A leading humanitarian NGO faces difficulties in attracting and retaining skilled professionals due to the lack of a formalized employer branding strategy. These challenges impact employee satisfaction and limit the NGO’s competitiveness in recruiting top talent within the NGO sector.

Using a structured employer branding framework, this study combined qualitative surveys, employee satisfaction insights, and competitor benchmarking to analyze the organization’s current employer brand. The analysis identified strengths, challenges, and opportunities to craft a compelling Employer Value Proposition.

The paper highlighted key strengths, including the NGO’s humanitarian mission and inclusive culture, alongside areas for improvement such as workload management and career development opportunities. A tailored Employer Value Proposition was developed, focusing on professional growth, meaningful work, and alignment with organizational values. Strategic recommendations were provided to strengthen internal communication, implement targeted development programs, and enhance external branding efforts. These initiatives aim to attract and retain top talent, ensuring the NGO’s capacity to fulfill its mission while positioning it as a preferred employer in the sector.