At Pure, we’re proud to partner with organisations that understand the power of people and brand. Our sponsor, Mobas, shares our belief that building a strong employer brand isn’t just a marketing initiative — it’s a strategic business priority. 

In this blog, Sarah Coates, Brand and Marketing Strategist at Mobas, offers practical advice on how to secure leadership buy-in for employer brand investment. It’s a must-read for HR and marketing professionals looking to make a compelling case at board level. 

As a recruitment partner, we’re passionate about representing our clients’ businesses and acting as ambassadors for their brand — ensuring every candidate interaction reflects the values, culture, and identity they’ve worked hard to build. 

That’s why we were keen to explore how businesses can gain internal buy-in to strengthen their employer brand from the top down. 

We spoke to our sponsors, Mobas, about how to make the case for employer brand investment at leadership level. While HR and marketing professionals understand the value of a strong employer brand, getting buy-in from the C-suite can be a challenge. In this article, Sarah Coates, Brand and Marketing Strategist at Mobas, shares practical advice on how to position employer branding as a strategic business priority, build a compelling business case, and navigate leadership conversations with confidence. 

As HR and marketing professionals, we all know the power of building and strengthening our employer brand. However, convincing the leadership of this and securing budget can be a sticking point, despite the business case and research being very clear. C-suite teams are spinning many plates with competing priorities, so we need to present a compelling and clear case to secure a slice of the budget pie. 

Below are some steps you can take to prepare for the conversion with your C-suite leaders and arm yourself with the right information to secure the necessary budget and investment. 

1. Align it with business strategy

Before you bring data into the conversation, frame the need for an employer brand as a strategic business decision. Rather than diving into metrics right away, paint a picture that leadership can understand: 

• Cost of inaction: Describe the missed opportunities from unfilled roles, the productivity losses from low employee engagement or extended time-to-hire, and the potential reputational impact of a weak employer brand. 
• Real-world scenarios: Use relatable examples, like losing a high-potential candidate to a competitor despite a competitive offer, to highlight how a stronger employer brand could have made a difference. 
• Business impact: Connect the dots between a strong employer brand and the company’s broader goals, such as growth, improved productivity and customer satisfaction. 

2. Do your homework and go in prepared

While the story captures attention, the data helps secure buy-in. Come prepared with key metrics that show the tangible impact of employer branding: 

• Engagement levels
• Retention rates
• Number of regrettable losses
• Cost per hire
• Time to fill
• Quality of candidates
• Offer acceptance rate

Use this data to demonstrate potential savings and efficiencies, like reducing the number of regrettable losses or shortening time to fill vacancies. Even conservative estimates can make a compelling case when multiplied across the company’s annual recruitment and retention needs, especially when projected over 12 to 24 months. 

3. Agree on your pitch approach

Tailor your pitch to the context in which you’ll present: 

• Quick chats: If you only have a few minutes, focus on the headline benefits – reducing costs, improving productivity, driving growth. 
• Formal meetings: For longer presentations, use a structured approach that covers the problem, impact, solution and expected outcomes. 

Remember, your pitch should be no longer than 60 seconds if it comes down to it. Strip out unnecessary details and focus on the core message. 

4. Prepare for objections

Leadership teams will have questions and concerns. Be ready to address common objections like: 

• "Is this really worth the investment?"
• "Shouldn't this be marketing's job?"
• "How will we measure the ROI?"

For each, prepare concise, evidence-backed responses that connect the benefits of employer branding to business outcomes. For instance, explain how a stronger brand reduces hiring costs and increases employee retention, leading to long-term savings and improved profitability. 

5. Build internal alliances

Before you go to the full leadership team, consider soft pitching your ideas in one-on-one conversations. This approach allows you to identify allies and address concerns privately, increasing the chances of a more successful C-suite pitch. 

6. Follow-up

If you get the green light, follow up with a clear plan for activation. This might include training, building a content strategy, and setting realistic, measurable goals. Demonstrating that you have a practical plan to bring the employer brand to life will boost confidence in your proposal. 

Employer branding isn’t just a nice-to-have – it’s a critical component of attracting and retaining the right talent. With the right preparation, a compelling story and a strong data-driven case, you can secure leadership buy-in and set your organisation up for sustained growth and competitive advantage. 

Our sponsor Mobas, a leading brand and marketing agency, is offering a free 30-minute discovery session to discuss your employer brand challenges and help you build or clarify your Employee Value Proposition (EVP). Below is a testimonial of a Best Employer’s participant who enjoyed their session: 

“Our conversation with Sarah was incredibly insightful and valuable. She offered thoughtful, practical guidance tailored to our firm’s culture and goals, helping us see new ways to strengthen our employer branding. Her expertise and clarity left us feeling inspired and equipped to take meaningful next steps. We left the conversation feeling energised and inspired to act. Highly recommend!” 

At Pure, we work closely with businesses across the East of England to find and secure the talent they need to grow — while representing their employer brand with integrity, insight and care. 

Whether you're developing your EVP, building brand awareness, or scaling your team, we’re here to support your journey. 

Talk to us today and learn more about how we partner with employers to find great people and build stronger teams.