Place yourself in the shoes of an employee for a minute. You have two job offers on the table–similar roles, perks, and salary. What would make you choose one company over the other? It often boils down to something more intangible: the company’s brand.
This is where employer branding comes into play, an element that can transform a company from a faceless entity into a desirable workplace. Today, we are going to dissect some of the best employer branding campaigns to inspire you to start paying attention to how your company’s brand is perceived.
What Is Employer Branding?
Think of employer branding as the process of making your company’s “storefront” as attractive as possible.
Just like retail stores attract their consumers with interactive displays, promotions, soft music, and good lighting, employer branding shows your prospective employees what it’s like to work with you.
This involves everything from the company’s mission, values, and culture, to the work environment and the unique benefits it offers. In short, it’s how a company markets what it’s like to work there. For what reason? To attract top talent and retain valuable employees.
Also Read: Transform Employer Branding for Hybrid & Remote Working Employees, Know-How?
Why Is It Important?
If you don’t market yourself, who will? A strong employer brand not only attracts top talent but also boosts engagement and retention. Think of it as creating a magnet for talent; when people feel good about where they work, they talk about it, fostering a positive reputation.
Moreover, in the age of social media, a company’s employer brand can quickly become part of its public identity. A solid employer brand can reduce hiring costs, as companies with a strong brand can attract more applicants without spending heavily on recruitment.
Finally, it’s always good to put your best self out there. People remember and recall you better.
Take Inspiration From These Brands
Google is the poster child of employer branding. Known for its innovative and open work culture, Google has created an environment where employees are encouraged to think creatively and take risks.
Mind you, the company’s perks are legendary—primary caregiver leaves, free canteen, swimming pools, self-development. While all of these are not available at all locations, its emphasis on wellbeing and professional growth makes it a dream company for many.
For instance, their Ask a Googler series showcases interviews from Google employees all over campus on their feelings about returning to in-person work. Thus offering a real, honest look into their work experience and culture.
Also Read: Google Analytics vs Adobe Analytics: Which One Is Better
Netflix
Another successful employer brand, Netflix, takes a distinctive approach with its updated “Culture Memo.”
Famous for its 2009 “Culture Deck,” Netflix’s updated memo, “Netflix Culture — The Best Work of Our Lives,” focuses on the following two things:
- Responsibility
- Good and bad process vs no process at all
You will be surprised to learn about the company’s vacation and expense policy. It states ‘Take Vacation’ and ‘Act in Netflix’s best interest.’ Can you believe that?
And their ‘Keeper Test’ is insane. It literally encourages managers to dismiss staff if their answer to the following question is ‘NO’: If X wanted to leave, would I fight to keep them?
While some employees have tried to take advantage of a free culture, Netflix’s emphasis on individual autonomy has created a very successful brand.
Here’s the Netflix Culture for you to breeze through: Netflix Jobs
Nike
Nike’s glimpse into Life @ Nike perfectly captures the brand’s characteristics: creative, ambitious, and authentic. From health to financial well-being, it takes care of each aspect for its employees to help them realize their fullest potential.
L’oreal
L’Oréal launched the “Are You IN?” campaign to celebrate 300,000 followers on LinkedIn. This creative initiative was designed to engage its community and push its reputation as a top employer.
Here’s what it included. The followers were encouraged to express an “IN word” and an “IN moment” that best describes them. Moreover, they were given the option of sharing these across Facebook, Twitter, and LinkedIn.
In doing so, L’Oréal activated a large online community while highlighting the attributes it values in potential candidates. This approach helped the brand keep itself at the forefront of jobseekers’ minds and allowed passionate followers to showcase their unique qualities and stand out in a competitive job market. WIN-WIN!
Conclusion
In the battle of top talents, positive employer branding can be the deciding factor. It can help you best differentiate yourself and plant you in the minds of your potential candidates. Plus, it is a chance for you to showcase your culture and values.
So, if you want to transform your company from a zombie to a Gen Z favorite, take a page from these brands and build an employer brand that stands out with the best employer branding agency, Impulse Digital.
Place yourself back in those shoes with the two job offers. Which company would you choose now? Chances are, it’s the one with the stronger employer brand.
