5 of March, 2025

Undoubtedly, employer branding is your best ally for recruiting and staff selection. There’s no better advertisement than what comes to us for free, especially when it emanates from within the company. It’s certain that in your company you work for employees to enjoy the best possible experience and become your ambassador, speaking well of the organization to their colleagues. Having good employer branding is fundamental for the success of any staff recruitment process, and you have various employer branding strategies that can be put into action.

Building company culture

Throughout the selection process, you must clarify the company values, it’s very important to work on company culture and employer branding jointly. In fact, the selection should be mindful of corporate values. Only this way we ensure to reinforce this corporate culture, to have workers that promote the values we believe in, those we want to build success upon. When there’s a strong company culture and it’s aligned with the company values, employees will tell their peers the benefits of working at the organization. Thus, they’ll become employer branding ambassadors.

Promoting employee feedback

Have you ever seen on a company’s website feedback from employees explaining how good it is to work there? This is an excellent employer branding strategy. You have to highlight employee comments, in the same way that companies highlight those of their customers. Don’t hesitate to ask them what they feel when working in the company, what makes them special, etc. One of the most effective marketing strategies is to use real people’s stories. They offer credibility and closeness, values that we shouldn’t let pass.

Highlighting company values

Beyond promoting your employees’ feedback, you must highlight company values in the job portal. Something as simple as recording a video where your employees appear highlighting how pleasant it is working in the organization is enough. Also, take advantage to highlight the facilities, such as the ease of their use -restaurant, break rooms, parking lots- or the accessibility to the workplace. It’ll assist us in presenting the company’s values and our objectives. Don’t forget to include some of the achievements made.

The differentiating factor

Do you know what’s the difference between your company and the competition? If not, you should know, and for that, it’s best to ask your employees about the advantages of working in the company. You shouldn’t omit the benefits and present them in future stages of the selection process, it’s something that we should be proud of. Once again, we’re talking about the values that surround us.

Employer branding on social networks

Another strategy that works is highlighting the brand as an employer on social networks. Why not use the networks to post employees’ opinions? Networks can be an ideal place to start the recruitment process, potential candidates spend time on them so take advantage of their potential. You can also use them to share content or information related to the day-to-day of the company, explaining what it’s like to work there. Show how great it is to work, the team building activities you organize, highlight the achievements, etc.

Employer branding: what do big brands do?

Beyond these employer branding strategies, we can look at what major brands do in this regard. We’ve all heard about how great it is to work in Silicon Valley, legends about the workday in standout companies. Let’s look at some examples of employer branding in these multinational companies:

Cisco and Snapchat: when Snapchat appeared, Cisco was searching for young talent. What did they do? They gathered the workers who used the app, gave them access to the corporate account, and asked them to publish content related to their daily lives. Without filter, highlighting the benefits it brought.

Google: it’s surely the first example of employer branding that comes to mind. To attract talent, they have initiatives like Google Code Jam, tests, puzzles, etc. Without forgetting that they broadcast through their networks and any channel the various benefits their employees enjoy.
Starbucks: a regular profile is the young person who works to pay for his/her studies. What did they do? They made an agreement with Arizona State University Online to cover the tuition fees of those workers who wanted to graduate. They also take advantage of candidates to do employer branding, for example, by responding in 10 days to applications and informing about the selection process in 24 hours.
Zappos and its ambassadors: Zappos claims to be a social benefit creation factory. At first, they were small benefits -parking spaces, customizing the desk- that became trips, courses, or including the employees in the blog. In the end, they ended up sharing their day-to-day on social networks.

How to apply employer branding strategies

The first step will be to define the strategy and the goal. Keep in mind that employer branding helps us attract workers, but it’s also key to retaining the best workers. Once you have a clear objective, you have to establish a diagnosis: know the current situation. To do this, it’s essential to listen to the workers we have. Tools like workplace climate surveys aid us in this.

Next, we move on to the design proposal, and we launch both internal and external actions. These strategies must involve the staff so that they become the organization’s best ambassadors. It’s also important that what’s promised is fulfilled. If not, we’ll lose credibility. Finally, you have to measure the impact of the employer branding strategies. Their follow-up and evaluation allow us to know what we’ve got right and what can be improved.

The Sesame HR’s human resource management software will help you implement all these strategies to improve the company’s productivity.

Professional with over 20 years of extensive experience in various areas of Human Resources (Recruitment, Training, Occupational Risk Prevention, and Personnel Management). Experience in the Management Department: Broad understanding of the company and HR.

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cristinamartin

HR Content Specialist

The best strategies for employer branding.