Employer & Employee Branding Services for B2B Companies
Inspired Marketing helps B2B companies uncover what genuinely makes them a great place to work, and build employer brands that reflect it. Attract the right people, for the right reasons.
The brand you think you have might not be the one candidates find
Trust in employers is falling (it’s not just you). According to Edelman’s 2025 Trust Barometer, only 75% of employees say they trust their employer, markedly down from previous years. Candidates know this. They arrive skeptical, and a polished careers page isn’t enough to change their minds.
Most employer brands make it worse. They’re written from the top floor down. They foreground leadership’s vision of what the company should be, rather than what employees actually experience. That ends up looking credible on paper, but it rings hollow in practice.
That hollow ring is expensive. A well-built employer brand, grounded in reality, can reduce cost-per-hire by up to 50%. But that only happens when candidates find consistency between:
- What the brand says about itself
- How employees describe their lives there
- What the role actually delivers, culturally and professionally
When those three things don’t align, trust dies before the application is submitted.
Your employer brand exists (whether you manage it or not)
Every LinkedIn post, Glassdoor review, and employee conversation shapes how candidates perceive your company. Employer branding is the work of making sure that perception is accurate, consistent, and compelling.
Done well, it answers the questions candidates are already asking, before they ever speak to a recruiter:
- What will my role actually look like?
- Who will I work with?
- What is the culture really like?
When it works, candidates stop scrolling, engage, and choose your company over others. Crucially, we achieve this for our clients without relying on outspending competitors on campaigns. The more sustainable goal is to give candidates themselves a reason to believe, and showing up at all the relevant touchpoints with proof that it’s not just a story.
Employer branding vs. recruitment marketing: not the same, and you need both
Employer branding builds long-term perception. Recruitment marketing drives applications. Without a strong brand, campaigns won’t convert. Without distribution, even the best brand won’t be seen.
Most companies treat them as the same thing — running ads before the story is clear, or investing in EVP work that never reaches candidates. That’s why most hiring campaigns underperform.
We build both in parallel, so your hiring works as a system rather than a series of disconnected efforts.
We start inside, because that's where the truth lives.
Recruiting is increasingly indistinguishable from marketing, which is exactly how we approach it.
And just like in marketing, the best and most compelling employer brand narratives are uncovered through dialogue, not invented for spin.
So we start with in-depth internal discovery, refreshed periodically to ensure we’re always reflecting a brand’s reality as it develops.
Our process
Discover
Roundtables and interviews with leadership, HR, and employees to surface what actually defines your company, which is not always the same as what it aspires to be. We also look at what employees are already saying about you across platforms.
Define
Translating that insight into a clear EVP, positioning framework, and messaging guide. This becomes the foundation for everything that follows: careers pages, job descriptions, LinkedIn, content, campaigns.
Activate
Launching your employer brand internally and externally. Careers page updates, social rollout, content creation, paid campaigns, Glassdoor presence, and employee advocacy. The goal is to coordinate it all, so candidates get a unified message everywhere.
Sustain
Think of employer branding as a program rather than a project. It takes ongoing content production, campaign management, and optimization to maintain visibility and keep the brand working over time.
Strategy means nothing if the touchpoints don't hold up
Your careers page, LinkedIn presence, and employee voices are where your employer brand meets reality.
We make sure every surface reinforces the story you’ve built. Then we ensure that the people inside your company know how to tell it, and have the tools and resources to do that.
Careers page copy and structure
LinkedIn company page and content
Employee advocacy and personal branding
Job description rewrites
Glassdoor presence and management
Let's start with what your employees would say. And build from there.
Whether you’re starting from scratch or rebuilding something that never quite landed, the first step is a conversation.
From EVP to traction
HiBob
We developed its EVP, doubling career page visits and increasing advocacy, reach, and engagement across channels.
Read Success Story
Pentera
We led a high-impact social strategy, driving a 590% increase in website conversions and major engagement growth.
Read Success Story