“We’re getting lots of applications, but the quality is poor.”
It’s a common challenge for organisations today, and one that’s often misunderstood. High application volume can mask a deeper issue: an unclear or weak employer brand. When candidates don’t have a credible picture of what it’s really like to work in your organisation, the wrong people apply, the right people hesitate, and recruitment becomes slower, costlier, and far more resource-intensive than it needs to be.
Employer brand clarity and candidate expectations
When candidates are unsure about an organisation, uncertainty shows up in their expectations - often in the form of higher salary demands. Harvard Business Review research shows that organisations with poor employer reputations can pay up to 10% more per hire to secure the same talent. That premium isn’t buying loyalty or performance, it’s buying reassurance.
Strong employer brands work differently. They reduce uncertainty by clearly communicating:
- What it’s really like to work there
- What the organisation stands for
- How employees are treated in practice
When risk feels lower, salary demands stabilise - and offer acceptance rates improve. For organisations looking to strengthen this clarity, there are practical ways to build an employer brand that reflects the real employee experience.
Learn how to elevate your employer brand 👇
Clarity and credibility improve candidate decisions
Candidates say yes faster when they trust what they’re seeing.
Research consistently shows that realistic job previews and authentic employer brand communication change outcomes dramatically. One study found that when organisations invest in clarity and authenticity:
- 61% saw improved new-hire performance
- 58% reported higher job satisfaction
- 39% experienced lower resignation rates
This isn’t about glossy marketing. It’s about credibility.
Strong employer brands help candidates self-select in — and just as importantly, self-select out — before the offer stage. That means fewer mis-hires, fewer drop-offs, and better long-term outcomes.
In Ireland alone, the estimated cost of a bad hire is around 30% of first-year salary, with roughly 20% of hires falling into the “mis-hire” category. Clear employer branding reduces that risk on both sides.
The cost of offer rejection for organisations
When a candidate turns down an offer, the cost goes far beyond emotional frustration. It triggers a chain reaction across the organisation: recruitment cycles restart, hiring managers lose momentum, teams remain under-resourced, and business performance stalls.
Research from Wharton estimates that each vacant role can cost between 0.5–1% of annual revenue per week - meaning repeated offer rejections don’t just slow hiring, they quietly and consistently drain revenue.
The signals candidates trust when deciding to say yes
High-converting employer brands consistently deliver three things candidates are actively looking for.
First, trust. Candidates believe what they’re being told because it’s reinforced by real employee voices, credible data, and independent proof points - not just corporate messaging.
Second, purpose alignment. People want to understand why an organisation exists, what it stands for, and whether its values align with their own. When that connection is clear, commitment follows.
Finally, peer validation. Reviews, employee advocacy, and external recognition help candidates answer a critical question: “Do people like me succeed here?” These signals reduce uncertainty far more effectively than employer-led communication alone.
This is where independently verified markers — such as Great Place to Work® Certification - play a critical role. They act as a trusted shorthand for culture, credibility, and consistency at the exact moment candidates are deciding whether to say yes.
What HR leaders can do right now
Improving offer acceptance doesn’t require a full rebrand - it requires clarity. Candidates need credible proof of what working in your organisation is really like, so focus on sharing authentic employee stories, culture data, and trusted external signals. Just as importantly, ensure your EVP reflects the lived employee experience, not an idealised version of it. Strengthening your employer brand in a practical, structured way can significantly improve your reputation and the quality of candidates you attract.
When employees are empowered to advocate for your culture, trust grows - making it easier for candidates to say yes.
For a real-world example of how EVP clarity improves attraction and conversion 👇
Converting the right candidates through confidence
A strong employer brand doesn’t just increase applicant volume - it improves decision confidence. That confidence leads to higher offer acceptance rates, lower salary inflation, fewer mis-hires, and faster time-to-hire. In today’s market, the organisations that convert talent most effectively are the ones that reduce uncertainty for candidates.
Great Place to Work® data consistently shows that independently verified signals - such as Certification™ - help candidates make confident decisions faster. By providing credible proof of culture, trust, and employee experience, Great Place to Work's Certification™ reduces uncertainty at offer stage and helps organisations convert the right talent, more efficiently.
About Great Place to Work®
Great Place to Work® is the global authority on workplace culture. We help organisations quantify their culture and produce better business results by creating a high-trust work experience for all employees. We recognise Great Place to Work-Certified™ companies and the Best Workplaces™ in more than 60 countries. To join the thousands of companies that have committed to building high-trust company cultures that help them attract, retain and take care of their people, contact us about getting Certified today.
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