Having a strong employer brand will help attract and retain top-performing employees. This deck includes 6 companies who have created their employer brands in unique ways and a guide on how you can create your own.

1. 6 Companies with Great
Employer Brands
Why It Matters, and How to Define Yours

2. What is your Why?
For today’s candidates, employer brand trumps
consumer brand.
There is no longer an obvious overlap between
consumer and employer brand. In fact, although
companies like Coca-Cola and Pepsi rank in the
top 10 for “most respected brands in the world”
by CoreBrand, they do not make an appearance in
Collegefeed’s list of top 50 companies to work for.
(Source) Of the the poll’s participants, more than 75
percent said that “people and culture fit” was the
reason behind choosing top employers.
These statistics are demonstrative of the evolving
priorities of today’s job seekers. Companies are
increasingly investing in employer branding,
a definitive and deliberate communication of
internal culture and values. This is because
top talent wishes to align with the values and
the motives of the people who work there. In a
candidate-driven market, companies can’t afford
to ignore the importance of developing and
communicating the unique, unifying characteristics
that define them.
So, why should great candidates want to work
at your company? Get inspired by these 6
organisations.

3. understands what drives you
Before Pinterest dives into job openings on its careers page, it includes quotes from members of each major
department. This is a quick and effective way to demonstrate why great people work at the organization and
gives candidates some insight into the people who work there.

4. works hard, celebrates success
“This is Axial - the home of Axialites - where we work
hard and always find time to celebrate our successes!
#everydamnday”
Axial has a Tumblr blog
dedicated to its employees,
“Axialites” that demonstrates
the tight-knit company
culture. It features employee
spotlights, pictures from the
frequent company outings,
and recaps of recent bonding
activities.

5. shows you a #dreamjob
Your company Twitter handle shares relevant content,
news, and insights from your industry. Creating a
secondary account is a great way to do the same for
prospective employees. Salesforce
has a dedicated account for Salesforce Jobs.
The messaging showcases the company’s playful and
youthful culture, and its idealistic work environment
with a consistent #dreamjob hashtag.

6. invests in great interviews
BrightRoll understands the importance of a great
candidate experience. Its Head of Talent Engineering,
Erin Wilson, provides transparency into their process and shares
positive feedback from interviewees.
Further, the company explicitly states its refreshing perspective on
the interview process in a “Create Your Own” job description.
We consider the interview/hiring process to be nothing more than an intricate
alignment exercise and hope this approach will streamline the process. Our team
will ingest the answers you provide and respond with feedback and/or next steps
within 48-72 hours. What is your career trajectory?

7. General Electric tells a powerful story
Even corporate giants like General Electric have identified their cultures. GE has developed a website dedicated
to the people who work at GE. Candidates can browse by customers, retirees, veterans, or by one of their four
pillars: powering, curing, moving, and building.

8. stays true to its 10 core values
Zappos has defined its unique culture with ten, clearly-defined
core values. It gives employees a framework
from which they make decisions, and shows candidates
what it takes to succeed at the organization.
Zappos also created a quirky character, the Core Values
Frog, as an unofficial mascot.
Zappos’ 10 Core Values:
1. Deliver Wow Through Service
2. Embrace and Drive Change
3. Create Fun and A Little Weirdness
4. Be Adventurous, Creative
and Open-Minded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships
with Communication
7. Build A Positive Team and Family Spirit
8. Do More With Less
9. Be Passionate And Determined
10. Be Humble

9. How To Define Your
Employer Brand
Not every company has the same resources as Salesforce, but every company has defining characteristics.
Take the time to identify unifying attributes among top performers that represent your company in the best way.
Sit down with key stakeholders at your organization and ask them a question: Who are your top employees, and
what common behaviors or attributes do they possess? Notice the omission of the word skills; your employer
brand should be driven by traits, not qualifications.
Then, brainstorm why those spectacular employees work at your company.
What is the “why” of your organization?