As much as they wish they did, most teams don’t have the time, headcount, or resources to build and scale an employer brand manually. That’s why it’s important to evaluate employer branding tools and find the best fit for your business.

Whether you’re refreshing your organization’s careers page, improving candidate comms, or streamlining more efficient processes to get job postings out the door, the right platform can help you bring it all together — and it will actually move the needle with candidates.

So how do you evaluate an employer branding tool when there are so many on the market promising the same things? These three criteria may help you make the final decision.

💡There’s more to consider when purchasing employer branding software. These five considerations will help move the needle when you’re ready to commit to a tool.

3 Criteria to Evaluate Employer Branding Tools

1. Great at Execution and Strategy

A lot of tools will help you define your employer brand. Very few help you actually deliver it.

You need an employer branding tool that allows you to quickly create branded job posts, landing pages, and content without creative or engineering help. More importantly, it should keep everything on-brand and consistent — even as it’s passed through different recruiters or hiring managers. As you’re activating across your entire candidate funnel, from awareness to application to (hopefully!) acceptance, an employer branding tool should bring your unique employer value proposition to life throughout the experience.

Look for tools that offer actual execution power, not just strategic frameworks. The best solutions make it easy to go from idea to activation in a matter of hours and days, not weeks and months.

2. Built for Talent Teams, Not Full-Organizational Input

Most employer branding tools weren’t designed with talent acquisition teams in mind. Sounds counter-productive, doesn’t it? (That’s because it is.)

Most of them are clunky or require endless IT support and design help from marketing every single time you want to create a new branded landing page. The best employer branding tools are built with actual recruiters in mind. Your team is moving fast, juggling multiple reqs, and doesn’t have time to learn a new CMS or wait for approvals.

Ask yourself:

• Is this tool designed for non-technical users?
• Can our entire team successfully navigate this tool with little to no guidance?
• Can recruiters and employer brand leads make updates themselves?
• Does it have pre-built templates, guardrails, or other intuitive tools that makes use easier?

The right platform should empower your team, not create more bottlenecks. Evaluate employer branding tools to determine if they offer the control and flexibility to make an impact at scale.

3. Focused on End-to-End Candidate Experience

A good-looking careers page is table stakes, but a great employer branding tool helps you shape the experience a candidate has from the moment they land on your site to the second they apply.

As such, you’ll want to evaluate tools that prioritize clarity, relevance, and conversion. They should let you customize messaging based on audience, role, or location and provide branded employer content throughout the process. This could include everything from video or audio content to personalized SMS outreach.

But most of all, the mark of a great employer branding tool is if the candidate UX is just as if not easier than yours. Your platform should help you tell the right story and drive action, but it should also make it easier (and faster) for someone to say “yes” to applying.

💡Considering some of the best options on the market? We’re listing out a few of the best employer branding solutions and who they might be a good fit for.

Why Puck Leads the Pack For Those Evaluating Employer Branding Tools

At the end of the day, evaluating an employer branding tool is about more than just assessing features. You’re trying to attract, engage, and convert the right people. The right platform helps you do that consistently, efficiently, and without needing a creative agency on speed dial.

At Puck, we’ve worked with thousands of talent teams who have hired over 30,000 people. They, too, were tired of duct-taping together job descriptions, branding decks, and old microsites. That’s why we built a platform that gives you control over your message, the tools to activate it, and the confidence that it’s all working as hard as you are.

If you’re evaluating employer branding tools and want to see what “just works” really looks like, book a personalized demo.