Google defines employer branding as a company’s reputation as an employer, how it’s perceived in the job market and the factors that attract and retain talent. It’s shaped by culture, values and the employee experience, similar to how marketing professionals build a brand to attract and win customers.
But here’s the real question: who actually carries that brand day to day? Think about the people at the coalface of your business – your PAs, office managers and customer service teams. They’re often the first touchpoint for clients, candidates and colleagues alike. The way they communicate, solve problems and embody your company values directly influences how your brand is experienced and remembered.
We’ve all formed opinions about a company based on what might seem like surface-level interactions, whether it’s the tone of voice from front of house or the empathy shown by a customer service executive handling a tricky situation. These moments are not superficial at all; they’re the lived reality of your brand.
True business strength isn’t just in strategy; it is in the support that makes it happen. These professionals bring emotional intelligence, efficiency and the ability to juggle competing priorities, skills that not only keep operations running smoothly but shape how your business is perceived.
The benefits are twofold:
- According to McKinsey & Company, having an executive assistant / personal assistant can save up to 20% of a CEO’s time, allowing them to allocate it more effectively – through diary management, being the point of contact for an MD/CEO, expense reporting, arranging travel and accommodation, creating presentations, sending follow up actions after board meetings and daily administration.
- Streamlined operations and countless hours saved.
- A stronger employer brand.
Because being greeted with warmth, professionalism and a helpful attitude isn’t just polite, and administration done well isn’t a back-office duty, it is profit.