10 Trends in Employer Branding You Cannot Miss!

Employer branding is how companies create and show their current and potential employees a positive image. Based on the company’s mission, values, and culture, this image showcases what the company is really about.

A good employer brand brings many benefits. Firstly, it can reduce hiring costs by making the company attractive for skilled workers. Alongside this, employee branding can also increase employee satisfaction, improving employee retention.

This blog post talks about the newest trends in employer branding today. By understanding and using these trends, companies can improve their reputation, draw in top talent, and create a work environment where employees feel involved.

1. Getting Active on Social Media

In today’s world of social media, platforms are for more than just keeping in touch with friends. They have become essential tools for finding the right team members. Companies that share their work culture on LinkedIn, Facebook, and Instagram are positioning themselves to catch the eye of great candidates.

Using social media to create tailored job campaigns gives companies an edge in finding the best fit for their team. By reaching out directly to the kind of people they want to hire, organizations show that they are great places to work. This personal, social media recruiting method makes a big difference compared to traditional hiring methods.

Let us take UPS, for example. Their Twitter account, @UPSJobs, mixes job openings with fun peeks into their company culture.

Using the hashtag #FutureYou, they inspire growth and belonging in their job ads. This makes UPS feel like a friendly workplace, connecting with potential hires on a deeper level and attracting those who share their values and goals.

2. Managers, CEOs, and Owners as Influencers

The use of social media has given managers, CEOs, and business owners the ability to shape their employer brand directly. By being thoughtful and engaging online, they can attract great talent, motivate current employees, and create a connection with potential candidates.

When leaders share their values, cheer for employee successes, and show glimpses of company culture, they build an authentic and transparent image that really connects with today’s workforce.

Take Ben Francis, MBE, founder and CEO of Gymshark, for example. With a big following on YouTube (200,000+), Instagram (400,000+), and LinkedIn (500,000+), he has access to a vast pool of talent. His open way of communicating, along with this reach, has played a vital role in Gymshark’s quick growth to a $1.45 billion valuation, making it a top choice for job seekers.

3. Focusing on Gender Inclusivity 

Alongside the above, focusing on gender inclusivity is crucial for building a positive employer brand. Companies that support gender equality show potential employees that they value everyone, no matter their gender.

To truly show support for gender inclusivity, organizations must do more than just talk about it. They need to take tangible steps, like using fair hiring practices, providing equal pay and opportunities for growth, and creating a culture of respect.

General Electric (GE) set a great example. They released a video called “What if Millie Dresselhaus, Female Scientist, Was Treated Like a Celebrity” to highlight the importance of recognizing women in STEM fields.

This video was part of GE’s goal to have 20,000 women in technical roles by 2020, showing their dedication to gender inclusivity. Without question, this generated a considerable amount of press and respect for the company.

4. Health-Based Challenges 

Health-based challenges can help companies improve their reputation and support employee well-being. These challenges, like team races or healthy eating programs, bring employees together and build a sense of teamwork.

Here is how these challenges can benefit a company’s image:

  • Shows Care for Employee Health: The company values employees’ well-being and happiness, not just their work performance.
  • Attracts Health-Focused Employees: Appeals to people who focus on health and want to work for a company with similar values.
  • Creates a Supportive Environment: Builds a community and promotes encouragement among employees.

By sharing these successes through blogs and social media, companies can show their dedication to employee health. You can also use this type of content for recruitment campaigns to really show off your healthy company culture.

5. Industry-Based Volunteering 

Industry-based volunteering is when companies encourage employees to participate in charitable projects that align closely with the company’s goals. This approach helps make a positive impact on society and also boosts the company’s reputation.

For example, Chewy, the digital pet store famous for its excellent customer service and dedication to animal welfare, recently organized a charity event that raised almost $9,000 for at-risk animals.

Employer Branding Trends

By highlighting this successful event, Chewy shows its solid values and proves that working there goes beyond the typical office tasks. This kind of volunteering is especially beneficial for a company’s image. It connects the company’s mission with its actions, demonstrating a genuine dedication to its core beliefs.

6. Celebrating Achievements 

Recognizing and celebrating employee achievements at work and in their personal lives is crucial in building a strong employer brand. These celebrations send out positive messages to potential candidates:

  • Appreciation and Recognition: By acknowledging employees’ hard work, the company shows genuine appreciation and creates a culture of thankfulness.
  • Focus on Individuals: Celebrating personal milestones highlights that each employee is valued as unique with their own dreams and goals.
  • Inclusivity: By shining a light on various employee successes, the company shows its dedication to creating a welcoming workplace where everyone has the chance to succeed.

An excellent example of this is how FedEx recently showcased the groundbreaking achievement of its two African American pilots.

Employer Branding Fedex

This move goes beyond just acknowledging their work. It also demonstrates support for individual dreams, celebrates diversity, and portrays a workplace where every employee can thrive.

7. Holiday or Themed-Based Days 

To build strong employer branding, it is essential to go beyond just talking about your workplace and show what makes it unique. Sharing stories about fun holiday parties, creative events, and daily work life can connect with people who might want to work with you.

Take Google, for instance. They share a post about their pet-friendly Halloween activities, which got a lot of attention.

Employer Branding at Google

By peaking into their office culture, Google becomes more relatable and shows that they value both work and fun.

8. Showcase True Values 

Employees look for companies that stand by their beliefs and strive to make a difference. To attract great talent, businesses should openly share their values and show how these principles guide their operations.

Gymshark serves as a great example of this idea. They recently shared a post about their team running 100 miles to support men’s mental health awareness.

Employer Branding Sample

By addressing this vital issue, Gymshark showed dedication to positively impacting men’s mental health. This aligns with their fitness goals and creates a sense of unity and encouragement among their team members.

9. Leveraging Trending Topics

By staying up-to-date with current events and popular topics, you can increase your employer brand’s visibility positively. When big news stories or holidays capture people’s interest, companies can find creative ways to join in, showing off their personalities and values.

This approach proves that your company is connected to the world, shares common interests with potential employees, and gives you a chance to genuinely show excitement for causes or events that matter to you. Also, linking your content to trending topics can help you reach a wider audience naturally.

Some companies got great responses by talking about the World Cup a few years ago. For example, the University of Oxford got attention for its unique prediction model for the tournament. Even if the predictions were not perfect, the post got people talking debating, and made math seem exciting and fun.

Employer Branding

This highlighted the university’s unique culture to many people. The main idea is to keep an eye on the news and trends and find ways to connect your company’s values and mission to what is popular.

10. Get a Seal of Approval

You can also improve your ability to attract top talent and stand out in a competitive job market by obtaining certifications from the United States Institute for Quality (USIQ). Our strict standards and approval seals validate your dedication to fostering a positive workplace culture.

USIQ’s certifications, such as “Top Employer” and “Family-Friendly Employer,” based on employee surveys, provide valuable insights and allow you to demonstrate your commitment to employee well-being. 

USIQ certifications serve as concrete evidence of your strengths as an employer. Celebrate your accomplishments with our certificates, marketing materials, and high-quality seals. The survey data accompanying the certifications empowers you to make informed decisions to enhance your employer branding further.

Are you ready to enhance your employer brand? Contact USIQ today to discover how our certifications can distinguish you as a highly desirable workplace.

author avatar
Sam Barclay