53% of employees choose to work in companies with a better brand name rather than taking higher salary jobs in companies with a poor brand name, according to research from LinkedIn.

The Winning Talent report also found that 17% of UK workers would take a new job with a company providing increased job security, greater development opportunities, and a higher caliber of team, even without the offer of a pay rise.

LinkedIn director of UK talent solutions Chris Brown warned that poor employer brand impacts a company’s bottom line.

“In addition to simply attracting better employees, a strong employer brand helps retention and engagement, so the true value is even greater than this data suggests,” he said.

“Finding the best people remains the number one driver of success for any business. Better communicating the benefits and attractions of their business to potential recruits has to be top of the agenda for recruitment, resourcing and talent professionals.”

LinkedIn’s findings are mirrored in a recent report from the Recruitment and Employment Confederation (REC). The Candidate Strikes Back looked at jobseekers’ experiences of employer brands.

More than 26% of candidates who did not have a good time when applying for a job with a company advised friends or family to not apply at the same place.

REC chief executive Kevin Green said that applicants are judging employers as much as employers are judging them.

“One issue at the front of employers’ minds is how to attract the talent they need to be successful,” he said. “But the candidate’s voice and feedback is often absent from this discussion. Employers and recruiters are at risk of not grasping what is important to candidates when they apply for a job.”