Building an Employer Brand That Attracts Executive Talent

Why Employer Branding Matters at the Executive Level

You know the scenario. You identify the perfect candidate for your C-suite in Bogota or Medellin, but they won’t pick up the phone.

We see this constantly in the Colombian market. High-level executives do not apply to job advertisements. They are approached, referred, and courted.

The decision for these leaders to consider a new opportunity is influenced less by the paycheck and more by perception. How is the organization viewed by the leadership community? What is its reputation for governance? Does it develop its leaders, or does it burn them out?

Recent data supports this shift. In a 2024 survey by Spencer Stuart, 68% of executives cited organizational reputation and leadership culture as the primary factors influencing their willingness to engage with a new opportunity. Compensation ranked fourth, behind growth potential and board quality.

For Colombian and Latin American organizations competing for regional and international executive talent, a deliberate employer branding strategy is a competitive necessity.

Understanding the Executive Value Proposition

An Executive Value Proposition (EVP) is distinct from a general employee value proposition. While a standard EVP might focus on stability and benefits, the executive version addresses the specific ambitions and risk considerations of senior leaders.

The “Salario Integral” Baseline

One major misconception we encounter is thinking a high salary alone constitutes an EVP. In Colombia, the “Salario Integral” (Integral Salary) is a legal mechanism, not a differentiator.

As of 2025, the minimum threshold for an integral salary is approximately COP $18,505,500 per month (13 times the minimum wage). Most senior roles sit well above this.

The real differentiator is what happens after the legal requirements are met. It is about the intangibles that justify a career move.

The Five Pillars of an Executive EVP

1. Strategic vision and ambition Executives want to lead organizations that are going somewhere meaningful. A clear strategic direction—like Ecopetrol’s energy transition or Nubank’s digital disruption—serves as a powerful magnet for forward-thinking leaders.

2. Governance quality The caliber of the board signals safety to an incoming executive. Candidates often scrutinize whether a company adheres to OECD corporate governance standards, which are becoming the benchmark for transparency in Colombia.

3. Leadership culture How does the executive team interact? We often ask candidates what they fear most, and “political infighting” tops the list. A culture of psychological safety and candor is a rare and valuable asset.

4. Impact and legacy potential Senior leaders are motivated by the opportunity to build something lasting. Organizations that offer the chance to transform a function or open a new regional market attract the most ambitious talent.

5. Organizational reputation Rankings matter in this market. Being listed in the Merco Talento top 100 (where companies like Bancolombia and Grupo Nutresa consistently lead) validates an executive’s decision to join.

Building Your Executive Employer Brand: A Practical Framework

Step 1: Audit Your Current Perception

Before building a brand, you must understand how your organization is currently perceived by the executive talent market. This requires an honest assessment of your standing in the business community.

Audit methods:

• Exit interviews with departing executives: Ask them if they would recommend the organization to a peer.
• Declined offer analysis: Track the specific reasons executives say “no.”
• Executive search partner feedback: Your headhunting partners hear the unfiltered truth from candidates.
• Board and leadership team self-assessment: Does your internal reality match your external messaging?
• Online reputation review: Check platforms beyond Glassdoor. In Colombia, professional WhatsApp groups are often where the real reputation checks happen.

Step 2: Define Your Executive EVP

Based on your audit findings, articulate what makes your organization genuinely compelling for senior leaders. This statement must be truthful and specific to your context.

Insider Tip: Avoid generic phrases like “market leader.” Instead, use specific claims like “The only Colombian insurer with a board-level innovation committee.” Specificity builds credibility.

Comparing Standard vs. Executive EVP:

Step 3: Activate Your Leadership as Brand Ambassadors

The most powerful employer branding at the executive level comes from the current leadership team. When your CEO or CFO is visible and respected, they become living proof of your employer brand.

Activation strategies:

• Leadership thought leadership: Encourage executives to publish in top-tier outlets. Platforms such as Portafolio and La República are essential reading for the Colombian c-suite.
• CEO visibility: The CEO’s public persona is the single most influential element of the executive employer brand.
• Leadership storytelling: Share the career journeys of your current leaders.
• Board member networks: Leverage your board’s connections to validate your governance quality.

Step 4: Optimise Your Digital Presence for Executive Audiences

Executives do not typically browse careers pages, but they do research organizations through digital channels. Your digital footprint must reflect the sophistication of your leadership.

Digital presence priorities:

• Corporate website: Ensure your leadership team page features professional biographies.
• LinkedIn company page: Publish strategic content that demonstrates ambition.
• Media coverage: Proactively seek positive coverage in major business publications.
• Awards and recognition: Certifications like “Great Place to Work” provide third-party validation.

Step 5: Measure and Refine

Employer branding at the executive level is not a one-time project. It requires ongoing measurement and refinement to remain effective.

Key metrics to track:

Employer Branding in the Colombian Context

The Colombian executive market has distinctive characteristics that influence employer brand strategy. Understanding these nuances requires deep market intelligence.

Reputation networks The senior executive community in Colombia is compact, particularly in cities like Bogota and Medellin. News travels fast through informal networks, meaning a single negative executive experience can damage your brand disproportionately.

Family enterprise perception Many large Colombian organizations are family-owned. We advise clients to explicitly address how professional executives fit into the family governance structure. Candidates need to know they will have genuine autonomy and not just a title.

International ambition Colombian organizations expanding into Latin America have a natural advantage. Offering regional scope is a key differentiator against domestically focused competitors.

Social impact and ESG Colombian executives are increasingly drawn to organizations with genuine social commitments. Authenticity is essential here; greenwashing will be quickly spotted by sophisticated leaders.

Common Employer Branding Mistakes

• Confusing employer brand with recruitment marketing: Your brand is the underlying truth of your culture. Marketing is just how you communicate it.

• Ignoring the candidate experience: A disorganized process signals a disorganized company. In 2025, speed and respect during the interview process are non-negotiable indicators of operational efficiency.

• Overpromising autonomy: Executives who join expecting transformational scope and find bureaucracy will leave. They will also tell their entire network about the mismatch.

• Neglecting alumni relationships: Former executives are powerful brand ambassadors. How you manage departures, including severance and transition support, significantly influences your long-term reputation.

How EP HeadHunter Strengthens Your Employer Brand

EP HeadHunter acts as a direct conduit between your organization and the executive talent market. Through every search engagement, we communicate your employer brand—your strategic direction, leadership culture, and value proposition—to the executives we approach.

Our reputation in the Colombian and Latin American market adds credibility to your outreach. We ensure that every executive interaction reflects positively on your organization.

Ready to strengthen your executive employer brand? Contact EP HeadHunter to discuss how our executive search and talent advisory services can position your organization as a destination for senior leadership talent.