How To Develop An Employer Branding Strategy

how to develop employer branding strategy

Cisco Systems, Wegmans Food Markets, Rocket Companies, American Express, Apple, Google — what do all these companies have in common? They are all superstars. They break the mold and consistently bring in the dough. They are also, according to numerous online surveys, some of the best companies to work in. And there is a correlation between employee happiness and profit margins. Most companies have long ago uncovered that a happy employee translates to an efficient, highly dynamic employee — which ultimately is reflected on their margins. Not only that, but a company with a reputation as being a “cool employer” and a “great place to work in” has to beat back candidates with a stick. They get the pick of the litter when it comes to professionals willing to slave away in their offices. 

And it all starts with your employer’s branding strategy. In this article, we are going to talk about what that is and how to develop an employer branding strategy to maximize company culture. 

What Is An Employer Branding Strategy? 

Employer branding strategy refers to the process of developing and promoting a company's reputation as a top-notch employer to attract and retain top talent. This business culture strategy includes the development of a company's unique employee value proposition - EVP - and the use of various tactics to communicate it to potential and current employees. 

Successful employer branding strategies involve creating a compelling employer brand that resonates with the target audience. This brand should differentiate the company from its competitors and align with the organization's overall mission, values, and culture. For example, the smallest fringe benefit can have a lasting effect on an employee — making them appreciate their company and their work environment more. 

The following are some examples of successful employer branding strategies - some case studies: 


Google has a reputation for being one of the most attractive employers in the world. The company offers its Google-ites a unique work environment, including on-site amenities like free meals, gyms, and healthcare services. When someone gives birth or works remotely with a house full of kids, the big tech giant sends them a maid service twice a week to help out. Google’s employer branding strategy focuses on creating a culture of innovation, collaboration, and inclusivity. The company’s recruitment process is rigorous, and it uses various channels to engage with potential candidates, including social media, campus events, and job fairs. 


Zappos is an online shoe retailer that has gained a reputation for its exceptional customer service and employee-centric culture. The company’s employer branding strategy focuses on creating a fun, engaging, and supportive work environment. Zappos offers its employees a comprehensive benefits package, including tuition reimbursement, health insurance, and fitness programs. The company also encourages employees to participate in community service projects and offers regular opportunities for career growth and development. 

Southwest Airlines

Southwest Airlines is known for its unique corporate culture, which emphasizes teamwork, customer service, and a fun-loving attitude. The company’s employer branding strategy is laser-focused on promoting its values and mission to potential employees. Southwest Airlines uses various channels to communicate its unique culture, including social media, job fairs, and career events. The company also offers its employees a range of benefits, including travel perks, health insurance, and retirement plans. 

Steps To Develop An Employer Branding Strategy 

Developing a strong employer brand is crucial for any organization that wants to attract and retain top talent. An employer brand is the image, reputation, and values that an organization conveys to its employees, potential candidates, and the wider public. A well-crafted employer brand can help companies differentiate themselves in a competitive job market, and create a sense of purpose and identity that resonates with their workforce. 

Let’s explore practical steps that organizations can take to engineer and enhance their employer brand. From defining your company's unique value proposition to creating a compelling employee value proposition, we will provide actionable insights to help you build a stronger brand. 

Set Goals 

The first step in developing an employer branding strategy is to define the objectives you want to achieve. This may include attracting top talent, improving employee retention, increasing diversity and inclusion, or enhancing the company's reputation. 

Defining KPIs 

Once you have defined your goals, you need to establish Key Performance Indicators - KPIs - to measure the success of your employer branding strategy. These may include metrics such as employee engagement, retention rates, time-to-hire, and candidate quality. 

Defining The Employee Value Proposition 

A critical step - sometimes a pitfall most companies have to overcome - in developing an employer branding strategy is to define your company's employee value proposition - EVP. This should highlight what makes your company unique and attractive to potential candidates. Your EVP should address what you offer employees beyond just a paycheck, such as career growth opportunities, work-life balance, and a positive company culture. 

Create An Ideal Candidate 

Another step is to create an ideal candidate profile. This should include a detailed description of the type of candidate you want to attract, including their skills, experience, and values. This will help you tailor your employer branding messages to appeal to the right audience. 

Create A Good Onboarding Process 

For employer branding strategy a good onboarding process is a must. A positive onboarding experience can help new hires feel welcome, valued, and invested in their new role. This will also boost retention rates. 

Marketing Channels 

To effectively promote your employer brand, you need to identify the best marketing channels to reach your target audience. This may include social media, job boards, career fairs, employee referral programs, or targeted advertising. 

Investing In Team’s Development 

Investing in your team’s development shows that you care about their growth, and it can improve employee engagement and retention rates. This may include providing training programs, leadership development opportunities, and ongoing support and feedback. 

Tell The Company's Story 

A compelling brand story - a unique narrative - can make sure you differentiate your company and build a positive reputation. This should include your company's history, values, and mission. 

Build Diverse And Inclusive Teams 

Emphasizing diversity and inclusion in your employer branding strategy can help you attract a more diverse range of candidates and improve employee retention. This includes promoting a culture of respect, equity, and inclusion, offering employee resource groups, and implementing inclusive hiring practices. 

Measure Success 

Finally, it is essential to regularly measure the success of your employer's branding strategy. This will help you identify what is working and what needs improvement. Use your KPIs to track progress over time and make adjustments as needed. 

Benefits Of Implementing An Employer Branding Strategy 

There are several reasons why companies should implement an employer branding strategy. Here are some of the benefits most places reap from going ballistic on their Employer Branding Strategy: 

• One of the primary reasons for implementing an employer branding strategy is to attract and retain top talent. In today's competitive job market, companies need to differentiate themselves to draw in the best candidates. By building a strong employer brand, companies can create a positive reputation that brings high-quality talent to their doorstep. 

• A strong employer brand can also lead to increased employee engagement and productivity. When employees are proud to work for a company, they are more likely to be committed to the company’s mission and values. This can lead to higher levels of motivation, productivity, and job satisfaction. 

• An employer branding strategy can also supercharge a company’s reputation and credibility. A strong employer brand can increase customer loyalty and attract positive media attention. This can lead to increased business opportunities and a stronger overall reputation. 

• Building a strong employer brand can also reduce recruitment costs. By attracting a higher caliber of candidates, companies can slice in half the time and money spent on recruitment and training. 

• A strong employer brand can also help to enhance diversity and inclusion within a company. By promoting a culture that values diversity and inclusion, companies can attract a more diverse range of candidates and improve their overall workplace culture.

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