What are some employer brand examples?
Nowadays, candidates’ priorities in a new employer’s hiring process increasingly center on the company’s culture. Employer branding goes beyond just having an attractive employment page; it gives potential employees a taste of what it’s like to work for your organization. A powerful and consistent brand, whether on LinkedIn or through other media, attracts the attention of job seekers.
If you’re looking for examples of great employer branding and ideas for your own strategy, we’ve got thirteen of them here.
What does employer branding mean?
The public’s perception of your organization as an employer is known as your employer brand. It is the impression that your company gives to potential employees and clients. Anywhere people are looking for work, employer branding is there. Making a strong first impression is essential if you want to engage a job seeker who is currently inactive.
The relationship between the employer brand and the employee value proposition (EVP) is a key consideration. Your EVP, in a nutshell, is the guarantee you make to your workers in exchange for their dedication to your company. A company’s EVP is like its “why,” while your employer brand is like its “how” and “what.”
To sum up, your employer brand informs others, especially recruits, about the benefits your company offers, while your employee value proposition outlines those benefits for your current staff.
Your company brand and employee value proposition are more important than ever before in an applicant-centric hiring market.
In order to increase employee engagement and trust in you, it is important to live up to your employee value proposition (EVP) and fulfill the promises you have made to them. Plus, it may make your present staff members the greatest brand advocates for your company and generate fantastic examples of employer branding, such as the ones shown below.
Employer branding content types
If done correctly, your company’s employer brand will permeate every aspect of your operations. Media and content formats used in common employer branding content are numerous. Some examples of employer branding content are as follows:
- X, TikTok, LinkedIn articles, Instagram, or any other medium that aligns with your target audience can help integrate job seekers into your organization’s everyday operations.
- Video content: presenting the day-to-day operations, corporate gatherings, and interviews with top executives.
- Testimonials from current employees: Nobody knows your business better than your current employees in the work environment.
- Career site content: Having relevant details, such as corporate values and culture, on your site is essential when job seekers explore.
- Staff members can promote your company’s benefits through their own social media accounts, such as LinkedIn. This is known as employee-generated content. Your employer brand will grow organically in this way.
- Sending applicants targeted, engaging email content that highlights your company’s values and culture is a great way to build a talent pool.
- Contrasted with testimonials, staff interviews provide a more nuanced picture of a typical workday for a representative cross-section of the company. Making this material into a video works wonderfully.
How about we jump right into some top-notch examples of employer branding?
- Electronic Arts (EA)
The American video game developer Electronic Arts (EA) is well-known for its smash hits including Battlefield, The Sims, and FIFA.
Our thoughts on EA’s employer branding
Job-seekers can get a good sense of the culture and values of EA from their careers page.
Beginning with:
“We exist to inspire the world to play. We are a global team of creators, storytellers, technologists, experience originators, innovators and so much more. We believe amazing games and experiences start with teams as diverse as the players and communities we serve. If you’re ready to change the game, you’ve come to the right place.”
This page highlights EA’s dedication to diversity and inclusion, and it provides candidates with examples of their own work both inside and outside the company that demonstrates this commitment. Activities against racial inequality and celebrations of International Women’s Day and Juneteenth are among these. This is a clear demonstration of EA’s commitment to doing what they preach.
Furthermore, in order to control and set expectations among candidates, they outline their virtual hiring procedure. Featuring numerous graphics from EA’s games, the page’s style is likewise on-brand.
Sharing employee experiences also helps EA create their corporate brand. In addition to their InsideEA YouTube channel, they also feature employees from all over the globe on Linkedin.
- Oatly
Oatly, with headquarters in Sweden, is a food manufacturer that specializes in dairy substitutes.
The aspects of Oatly’s employer branding that we appreciate:
Oatly’s employer branding, which employs smart storytelling, serves as an illustration of a single, unified brand across all target groups. Their professional page perfectly mirrors their public persona: bold and innovative. A disclaimer reads, “ENTERING THIS SITE MAY LEAD TO A POSSIBLE CAREER WITH OATLY!” It goes on to elaborate on the topic of culture and values.
Oatly, in keeping with modern times, uses TikTok and other social media channels to create its employer brand. Their social media posts are entertaining, unique, and uniform across all platforms.
- Marriott International
With 30 well-known hotel brands in 131 different countries, Marriott International is a global powerhouse.
The aspects of Marriott’s workplace branding that we appreciate:
Three tenets support Marriott’s employee value proposition (EVP), which depicts a path through the company:
The phrase “Be you” sums up their spirit.
Through its many social media platforms, Marriott provides plenty of examples of how it fulfills its commitment.
One example is the abundance of material on LinkedIn, Instagram, YouTube, and Facebook concerning the company’s initiatives to promote diversity and inclusion and to assist and enhance the well-being of its colleagues. They employ many storytelling approaches and media.
When it comes to employer branding, Marriott is right up there with the best of them because it keeps its word.
- Mollie
One of Europe’s most rapidly expanding payment processors, Mollie is a scale-up based in the Netherlands.
The aspects of Mollie’s workplace branding that we appreciate:
Mollie’s “About” website does a great job of outlining the organization’s purpose, values, and principles:
“We are Mollie, a finance industry pioneer and one of Europe’s fastest-growing fintechs. We believe that every business has the right to grow, and that drives us to create products that simplify financial services – effortless payments, flexible financing, powerful integrations, and more.
Growth is our ethos. It’s rooted in our products, embedded in our culture, and powers our mission to become the world’s most loved financial service provider.
Our mission is more than just words. It inspires us to seek what’s best for our customers, partners, and people. Our commitment is to our customers’ growth, and we designed our easy-to-use payments solution and financial services to help any business succeed.”
When you apply for a job with this organization, you will quickly learn their values and the culture you can expect to work in. You can get a better idea by checking out Mollie’s careers page. To give candidates a creative and meaningful glimpse into the company’s identity, it begins with the words “Driven by love” in large, bold letters and links to video content that highlights one of their major values.
Mollie keeps the firm’s LinkedIn and Instagram accounts up-to-date with frequent posts about corporate culture, employee tales, and the hiring process.
The photos of the employees are another cool example. The company’s photographer created a custom filter to get their distinctive “Mollie look,” which they proudly showcase. Because of this, photos of Mollies really stand out on the web.
- Teach for America
Teach for America is a nonprofit organization that promotes the placement of qualified educators in schools serving marginalized communities. A large number of our nation’s brightest young minds will be enlisted, developed, and mobilized to build and deepen the campaign for educational justice and excellence, according to their vision.
Our impressions of Teach for America as an employer:
It is not surprising that many applicants share the organization’s beliefs, given that it is a mission-driven non-profit. But that doesn’t stop Teach for America from using social media as an employer branding tool.
In particular, they document the daily activities of Teach for America staff on Instagram. Another thing they do is share material that is related to their work and appeals to younger people.
Teach for America uses its career site to brag about the great things their selected applicants have accomplished.
We really admire Teach for America’s workplace branding because of their distinctive social media presence. Their message is direct, constant, and tailored to their audience’s needs. And a lot of it comes from employees themselves. Another excellent indicator that they provide what they promise is the vast number of proud employees they display.
- Innocent
The British firm Innocent has been making smoothies and juices for a long time.
The aspects of Innocent’s employer branding that we appreciate:
The five qualities that define Innocent are: natural, responsible, commercial, entrepreneurial, and generous. A large portion of their identity is based on their beliefs, as they themselves stated. As a constant reminder of how to conduct oneself in business, they have penned these principles and adhere to them wholeheartedly. Whether it’s a large meeting, a small meeting, or just a casual conversation around the coffee maker, they use them.
After that, some classic British humour: “They’re even plastered on the walls and hung in every bathroom. Have a read through and if you like them, maybe you can hang them up in your own loo.”
Innocent uses Linkedin, Facebook, and Instagram to promote their brand. The intriguing thing about Innocent is that their commercials reveal a lot about working there, demonstrating their ideals and shedding light on subjects like diversity, equity, and inclusion (DEI).
Innocent is one of our favorite cases of employer branding since their communication is consistently engaging, entertaining, and full of comedy.
- Netflix
Famous for its extensive library of critically acclaimed films, television series, documentaries, and more, Netflix has become a household name all over the globe.
How Netflix’s employer branding impresses us:
Being a multinational corporation, it’s reasonable to assume that nearly everyone is familiar with their name. Their employer brand, which can reach a large number of potential candidates, starts where their external commercial brand ends.
The branding is simple and easy to understand.
The homepage of Netflix’s careers page has the straightforward heading:
“A great workplace combines exceptional colleagues and hard problems.”
Their careers page goes into great detail from there. Following this is an extensive page detailing the company’s history, culture, and employee anecdotes. Instagram is only one of many social media channels used by Netflix to promote internal projects and staff success stories.
Additionally, Netflix has started hosting the WeAreNetflix Podcast that lets employees talk about their time working for the company.
- Tony’s Chocolonely
The Dutch firm Tony’s Chocolonely makes and sells fair trade chocolate.
The aspects of Tony’s workplace branding that we appreciate:
No opportunity is too small for Tony’s to spread the word about its purpose and principles. Their chocolate and its packaging are perfect examples. The fact that a Tony’s bar isn’t sliced into many equally sized pieces is a metaphor for how the chocolate industry’s revenues aren’t equitably dispersed.
Inside the paper wrapper of the chocolate, Tony’s Chocolonely lays forth their plans to achieve their vision of a world where only chocolate made without slave labor is available.
Due to his prominent business profile, Tony’s employer branding is consistent. Their LinkedIn and career site now have a global presence, and they attract individuals that share their enthusiasm because they focus on amplifying their goal.
- Brother International
The goods, services, and solutions offered by Brother International Corporation are ideal for home offices and businesses.
Why Brother International’s workplace branding is great:
The story of Brother International shows how important it is for companies to have strong brands. Brother International had some rather remarkable outcomes following their brand overhaul and website launch:
- Application completion rate surges by 140 percent
- A jump of 45 percent in overall page views
- A forty percent surge in the recruitment pool
- Returned job applicants increased by 15%
A 25% reduction in application time
Brother uses a combination of video, writing, and employee narratives on their career site to showcase their brand and the promise they make to potential workers. An automated chatbot is also available to candidates for any questions they may have.
All across LinkedIn, you can see movies that showcase the company’s principles and read personal accounts from employees.
The most impressive thing about Brother is how they have taken their already fantastic culture and made it even better for prospective employees. Brother exemplifies the value of employer branding through the use of visuals, stories, and films.
- PetSmart
In North America, PetSmart stands out as the go-to spot for all things related to pets.
Why PetSmart’s employer branding is great:
Everyone who works at PetSmart loves pets. That’s the clear message on their careers site homepage. This shared love of animals is the glue that holds the organizational culture together.
The company’s commitment to its employees is laid out in their careers site with numerous resources that highlight its values, such as Associate Resource Groups and the importance of belonging and inclusiveness. The site features a variety of media, including written articles, images, and videos.
For the purpose of employer branding, PetSmart makes use of a number of social media sites, including Instagram and Facebook. Using the hashtag #LifeAtPetSmart, they primarily aim to showcase employee stories and interactions with animals.
An ex-manager of employment brand at PetSmart named Dani Kaufman claims that the company’s #LifeAtPetSmart was an excellent vehicle for employee-generated content and a unifying force for the whole workforce.
Photos and phrases from PetSmart’s website and other social media accounts do a wonderful job of expressing the company’s devotion to pets and, of course, its customers.
- Eventbrite
Anyone can create, share, discover, and attend events on Eventbrite, a worldwide self-service ticketing platform for live experiences.
Our thoughts on Eventbrite’s approach to employer branding:
The dedication to narrative and consistency in showing care for employees makes Eventbrite stand out as an employer branding example.
Eventbrite does an excellent job of demonstrating to its Briteling employees that it values their opinions and feedback and to prospective employees that it is a leader in the field of modern workforce innovation.
Employees, who are known as Britelings, have voiced a need for greater autonomy, choice, and adaptability at work. Because of this, Eventbrite has changed its approach to the workplace so that workers can choose the environment in which they are most productive:
Put in three to four days a week at an Eventbrite command center.
Working from home some days and going into the office a couple of times a week.
Completely remote.
Through this endeavor, Eventbrite has demonstrated that its workplace branding aligns with its EVP:
“We are building a company that reflects the diversity we see in society and – wholeheartedly – believe that a flexible working environment plays a vital role in that. Our goal is to create more opportunities for Britelings to have access to a career in tech – no matter where they live. Learn more about our commitments to diversity, equity and inclusion here.”
In addition to their career profile, Eventbrite’s LinkedIn showcases the company culture and even recognizes and rewards employees for their achievements.
- SmartRecruiters
San Francisco is home to SmartRecruiters, an application monitoring system.
Reasons why SmartRecruiters’ workplace branding is great:
In their detailed careers page, SmartRecruiters explains their principles, goals, and hiring procedure in plain English. They combine photographs and videos with employee anecdotes in addition to easy-to-read text. This helps highlight the intersection of their branding and EVP.
They are consistent in sharing tales on LinkedIn that reflect their beliefs. They also have staff that act as brand ambassadors by posting content about the company. Naturally, SmartRecruiters’ employer branding is excellent, given that the company is a software specialist in recruitment.
- Chipotle
Chipotle Mexican Grill is a rapidly growing restaurant company based in California that is always looking to add additional locations and employees.
The aspects of Chipotle’s employer branding that we appreciate:
Chipotle prioritizes employee benefits, advancement opportunities, and inclusivity when it comes to employer branding.
Case in point: the restaurant chain’s employer branding strategy that successfully meets the EVP. Their reliability proves that they truly deliver on their promises.
For instance, the People of Chipotle Instagram feed is a great place for Chipotle to celebrate team accomplishments and post news about employees’ advancements. This is not just lip service; internal promotions have produced general managers accounting for over 70% of the company’s current leadership.
The careers page is a key component of Chipotle’s employer branding strategy because it openly discusses the company’s principles, compensation, and benefits.
When it comes to perks, the company has made some improvements to their parental leave program, included mental health programs in their benefits, and offers plenty of chances for employees to grow professionally.
Main points to remember
Use these thirteen successful employer brands as a guide for your own:
- Mix where, how, and what you tell prospects. Imagine a combination of moving images, still images, text, and anecdotes.
- Reach out to your applicants where they are. Teach for America relies heavily on Instagram and TikTok to reach their target demographic, which includes a large number of young individuals applying.
- Staying consistent is essential. If your employer brand is consistent, not only will candidates have more faith in your company, but it will also be easier for them to identify your material as coming from your brand.
- Prospective employees consider a company’s culture to be nearly as important as the perks it offers. In order to stay ahead of the competition and attract top talent, your company needs to work on its employer brand.
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