Employer branding is a term that refers to the way an organisation markets itself as an employer. It encompasses everything, from the way a company presents itself on its website and social media channels to the way it treats its employees. Employer branding is becoming increasingly important in today’s job market. In fact, candidates are now highly likely to research a company’s employer brand before applying for a job, meaning the company’s employer brand can play a significant role in attracting top talent.
The good news is that there are a number of ways to build and maintain a strong employer brand. We’ll explore some of the best employer branding examples and what makes them so effective, so you can get inspired and start improving your employer brand today.
Characteristics of successful employer brands
Several characteristics make up a strong employer brand. Here are some of the most important:
- A clear and compelling identity: A strong employer brand needs to have a clear and differentiated identity. This means having a well-defined mission, values, culture, and communicating these effectively to candidates.
- A strong employer value proposition: A company’s employer value proposition (EVP) is the set of reasons why someone would want to work there. It encompasses everything from salary and benefits to development opportunities and company culture. A strong EVP will attract candidates and help a company stand out from its competitors.
- A positive employee experience: A positive employee experience is critical to maintaining a strong employer brand. This means creating an environment where employees feel valued, engaged and supported. It also involves providing employees with the resources and opportunities they need to do their best work. This can also often result in employee advocacy, which is when employees voluntarily promote their employer’s brand to their network.
- A commitment to diversity and inclusion: Diversity and inclusion are becoming increasingly important in the workplace. Candidates are now looking for employers who are committed to creating a diverse and inclusive workplace. This means valuing employees of all backgrounds and providing them with equal opportunities for career growth.
- A focus on continuous improvement: A strong employer brand is always evolving. This means regularly assessing the company’s employer brand and making changes where necessary to ensure it remains relevant and attractive to candidates. Identifying areas for improvement and implementing changes can help to ensure a company’s employer brand remains strong over time.
These are just some of the characteristics that make up a strong employer brand. If you want to improve your own and enjoy all the benefits of employer branding, start by focusing on these key areas. You can also get inspired by some of the best employer brands in the world, and learn from the best.
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Top 14 Employer Branding Examples and What Makes them Awesome
Here are some examples of the best employer branding in the world, along with what makes them so great at attracting and retaining top talent:
- Salesforce: Salesforce is a global leader in CRM software and has been consistently named one of the world’s best places to work. Salesforce has a strong focus on employee engagement and retention, and offers a number of perks and benefits to its employees. These perks include unlimited vacation and backup childcare programs.
- Zappos: This online retailer is known for its incredible customer service and company culture. It uses social media platforms like Twitter and Instagram to show off its fun and unique company culture. For example, the company often posts employee photos and videos of company events and behind-the-scenes looks at its warehouse and operations.
- PWC: This professional services firm has an excellent career advisor webpage that helps job seekers learn more about the company and its culture. The page includes articles and infographics on topics such as career progression and personal development. The emphasis on career development shows that PwC values its employees and wants to help them grow in their careers - making it an attractive employer brand for top talent.
- Hulu: Hulu uses social media to tell its company’s story and give employees recognition. For example, the company has posted videos featuring employees talking about their experiences working there. Hulu also posts photos and updates of employee events and activities - such as the Hulu holiday party.
- Amazon: The company’s YouTube channel includes videos featuring employees talking about topics such as working at Amazon warehouses and employment benefits. The videos help potential employees learn more about Amazon’s culture and what it’s like to work for the company. This creates a level of transparency that debunks the negative myths that surround the world of working in a fast-paced warehouse environment. Learn more by reading this Amazon case study.
- Google: Google is known for its incredible workplace perks such as free food and on-site childcare. The “Life at Google” Youtube channel has nearly 600k followers and turns Google employees into their storytellers to show off what the company is like from the inside. The channel includes videos on topics such as diversity and inclusion, Googlers’ favourite perks, and tips for new hires.
- Netflix: Netflix frequently makes unscripted films in which employees discuss elements of the company’s employer brand. For example, the company has produced the “Netflix Culture Explained.” series, where each video features employees talking about different aspects of the company culture that people ask about the most.
- FedEx: The company has an employer brand page on its website (called “Working at FedEx” includes videos and articles on topics such as benefits, employee development, and company culture. The page is designed to help potential employees learn more about what it’s like to work for FedEx, and is backed by employee-generated videos for maximum impact.
- John Lewis: John Lewis employees are partners with shares in the company. This defines the company’s culture and how they treat their staff. From their profit-sharing scheme to childcare vouchers, John Lewis goes above and beyond to ensure their employees are well looked after.
- Greggs: By focusing on employee well-being as a core employer brand value, Greggs shows that it cares about its employees and wants to help them stay physically and mentally healthy. The Greggs foundation is also a key part of its employer brand, as it demonstrates the company’s commitment to giving back to the community. These can resonate with potential employees who are looking for a company that cares about more than just profits.
- Monzo: Monzo’s employer brand focuses on remote, flexible working - which is attractive to many job seekers in today’s market. The company’s career page is full of employee photos showing instances of when employees have met up and taken part in fun activities together. This shows a culture of togetherness and fun, human touch that can be difficult for companies to achieve in a world of remote work practices.
- Innocent: Innocent is a company that is known for its values-based approach to business. The company’s careers page features testimonials from employees talking about how the company’s values have impacted their work lives. Video content from the company’s recruitment teams also showcases the company’s focus on attracting diverse talent.
- L’Oréal: The company uses employee-generated video and platforms like TikTok to put employees out there as their advocates. The videos feature a mix of content - from funny clips that show the lighter side of working at L’Oréal, to more serious messages about inclusivity and diversity. This transparency about the company culture helps potential employees understand what it would be like to work for L’Oréal, and makes the company more attractive as an employer.
- Spotify: In 2021, Spotify adopted a “Work From Anywhere” policy that allowed workers to decide where they work and how often they work from the office. This was a direct response to the pandemic, but it’s also an example of how Spotify is willing to be flexible in order to attract and retain top talent. This proved to be highly successful, as the company increased its staff retention levels despite the great resignation movement, and also increased its diverse representation.
Netflix, FedEx, Google, John Lewis, Greggs, Monzo, Innocent, L’Oréal and Spotify are all great examples of companies who have nailed their employer brands. They understand that in order to attract the best talent, they need to focus on more than just offering good salaries and benefits. By creating employee-generated videos for employer branding, they can showcase their company culture and values and are able to connect with potential employees on a deeper level. This helps them stand out from the competition as an employer of choice. As a result of having their employees at the forefront of their employer branding campaigns, they are able to show potential recruits that they are more than just a faceless corporation. Learn more about developing an employee value proposition that attracts top talent by reading our guide to developing an employer branding strategy.
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