Employer Branding: How to Craft a Message That Attracts Top Talent

In today’s competitive job market, attracting top talent is more important than ever. But how do you convince potential hires that your company is the best place for them? That’s where employer branding comes in.

Employer branding is the process of creating a positive image of your company as a workplace. It’s about telling the story of what makes your company unique and why people would want to work there.

Building Your Employer Branding Strategy

There are five key steps to consider when building your employer branding strategy:

  1. Know Your Audience: Before you start creating content, you need to understand who you’re trying to reach. Conduct surveys among current employees to understand where they get their information. Use this information to target the right places to put out your employer branding message.
  2. What Makes You Different?: What sets your company apart from the competition? Develop a clear idea of what your company wants to be known for. This will guide your employer branding content and messaging.
  3. Authenticity is Key: People connect with people. Showcase real employees and their stories. Don’t rely on generic stock photos or overly promotional language.
  4. Employee Engagement: Leaders should be engaged with their teams and create an environment where employees feel comfortable sharing their experiences. Encourage employees to share their stories through videos, social media posts, and interviews. According to Gerry Gadoury, “Your team only cares about your outcome if they know that you care about theirs.”
  5. Data-Driven Approach: Track and measure the results of your employer branding efforts. This will help you see what’s working and what’s not.

Content is King

Once you have a strategy in place, it’s time to start creating content. Here are some ideas for what to include in your employer branding content mix:

  • Success Stories: Share stories of employees who have achieved great things at your company. This will show potential hires what’s possible in their careers.
  • Company Culture: Give potential hires a glimpse into what it’s like to work at your company. Highlight your company’s values, mission, and perks.
  • Employee Testimonials: Let your employees tell their own stories about why they love working at your company. Shilvi Leinwand says, “people typically look at people’s, you know, profiles on LinkedIn before they interview with them or, you know, just to learn more. I think that’s an opportunity to really show your brand, your personality.”
  • Behind-the-Scenes Content: Take potential hires on a virtual tour of your office, or show them what a typical day is like for an employee in your company.

Building Your Employer Brand on Social Media

Social media is a great way to reach potential hires and share your employer branding content. Here are some tips for using social media for employer branding:

  • Be Active: Regularly post content that is relevant to your target audience.
  • Use the Right Platforms: Choose the social media platforms where your target audience spends their time. Gerry Gadoury recommends, “For smaller firms or individual teams you pick a primary platform and a secondary platform. You learn the nuances of those platforms and you master them…”
  • Engage with Your Audience: Respond to comments and questions from potential hires.


Employer branding is an ongoing process. By following these tips, you can create a strong employer brand that will help you attract top talent and build a successful company. Remember, employer branding is about more than just creating a catchy slogan. It’s about creating a positive and authentic image of your company as a workplace. When done right, employer branding can be a powerful tool for attracting and retaining top talent.

This blog is based on an Agile webinar hosted by Clint Hawkins and Ciara Nasuti featuring Shilvi Gandhi Leinwand and Gerry Gadoury