Many HR professionals often face challenges with employer branding — for various reasons. Some are disconnected from or get no support from the marketing team (or there isn’t one at all). In numerous organizations, the management team still fails to see the importance of employer branding, and HR simply isn’t given the time, budget, or resources to focus on it effectively. Additionally, some HR professionals may feel they lack the necessary skills or knowledge. If you identify with any of these points, you’re in the right place — this article is here to help.
1. Why does it matter?
Great hires make a huge difference in any industry, but in the tech sector, they can change the game. A highly skilled developer, for instance, can innovate to solve complex problems and enhance overall team efficiency. Ultimately, top talents drive a business forward.
However, those skilled IT professionals are in high demand and have several options to choose from. Unless your company is willing to pay well above market rates, you will need to attract them with something other than a barrel of money: your workplace culture, values, and benefits. In other words, what makes working with you unique and appealing.
In fact, even if you were willing to break the bank, it still wouldn’t be a sustainable long-term strategy. You want to attract passionate professionals who will thrive in your culture, rather than those who are not a good fit but stay because of the paycheck at the end of the month.
A strong employer brand creates a virtuous cycle: recruitment becomes easier as you attract talented candidates to your pipeline. Because they’re talented, once hired they create value that enhances your business competitiveness. And because they’re aligned with your culture, they’re more likely to stay — reducing turnover and thus saving you time and money on rehiring and training.
2. How does the employer brand differ from the corporate reputation and the product brand?
Employer branding refers to an organization’s reputation and appeal as an employer among former, current, and potential employees.
It is distinct from corporate reputation, which refers to how a company is perceived by all of its stakeholders — including not only employees but also investors/shareholders, suppliers, regulators, customers, and the general public. A strong corporate reputation can certainly reinforce your employer brand, lending it credibility and visibility, but the two serve different purposes and require different approaches.
It is also different from a product brand, which focuses on product features (or the lifestyle surrounding it) and speaks to potential customers. In consumer-facing industries, customers and employees may overlap — and when they do, it can be a major advantage. Take Apple, for example: its product brand and employer brand are closely aligned, creating a virtuous cycle that strengthens the company. A strong product brand can certainly reinforce your employer brand, and vice versa. But it’s important not to conflate them — what convinces someone to buy your product isn’t necessarily what will inspire them to join your team. Again, employer branding requires its own strategy, rooted in the employee experience.
3. Isn’t employer branding the same as marketing?
Employer branding does intersect with marketing as it focuses on shaping perceptions. It requires some marketing skills, such as storytelling and audience targeting. And just like a marketer shouldn’t exaggerate a product’s features, in employer branding, you should also focus on the real, lived experiences of employees and your organizational culture.
It’s HR, not marketing, that truly understands values alignment, employee development, and leadership culture. The substance behind the brand must come from HR.
Don’t worry; you don’t need to become a marketing expert — but understanding how to communicate your workplace culture in an authentic and strategic way is essential.
4. How do I get started?
Get to the core of what sets you apart as an employer — this will be your employee value proposition (EVP).
Your EVP answers two key questions for potential and current employees: Why should I work (or stay) here, and what makes this workplace special?
The answer could be either unique career development opportunities, a high level of involvement or autonomy, specific culture and environment, benefits, team activities, flexible work, work-life balance, a culture of innovation, or a strong commitment to diversity and inclusion, among other possibilities. Whatever it may be, when a company’s EVP is effectively conveyed, it draws in those who genuinely connect with it.
An authentic EVP will help you attract talent that fits your needs and thrives within your ecosystem, supporting employee engagement and retention over time.
Once your EVP is clearly established, consider the following strategies for your recruitment process: implement referral programs to engage employees as brand ambassadors, maintain a strong online presence, including social media, and promote inclusive hiring practices. Your EVP should be integrated into all of these strategies. For more details on each strategy, please refer to our article on employer branding in tech recruitment.
Additionally, check your company reviews on employer review sites like Glassdoor, as they can influence potential candidates’ perceptions. According to a 2017 study published by CareerArc, only 1 in 5 job seekers would apply to a company with an average rating of 1 out of 5 stars on these platforms. For more information, read our article on how to manage and respond to employee and interviewee reviews online.
5. How do the big companies do it?
For an IT professional, securing a role at a major tech company often comes with prestige and a generous compensation package. However, assuming that these two factors alone ensure great hires would be a mistake. Big tech firms still need to build a strong employer brand to attract candidates who align with their company culture. This alignment is crucial because, as mentioned earlier, it improves employee retention rates, reduces turnover, and ultimately saves them time and money on rehiring and training.
Companies like Apple, Google, Netflix, and Salesforce highlight different employee value propositions that reflect their distinct cultures. Apple focuses on room for authenticity, Google emphasizes well-being, innovation, and diversity, Netflix highlights the excellence of its team and level of autonomy, and Salesforce focuses on its supportive environment, social impact, and purpose-driven culture.
Our article on how leading tech companies build strong employer brands offers practical insights into their strategies — including the online channels they leverage to communicate their value to candidates. As a bonus, we also take a look at a 100-person tech firm that is also excelling in employer branding and analyze the reasons behind its success.
Wrapping up
Employer branding is a strategic asset that can significantly enhance your ability to attract, engage, and retain the right people. In short, a strong employer brand makes life much easier for HR professionals.
Starting from scratch may seem daunting — especially without a marketing background or a big budget — but the good news is that it begins with what you already know best: your people, your culture, and what makes your company a great place to work. With a clear employee value proposition, aligned messaging, and consistent communication, you can shape perceptions and connect with the talent you want to reach.
You don’t need to get everything perfect from the start. Begin small, stay consistent, and bring others along as your efforts gain momentum and results start to materialize. Over time, employer branding will shift from being a “nice-to-have” to a core part of your talent strategy — and one of your company’s competitive advantages.
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