Employer Branding Guide: Building a Strong Employer Brand

Employer brand is the reputation you as an employer have with your staff and employees. It’s also a way to promote your company to job seekers and internal stakeholders.

The better you know your employer’s brand, the better your chances of retaining and attracting top talent, as 69% of employees surveyed believe an employer should have a brand they are proud of; any support is critical. 

For example, you have done a phenomenal job building a solid brand with your products or services. 

Unfortunately, more is needed to convince people to work and stay at your company. The ideal course of action would be communicating your company’s leadership, beliefs, and culture using the same branding strategy.

Employer Branding is an old concept in the connected world. To a desired target audience is the promotion of a business or organization as an employer of choice—a branding strategy for employers.

Reasons why Employer Branding is essential.

During the competition, the company’s image played an important role in attracting customers and increasing sales. However, one must address the critical role of employer branding in attracting the best candidates.

  • Reduce Recruitment costs
  • Increase employee involvement
  • Convey Brand value
  • Attract great employees
Employer Branding

Employer Branding Strategy. 

With an employer branding strategy, you can manage and effectively change the conversation around your business to attract and retain top talent. The most crucial factor is the employer brand, how the company is marketed to job seekers, and what employees say about the company as a company. 

Successful employer branding strategies can save recruitment expenses, increase employee retention, and draw in the best talent. With the help of employer branding, one can quickly achieve their company’s desired goals. 

Today, 72% of hiring managers worldwide agree that employer branding significantly impacts recruiting, let alone their company’s success. 

Know your company’s unique value proposition. 

Learn what makes your business unique. Concentrating on the organization’s mission, values, vision, and culture can build a powerful employer brand. It can be helpful to work backward to find out what your company’s needs are and what skills you need to achieve those goals. 

Take Teach got America’s mission, for example, “One day, every child in this country will have access to a great education.”

The statement tells that Teaching for America is an exciting story from the brand’s owner on their value page, promising continuous learning opportunities for employees and saying, “We are passionate and constantly welcome new ideas. “

Write an employer value proposition.

Once you have researched, listed your company’s value, and learned your current expertise, you will want to advise the employer. Your employer’s value proposition is a marketing message and promise, so say things about your company that your employees will agree with. 

The pricing structure can be used on your website, in promotional materials, or on your company’s LinkedIn Page and can be discussed with candidates through recruitment and HR teams. It’s crucial to keep in mind that your value proposition is unrelated to payment.

Instead, you want to pique prospects’ and employees’ attention by highlighting your organization’s higher goals and beneficial societal effects. 

Performance of an Employer brand audit

You cannot fully guarantee your company’s reputation with job seekers or employees. Do a brand survey and send internal surveys, search social media, find information on job postings, or have a reputation management company. 

Your research should help you identify your employee’s favorite aspects of your company culture to focus on and areas for improvement to ensure a strong employer brand. 

Glassdoor found that companies with better-than-average brands or best employers spend more time tracking employee engagement, responding to employee feedback, and focusing on brand health than average underperforming companies. 

Offer learning and development opportunities.

One of the main reasons people quit is because they are bored and want a new challenge. This is a simple solution. To motivate your employees, you should offer learning and development classes to help them achieve their goals. 

By providing opportunities for employees to take advantage of learning opportunities and acquire new skills, you demonstrate your commitment to learning and professional development in the workplace.

Employees are an essential part of a business, as one can be successful with them. 

Cultivate a robust onboarding process.

Onboarding is the first experience for a new employee, and a negative impression can have serious consequences. Those with a negative onboarding experience are twice as likely to find another opportunity. 

Ultimately, building a good cooperate image starts with a good strategy. It’s essential that employees are engaged and excited about their work and their team from the start.

Giving new hires the advice and tools to be more effective in their work will result in a smooth transition, lower turnover, and more productive teams. 

Leverage current employees

Job seekers who want to learn more about their employer brand should hear from actual employees of your company. When it comes to your company’s working conditions, employees are even three times more trustworthy than the CEO. 

So your employees are your best advocates for building your employer brand. Enforce their feelings about your business in any way you can, such as sharing reviews and testimonials on promotional pages or creating short interview videos for your social media. 

Create a robust diversity and inclusion initiative

One of the pillars of a strong employer brand is an ongoing commitment to building diverse and inclusive teams. This may have many benefits, the most important of which is that all your employees feel safe and at work. 

People who feel noticed, recognized, and valued by their peers are likelier to give their best at work and dedicate themselves to their day-to-day tasks. If you see someone who already works for your company, they are more likely to apply. 

A DI&B engagement ensures your brand reaches everyone, especially as 3 out of 4 candidates say that a diverse workforce is essential when evaluating companies and job opportunities.

If someone recognizes themselves among the people already working for your business, they are more likely to ask. 

Use videos, blog posts, photos, and slideshows to tell your company’s story.

Use multiple channels when implementing a strategy to improve your brand’s image in the marketplace. Share videos, photos, slideshows, blogs, and other posts to ensure you reach a broader audience on the platforms you already use. 

Using high-quality video, images, and text to tell your company’s story is equally important. Consider posting employee interviews on the career page or slides created by your CEO on the About Page. 

Be transparent, honest, and genuine.

Honesty, transparency, and authenticity are the most critical aspects of developing an employer brand. Don’t ask for employee feedback because you want to hear positive things to share on job boards. 

Negative feedback can also help you learn about areas for improvement, and making changes can help you meet the many needs of your employees.

On the other hand, happy employees have a higher retention rate and are more likely to promote your company and the culture they enjoy being a part of. 

Be open and honest in your efforts and commit to creating such a culture – doing the opposite can do more harm than good. The same goes for job seekers and the general public. 

If your relationships are too good, such as when potential clients accept offers based on promises you didn’t make, false words and promises about your values, culture, and contributions can backfire. 

Employer Branding

Employer Branding Examples

Companies worldwide constantly develop their employer brands to stay competitive and attract the best talent. Here are some examples of Employer Branding to understand in a better way;


Starbucks works to build a strong sense of community among its employees. For example, current employees are referred to as partners, which inspires pride, and there are Instagram and Twitter accounts, such as @StarbucksJobs, to promote the employer brand and connect with job seekers. 

By creating social media accounts that build a reputation for existing employees and attract candidates, Starbucks promises to showcase more than just a product. Such platforms are also used to demonstrate our commitment to diversity and inclusion. 


Finding qualified candidates for technical positions can be difficult. Employers with incredible reputations and benefits in attracting top talent are essential for many companies. 

Businesses get a signal from Shopify where it tags you and tells job seekers it’s their turn to call you. This identification is one step in building a relationship with a potential candidate, and while the reader sympathizes with the search for the right job, the right job is hard work.



HubSpot’s culture page has something like a Culture Code, which publicly shares all the visions and values that HubSpot wants to uphold and instill in its employees, candidates, and clients. 

Find out more about learning development opportunities, HubSpot’s commitment to diversity and inclusion, and insights from actual employees at the bottom of the page. And the voice is still job seekers: “Work at HubSpot. “


Online store Jet created this inspirational employee-focused video to raise awareness of its fun, engaging, and motivating workplace. This video is compelling because it used actual employee interviews, giving employees a sense of Jet’s work culture and values. 

In addition, this video is seen as empowering and makes current employees proud, who see a clear commitment to their company’s mission through their employee videos. 


Wistia positions itself as video marketing software for consumers that helps grow audiences and build brands. It makes sense to focus solely on branding and use his software to communicate the ideas he wants to convey to potential job seekers.

Instead of bragging about the job’s greatness, the first post on the career page encourages job seekers: “We have got big plans – and so do you! “.

Employees emphasize this idea with several videos of the people who created the company and the culture they created. 


To demonstrate its commitment to hiring top talent, Eventbrite has created a website to showcase its recruiting team to potential job seekers. 

Eventbrite’s recruiting team page also says, “Interviews shouldn’t be forced – they should be exciting. 

It should be a good conversation. We believe in respect, transparency, and timely responses”. With the help of Eventbrite, one can get their desired job quickly. 

The language reflects their values and likely encourages job seekers to apply. 


SoulCycle strives to change traditional cooperate culture by providing benefits that give every employee a sense of purpose and inner self. In addition, free classes are offered at times that work with staff schedules. 

It shows Soul’s commitment to making exercise fun and using fitness to reduce stress and connect with the community. 

For example, Soul gives employees two days off each year to volunteer for a charity of their choice, hoping that the charity days will make employees happier and more satisfied. 

With Indeed’s high rating, SoulCycle has undoubtedly built a solid user base. 


The Canvas employer logo represents a commitment to its mission. The careers page features its criteria for job seekers in an interactive carousel, linking each value to essential facts and emphasizing the idea that design can be a force for good. 

Canva carries this idea to its social media channels full of inspiring content and designs ideas. 

Each example on this list reflects their compassion, humanity, and aspect of their culture in some way to attract great employees. Human capital is your most significant investment and asset, but remember that your candidates also invest in you. 


Employer Branding goes beyond talking the talk – you have to walk the walk. It’s not enough to tell employees and the public that a ping pong table makes it a great place to work. It lowers business rates, cuts rental costs in half, and helps to save money. 

Additionally, employers are more likely to get a job if they actively manage their employees. 

After all, you spend a lot of time building a compelling brand story around your products or services, but how do you create a strong cooperate brand that attracts top talent? 

Regarding recruiting applications, company reputation is more important than ever; otherwise, 86% of employees who do not apply to a company could or continue to work for a company with a bad reputation among former employees or the general public. 

Employer Branding

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