Are you constantly struggling to attract top talent while your competitors seem to have candidates lining up? We have a secret weapon you need to build a standout employer brand: employer branding examples—the good, the bad, and the downright ugly.
Building an employer brand that resonates with job seekers and keeps employees loyal isn’t always easy. One wrong move, and you risk wasting time, money, and credibility.
Luckily, we have compiled 17+ employer branding examples to guide you. From proven strategies that attract top talent to mistakes you’ll want to dodge, this article will help you build a brand that speaks directly to today’s job seekers.
Quick Rundown: Employer Branding Examples Do’s & Don’ts
Focus on the do’s and avoid these common pitfalls to attract and retain top talent.
- Do Highlight Employee Stories: Share real experiences from employees to show authenticity and connect with prospective candidates.
- Do Align Employer Branding with Company Values: Make your mission and values clear to attract candidates who resonate with your purpose.
- Do Foster Inclusivity: Promote diversity and ensure your workplace supports employees from all backgrounds.
- Don’t Ignore Workplace Issues: Address concerns quickly and transparently to maintain trust and credibility.
- Don’t Overlook Employee Well-Being: Balance productivity goals with initiatives that support mental health and work-life balance.
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What Is Employer Branding? Explained Simply
Employer branding is how people perceive your company as a workplace. It’s the story you tell about your culture, values, and employee experience to attract and retain the right talent. A strong employer brand makes your company stand out and connects what you promise to employees with what they experience every day.
4 P’s Of Employer Branding
Review these 4 pillars to identify gaps and strengthen your company’s employer branding strategy to attract and retain top talent.
| People | Your employees define your brand. Create a workplace where they feel valued and inspired to advocate for your company. |
| Purpose | Your mission and values. Show how your company contributes to something meaningful beyond business goals. |
| Place | The work environment, whether physical or remote. Offer flexibility and a culture that fosters satisfaction and growth. |
| Product | The overall employee experience. This includes career development, benefits, and the impact of their contributions. |
9 Best Employer Brand Examples (Most Effective)
Review these successful employer branding examples to identify strategies that can enhance your company’s appeal to top talent.
1. Oatly
Oatly is a Swedish company that specializes in dairy alternatives and effectively uses clever storytelling to maintain a consistent brand image across all audiences.
What They Did:
- Crafted a career page that mirrors their consumer-facing brand and emphasizes a cheeky and boundary-pushing tone.
- Issued a playful warning on their career site: “ENTERING THIS SITE MAY LEAD TO A POSSIBLE CAREER WITH OATLY!”
- Detailed their culture and values clearly to prospective employees.
- Maintained consistent, fun, and quirky content across multiple social media platforms, like TikTok and Instagram.
Takeaway
Make sure your employer branding aligns seamlessly with your consumer brand to present a unified and authentic image to potential candidates.
2. Mollie
Mollie is a Dutch fintech company that emphasizes its mission and core values to attract talent that aligns with their growth ethos.
What They Did:
- Developed an ‘About’ page that clearly articulates their mission to simplify financial services.
- Highlighted core values that resonate with potential employees who look for growth opportunities.
- Showcased their role as a finance industry pioneer and one of Europe’s fastest-growing fintechs.
Takeaway
Clearly communicate your company’s mission and values to attract candidates who share your vision and are eager to contribute to your goals.
3. Teach for America
Teach for America uses employee testimonials to offer authentic insights into their organizational culture and enhance their employer brand.
What They Did:
- Featured stories from former and current employees to showcase the impact of their work.
- Utilized various media formats, like videos and written testimonials, to reach a broad audience.
- Highlighted diverse experiences to reflect their commitment to inclusivity.
Takeaway
Use authentic employee testimonials that give your current and potential employees genuine insights into your company’s culture and values.
???? Did You Know?
In 2022, retail and consumer industries reported the fastest time-to-hire.
(Source)
4. Innocent
Known for its smoothies and juices, Innocent uses a playful and engaging tone in its employer branding to attract like-minded people.
What They Did:
- Maintained a consistent, friendly, and humorous tone across all recruitment materials.
- Showcased an inclusive and fun workplace through social media and career pages.
- Engaged potential candidates with creative job postings that reflect their employment brand personality.
Takeaway
Infuse your employer branding with your company’s unique personality to attract candidates who align with your culture.
5. Netflix
Netflix emphasizes its company culture and values to attract talent that thrives in a high-performance environment.
What They Did:
- Published a comprehensive culture deck to outline their values and expectations.
- Maintained transparency about their high-performance culture to attract suitable candidates.
- Encouraged employee autonomy and responsibility to appeal to self-motivated individuals.
Takeaway
Be transparent about your company culture and values to attract candidates who will excel in your work environment.
6. Tony’s Chocolonely
Tony’s Chocolonely focuses on its mission-driven approach to attract talent passionate about corporate social responsibility.
What They Did:
- Highlighted their commitment to eradicate slavery in the chocolate industry.
- Showcased their ethical practices and mission-driven projects.
- Emphasized the social impact of working with Tony’s to engage potential candidates.
Takeaway
Emphasize your company’s mission and social impact to attract candidates who are passionate about contributing to meaningful work.
7. Brother International
Brother International showcases employee development and growth opportunities to strengthen their employer brand.
What They Did:
- Highlighted stories of employee career progression within the company.
- Offered clear pathways for professional development and skill enhancement.
- Emphasized a supportive environment that fosters employee growth.
Takeaway
Demonstrate your commitment to employee development to attract ambitious candidates who need long-term career growth.
8. PetSmart
PetSmart emphasizes its inclusive and diverse workplace culture to attract a broad range of candidates.
What They Did:
- Showcased diversity and inclusion initiatives prominently in their employer branding.
- Featured employee resource groups and support networks.
- Highlighted a commitment to create a welcoming environment for all employees.
Takeaway
Promote your diversity and inclusion efforts to attract candidates who value a supportive and inclusive workplace.
9. Eventbrite
Eventbrite focuses on its collaborative and innovative work environment to attract creative talent.
What They Did:
- Highlighted a culture of collaboration and innovation in their employer branding materials.
- Showcased team projects and the creative process behind their events.
- Emphasized opportunities for employees to contribute to innovative solutions.
Takeaway
Highlight your company’s collaborative and innovative environment to attract creative and forward-thinking candidates.
???? Interesting Fact:
57% of hiring managers say AI speeds up the process of writing job descriptions.
(Source)
8 Worst Employer Brand Examples
Evaluate these worst-case examples to identify mistakes to avoid and make sure your employer branding stays effective and authentic.
1. Uber
Uber faced public backlash for toxic workplace culture and high employee turnover, which led to significant reputational damage.
What They Did:
- Ignored employee complaints about harassment and discrimination.
- They lacked transparency in how they handled allegations, which caused mistrust among employees.
- Allowed a culture of fear and favoritism to fester.
- Failed to align leadership behavior with company values.
- Missed opportunities to rebuild trust with employees through public accountability.
Takeaway
Address workplace issues openly and act quickly to rebuild trust or risk long-term damage to your employer brand.
2. Amazon
Amazon’s workplace reputation took a hit when reports revealed overly demanding working conditions and high employee burnout rates.
What They Did:
- Emphasized productivity metrics over employee well-being.
- Maintained a highly competitive environment that led to stress and burnout.
- Ignored feedback from warehouse workers on how to improve working conditions.
- Neglected to address public criticism of workplace policies.
- Overlooked the importance of work-life balance in branding efforts.
Takeaway
Balance productivity goals with employee well-being to avoid creating a negative employer brand.
3. WeWork
WeWork’s IPO failure highlighted internal mismanagement and decreased trust among employees and potential candidates.
What They Did:
- Failed to give clarity and transparency about financial instability.
- Highlighted lavish spending and inconsistent leadership behavior.
- Overpromised growth opportunities without a great employer branding strategy.
- Ignored concerns raised by employees during periods of instability.
- Failed to align leadership actions with company values, which damaged their credibility.
Takeaway
Transparent communication about your company’s future is critical if you want to maintain trust and loyalty among employees.
4. Tesla
Tesla’s demanding work culture and the CEO’s controversial actions impacted its reputation as an employer.
What They Did:
- Encouraged a work environment with excessive overtime and unrealistic deadlines.
- Dismissed concerns from employees about burnout and exhaustion.
- Allowed public controversies that involved leadership to overshadow employer branding.
- Lacked a structured system that addresses employee grievances.
- Ignored the need for clear communication during times of crisis.
Takeaway
Create a healthy work culture with realistic expectations and responsive leadership to protect your employer brand.
5. Ryanair
Ryanair faced criticism for poor employee relations and lack of transparency during labor disputes.
What They Did:
- Mishandled negotiations with employee unions, which led to strikes.
- Provided unclear communication during internal conflicts.
- Focused on cost-cutting measures at the expense of employee satisfaction.
- Dismissed public criticism of management practices.
- Lacked proactive efforts to improve employee morale post-conflict.
Takeaway
Invest in positive employee relations and proactive communication to mitigate damage during disputes.
???? Food For Thought:
In the Asia Pacific, 84% of hiring managers rely on freelancers for outsourcing.
(Source)
6. Wells Fargo
Wells Fargo’s fake account scandal exposed unethical practices that damaged its employer’s reputation.
What They Did:
- Pressured employees to meet unrealistic sales targets, which gave rise to unethical behavior.
- Failed to offer ethical guidelines or support systems for employees.
- Ignored whistleblower warnings, which worsened internal mistrust.
- Did not take immediate accountability for the scandal.
- Neglected to rebuild internal morale post-crisis.
Takeaway
Ethics and trust are foundational to your employer brand—compromise them, and you risk losing talent and credibility.
7. Forever 21
Forever 21’s mass layoffs during bankruptcy proceedings neglected employee dignity and damaged its reputation.
What They Did:
- Conducted layoffs with little notice, which increased employee frustration and public criticism.
- Gave no clear communication or support for affected employees.
- Failed to maintain a positive employer brand during the bankruptcy crisis.
- Ignored public backlash about how they handled the layoffs unprofessionally.
- Overlooked opportunities to maintain morale for remaining employees.
Takeaway
Handle layoffs with empathy and transparency to maintain a positive perception, even during tough times.
8. Activision Blizzard
Activision Blizzard’s mishandled sexual harassment allegations, which highlighted systemic cultural issues.
What They Did:
- Ignored widespread harassment complaints for years, which caused employee protests.
- Gave inadequate responses to investigations, which increased internal mistrust.
- Failed to take swift action to address toxic workplace culture.
- Dismissed the impact of public criticism on recruitment efforts.
- Neglected to introduce meaningful changes to restore employee confidence.
Takeaway
Proactively address workplace issues and prioritize a safe, inclusive culture to protect your employer brand.
10 Types Of Employer Branding Content For Social Media
Use a mix of these 10 types of employer branding content to showcase your culture and resonate with the talent you want to attract.
| Employee Spotlights | Highlight individual employees to showcase diverse roles and experiences within your company. |
| Day-In-The-Life Content | Give potential candidates an authentic look at a typical workday in your organization. |
| Values In Action | Showcase how your company lives its core values through real-life examples. |
| Recruitment Campaigns | Share job openings in engaging ways through your employer branding campaigns to attract high-quality candidates. |
| Milestones & Achievements | Celebrate your team’s collective wins or individual accomplishments. |
| Workplace Tours | Give candidates a virtual look at your office spaces or remote setups. |
| Employee-Generated Content | Encourage employees to share their experiences on their own social media channels. |
| Interactive Posts | Engage your audience with polls, quizzes, or Q&A sessions about your company. |
| Community Involvement Highlights | Share your company’s contributions to local or global communities. |
| Learning & Development Opportunities | Showcase programs that help employees grow professionally. |
How To Build A Winning Employer Brand In Recruitment: 8 Strategies
Use these 8 practical strategies to craft an employer brand that attracts the best talent.
- Define Your Employer Value Proposition (EVP): Clarify what sets your company apart as an employer—think employee benefits, culture, and growth opportunities.
- Research Your Ideal Candidates: Understand their preferences, goals, and expectations to tailor your messaging and offerings.
- Audit & Enhance Your Online Presence: Optimize your career site, LinkedIn, and review platforms like Glassdoor to reflect your employer brand.
- Leverage Employee Stories: Use testimonials, spotlights, and videos to highlight real experiences and culture.
- Strengthen Internal Culture: Address employee feedback, prioritize inclusivity, and foster a positive work environment.
- Engage On Social Media: Post interactive and consistent content showcasing your company’s mission, values, and people.
- Use Data To Track & Improve: Monitor hiring metrics like time-to-fill, retention rates, and candidate feedback to refine your strategies.
- Collaborate Across Teams: Involve HR, marketing, and leadership to align efforts and amplify results.
Conclusion
Employer branding examples shared here offer valuable insights into what works and what doesn’t. Whether it’s the quirky brilliance of Oatly or the pitfalls of Uber’s mismanaged culture, these lessons are your blueprint to building an employer brand that resonates with talent and stands out in the competitive job market.
But building a standout employer brand takes more than inspiration—it requires the right talent to bring your vision to life. That’s where Genius steps in.
As a leading headhunting agency, Genius connects you with the top 1% of talent from the Philippines and Latin America, ensuring your employer brand isn’t just compelling—it’s backed by a team that embodies your values and drives your success.
With Genius, your employer branding efforts will attract the top candidates and create a workplace they won’t want to leave.
The future of your brand starts with the people you hire—and Genius helps you find the best.
FAQs
What role does social media play in employer branding?
Social media platforms like LinkedIn, Instagram, and TikTok offer tools for sharing employee stories, showcasing workplace culture, and engaging with potential hires.
How do small businesses build a strong employer brand?
Without the resources of large companies, small businesses can focus on employee testimonials, local community engagement, and highlighting unique aspects of their culture.
How can remote-first companies enhance their employer brand?
Highlighting flexibility, remote culture, and employee well-being can attract candidates to remote-first companies.
What Are the Biggest Challenges in Employer Branding?
Common challenges include maintaining authenticity, addressing internal culture issues, and keeping up with industry trends.
