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Building a Strong Employer Brand in the PMA Sector

Building a Strong Employer Brand in the PMA Sector

What Does Your Employer Brand Really Say About You?

Think about your employer brand for a moment. In the world of Peak Bodies, Memberships, and Associations (PMA), where distinct values and missions drive us, how does your brand stand out? It’s more than just a logo or a set of colours; it’s the heart and soul of your organisation as seen through the eyes of potential employees.

Employer branding isn’t a new concept, but its importance has skyrocketed, especially in the PMA sector. It’s about how candidates perceive you, what they expect from you, and why they would choose to join your team. In essence, it’s your story and reputation rolled into one.

This blog is here to offer practical, straightforward advice on refining your employer brand in the PMA sector. Whether you’re polishing an existing brand or building one from scratch, we’ve got tips and insights that will help you connect with the right talent in a meaningful way. Let’s dive into how you can make your employer brand not just visible, but truly resonant with the people you want to attract.

Understanding Employer Branding in the PMA Sector

What Exactly is Employer Branding?

At its simplest, employer branding is how your organisation presents itself as a place to work. It’s the image you project, not just to your current team but to future talent. In the PMA sector, with its unique blend of passion and professionalism, getting this right is crucial. Your employer brand should reflect what makes your organisation special – whether it’s your commitment to innovation, your dedication to member service, or your vibrant workplace culture.

Current Trends in Employer Branding

Employer branding is always evolving, and recent times have seen some significant shifts. The pandemic, for instance, has brought a new focus on work-life balance and flexible working options. Candidates are now more interested in how organisations handled these changes and what they offer in terms of remote working and support for well-being.

Digital advancements have also changed the game. Your online presence, from your website to your social media channels, plays a key role in how your brand is perceived. In the PMA sector, it’s about balancing professionalism with approachability, showcasing your expertise while also being relatable.

The Impact on Talent Attraction and Retention

A strong employer brand doesn’t just make you more visible; it makes you more desirable. It’s about attracting the right kind of talent – individuals who not only have the skills but also share your organisation’s values and ethos. And once they’re part of your team, a solid employer brand helps keep them engaged and invested in your mission. In short, your employer brand is a powerful tool for both attracting and retaining the talent that will drive your organisation forward.

Key Elements of a Strong Employer Brand in the PMA Sector

The Pillar of Company Culture

Company culture is the cornerstone of your employer brand. It’s what gives your organisation its unique personality and defines the day-to-day experience of your team. In the PMA sector, where passion and purpose often drive success, a well-defined culture is essential.

Take, for example, a membership organisation that prioritises innovation and continuous learning. Their culture might be embodied in regular training sessions, a collaborative work environment, and a system that encourages new ideas. By communicating this culture through stories on their website, testimonials, and social media content, they not only draw in candidates who align with these values but also reinforce their commitment to their current team.

Crafting Your Employee Value Proposition (EVP)

Your EVP is essentially your promise to your employees – what they can expect from you and what you expect in return. It should echo your organisation’s mission and values. A compelling EVP in the PMA sector might highlight opportunities for impact, connection with a community, and personal and professional growth.

A successful EVP is clear, honest, and resonates with your target audience. If your organisation values community impact, for example, your EVP could focus on the opportunities your team members have to make a real difference in the sectors they serve. This not only attracts individuals with similar values but also builds a team committed to your organisational goals.

Visibility and Consistency: The Keys to Effective Communication

Consistency in messaging ensures that your employer brand is not only recognised but trusted. Every touchpoint – your website, social media profiles, job postings – should reflect the same values and message. This consistency helps build a cohesive and authentic image of your organisation.

In the PMA sector, where the landscape can be diverse and multifaceted, consistent branding ensures that your message cuts through the noise. Whether it’s a job advert on LinkedIn or an employee story on your website, maintaining a consistent tone and style helps in building a brand that is both recognisable and relatable.

Strategies to Enhance Employer Branding

Embracing Storytelling

Storytelling is a powerful tool in your employer branding arsenal. It’s about more than just listing your achievements and services; it’s about sharing your journey, your culture, and your successes in a way that connects emotionally with your audience. For a PMA organisation, this could mean sharing the stories behind major projects, celebrating milestones, or recounting challenges overcome. These narratives not only engage potential candidates but also reinforce the sense of purpose and community within your current team.

Harnessing Employee Advocacy

Building a Strong Employer Brand in the PMA Sector

Your employees are your most authentic brand ambassadors. Encourage them to share their experiences and testimonials. This could be through a series of employee spotlight interviews on your blog, social media posts about day-to-day life in your organisation, or video testimonials. In the PMA sector, where work often aligns closely with personal values and goals, employee stories can be particularly compelling and resonate strongly with like-minded candidates.

Maximising Digital Presence

In today’s digital age, your online presence is a critical component of your employer brand. Ensure your website reflects your organisational culture and values. Utilise social media platforms not just to post job ads but to showcase your work environment, corporate events, and team-building activities. Regular updates and engaging content can significantly boost your visibility and appeal to potential candidates.

Developing a Content Strategy

Content that gives candidates a peek behind the curtain can be highly effective. Consider sharing behind-the-scenes glimpses of your workplace, highlighting employee achievements, or detailing your corporate social responsibility initiatives. This kind of content not only illustrates what it’s like to work at your organisation but also showcases your commitment to values and community involvement.

Best Practices and Tips

Championing Inclusivity and Diversity

In the PMA sector, a commitment to inclusivity and diversity can set your employer brand apart. Make sure your branding efforts reflect a diverse and inclusive workplace. This could be through imagery, storytelling, or explicit commitments in your values and policies. Showcasing a range of voices and experiences within your organisation can make your brand more relatable and attractive to a broader pool of talent. But most importantly, make sure that is true to your company.

Seeking Feedback for Continuous Improvement

Regularly gathering feedback from current and former employees can provide invaluable insights into how your employer brand is perceived. This feedback can guide adjustments in your branding strategy and help you better meet the expectations and needs of your workforce. Remember, an employer brand is always a work in progress, and staying in tune to your team’s feedback is key to its evolution.

Learning from Real-World Examples

Take inspiration from other organisations with standout employer branding. Observe how they communicate their culture, values, and employee experiences. What can you learn from their approach? How do they tell their story? Draw lessons from these examples and think about how you can apply similar strategies in a way that’s authentic to your organisation.

The Role of Leadership in Employer Branding

Building a Strong Employer Brand in the PMA SectorThe influence of leadership in shaping an employer brand cannot be overstated. Leaders should not only endorse but actively participate in employer branding efforts. This could mean being visible and engaged in internal events, being a part of the storytelling process, or simply embodying the organisation’s values in day-to-day interactions. In the PMA sector, where leadership often sets the tone for the entire organisation, this involvement can make a significant difference in how the brand is perceived both internally and externally.

Authenticity and transparency from leadership are vital in building trust and a strong employer brand. This means open, honest communication about the organisation’s direction, challenges, and successes. Leaders should be approachable, relatable, and genuine in their interactions. In an industry driven by passion and purpose, like the PMA sector, authenticity in leadership not only strengthens the employer brand but also fosters a culture of trust and integrity within the team.


Building a strong employer brand in the PMA sector is about more than just good marketing; it’s about creating a genuine, engaging narrative that resonates with both current and potential team members. From embracing storytelling and employee advocacy to ensuring digital presence and content strategy align with your values, each element plays a crucial role. Leadership’s involvement and authenticity are the cherries on top, bringing credibility and depth to your employer brand.

Now is the perfect time to take a step back and assess your employer branding strategy. Does it truly reflect your organisation’s values and culture? Are you effectively communicating what makes your PMA organisation a unique and desirable place to work? Use the insights and strategies shared in this blog as a starting point to enhance your employer brand, and watch as you attract and retain the kind of talent that will drive your organisation forward.

Remember, in the world of PMA recruitment, your employer brand is not just what you say about yourself; it’s what your team, both past and present, says about you. It’s time to start crafting an employer brand story that you and your team can be proud of.

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