A Guide to Employer Branding: How to Attract Potential Employees

If you want to expand your business, you likely need new employees. However, without the brand name recognition of companies like Netflix or Nike, it might be tough to attract prospective employees.

The answer to attracting prospective employees is employer branding. In the race to attract customers, many entrepreneurs forget about another important audience that can make or break their company’s future: the people they hire. Some folks view “employer branding” as an afterthought or even a marketing gimmick. In truth, it’s a foundational element that can be the difference-maker that makes people line up to apply to your company.

Here, you’ll learn all you need to know about employer branding. Let’s check our rundown:

• What employer branding really is
• How to craft your Employee Value Proposition (EVP) to attract people
• Challenges that can trip you up in your employer branding strategy
• Step-by-step instructions to build your employer branding approach
• Strong employer branding approaches from the world’s top companies to spark your inspiration

Ready to discover how to make your company a magnet for top talent? Let’s start by going over the basics of employer branding.

What Is Employer Branding?

Employer branding, at its core, is your company’s reputation as an employer. A good employer brand means people perceive your company positively, and prospective employees are more likely to come on their own. On the flip side, a bad employer brand may discourage prospective employees from applying.

Employer branding is like a first impression on a first date. It can set the entire tone for the relationship. When we talk about employer branding, we’re referring to how current and potential employees view your company. Think of it like a magnet that either attracts or repels talent. If your employer branding is strong, you’ll draw in people who are not just qualified but genuinely excited to be part of your journey.

Some people say that focusing on “branding” for employees might overshadow more tangible issues like salary or job security. But consider this: even if you offer above-market wages, if your culture is toxic or you lack a strong vision, that shine will quickly fade.

Employer branding is the thread that weaves together your company culture, employee engagement, and business success. It’s bigger than just PR; it’s about shaping an environment in which people want to join and stay.

Employee Value Proposition, the Crux of Your Employer Branding

Your Employee Value Proposition (EVP) is the core of your employer branding. Think of your EVP as the unique sales proposition (USP), but specifically targeted at people who might work for you. It covers everything from the paycheck to growth opportunities, company culture, and even intangible perks like being part of an innovative environment.

“Is the EVP just PR fluff?” some skeptics ask. It can be if it’s inauthentic. However, a strong EVP, created with real input from your team, can serve as the backbone of your recruitment strategy. When you clearly define what candidates can expect, both in tangible rewards and intangible culture, it acts like a beacon for like-minded, talented individuals.

Here’s what an EVP might contain:

• Competitive Compensation: Because, yes, people still need to pay their bills.
• Growth and Development: Mentorship programs, workshops, or any structure that fosters skill-building.
• Culture and Values: A set of guiding principles that shape everyday life at the company.
• Work-Life Balance: This can include flexible hours, remote work options, or mental health support.
• Company Reputation: Awards, recognitions, and strong values that employees are proud to represent.

Why Is Employer Branding Important for Entrepreneurs?

Most people think brand building is just on the consumer side, usually in terms of marketing your products or services. However, attracting talented employees is equally vital if you want to expand your team and scale your company. Let’s examine why.

People Are Constantly Job-Searching

Gone are the days when folks stayed at one company for 30 years just to earn a pension. Today, people are perpetually on the lookout for better opportunities.

80% of 20-somethings want to change careers, which is an overwhelming majority of them. To a lesser extent, even 30-somethings and 40-somethings are considering career changes.

They’re looking for better pay, better perks, and better cultural alignment. They’re not just job-hunting for money; they want purpose, respect, and happiness. So, if your startup or small business doesn’t actively showcase why it’s a good place to work, you risk losing out on top talent to your more vocal competitors.

Recruitment Is More Like Marketing These Days

Posting an open position on a job board and hoping for the best is about as effective as whispering in a crowded stadium, where nobody will hear you unless you use a megaphone to amplify your message. Recruiting and hiring today are more akin to marketing. You must highlight your mission, vision, values, and culture. Think of it like a product launch: if you don’t tell the story behind your brand, prospective employees might overlook you for a louder competitor.

Satisfied Employees Work Better

It’s hardly a secret: employees who feel connected to a company’s mission and recognized for their efforts perform at higher levels. According to Gallup, engaged employees are

23% more productive and exhibit 78% lower absenteeism.

Employer branding supports this engagement by giving them something to believe in.

Corporate taglines slapped on your homepage aren’t enough; you need to put your money where your mouth is. Commit to creating a full-fledged environment that motivates people to bring their A-game every single day.

Examples of Great Employer Branding

You might be thinking: “All of this sounds great in theory. But what does successful employer branding look like in the real world?” Let’s look at some heavy hitters who have nailed their branding for employees. Use these examples as both inspiration and a framework to design your own approach.

Marriott International

Marriott distills their EVP into three main ideas:

Begin, Belong, Become.

The message is straightforward: at Marriott, you can start your career journey, feel part of the community, and grow into your best self. Simply put, “Be you.”

This clarity resonates on a global scale. And while some naysayers might claim it’s too simplistic, the fact that Marriott has consistently been recognized as one of the best places to work speaks for itself. It shows that you don’t need to be overly fancy, just genuine and aligned with what your employees seek.

Netflix

The main message on Netflix’s career page is “A great workplace combines exceptional colleagues and hard problems.”

Netflix’s employer branding is refreshingly direct. Instead of bombarding candidates with glossy brochures about ping-pong tables or free snacks, Netflix says: “We solve big, complicated problems, and we hire people who enjoy that challenge.” Then, they back it up with real stories from their employees, which are showcased on platforms like the WeAreNetflix podcast. This approach appeals to people who want autonomy and intellectual stimulation, two aspects that often rank high for top talent.

Eventbrite

Eventbrite’s employer brand revolves around the idea that employees know how they work best. So, they give them options: in-office, hybrid, or fully remote. After listening to employee feedback, they realized that flexibility isn’t just a perk; it’s a necessity in modern work culture.

Critics might argue that too much flexibility erodes company culture or leads to communication mishaps, but Eventbrite counters that argument by fostering an inclusive culture that embraces diversity, both geographically and socially.

Benefits of Employer Branding

With companies going all-in on employer branding, you may be wondering what’s in it for you. Employer branding can have a cascading effect that boosts your entire organization, and here’s how you benefit.

Enlarges Your Candidate Pool

Solid employer branding often leads to more applicants. Not just any applicants, but highly qualified ones, the best of the best. When your company earns a reputation for valuing its people, word travels fast. Imagine it like a thriving café: if people always see a line out the door, they’ll assume there’s something special inside.

Save Money on Recruitment

When people are eager to work for you, you won’t need to burn piles of cash on expensive recruitment campaigns or job listing sites. You can post an opening on your company’s LinkedIn page or official site and watch qualified applications roll in organically. Sure, you may still use paid ads for key roles, but you’ll likely need less of that budget compared to companies with minimal brand equity in the employment market.

Improve Your Company’s Reputation

You already know how critical online reviews are for your product’s sales. The same holds true for recruiting. If a candidate Googles your company and sees negative or nonexistent information about your workplace culture, they might jump ship before you can even say “hello.” On the flip side, a glowing employer brand can serve as powerful social proof, allowing you to attract people who are eager to join a respected, forward-thinking organization.

Building a Successful Employer Brand

Now, let’s explore the practical side. Here’s a step-by-step guide to crafting an employer brand that resonates without draining your bank account in the process.

Audit Your Existing Employer Brand

Before you draft lengthy mission statements or shoot an expensive brand video, figure out where you stand. Here are a few ways to get a feel of your current employee brand:

• Current Employees: Send an anonymous survey or hold small group sessions to learn what they love (and hate) about working for you.
• Social Media Platforms: Check what people are saying about your brand, if anything.
• Review Sites: Look at your Glassdoor, Indeed, and LinkedIn pages for unfiltered opinions.

You might discover that employees love the flexible hours but hate the outdated tech tools. Or maybe they appreciate the camaraderie but want clearer career paths. This feedback is your foundation to build the brand.

Build on Your Employee Value Proposition (EVP)

Armed with your audit data, refine your EVP. Think of it as your brand’s promise:

“If you work here, here’s what you get.”

Focus on the unique qualities that make your startup or small business stand out. It could be a close-knit team environment, an opportunity to build something from the ground up, or even stock options that offer long-term rewards.

Set Goals

Goal-setting can be a bit tough when you don’t know what to shoot for. Here are some questions you can try asking yourself:

• Do I want to increase the number of high-quality applications?
• Am I trying to reduce turnover within the first year?
• Do I want to boost employee engagement scores?

Pick one or two key objectives and outline the steps to reach them. Aim for specificity. If your goal is to “improve employee retention,” define what success looks like. If that’s the goal, then reducing turnover from 15% to 10% by next year can be the right measure of success.

Select Relevant Metrics to Track

Like with any worthwhile effort, you need to know how to measure your employer’s branding performance. Here are some example metrics to use:

• Social Media Engagement: Track likes, comments, and shares related to employer-brand content.
• Applicant Quality: Measure how many of your applicants meet baseline requirements.
• Employee Reviews: Monitor your average star rating on Glassdoor.

Some argue that focusing too much on metrics like social media engagement can lead to vanity metrics: numbers that look good but don’t translate into real outcomes. I’d contend that while raw engagement can be superficial, it’s still a temperature check. Don’t just provide numbers; provide insights that clue you into how your brand is doing.

Choose Channels and Formats for Promotion

Where are your future employees hanging out? LinkedIn is a no-brainer for professional roles. However, if you need creative talent or younger staff, platforms like Instagram or even TikTok might be more relevant. Some companies even maintain Slack communities or Discord servers for specialized roles. There’s no one-size-fits-all solution; know which sites your prospective employees frequent and build your presence there.

Showcase Company Values and Vision

Even if you have the best, most attractive company values, it’s useless if nobody knows about it. Here are some suggestions on where to put your values:

• Pin a values statement on your website or careers page.
• Weave these values into your job postings.
• Share employee stories that highlight values in action.
• Use consistent language in internal communications so employees adopt these values from day one.

Use Employee Ambassadors

No one trusts a message that comes solely from the top. Encourage your employees to post on their personal social media accounts, discuss their day-to-day experiences, and even film short videos about life at your company. You can facilitate this by:

• Holding short workshops on personal branding to help them present themselves well online.
• Providing shareable graphics and templates that employees can customize.
• Publicly recognizing and rewarding employees who consistently champion the brand, whether it’s through incentives or other perks.

Fine-Tune Your Strategy

Regularly check in to see how your approach is working. Maybe you’ll realize TikTok videos get more engagement but yield fewer qualified applicants. Or you might find that a quick behind-the-scenes Instagram Reel about your office culture garners a ton of interest. Don’t be afraid to pivot or reallocate resources. Employer branding is an ongoing process, not a one-and-done project.

Maintain a Strong Online Presence

If your social media pages are tumbleweed towns, potential candidates will question whether your brand is relevant. They might even think your company might be fake.

Show up where people expect you. Update your job page frequently, respond to comments and mentions on social media, share news about milestones, and do what you need to do to show that your company is alive. Plus, you might get the algorithm on your side and have your posts be seen by more eyes.

Clearly Communicate Company Values

You can’t assume people will deduce your values just by looking at your product or logo. Spell them out. But remember, words alone won’t seal the deal. Actions that illustrate these values are even more crucial.

For instance, if “inclusivity” is one of your values, highlight your DEI (Diversity, Equity, and Inclusion) initiatives or the ways you’ve adapted roles for differently-abled employees.

Develop a Strong Employee Value Proposition

Employment is a two-way street. You want something from them; they want something from you. As I’ve said before, recruitment is like marketing, so prospective employees won’t bother applying for your open positions if your EVP is unclear or lackluster.

Craft a compelling EVP that outlines the benefits of working for you, and make sure these benefits actually exist. If you say you’re big on professional growth but never offer training, mentorship, or advancement opportunities, your EVP will ring hollow.

Celebrate and Showcase Employees

Nothing demonstrates a great workplace quite like hearing from actual employees who are thriving. This can involve:

• Employee Spotlights: Short video interviews or blog posts about their personal growth stories.
• Social Media Shout-Outs: A quick “congratulations” on LinkedIn for a team achievement.
• Internal Events: Low-key celebrations, workshops, or hackathons that employees can talk about with pride.

Employer Branding Challenges

No matter how golden your employer branding strategy looks on paper, obstacles can arise. Below are some common challenges you might face and how to address them.

Lack of Authenticity

A big, shiny promise in your job ads might look great at first. However, if your day-to-day reality doesn’t match that promise, you’ll burn bridges fast. Candidates who feel misled will leave poor reviews on Glassdoor, Indeed, or social media, which can undo months of branding work.

Always keep things real. Showcase genuine employee stories, and if you’re still ironing out internal kinks, acknowledge them. Sometimes, the best branding move is admitting you’re a work in progress but sincerely dedicated to improvement.

Aligning Brand With Company Goals and Values

It’s one thing to say you have a mission; it’s another to align your workplace practices around it. If your brand claims “we value innovation,” yet your company processes stifle creativity with unnecessary bureaucracy, you’ll lose credibility.

Make sure your internal operations match your external messaging. This might mean investing in more flexible work policies, encouraging free-form brainstorming, or setting aside budgets for professional development.

Encouraging Employee Advocacy

You want employees to share their positive experiences on social media and become brand ambassadors. But what if they don’t feel comfortable or they’re not motivated to do so?

Some debate whether you should incentivize employee advocacy, maybe through bonuses or recognition. Others argue that this makes their advocacy feel forced. I’d say a hybrid approach can work: cultivate a workplace people genuinely like, then give a gentle nudge in the form of easy-to-use templates, suggested hashtags, or highlight their posts in company-wide announcements.

Budget Constraints

For many startups, budgets can be as tight as the rush-hour train. When you’re just starting out, allocating funds for fancy employer branding campaigns may feel like an indulgence. The good news? Employer branding often costs more time and creativity than raw money.

Telling your story through social media, employee testimonials, and your career page can be done cost-effectively if you’re strategic about it.

Poorly-Defined Employer Branding Strategy

I can’t stress this enough: a scattershot approach to employer branding is like cooking without a recipe. You might get lucky, but likely, you’ll end up with something unpalatable. Define your goals, map out your tactics, and ensure everything aligns with your company values.

Lack of Transparency

If you’re vague about career growth, salaries, or internal processes, you create a trust deficit. People can sense a lack of openness. That’s a huge turn-off for modern employees who crave authenticity. Nothing gets an interviewee out the door faster than an interviewer who can’t (or won’t) answer simple questions about salary or career growth.

Don’t sugarcoat, but don’t overshare confidential info, either. Find a healthy balance that keeps applicants and current employees informed without overwhelming them.

Poor Online Presence

Picture it: a candidate hears a cool rumor about your company. They jump on LinkedIn or Instagram to check out your page—only to find it deserted. They might assume you’re either not in business anymore or not forward-thinking enough to bother with online engagement.

Your online presence isn’t just for job applicants. Potential partners or investors also look at your online presence, and leaving your pages deserted might make you miss so many lucrative opportunities. Keep your pages active; don’t let them become ghost towns.

Ignoring Employee Advocacy and Feedback

Your employees are your brand’s secret weapon. If they’re excited to talk about your company, their authenticity will shine through. Conversely, if they’re disgruntled but forced to say positive things, it’ll come off as scripted and fake. Provide them with avenues to give feedback (anonymously if needed) and actually act on that feedback when possible.

Conclusion

Employer branding isn’t just for big corporations with endless budgets. Bootstrapped startups and medium-sized companies alike can build a powerful brand that resonates with both current employees and future recruits. It’s about clearly defining who you are and what you stand for while communicating that message consistently. Communicating your brand isn’t just through words but through day-to-day actions.

Let’s go over what we’ve learned:

• Employer branding is important to attract employees because today’s job searchers are looking for more than just compensation.
• Serious employer branding efforts can lead to lower recruitment costs and better company reputation.
• A successful employer brand needs honesty, communicated through words and deeds.

When done right, employer branding can expand your talent pool, improve your reputation, and ultimately fuel your company’s success. On the flip side, a poorly executed or insincere employer brand can do more harm than good. Remember, authenticity and consistency are your true North Star here.

I’ll leave you with some food for thought: Have you had difficulties recruiting employees? What kind of employer branding efforts are you doing? If you’re not attracting as many employees as you need, it might be time to refine your branding approach.