Top 10 Employer Branding examples and how to use them in your strategy

- Eventory Blog


Top 10 Employer Branding examples and how to use them in your strategy



Employer branding examples are easy to find. However, it is not so easy to choose the best ones, and it is even more difficult to borrow them without committing an ordinary plagiarism. That’s why I collected 10 examples of best employer branding campaigns and added a slight suggestion on how you can use them when throwing a killer employer branding event.

The importance of employer branding

In the era of ad insensitivity and universal access to the information, employers struggle to acquire new talents. Employer branding is a part of the solution to this problem. Employer branding actions display and highlight the perks of being employed in a certain organization. By giving a clear statement to the potential and existing employees, a company creates its image as an employer in their minds.

In 2016, 86% of HR professionals agreed that recruitment more and more started to resemble marketing (source: iCIMS). The game of getting the best publicity was afoot for all brands. What’s more, according to Glassdoor, 84% of job seekers value the reputation of a company as an employer when making a decision on where to apply for a job. The importance of setting a strong and positive employer image is unarguable.

Employer branding: examples of the activities

Employer branding managers have numerous tools to use in order to run employer branding campaigns. The most popular employer branding best practices are:

  • Employees’ testimonials – this is and always will be the number one. LinkedIn experts say that the candidates trust employees 3x more than the employer to provide information on working at the company. For more practical advice check how to use different types of user-generated content to enhance storytelling of employer branding event.
  • Office and workplace – these two are company’s showcase. Make sure that they reflect the spirit of the company.
  • Perks and benefits – healthcare benefits, sports club membership, company breakfasts – go wild on them. They aren’t the most important benefits, but they can make a difference for a candidate who has to choose between two similar offers.
  • Company culture – the unspoken things like the organization culture tend to ‘leak’ outside. It isn’t something that you can force people to do. Company culture is the result of the actions of the whole team. And it is the management who sets a tone for it.
  • Company events – aaaah, the legen… wait for it… dary. Legendary. There are two kinds of employer branding events: internal and external. Internal events are the great tool to bond the team and show people, that you care. We wrote about them in our e-book: 10 event essentials to boost your internal employer branding. The external ones are the perfect medium to show off a little bit and spread the company image among potential employees.
  • Awards – hands up all of you who don’t like to be praised. Awards give people motivation for their further development. Use them wisely and you will see how much it will pay off.

Memorable experiences through innovative event management

So, who is slaying at Employer branding? Examples of best campaigns and a few ideas on how to borrow them

#1 Google – the rockstar of employer branding

Google employer branding is one of the best in the world. The company is known for its excellent approach to employees and building a strong employer value proposition. Every year, the company receives approximately 3 million resumes, of which they pick only 7,000 new employees. It makes a great sense, given that a company goes on an extra mile to be the employer of the year. Numerous benefits, campus style workspace, swift leaders. All this contributes to the creation of a brand that attracts the greatest talents.

Google even has its own Hollywood production. Released in 2013, The Internship with Vince Vaughn and Owen Wilson tells of two forties who find work in Google. Needless to say, it was one of the best employer branding campaigns of the year.

Although the film did not collect the best notes (6.3 / 10 on IMDB), it is still one of the boldest and daring employer branding campaigns. The film clearly shows the philosophy of the brand and its culture.

How can you use this idea?

Make an open day and invite students and potential candidates to visit the company. Give them a sneak-peak and show how a work day looks like in your company. Organize your work so that selected employees can tell visitors what they are doing and what their daily challenges look like. Choose a day so that potential employees can experience the organizational culture prevailing in your company to its fullest. An important element of this strategy is to remain authentic. Visitors will quickly sense acting and staging.

In order to secure a large number of people willing to meet you, you must ensure that your company and your event are properly advertised. Film stylized as a movie trailer can help. Funny content has viral potential and is readily available in social media.

#2 GE – engineers with a sense of humor

General Electrics is one of the first companies listed on Dow Jones in 1896. After switching to the digital world, the company had to face a new era. They came to this with great distance. The series of films ‘What’s the Matter with Owen’ showed the funny adventures of a young engineer who could not explain to people around him what he was doing.

Needless to say, it is the clear analogy to the ‘digital company and also an industrial company’. The light approach and a healthy distance of this Methuselah of digital companies bought the hearts of the addressees of the message. The young engineers can easily identify with slightly awkward Owen and thus with the General Electrics.

How can you use this idea?

While throwing an event make sure that you can tell people what your company does in the manner understandable by the potential employees.

First, you will need the audience profile. Harness the data from previous events and from the HR department to build personas. If you can, use the data from corporate event software, such as Eventory to check the audience demographics during the previous events.

Next, adjust your communication style to the people you want to hire. Make it relatable and understandable. Don’t speak to the engineers like they were on the book club meeting, and don’t address future bankers like the five-graders.

#3 Salesforce – named #1 World’s Best Workplace by Fortune in 2017

First of all, Salesforce refers to their team members and clients as ‘Ohana’ – the Hawaiian word for family. It is also the witty reference to the beloved Disney movie – Lilo & Stich. The quote ‘Ohana means family’ still can bring some of us to tears.

The quote has the second part that goes: ‘Family means no one gets left behind… or forgotten!’. What a beautiful value to share. Building a strong community around the company gave Salesforce the title of the #1 World’s Best Workplace in 2017.

A vital part of Salesforce Employer Branding activities is organizing Ohana family reunions, i.e. internal employer branding events where employees can unwind and meet in a semi-formal atmosphere.

How can you use this idea?

Well, this one is clear. Throw a party for your employees for once in a while. Plan it ahead – gather some feedback on the preferred dates and check how many people want to come. Use a smart app like for example Eventory to get the data in a form that is standardized, easy to sort and analyze. Then run a data-driven venue search. Also, use this data in budgeting the event. Your COO will be pleased with facts instead of gut-driven ideas. Eventory app will be of a great help when it comes to informing participants about every important event-related update. You can also use it to gather feedback after the event. Use Eventory Polls and ask attendees about their experience. With this data, you will organize better events in the future.

#4 Zappos – a sneak peek

This retailer is slaying it in social media. Their Instagram account Inside Zappos is full of behind the scenes photos and videos of how is it to work for the company. For example, the company shared their Halloween costume contest, CSR messages and their employees’ stories. They also use it to remind people about the vacancies.

And the 2600 followers love it. Many of them leave comments like ‘One day I want to work for Zappos.’

How can you use this idea?

Don’t be afraid of posting unedited backstage photos. Use them to promote your events, and maybe even make them into a presentation for the attendees. Let people see how you really work. This shortens the distance between the company and the employees. What’s more, your employees that are in the photos can feel like brand heroes. Win-win.

#5 Cisco – Changing the world

Cisco is often named as an exquisite example of the employer branding done right. Their career page does the marvelous job when it comes to providing and organizing resources for employees-to-be. They make it easy to share the materials across the various social platforms. What’s more, they provide visitors with a clear navigation system through all job offers and career essentials. The landing page contains also success stories of their employees who share insights on how it is to work in Cisco. Every single important detail is within the visitor’s reach.

How can you use this idea?

Define the main goal of the event. Cisco’s page is all about making people apply for the job. And every single detail serves this purpose. Make your goal the core of the event. Plan the venue, prelections, and extras so they can tell a coherent story and lead the attendees towards the proper action. It can be scheduling an interview, leaving the resume or sharing live video in their social media feed. It depends on the goal.

Also, while you prepping the venue for the event make sure, that all the important materials and stands ale easy-accessible. Put them somewhere near the main artery of the venue. All gadgets, starter packs, and souvenirs should be easy to find for visitors.

BONUS: Check how Cisco leveraged our software during one of their events – read the use case

#5 Starbucks – Strabcouks… Starbaks… nevermind, you still post the misspelled name in social media

The third place after home and work may not be immediately associated with the great employer branding strategy. Being barista at the coffee shop with the mermaid logo is perceived rather as a temporary job. However, Starbucks has a very strong communication strategy. They use social platforms like Twitter and Instagram to run employer branding profiles.

Starbucks uses mentioned platforms solely to communicate with current and future employees.

Today we’re proud to announce a new benefit for our U.S. partners (employees) & their families! In partnership with @CareDotCom, @Starbucks now offers partners immediate access to flexible family care services with the Care@Work program. 💚 Learn more: Jobs (@StarbucksJobs) October 9, 2018

They also update followers with the newest job opportunities…

Are you our next champion? Apply for a #barista job today! ☕️🏆 Starbucks Jobs (@StarbucksJobs) October 8, 2018

…and share CSR activities

The thing that caught my attention was the way they refer to their employees: Partners.

Doesn’t sound like a silly after-school job, isn’t it? Building a specific culture of respect and partnership is really important for people working in a company.

How can you use this idea?

Reward all team efforts that lead to the event. Show all involved employees as the heroes. Also, do not pick favorites. Find a good thing to say about everyone. Highlight their quirky personalities in relation to the company values. Bah! You can even build your own hall of fame. Bear in mind to keep it aligned with the company values. Make it adequate and real. Avoid being pompous and do not exaggerate. Keep it simple, and everything will be just fine.

#7 Microsoft – it has a feminine side

Aside from being the company of the software industry, Microsoft is a company that many want to work for. Partially it’s because the company works hard to close the gender gap. They support their female coworkers and celebrate their success, like for example when the CFO of Microsoft was listed one of Fortune’s Most Powerful Women of 2018.

People follow the fanpage, share their content and apply for the job openings.

How can you use this idea?

Be responsible. Pick the idea that is aligned with the brand’s philosophy and support it. Let people feel that your words are followed by the actions. If you want to support the underprivileged students, run a scholarship program. If you sympathize with the healthy body image, support a body positive movement. Throw a charity event. There are many opportunities to become a brand with strong values confirmed with the actions. Pick yours and be consequent.

#8 Samuel Adams – original, yet independent

One of the simplest and most powerful employer branding videos is the one made by the American brewery Samuel Adams.

The idea behind is simple. This is the ‘who we are’ type of video. The narrator tells about the everyday perks of working with the company – about bringing pets to the workplace, about sharing the passion, about making the beer they enjoy drinking. And that’s it – zero hired actors, zero animation, zero complicated scenarios. The message is powerful – our everyday things are worth highlighting, we are passionate about our job and it’s like a second home for us. I don’t know how about you, but I would appreciate a handshake and a pint with them.

How can you use this idea?

Tell your story loud and clear. There are no two identical companies in this world. One man’s ‘everyday’ is other man’s holiday. Ask your colleagues what they value the most and head this direction. If it is ‘bring your pet’ policy, make sure there will be a few pooches on the event. If it is a daycare, encourage young parents to bring kids to the event and organize a special kid-zone for them. Make it your banner. Be proud of it. If some people already appreciated it, the others will too.

#9 Heineken – Go places

The other Beer-related company on the list is the international giant. Recently, Heineken launched the Go Places campaign. It is all about acquiring new talents (duh!) but stands out. First, see their manifesto.

And now tell me, can you work for Heineken? Of course, you can. And how do you know that? The man in the suit told you.

You don’t have to be a square. You must show them your way. Bravo! I already feel the excitement.

How can you use this idea?

Bring your company manifest to life! I’m pretty sure, that your company has a list of the values and rules that define its shape. Put them together and tell people who you are and what it means to the others. Find a few catchphrases and put them to a good use while promoting your next event. Maybe even make a video, where a face of the company tells The story. Check if every detail of the event is aligned with the manifesto. If not – redesign. It will bring you to a whole new level of being the embodiment of the values you cherish.

#10 Netflix – binge-read the employee reviews

Netflix is one of the Glassdoor best-rated employers. The company cares for their employees’ work-life balance. Back in 2015, they announce a ground-breaking parental leave policy. It allows the new parents to take as many days off as needed during the first year after the child is born. But that’s not all. Netflix navigates towards the open-minded, friendly organizational culture, that is employee-centered. They see the team as one, but they respect one’s individual needs. Instead of building a traditional organization with chiefs who give orders they listened to a great dreamer – Antoine de Saint Exupery:

If you want to build a ship, don’t drum up the people to gather wood, divide the work, and give orders. Instead, teach them to yearn for the vast and endless sea.

How can you use this idea?

Always listen to feedback and treat employees as the company’s greatest asset. Dedicate a part of employer branding budget only to integrate the whole team. Make an epic party according to their needs and make sure that the C-levels and execs will be there to listen to others. Also, don’t put the feedback to the ‘read’ tray. Announce which employee-generated changes will be implemented and when. Use company parties to reach your audience.

Wrap up

These are only a few of the great of employer branding examples that you can use while organizing your event. Who do you look up to while planning employer branding actions? Let us know in the comment section!

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