Recruiter 101: Employer Branding

employer_brandingEvery company has a unique culture that sets it apart from the rest. It’s no secret that employer branding has become an increasingly important function of talent acquisition and recruiting. By developing an effective brand as an employer, your company will have the power to attract passive, high-quality applicants, while also retaining top performers within your company’s walls.

What Is Employer Branding?

The public image and reputation of a workplace culture is known as an employer brand. 

Your employer brand helps ensure that applicants are aligned with your company's workplace values and ecosystem. More importantly, in today's competitive recruiting ecosystem, your employer brand will be what attracts and closes top talent. By explicitly defining your company culture, you are able to leverage marketing tactics to showcase what makes your company a great place to work.

For example, in our "How We Hire" post on New York-based company Axial, we shared how the company uses a Tumblr page to dissemniate its five key values: commitment, communication, accountability, impact & members first. The Tumblr site is used to post photos, employee spotlights, and videos of presentations by leadership. Axial also found that a common trait in its best employees is a desire to be healthy and physically active, so the blog also includes posts on their outings to exercise classes, a quarterly bootcamp, and a massive gym discount.

There are plenty of other companies excelling at employer branding, so we’ve created a list to help you understand who some of these companies are, what makes them so special and how they’re grabbing top talent out of the competitive talent pool.

5 Companies With Great Employer Brands

  1. Google – It’s no surprise that one of the largest and most successful companies in the world is number one on this list. With 28,633 employees, Google’s headquarters in Mountain View, California features nap pods, onsite fitness centers, free food and perks that include up to 12 weeks of fully paid parental leave benefits not to mention projects that continue to change the face of technology.
  2. The Boston Consulting Group – This Boston-based management and strategy consulting firm operates out of 18 cities across the United States and offers employees compressed work weeks, college tuition reimbursement, paid off time for volunteering and an atmosphere that thrives off teamwork and positive attitude.
  3. Acuity – Operating out of Wisconsin, Acuity has 1,036 employees and a worldwide revenue of over $1.1 billion. Employees at Acuity enjoy their workplace most because of their generous team, unlimited sick days, a healthy 401(k) plan, and free breakfast every quarter served by the company’s executive team. Talk about paying it forward from the top to the bottom!
  4. SAS Institute – Comprised of almost 7,000 brilliant employees, SAS is an analytical software company best known for its friendly and welcoming atmosphere, alongside its on-site natatorium and annual Spring Family Festival, SAS has hammered home a positive employer brand that continues to attract the smartest analytical folks across the world.
  5. Robert W Baird & Co – Headquartered out of Wisconsin, this international financial services firm carefully chooses their workforce most who tend to stick with the company for their entire career. This has made the office and working environment conducive to trust, teamwork and positive attitude. Baird & Co provides endless training for their employees to get smarter and better at their jobs, and values the freedom of their team. This employer brand has been operating on the premise of keeping big egos out, and hardworking fun employees in. 

If your company is looking for the top talent in your industry, it’s no secret that you’ve got to develop and sell your brand to get the best. Think about what makes your company so unique. Why do your employees love coming to the office? By defining the aspects that make your company so special, you can make your job as a recruiter that much easier, because talent will be coming to you!

Does your company value employer branding? If so, we’d love to hear some of your branding efforts and what makes your workplace environment so exceptional!

If you’re interested in learning a bit more about companies doing exciting things within recruiting and employer branding, check out our ‘How We Hire’ series!

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Hiring Brand