Having a strong employer brand strategy is important for businesses, especially in today’s competitive job market, for several reasons:
- Attracting top talent: A strong employer brand can help a business attract top talent by demonstrating the company's commitment to employee well-being and creating a positive work environment.
- Improved public image: A strong employer brand can also improve a company's public image and reputation, making it more attractive to potential candidates, investors, and other stakeholders.
- Competitive advantage: In a highly competitive job market, a strong employer brand that aligns with a business’s core values and purpose can give a competitive advantage by helping it stand out from other employers and attract the best candidates.
We’ve explained why having an employer brand strategy for your organisation is important, but we thought we best offer you some evidence of how they work in practice.
5 Businesses Smashing Their Employer Branding Strategy
Here are 5 examples of companies that are utilising an employer brand strategy to the max, growing their business and attracting and retaining top talent in today's competitive job market:
Trinny London was born with one goal in mind – to give everyone the tools to be their best, not just for their customers, but also for their employees. Their team has doubled in size year on year and their employee retention is high, if that doesn’t prove that Trinny London isn’t a good place to work, I don’t know what does. Every employee has access to a training budget to upskill their current knowledge and the company offers hybrid working for all employees. With inspiring innovation and global expansion, Trinny London is now one of Europe’s fastest-growing beauty brands. Their amazing focus on their employer brand experience is what has got them there. Plus, who wouldn’t want to work for a brand that names its products after its employees?
Innocent drinks started with a simple mission: to create drinks that make it easy to do yourself some good, which has been visible throughout the business’s brand and marketing strategy. They give 10% of their profits to the ‘Innocent foundation’, which helps fight world hunger and a survey by ‘Best Companies’ found 100% of staff agreed that the organisation is run on strong values. Innocent also runs its ‘The People Clinic’ every week which is a drop-in centre where employees can get practical, confidential help for any issues in their work or personal lives. Plus, with a LinkedIn bio like theirs, why wouldn’t you want to work for them?
Specsavers has been a brand we all look to for humorous and very on-brand marketing. This also aligns when they are actively seeking their ideal candidates to employ. They have researched their ideal talent persona and placed job application ads exactly where their potential candidates will be – commuting on trains. Plus, as a health-related brand, there are a number of programmes focused on employee well-being which will help when recruiting the right talent for the brand.
The brand prioritises employee growth and empowerment, which has helped establish a strong and positive employer brand. 80% of employees are proud to be part of the Airbnb brand while 83% of employees believe they work in a positive work environment. The company’s focus on fostering a supportive and collaborative work environment has attracted top talent and set it apart from its competitors.
The outdoor apparel company is widely recognised for its commitment to sustainability and social responsibility. By giving away its profits to help fight the climate crisis we have on our hands, its strong purpose-driven core values have led to attracting great talent to the brand. In addition to this, the company is known for its supportive and flexible work environment, making it a top employer brand in the retail industry.
In conclusion, these five businesses have demonstrated the importance of focusing on employee well-being, having clear and strong brand values and creating a positive work environment when attracting employees. By prioritising employee satisfaction and growth, whilst being clear about what their brand stands for, these companies have established strong employer brands that attract top talent and set them apart from their competitors.
To successfully curate the type of organisational culture their ideal candidates want, it is crucial to start with having a detailed understanding of your ideal talent personas and to get into the mindset of their behavioural wants and needs.
We have developed a free talent persona guide where you’ll find talent persona templates and prompt cards to help guide you when running a talent persona workshop and creating questions for your surveys to help you identify the right candidate for your business and smash your employer brand strategy.
Keep an eye out on our insights hub page for more resources and case studies that will guide you in getting your business and career off the ground.
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