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Companies with a reputable brand are more likely to attract top talent, it has been claimed.

This year’s CIPD Recruitment, Retention and Turnover Survey showed that 71 per cent of companies are using their brand image to attract graduates.

However, branding is not just bait for new recruits, it can improve employee retention and engagement, the research shows.

Rebecca Clake, adviser of organisation and resourcing CIPD, said: "The importance of a strong employer brand in today's business environment cannot be exaggerated. "

"Talented candidates aren't just looking for a healthy pay package, their expectations go far beyond that," she added.

She claimed that a company's brand need to be more than just rhetoric if it is to appeal to recruits and must reflect what the organisation is to work for.

According to Liz Logan, the managing director of Brand It, reusing a single logo time and time again improves a company’s image to its employees, potential customers and existing clients.

However, having a catchy logo or entertaining tag line is not enough on its own, she added.

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