HR Unhooked 2025-2026: Your guide to building a strong employer brand with PR

In a challenging recruitment market, attracting and keeping the right people is one of the biggest issues facing organisations. HR Unhooked 2025–2026 explores how your external reputation and internal communications shape candidate decisions and employee loyalty.

This brand new report from leading PR agency Unhooked Communications builds on our 2023–2024 research and offers an up-to-date look at what candidates check before applying, what employees expect once they join, and how businesses can use PR, communications and culture to create a workplace people want to be part of.

Whether you are in HR, marketing or leadership, you will find data-driven insights, practical recommendations and sector-specific guidance to help you align your PR strategy with recruitment and retention goals.

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Introducing HR Unhooked: Your guide to building a strong employer brand with PR

Backed by unique market research of over 2000 adults across the UK, the report covers:

• The channels candidates consult before deciding to apply – including media coverage, social media, websites and awards announcements

• What jobseekers look for when assessing culture, values and working conditions

• How awards PR and positive news coverage influence employee pride and engagement

• The proof points that build trust – and where interest has shifted since 2023

• Which internal comms channels employees actually prefer, and how to create a mix that works

• The topics teams care most about, from pay and wellbeing to training and company performance

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Key findings at a glance

• 59 percent of candidates review recent news about a company before applying – making media coverage a critical part of your employer brand

• 40 percent say award wins affect their decision to apply, yet many organisations underuse awards PR in recruitment marketing

• Flexible working and cost-of-living support remain major factors in talent attraction, but clarity around pay has grown in importance since 2023

• Employees whose organisations share successes publicly report higher pride and engagement – but many say wins are not celebrated enough internally

• Communication preferences are diversifying, meaning simple, clear, multi-channel updates are most effective

Who should read this report

Your employer brand is no longer just a ‘nice to have’ – it directly impacts your ability to attract candidates and retain talent. this report helps you understand where to focus your efforts and how to align PR strategy, content marketing, media relations and internal messaging to achievable measurable results.

The report is an essential read for HR and people leaders, business owners, and marketing and communications professionals looking for evidence-based guidance to:

• Benchmark candidate and employee expectations

• Refine their PR strategy to support recruitment and retention

• Build a credible and engaging employer brand PR programme

• Strengthen employee engagement and loyalty through internal communications