Employer Brand Toolkit

Conduct an employer brand audit.

You need to be fully aware of the reputation your company has out in the employer marketplace and also with your own employees. There are a number of different sites that job seekers turn to to get vital information with respect to a company’s employer brand so make sure you monitor these sites. Always collect data from exit interviews, hiring feedback and internal surveys and conduct social media searches to gather as many data points as you can that speak to your employer brand. Ultimately, the insights from your research should reveal your company culture both good and bad so that you can focus on promotion as well as remediation with the goal of achieving a strong employer brand.

Employer value proposition.

Once you've done your research and cultivated a list of values and benefits your company offers, you'll want to create an employer value proposition. An employer value proposition is a marketing message and a promise, so you shouldn't say anything that isn't true or that your employees wouldn't agree with. You might use your employer value proposition on your website, recruitment materials, or LinkedIn company page. Additionally, your employer value proposition is something your recruiters and HR team can discuss with potential candidates. Your employer value proposition should have nothing to do with compensation. Instead, you want to evoke passion in potential candidates by expressing your company's positive impact on the world or its deeper purpose. People want to feel their work is meaningful, often even at the expense of a bigger paycheck. Sample: "Help right the future. Be yourself, make an impact. Join a team that inspires you to explore your passions, where your ideas and skills are nurtured and sharpened. Innovate with leading-edge technologies and thought leaders on some of the coolest projects you can imagine. And get the support you need to keep growing so you stay at the top of your game while making a difference."

Use employees as employer brand ambassadors

Job seekers don’t always specifically call out your employer brand as an important factor when considering a switch but they’ll jump at the opportunity to hear from your employees. Create and share employee interviews or testimonials on your website and get your employees involved by asking them to post on their social media accounts with interesting events, news or anything that puts your culture on full display. This makes every employee a potential brand ambassadors that participate in creating and promoting your genuine employer brand.

Cultivate a strong onboarding process

Onboarding is the second experience a new hire goes through but it’s the first real experience they’ll have as part of the team. A negative impression here can have really big consequences. In fact, people who have a negative onboarding experience are twice as likely to leave for something else. A great onboarding process is critical to a strong employer brand. This is the moment to get them excited about their about their new role and it’s the time to get them engaged and tooled with all the information they need to hit the ground running. It is the simple task of making sure they have the instructions and tools necessary to navigate the organization and to excel in their roles.

Offer learning and development opportunities

Allow your employees to pursue learning opportunities and become proficient in new skills but most importantly, make this part of their performance plans and their job goals. Job performance isn’t just about doing and achieving; it’s ensuring development and growth while executing and delivering. Employees will often leave a company in search of new challenges, more training, and better development opportunities. By encouraging learning, training and other professional development activities, you’re demonstrating your commitment to self-improvement at the organizational and individual level and your commitment to improving the team.

Use video, blog posts, photos, and slideshows to tell your company story

Let your company's personality shine through. Multi-channel marketing isn’t just for products and services. Use video, audio, photos, email, blogs and other public domain content and forms of communication to put your employer brand on full display. Offer your target audience a choice of channel and content to receive from you and use other mediums like video or audio to tell your story. Always ensure your media is high quality and can be viewed easily on whatever form-factor your audience chooses.

Create a strong diversity and inclusion initiative.

A strong employer brand has a diverse and inclusive team at the heart of it. Display your commitment to building inclusive teams and an inclusive environment where diversity of people, ideas, skills and experiences is allowed to flourish. This is a not a once-and-done initiative and should be instilled into all facets of your business, from formal D&I hiring practices to training on how to create inclusive cultures.

Company mission & values

There are many ways to define or approach your company mission but the purpose and intent is the same in all cases. It’s the driving objective for the company and among other things, is meant to align your organization’s employees to a clear, primary purpose. This is the first thing you need prospective employees to know about you and what you’re trying to do. Before a candidate knows that the job is right for them, they need to know if the company is right for them. They need to know if the mission and values of the company align to their own.

Who makes up our company? (the people)

These are not just the names and credentials of your people. This is the opportunity to put your tea on display. Shine a light on their true authentic selves and give prospected employees a sense of who you really are.

What are the perks and benefits

What’s our workspace like?

How do employees develop their careers at our company?

Why we love working here


External career pages to give you ideas.

Airbnb They share a clear mission statement that inspires. It explicitly defines the type of employees they're seeking, while also intriguing great applicants with quotes from regular fireside chats with well-known innovators. Dubsmash They brought the working from home vibe / personality of their employees to life. They layout the basics that every candidate wants to know like their values and key bennfts. Pinterest They efine the 4 core values of the organization. Quotes by current employees are segmented by role, to better speak to the motivators of each type of worker. Zenefits The career page tells the story of the company's growth. It also shares the answers of several employees when asked. Squarespace Their career page gives a look inside office life, benefits and employee activities. Critical Mass
Its careers site is clean, creating an experience that intrigues and lures in its target design-focused demographic.

Reflect your brand in your recruiting process

Recruiting is the first experience a potential employee goes through when they are introduced to your company. This experience goes a long way in kicking of your relationship with the candidate. Contrary to what many believe, this is when that first impression that counts is made. The right candidate will want clear expectations throughout the process and will want the opportunity to really learn about the companies missions, values and culture. The preferred approach would be to have all this lined up and on display beforehand but we’ll talk about that in Proactively Promoting Your Culture. Your recruiting process needs to be clear, informed and needs to keep candidates in the loop and updated on their progress through the process. The more they feel like their dealing with real people than a process or organization the better. Candidates need to finish this experience feeling valued and appreciated, even if there isn’t a fit and you don’t end up hiring them.