeste. “Companies that prioritise internal mobility and align development with employee aspirations and business goals will build a resilient, future-ready workforce.”

Read more: 5 Workplace Trends Shaping The Year Ahead