Growth
Mastering Employer Branding: Building a Magnetic Identity to Attract Top Talent
Written by
Lineke Kruisinga
Published on
December 12, 2024
Written by
Published on
Employer branding isn’t just for big companies—it’s essential for startups and scale-ups too. For startups especially, where every hire plays a key role in growth, a strong employer brand is critical to stand out and attract the right talent. It’s about showing what makes your company unique and why people should want to work with you.
In this article, we’ll break down employer branding, why it matters, and how to get started. From defining your Employee Value Proposition (EVP)—the core benefits and values you offer—to exploring trends and practical tips, we’ve got you covered.
Employer branding is all about shaping how your company is perceived as a workplace—by both potential hires and your current team. It’s how you build a reputation as an organization people aspire to join, often referred to as being an "employer of choice." A strong employer brand isn’t just a nice-to-have; it’s a must for attracting top talent and keeping your best people on board.
What Is an Employer Brand?
Your employer brand is your company's identity as an employer. It’s how job seekers and employees truly view you—not just the image you try to project. Even though it’s intangible, your employer brand carries real weight. The kicker? You have one whether you’re actively shaping it or not, so giving it the attention it deserves is non-negotiable.
Why Employer Branding is Important
The importance of employer branding lies in its ability to attract top-tier talent, enhance employee engagement, and reduce turnover rates. In fact, organizations with a strong employer branding framework report higher retention rates and improved overall performance. For startups, this can be a game-changer, helping small teams punch above their weight in the talent marketplace.
➡️ The Power of Employer Branding in a Competitive Job Market
This is especially true for startups, where every hire and every impression can shape the future of the company. Here’s why crafting and maintaining a strong employer brand is crucial:
Boost Retention and Reduce Turnover
Your employer brand influences more than hiring—it shapes your team’s loyalty. Employees who feel connected to your organization’s mission and values are more likely to stay, reducing costly turnover.
A Glassdoor study revealed that 69% of employees prioritize working for a company they’re proud to represent, and 86% would avoid businesses with a poor reputation. A strong employer brand keeps your current team engaged and ensures you’re a magnet for top talent.
Attract More Qualified Applicants
Your employer brand speaks volumes to job seekers. By highlighting your company culture, values, and benefits, you naturally draw candidates who align with your vision—without blowing your recruitment budget.
In fact, 86% of job seekers read company reviews before applying, and 95% say an employer’s reputation is a deciding factor in their application process. A well-crafted employer branding strategy ensures you’re not just another job listing but an opportunity candidates don’t want to miss.
For startups, employer branding can be the difference between building a strong, motivated team or struggling to compete with established companies. Startups often face unique challenges: smaller budgets, less brand recognition, and the need to hire fast without compromising on quality. Here’s why employer branding matters so much in this context:
A strong employer brand reduces both time-to-fill and cost-per-hire. When candidates are already excited to work for you, the hiring process speeds up, saving your team resources and money. Research shows businesses with strong brands can slash cost-per-hire by up to 50%.
Plus, while competitive salaries are essential, a compelling brand gives candidates reasons to join beyond the paycheck—think culture, growth opportunities, and purpose-driven work.
Your team is your greatest asset. Companies with a strong employer brand attract high-performing talent faster, driving growth. LinkedIn data confirms this: organizations with strong Talent Brand Index scores grow 20% faster than their peers. The takeaway? The better your employer brand, the better your chances of scaling efficiently.
A visible and authentic employer branding strategy helps showcase your company’s values, vision, and commitment to inclusion. When you consistently share your story across platforms—your website, social media, and beyond—you naturally appeal to a broader, more diverse talent pool, enriching your workplace culture.
Employer branding doesn’t just impact candidates—it influences customers too. A CareerArc study found that 64% of consumers stopped buying from brands known to treat employees poorly. A positive recruitment experience and workplace reputation enhance your brand’s public image, turning candidates into loyal customers—even if they don’t land the job.
Creating a compelling employer branding strategy requires thoughtful planning and execution. Here’s a step-by-step employer branding process:
You can’t shape perceptions if you don’t know where you stand. Start with an honest employer brand audit.
Next, talk to your audience. Gather insights from employees and candidates to understand their true perceptions of your company. This feedback will reveal gaps between how you want to be seen and how you’re actually viewed.
Your EVP employer branding is the foundation of your strategy. It communicates why employees should choose your company over competitors. To craft a strong EVP:
Learn all about EVP here:
Employee Value Proposition: How Your EVP Attracts and Keeps Top Talent
Your careers page is often the first stop for job seekers — make it count. Use engaging visuals, real employee testimonials, and a clear message about your values and culture. Let candidates see themselves thriving in your organization.
Create a dynamic employer branding campaign using diverse platforms like LinkedIn, Glassdoor, and Instagram. Integrate video content, blog posts, and interactive sessions to build a more engaging narrative.
Your team is your biggest branding asset. Encourage employees to share their authentic experiences through testimonials, social posts, or advocacy programs. When employees speak highly of your company, it carries more weight than anything you say.
Engaged employees are your best brand ambassadors. Incorporating employer branding training and engagement initiatives ensures that employees embody your brand’s values. Strategies include:
Startups, in particular, can benefit from fostering engagement through initiatives like equity sharing, as explored in Why Shares for Employees Increases Employee Retention.
1. Kickstart Brand Engagement During Onboarding
Your team’s connection to your brand begins on day one. Use the onboarding period to introduce new hires to your mission, vision, and values. Practical steps like sharing your brand’s visual assets—logos, fonts, and color palettes—help them integrate these elements into their work early on.
How to do it:
Make onboarding a brand experience. Run sessions dedicated to exploring the business values and even break the ice by asking new hires about their favorite brands. It sparks discussions about what makes brands memorable, creating an easy segue into understanding the brands purpose.
2. Involve Your Team in Shaping the Brand
Ownership builds engagement. Make it easy for employees to share feedback or contribute ideas about your brand. Whether through a Slack channel, suggestion box, or dedicated meetings, encouraging collaboration ensures your brand feels authentic and evolves with shared input.
How to do it:
Make it a company-wide effort; team surveys, customer-facing insights, and cross-department discussions play a key role. This ensures the brand reflects everyone’s voice and becomes a true representation of the company’s values.
3. Show How Everyone Contributes to the Brand
“Brand” isn’t just a marketing concept—it’s how your company is experienced at every touchpoint. Train employees to understand how their roles shape perceptions, from sales reps making first impressions to customer support reflecting brand values.
How to do it:
Encourage employees to share expertise—on social media, podcasts, or at events—strengthening both personal and company brands. Resources like brand guidelines and templates make it simple for everyone to present their ideas while staying on-brand.
4. Make Brand Resources Accessible to Everyone
Nothing kills engagement faster than gatekeeping. Store your brand assets—guidelines, templates, and ready-made visuals—in a centralized, easily accessible platform. This empowers everyone to use and share brand materials confidently.
How to do it:
With a Brand Platform, anyone on your team can find what they need, from logos to presentation templates. Editable designs ensure employees can customize materials while staying consistent with your brand identity.
5. Foster Personal Connections to the Brand
When employees feel emotionally connected to your brand, it shows in their work. Reinforce your values through everyday actions, from celebrating team wins to aligning decisions with those values.
How to do it:
If you have a global team it is important to keep them connected. This isn’t just about bonding; it’s about living out values of participation. Employees will feel aligned and energized about the brand.
6. Keep Your Brand Visible Daily
Remote or in-office, your brand should be present in small, meaningful ways. Swag, custom Slack emojis, and branded office decor keep your brand top of mind, helping employees feel connected every day.
How to do it:
Give new hires a welcome box packed with branded goodies on day one. Add your brand colors and patterns as part of the decor at the office.
Big budgets, glossy campaigns, and celebrity endorsements might seem out of reach. But here’s the secret: your greatest branding asset isn’t a pricey ad campaign—it’s your team. Yes, those same people grinding away in the office (or on Slack) can become your startup's most authentic and effective ambassadors. The best part? It doesn’t have to break the bank.
So how do you turn your team into walking, talking advocates for your brand?
Think about it: would you trust a flashy Instagram ad or an enthusiastic recommendation from someone who actually works at the company? Studies show that employee-generated content gets 10x more engagement than posts shared from a company account. Authenticity wins every time.
By empowering your employees to share their experiences, you’re not just building trust—you’re showcasing your company culture, values, and vibe in a way no marketing campaign ever could. Prospective hires, partners, and even investors are paying attention to what your team says about you.
Investing in employee advocacy is a win-win. Here’s what you can gain:
If you’re a startup, remember that employer branding doesn’t have to be perfect. It just has to feel real. Here’s a few low-cost ways to get started:
A strong employer brand can set your startup apart in the competitive talent market. To create an impactful strategy, you’ll need tools that align with your goals and budget. Here’s a breakdown of essential employer branding tools tailored for startups:
Great employer branding doesn’t have to blow your budget. Here are some free tools you could use:
Virtual events such as webinars and virtual meetups are powerful tools to engage potential hires and amplify your employer branding. These events provide a platform to showcase your company culture, share your vision, and allow candidates to experience the energy and values of your team.
Organizing a brand event isn’t just about ticking boxes; it’s about creating an experience that resonates. Here’s how to do it right:
What’s your event’s purpose? Are you launching a product, building buzz, or driving leads? Get clear on this first. Then, zero in on your audience. What excites them? What do they need? Answering these questions helps you craft an event that speaks to them and delivers value.
A strong theme ties everything together, making your event stand out and align with your brand identity. Whether it’s product-focused or industry-relevant, it should intrigue your audience. Once settled, find a venue that complements the theme and fits your audience—think size, vibe, accessibility, and overall guest experience.
Get the word out. Use social media, email campaigns, and your website to build anticipation. Pair that with offline efforts like flyers or posters if relevant. Keep your messaging clear: what’s in it for your audience? End with a strong call-to-action—whether it’s RSVP’ing, registering, or snagging a ticket.
Your agenda is the backbone of your event. Balance informative content with engaging entertainment and networking opportunities. Highlight your brand and products in creative ways that spark interest. And don’t forget to include moments of delight—whether it’s a surprise guest, giveaways, or interactive experiences.
On the big day, execution is everything. Have a capable team to handle every detail, from registration to last-minute snags. After the event, thank your guests, gather their feedback, and keep the momentum going with follow-up communication. Finally, measure your event’s success—did it meet your goals?
Why should branded merchandise matter to your business? Let's explore how an effective strategy can elevate your brand and drive value for companies of all sizes.
Branded merchandise is more than a logo on a T-shirt; it’s a tangible extension of your brand’s essence. These items represent your values, lifestyle, and mission in a form customers and employees can interact with daily.
When someone wears a branded hoodie or uses a customized notebook, they’re not just showcasing a product — they’re advocating for your brand. This visibility reinforces your identity in the minds of others, turning simple items into powerful communication tools.
Branded merchandise offers consistent exposure without the intrusive nature of traditional ads. A well-designed tote bag or reusable bottle is not only practical but keeps your brand in sight for weeks, months, or even years.
By investing in high-quality, functional items, your brand stays relevant and top-of-mind — proving that small gestures can yield significant marketing ROI.
Internally, branded items foster a sense of belonging. From office mugs to team T-shirts, these products unite employees under a shared identity, creating a stronger corporate culture.
Employees wearing or using branded gear often feel a deeper connection to the company’s mission. Proud, engaged employees naturally become advocates outside the workplace, amplifying your brand’s reach in unexpected ways.
Branded merchandise can also strengthen external relationships. Thoughtful giveaways — whether at events or as thank-you gifts — make recipients feel valued. This creates positive associations with your brand, sparking loyalty and encouraging further engagement.
Moreover, the psychology of reciprocity plays a key role: when you give something of value, people are more inclined to respond with interest, action, or even long-term collaboration.
Virtual team events like online escape rooms, quizzes, or cooking workshops can help strengthen team dynamics while showcasing your workplace culture to potential hires. Inviting candidates to participate in these events allows them to get a real sense of your organization’s atmosphere and the collaborative spirit of your team.
Video content is an effective medium for communicating your employer branding. Share employee testimonials, virtual office tours, or behind-the-scenes glimpses of exciting projects. Videos humanize your brand and give candidates a more authentic understanding of what it’s like to work for your company, helping them visualize themselves as part of your team.
Beyond just storytelling, they build trust and engagement. Shared on platforms like social media, career pages, or job boards, they attract talent by showing what sets the company apart. Plus, they’re a great fit for employee advocacy initiatives, creating a ripple effect of credibility both inside and outside the organization.
A great example of innovative employer branding is Henchman’s "Henchweek." Throughout the week, Henchman (one of our portfolio companies) leveraged their LinkedIn platform to showcase their team culture and activities. They shared engaging videos and photos that highlighted their workplace dynamics, fun events, and collaborative environment. This initiative provided potential hires with an inside look into the professional and social aspects of working at Henchman, creating a compelling and authentic employer brand story.
Tools like Slack and Notion go beyond keeping things organized—they play a big role in shaping how a team connects and collaborates. At Pitchdrive, Slack isn’t just a messaging platform; it’s where the team comes together to celebrate wins, brainstorm ideas, and keep everyone on the same page. It’s part of what makes working here feel dynamic and supportive.
These tools also make onboarding seamless. New hires can quickly access resources on Notion or join Slack channels to connect with their team, setting the tone for an inclusive and efficient work environment.
When used well, internal communication tools show the outside world what your company is all about. They reflect transparency, trust, and collaboration—values that resonate with candidates and strengthen your employer brand.
Continuous improvement is key to maintaining a robust employer brand. Here’s how to improve employer branding:
An impactful employer branding strategy is the cornerstone of attracting and retaining talent in today’s competitive market. By leveraging a strong EVP employer branding, embracing the latest employer branding trends, and using innovative employer branding tools, businesses can establish themselves as employers of choice.
Ready to take your employer branding to the next level? Start today and unlock the potential of a thriving workforce!
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