The Employer Brand Problem Most Manufacturers Don't Know They Have

You can't fix a reputation you never measure.

Manufacturers spend thousands of pounds every year trying to attract the right people.

They invest in recruitment campaigns, job adverts, salary benchmarking and agency support. Yet despite these efforts, many are still struggling to attract high-quality candidates, fill vacancies quickly and improve retention.

The obvious assumption is that there's a skills shortage.

But what if the real problem isn't attracting talent?

What if it's the experience candidates have once they engage with your business?

Your employer brand isn't your logo

When people hear the phrase employer brand, they often think of polished careers pages, social media posts or employer awards.

In reality, your employer brand is much simpler.

It's the impression candidates leave with after interacting with your business.

That impression is formed by every touchpoint:

• How easy it is to apply
• How quickly someone responds
• Whether interviews are well organised
• How communication is handled
• What onboarding feels like
• Whether your promises match reality

Long before someone becomes an employee, they've already decided what kind of employer you are.

The problem? Most businesses never ask.

One of the most striking findings from Westray Recruitment Group's Manufacturing Workforce Reality Report 2026 was that 85% of manufacturing businesses receive no feedback from candidates about their hiring or onboarding process.

That means the vast majority of employers have very little visibility into how candidates actually experience their recruitment process.

Without feedback, it's impossible to know whether applicants are dropping out because:

• Communication is too slow
• Interviews are difficult to arrange
• Candidates feel forgotten
• The hiring process is taking too long
• The business simply isn't creating a positive first impression

Many organisations assume candidates are choosing competitors because of salary.

In reality, they may be losing people before they even get to the offer stage.

Your recruitment process is your reputation

Every candidate talks.

Whether they join your business or not, they'll share their experience with colleagues, friends and online networks.

A poor recruitment experience doesn't just cost one hire.

It can influence how dozens of future candidates perceive your business.

That's why employer branding isn't just a marketing exercise.

It's an operational issue that directly impacts recruitment success.

Small improvements can make a big difference

The good news is that improving your employer brand doesn't always require a huge investment.

Simple changes like:

• Faster communication
• Clear interview expectations
• Regular candidate updates
• Better onboarding
• Asking candidates for honest feedback

can significantly improve how your business is perceived.

In a competitive labour market, candidate experience has become a genuine competitive advantage.

Download the full report

Employer branding is just one of several workforce challenges explored in The Manufacturing Workforce Reality Report 2026, based on insights from 40 manufacturing leaders across the UK. The report also explores workforce reliability, leadership capability, skills shortages and retention, along with practical recommendations for manufacturers looking to build stronger workforces.

Download your free copy here

More blog posts