When you think of companies with a strong employer brand, who comes to mind? Maybe Netflix, Airbnb, or Google. But probably not one of the multinational financial firms.

Historically, employer branding hasn’t been a top priority in our industry. That’s starting to change. The number of open accounting and finance roles increased 150% from last year (2025 CFO Pulse Survey) and 87% of finance professionals acknowledge that we’re facing a talent shortage. It seems that traditional approaches to sourcing & landing financial talent are losing their edge.

So let’s look at why employer brand is becoming important to financial institutions, the problems it can solve, and how to build a brand that attracts the best talent in your market.

What is Employer Branding?

Employer branding is the strategic process of shaping and promoting your organization’s reputation as a place to work. It’s the sum total of how potential hires perceive your company, encompassing your culture, leadership style, work-life balance, growth opportunities and more.

Why Are Financial Companies Struggling to Attract Top Talent?

Historically, banking and finance companies have not invested heavily in employer brand, instead using competitive compensation and benefits packages as their main draw. Until recently, that approach has worked well.

However, a number of factors have led to a finance talent shortage, making traditional hiring approaches less effective. As these shortages persist, they lead to productivity loss, bottlenecks, costly mistakes, compliance risks, and loss of customer trust.

Generational Turnover

It’s long been reported that the Baby Boomer generation remained in the workforce longer than their predecessors, reaching peak participation in the early 2000s. Now, their delayed retirement is coming to fruition. Since Boomers have held onto leadership roles for longer, there is a risk that younger generations lack the experience needed to take on these critical roles.

Increased Industry Complexity

Digital disruption, complex regulations, and evolving technologies means that the banking and finance industry is trending toward more complexity, not less. This significantly increases demand for specific skills. AI-based modeling, change management, cybersecurity awareness, and stakeholder engagement are just a few examples.

Digital Transformation

Consumer demands for more digital financial products have spurred a transformation in the skills needed for success in relatively a conservative industry. Acquiring these skills doesn’t happen overnight, leaving a shortage of workers in the meantime.

How Employer Branding Helps to Attract Financial Talent

As banking and financial institutions face an uphill battle in attracting and retaining top talent, employer branding can be an asset that leads to:

• Higher quality candidate pools
• Higher offer acceptance rates
• Faster time-to-hire
• Improved employee experiences and retention
• More employee referrals
• Reduced hiring costs due to a stronger inbound talent pipeline

Here are three ways a strong employer brand can help you achieve these objectives.

Differentiation

Given the rapid increase in open finance and accounting jobs, it’s becoming harder to stand out and cut through the noise. Investing in employer brand helps you offer something your competitors likely aren’t putting forward: an overall experience that trumps an extra 5% salary increase.

Reputation

People want to align themselves with a strong brand which contributes to, rather than detracts from, their career goals and personal reputation. By building a strong, positive employer brand, you can become a company people are excited to work for and contribute to, not just another job.

Competitiveness

When the only factor separating one financial institution from the other is a compensation package, the biggest and most capital-heavy companies will naturally have the greatest competitive edge. Investing in your employer brand enables you to compete across other dimensions, including culture, workplace quality, growth opportunities, and more.

But First: Don’t Make this Employer Branding Mistake

When employer branding becomes an urgent priority for companies, it’s usually for one of two reasons. In some cases, the company already provides a great employment experience; but no one knows about it. In others, they’re providing a terrible employee experience that’s killing their reputation, so they have to do damage control.

If you’re in the latter category, be careful not to make the mistake of fixing brand before experience and culture. Because it rarely works. People talk, and sooner or later potential hires will figure out that your actions don’t match your words.

5 Steps You Can Take to Build a Strong Employer Brand

Instead, here are five steps you can take to build a strong employer brand. You’ll notice only one of these steps is externally focused. That’s because brands are built from the inside out.

1. Start with Culture

Different organizations, roles, and industry segments have different cultural expectations. A “move fast” mindset at a Fintech startup will likely not work well in a more conservative wealth management firm. Documenting and defining your culture will provide a North Star for your employer brand to follow. Not just in how you communicate externally, but in how you live it internally.

2. Support Employee Growth

In banking and finance—where regulations, technology, and customer expectations change constantly—ongoing learning is not a luxury, it’s a necessity. Offering training stipends, sponsoring certifications like CPA, CFA, or CTP, and creating clear internal mobility paths show that your company values ongoing progression, not just immediate performance.

3. Compensate Fairly & Competitively

While employer branding goes beyond just pay, competitive compensation is still table stakes. Financial professionals are highly attuned to market benchmarks, so salary and benefits should at least match industry standards. This also extends to transparent bonus structures, equity opportunities for certain roles, and benefits packages that reflect modern needs. These may include student loan repayment assistance, flexible PTO, or hybrid work support. The key here is fairness: when employees believe they are being compensated equitably, they are more engaged and loyal.

4. Encourage Life Balance & Employee Trust

The finance industry has a reputation for long hours and high-pressure environments. While some intensity is inherent to the work, organizations can fight against burnout by actively supporting work-life balance. This might include flexible scheduling, protected meeting-free time, wellness stipends, and clear boundaries on after-hours expectations. Pairing this with a culture of trust helps create an environment where talent can thrive for the long term.

5. Promote Your Brand Authentically

Your employer brand is only as strong as its authenticity. Overly polished recruitment videos or slogans that don’t reflect the day-to-day reality will backfire quickly. Instead, highlight real employee voices through testimonial videos, behind-the-scenes social posts, or Q&A spotlights with team members. Showcase your involvement in industry associations, community initiatives, and innovation projects. Use these stories to consistently reinforce your company’s values and personality.

Final Thoughts on Attracting Top Talent through a Strong Employer Brand

The talent shortage in banking and finance isn’t going away any time soon. Compensation, while important, is no longer enough to secure the skilled professionals who will drive your organization forward. In today’s transparent, candidate-driven job market, your employer brand is a strategic differentiator, a competitive edge that can help you attract the leaders and specialists you need to shape your company’s future.