Employer branding 2026: best practices for attracting and retaining talent

How to prepare your EMPLOYER BRAND for 2026? In this article, discover the key strategies to attract and retain talent: salary transparency, work flexibility, and genuine engagement.

Key Points

Authenticity, transparency, and flexibility are essential to building an attractive employer brand in 2026.

Pay transparency, mandated by the European directive, is crucial to ensure equal treatment and strengthen companies’ attractiveness.

Opportunities for professional development and well-being programs are key factors in attracting and retaining talent.

Employer Brand in 2026: Where Things Stand

Since the 2000s, the perception of employer branding has evolved considerably. Today, authenticity and concrete actions have become essential for companies that want to attract top talent. Candidate expectations in 2026 are varied and include criteria such as transparency, flexibility, and recognition. In a job market where experienced profiles are scarce and skills are rapidly changing, it is crucial for employers to stand out with a strong employer brand.

Effectively managing a talent pool is essential to building an attractive employer brand. This involves nurturing candidates with relevant information and maintaining constant communication. The shift toward digitalized recruitment processes, with the use of automation tools, improves recruiter team efficiency and makes it possible to target the right candidates more precisely, while showcasing our expertise.

In addition, digital marketing has transformed employer branding into a key communication tool for reaching potential candidates. Companies must rethink their recruitment strategy by diversifying the channels they use to effectively reach the right candidates.

Regularly assessing the return on investment of employer branding initiatives is essential to optimize recruitment strategies. Ultimately, a well-managed employer brand can not only attract talent but also retain it, thereby ensuring sustainable growth for the company.

Pay transparency: an essential pillar

Pay transparency has become a central element of employer branding in 2026. The European Directive 2023/970, which will come into force in 2026, aims to establish pay transparency to ensure equal pay between men and women, with a clear deadline for its implementation.

This transparency is essential for strengthening employer branding and attracting talent by guaranteeing equal treatment. By communicating clearly about salaries and ensuring a fair compensation policy, companies can improve their attractiveness and retain their employees.

European Directives and Employer Obligations

The European directive on pay transparency imposes a series of obligations on companies to be complied with by 7 June 2026. Employers must start preparing now for the implementation of this directive, by asking themselves crucial questions such as: what needs to be changed, how to proceed, and where to start? The objective is to demonstrate the objectivity, consistency and transparency of salaries.

To ensure pay transparency, it is essential to formalise clear and non-discriminatory internal rules, based on objective and accessible criteria. Decisions on pay rises must be documented to ensure traceability of decisions. Tools such as payroll software, HRIS and Business Intelligence (BI) solutions can help manage companies’ compensation policies and automate data in line with legal requirements.

Effective coordination between HR, managerial and strategic departments is crucial to ensure the company’s compliance with the European directive. Once hired, employees will have access to the criteria used to set pay and to average remuneration by position and by gender.

Companies must also publish data on pay gaps between women and men, and carry out a joint analysis if an unjustified gap of more than 5% is identified.

Transparent Communication Strategies

To strengthen trust and attract talent, it is crucial for companies to adopt transparent communication strategies, in particular:

The European directive requires job postings to display the salary range and the criteria used to determine pay.

By communicating about pay and professional equality, companies strengthen their employer brand.

They thus position themselves as employers of choice.

Companies must create clear and accessible communication tools to anticipate employees’ questions and effectively prepare their managers. Transparent communication facilitates trust between the company and its employees, which is essential for attracting and retaining talent.

The use of social networks and other communication channels can also play a key role in effectively disseminating this information.

Authentic Engagement and Genuine Testimonials

To attract talent in 2026, companies must demonstrate their values and their commitment to well-being and diversity. Authenticity in employer brand communication is essential to build a connection with potential candidates.

Genuine employee testimonials provide social proof, offering insight into the company culture and opportunities for professional development. These testimonials strengthen the company’s credibility and attract candidates who share its values.

Using Social Media to Showcase Company Culture

Social media are powerful tools for showcasing company culture and sharing authentic testimonials. By sharing creative content and employee stories, companies can immerse potential candidates in their work environment. A clear career path is essential to attract qualified profiles. In addition, testimonials from employees reinforce this argument.

Companies should use a variety of platforms to reach a wider audience and demonstrate their commitment to their employees. By highlighting:

video testimonials

blog articles

social media posts, they can demonstrate the diversity and inclusiveness of their company culture.

This helps attract candidates who are looking for a work environment aligned with their personal values.

Demonstrating Social and Environmental Commitment

Companies that clearly communicate their commitments to social responsibility attract more candidates, thereby increasing their applications. For example, Danone and BNP Paribas stand out for their transparent communication regarding their CSR initiatives. A study shows that 68.3% of candidates look into a company’s actual commitments before an interview.

The objective of the Rixain law for large companies by 2026 is to ensure that 30% of executive positions are held by women. L’Oréal, for instance, implements strict anti-discrimination policies and conducts regular audits to guarantee equal opportunities in its recruitment process.

By demonstrating their social and environmental commitment, companies can attract talent that is mindful of social responsibility issues.

Flexibility and Modern Working Conditions

Workplace flexibility is an essential criterion for attracting candidates in 2026. Companies will need to adopt flexible work models, combining remote work and on-site presence, to meet employees’ expectations.

In addition, displaying salary ranges in job postings has become a priority for candidates. Segmenting distribution channels during recruitment is also important, as each job has its own specificities. These modern practices enhance the attractiveness of positions and employee satisfaction.

Remote Work and Flexible Hours

Remote work and flexible hours have become essential criteria for candidates when choosing a company. Here are some key points:

Companies that do not offer remote work receive 2.3 times fewer applications.

Michelin, for example, offers remote work options and flexible hours to its employees.

This policy results in increased employee satisfaction.

Work-life balance has become a decisive factor for many candidates. Companies that manage to offer this flexibility see an improvement in their employer brand and attract qualified talent. By incorporating testimonials from satisfied employees, companies can strengthen their reputation as an employer of choice.

To implement these practices, it is crucial to use tools and technologies that facilitate remote work and the management of flexible schedules. Companies must also train their managers to lead distributed teams and maintain a high level of productivity and employee satisfaction.

Well-Being Programs and Work-Life Balance

Well-being programs and work-life balance are key factors in attracting and retaining talent. Companies such as Danone and Michelin have implemented social and well-being programs to support their employees and improve their working conditions. These initiatives include mental health programs, gym memberships, and stress management workshops. By offering generous paid leave and extended parental leave, Michelin demonstrates its commitment to its employees’ work-life balance.

Companies recognized for their social and environmental commitment also see a significant increase in applications. For example, BNP Paribas invests in sustainable projects and encourages volunteering, while communicating transparently about its CSR initiatives.

Companies that refuse remote work receive 2.3 times fewer applications, which underlines the importance of flexibility. Ultimately, well-being and flexibility initiatives greatly contribute to the attractiveness and retention of talent.

Retaining Talent Through Professional Development

Candidates are increasingly looking for companies that offer opportunities for personal and professional development. Soft skills, such as adaptability, are becoming crucial in recruitment, even surpassing traditional criteria like degrees.

A positive return on investment (ROI) in employer branding is often linked to increased employee engagement, which can translate into a stronger impact on productivity. By analyzing employee retention rates, companies can assess the long-term impact of their employer brand on talent loyalty.

Continuous Training and Internal Mobility

Continuous training and internal mobility are essential elements for retaining talent. 66% of employees believe that opportunities for professional development are a key factor in their satisfaction. Orange, for example, offers continuous training programs that include technical and management skills, as well as online learning platforms. These initiatives enable employees to develop their skills and advance in their careers.

Internal mobility also plays a crucial role in retaining talent. Orange encourages internal mobility by offering clear career progression opportunities and providing regular information on internal positions. To make internal mobility effective, it is crucial that it be visible, accessible, and integrated into a clear framework.

Orange’s mentoring and coaching programs also help employees develop their skills and prepare for new opportunities.

Ultimately, continuous training and internal mobility allow employees to feel valued and motivated, which contributes to their retention. These practices show that the company invests in the development of its employees, which strengthens their engagement and loyalty.

Career Paths and Mentoring

Candidates prefer a well-defined career path that allows them to envision their professional future. Offering training conveys a positive image of the company and helps retain employees. Effective mentoring programs can strengthen employees’ sense of belonging and development.

Offering training conveys a positive image of the company and helps retain employees. Companies must implement clear career paths and mentoring programs to help employees achieve their professional goals.

These initiatives show that the company cares about the development of its employees and invests in their future. By offering opportunities for growth and development, companies can retain their talent and strengthen their employer brand.

Measuring and Optimizing Employer Brand ROI

Measuring the effectiveness of employer branding initiatives is essential to ensure they meet the expectations of employees and candidates. Key KPIs for assessing employer brand performance include employee retention rate, employee satisfaction rate, and candidate scores.

Analysing the results makes it possible to identify areas for improvement and understand how employees and candidates perceive the employer brand. To optimise return on investment, it is important to adapt strategies based on feedback and the performance indicators obtained.

KPIs and Performance Indicators

Relevant KPIs for measuring the ROI of recruitment channels include:

Number of applications

Conversion rate

Processing time

Cost per hire

These indicators make it possible to analyse employer brand performance and determine the effectiveness of the strategies implemented. By monitoring these KPIs, companies can identify areas that require adjustments and optimise their recruitment efforts.

It is also important to track employee retention and satisfaction rates to assess the long-term impact of the employer brand. These indicators provide valuable insights into how employees perceive the company and their level of engagement. Using this data, companies can adjust their strategies to better meet employee expectations and improve their employer brand.

Return on Investment and Strategic Adjustments

Tracking the ROI of recruitment channels is essential for assessing recruitment effectiveness and quality. Here are the key points to consider:

Analyzing time-to-fill for a position can help assess the efficiency of the recruitment process.

Identify areas for improvement through this analysis.

Readjust recruitment campaigns based on channel performance.

Optimize results and improve the overall ROI of recruitment campaigns.

Companies must regularly evaluate their recruitment strategies and adjust their campaigns based on the data collected. By using information from KPIs and performance indicators, they can identify the most effective channels and allocate their resources accordingly. This helps improve recruitment efficiency and maximize the return on investment of employer branding initiatives.

In summary

In 2026, employer branding plays a crucial role in attracting and retaining talent. Companies must adopt modern practices such as pay transparency, authentic engagement, workplace flexibility, and professional development to stand out in the job market. By implementing clear communication strategies and demonstrating their social and environmental commitment, they can strengthen their employer brand and attract qualified candidates.

To optimize the return on investment of employer branding, it is essential to measure the effectiveness of initiatives and adjust strategies based on the results. By using KPIs and performance indicators, companies can identify areas for improvement and adapt their recruitment efforts. Ultimately, a well-managed employer brand can not only attract talent but also retain it, thereby ensuring sustainable growth for the company.

Frequently Asked Questions

Why is pay transparency important for employer branding?

Pay transparency is crucial for strengthening employer branding by promoting pay equity and attracting talent through a fair working environment. It helps build a positive reputation and a climate of trust within the company.

How can social media be used to showcase corporate culture?

Social media can effectively showcase corporate culture by sharing creative content and authentic testimonials, allowing potential candidates to immerse themselves in the work environment. This approach strengthens the company’s appeal in the eyes of future talent.

What are the benefits of continuous training and internal mobility for talent retention?

Continuous training and internal mobility are major assets for retaining talent, as they promote skills development and career progression for employees, thereby strengthening their engagement and satisfaction.

Which KPIs are relevant for measuring employer brand performance?

Relevant KPIs for measuring employer brand performance include the number of applications, conversion rate, cost per hire, and employee satisfaction rate. These indicators make it possible to assess the company’s effectiveness and attractiveness to talent.

How can companies demonstrate their social and environmental commitment?

Companies can demonstrate their social and environmental commitment by communicating clearly about their corporate social responsibility (CSR) initiatives and implementing strict anti-discrimination policies. Regular audits to ensure equal opportunities also reinforce this proof of commitment.