When job seekers compare companies to potential employers, they often take company culture into account. This focus on culture has led to the increasing significance of employer branding as a process of communicating the organization’s promise to potential employees. In this section, we look at employer branding examples from different companies to help you with your approach.

What Is Employer Branding?

Employer branding is defined as the external perception of an organization as a place of work. It speaks of the company’s image to job seekers and employees regarding values, culture, and benefits. While the EVP tells employees what they will get in return for their work, employer branding tells the world about it.

To this end, employer branding should be woven into all aspects of the organization’s communication, including career sites, social media feeds, etc. It is a great way to move people from job seekers to active candidates and increase employee participation.

Types of Employer Branding Content

Employer branding content can take various forms, including:

Social Media Posts: Other sites, such as LinkedIn, Instagram, and TikTok, allow users to share what it is like to work every day.

Video Content:  It includes interviews, events, and even the making of.

Employee Testimonials: Here, the stories come from the employees themselves.

Career Site Content: Understanding value systems, culture, and workplace.

Employee-Generated Content: Permits employees to spread the information about the organization on their own.

Talent Pool Emails: Engaging the potential candidates and notifying them regularly.

Employee Interviews: Providing more in-depth views on the everyday experience.

Great Employer Branding Examples

1. Electronic Arts (EA)

One good example of strong employer branding is Electronic Arts, which has associated its branding with inclusion and diversity. Their career site boldly states their mission: The company’s mission statement is to inspire the world to play. They also post employee experiences on the company’s YouTube channel and LinkedIn, presenting EA as an innovative and equal-opportunity employer.

2. Oatly

Swedish company Oatly knows this, so they have embraced storytelling in their branding. Its career site is unique to the brand’s, with good employer branding consistency. It is the use of TikTok as it promotes its values to the public to gain the attention of many people.

3. Marriott International

Marriott’s EVP is “Begin, Belong, Become,” which empowers employees to bring their best selves to work. They post content on social media and other platforms about inclusion, equity, and mental health. This consistency in communication and behavior makes Marriott an accurate and attractive employer.

4. Mollie

Mollie, a Dutch fintech company, emphasizes growth and purpose on its career page, stating, “Growth is our ethos.” The company uses videos and each employee’s photograph to build a strong and attractive employer brand that can be easily noticed in the highly competitive IT market.

5. Teach for America

Teach for America, an employer, uses Instagram to depict its mission and a day in the life of its employees. Its career site shows how candidates can make a difference, appealing to those interested in education equality.

6. Innocent

Innocent is a UK-based smoothie company that tries to use humor in its branding strategies. These are natural, entrepreneurial, responsible, commercial, and generous, and these can be seen from their website to their LinkedIn posts. It links consumer branding with employer branding with a consistent message.

7. Netflix

In its careers section, Netflix states, ‘ A great workplace has great people and problems.’ It focuses on employee experience on Instagram and has a WeAreNetflix podcast that presents the company as a creative team.

8. Tony’s Chocolonely

Tony’s Chocolonely has made the fight for fair trade essential to its branding identity. The same message is echoed on their career site and social media platforms, which draws the right talent with similar beliefs.

9. Brother International

Applying the new employer branding strategy, Brother International achieved significantly positive outcomes, such as a 140% increase in application completion. Their career site contains videos, personal stories from employees, and a chatbot, which makes it a great experience for the candidates.

10. PetSmart

PetSmart’s employer branding is based on its employees’ love for pets, the company’s key focus. PetSmart’s social media hashtag, #LifeAtPetSmart, focuses on sharing photos and stories submitted by employees and interactions with the animals in the store.

11. Eventbrite

As the event management platform, the company’s employer branding is shown in offering flexible working arrangements and being inclusive. Employees, commonly referred to as ‘Britelings,’ can select their preferred working mode in the organization, which supports the company’s goal of promoting a healthy work culture.

12. SmartRecruiters

SmartRecruiters has a career page that effectively reflects the company’s values and goals. They also depict the employees through their LinkedIn pages and company campaigns like #SmartianShutdown, where they tell employees stories to build their brand.

13. Chipotle

Chipotle is transparent and posts information about benefits and career advancement on the career section of its website. Its Instagram account, People of Chipotle, showcases employee milestones and promotions, thus emphasizing employee development.

Key Takeaways

These employer branding examples provide valuable lessons:

Consistency Matters: For the sake of credibility, ensure that what you are positioning as your employer brand is in line with your consumer brand.

Engage Through Multiple Channels: To address people of different ages, you can use social media, career sites, and employee testimonials.

Highlight Employee Experiences: Allow the employees to be heard and featured through testimonials and other customer-generated content.

Showcase Values: Help people understand what your organization is about to draw the right people to it.

Good employer branding is crucial in the current employment world, where many seekers compete for few jobs. Looking at these examples, you can develop a strong employer branding strategy that will appeal to candidates and employees. Find out more in our “Comprehensive Guide on Employer Branding Framework“