11 examples of corporate employer branding

With the current war for talent, all companies must stand out to attract and retain the best candidates. They must give them valid reasons to work for them. To do this, it is enough to build a strong employer brand. This concept refers to the employer identity that a company conveys to its employees and potential candidates. It aims to promote and nurture the image of the structure in order to make it attractive to its future employees. Strengthening your organization’s employer brand therefore means highlighting its attractive aspects, sharing its personality, presenting its backstage, celebrating its employees, etc. But how does this translate into reality? Here are some examples of corporate employer branding that you can use as inspiration to develop a strategic talent attraction and retention process.

Microsoft, promoting well-being at work

The first example of a corporate employer brand that we present here is that of Microsoft. Employees are in the best position to talk about their employer, their values, and the treatment they experience. They therefore represent true ambassadors for a company. Microsoft, having quickly understood this concept, based its employer branding strategy on innovation, inclusion, diversity and employee support.

It encourages them to work by offering them opportunities for professional development, good salaries, competitive benefits, etc. It also promotes their well-being by improving working conditions and ensuring that work-life balance is maintained.

With the actions cited in this example of corporate employer brand, the American IT giant obtained a score of 4.6 out of 5 from 14,000 employees in 2016. It won the 2017 annual Employee Choice Award from employee review platform Glassdoor and became the best French employer.

The reviews that Microsoft employees leave on the Glassdoor site play a very important role in building the company’s strong employer brand. Thanks to them, it nurtures its reputation by responding to the needs expressed by its staff. As for readers, these comments and notes allow them to get an idea of the image that the multinational sends to its employees as an employer. The company therefore attracts countless talents who want to live the experiences described.

Netflix, an employer brand based on audience-oriented content and focused on accountability

Netflix is undoubtedly a very good example of a corporate employer brand.

An employer brand based on content intended for the public

Netflix is one of the brands most loved by millennials and Gen Z, and it’s well aware of that. For this, you will notice that Netflix’s employer brand campaign is based on social networks and digital.

Knowing the interest of the employer brand, the streaming giant publishes on its job site various dynamic, engaging, attractive and user-friendly content. These include:

• An employer-branded video podcast called “WeAreNetflix” in which employees showcase the company’s values and technology with the goal of encouraging top talent to join them;
• A blog on the news and culture of the company as well as another on technology;
• An easy-to-understand and highly transparent culture code that conveys information such as the vision and values of the structure, compensation, etc.

Netflix mostly uses content formats that interest its audience, especially videos.

An employer brand based on accountability

Netflix also gives us the example of an employer brand focused on accountability. Indeed, the company’s human resources are directed according to a culture of “freedom and accountability”. In other words, Netflix employees are free to make decisions about their holiday period, for example. The main thing is to provide good results. With such a policy, staff become responsible and self-disciplined while feeling empowered and listened to. This increases their sense of belonging, commitment, involvement, and promotes teamwork and cohesion.

Starbucks, various actions to improve the employer brand

To improve its employer brand, Starbucks produces multiple videos that value its employees. Adopting a CSR approach, the coffee chain has strived since its creation to establish and maintain a warm and inclusive corporate culture. It advocates well-being, good humor and proximity. This is a great example of a corporate employer brand.

Through employer branding videos, Starbucks communicates about the accessible and inclusive aspect of the recruitment process as well as the daily lives of Starbucks employees. In order to build trust, it implements various practices such as:

• Internal communication, which aims to strengthen links between employees (for more information, see this article: how communication is a lever for developing the employer brand);
• The attribution of the name “partners” to its employees, which testifies to its gratitude to them;
• Transparency on its commitments.

In addition, Starbucks carries out humanitarian actions. For example, it participated in the reconstruction of Puerto Rico after the devastating Hurricane Maria. Through such an initiative, the firm shows that it is committed to the population. The various actions mentioned in this example of corporate employer brand will allow you to attract many candidates.

Saint-Gobain, the promotion of business lines

The Saint-Gobain Group’s example of a corporate employer brand includes actions such as:

• The enhancement of the perspectives of the different professions of the company;
• The creation of campaigns to highlight job offers;
• Transparency on the recruitment process and development prospects.

Through these three measures, Saint-Gobain enables talents to visualize their journey, from application to their integration into the company. The world leader in sustainable construction also relies on the presentation, enhancement and training of professions unknown to the general public to attract job seekers. Similarly, it has an “employer brand” section that it uses to make itself more attractive to its future employees with external marketing. You can use this example of a corporate employer brand to develop your employee attraction strategy.

Disneyland Paris, an ultra-educational communication for young people

With Disneyland Paris, we will discover an example of a corporate employer brand based on corporate communication. Here is a company that knows how to handle its employer brand perfectly in order to be more attractive. It has been able to take advantage of the interest of its relatively young audience, through the adoption of dynamic communication particularly aimed at young talents. Indeed, in order to attract them, the brand has devoted a whole section of its site to internship or work-study recruitment. You will therefore find on its platform:

• Job offers and job descriptions accessible to all;
• A questionnaire called “Find the job that suits you”;
• A very educational FAQ;
• Recruitment events.

For greater transparency, Disneyland Paris does not hesitate to report on the recruitment process and the daily lives of its workers. It makes every effort by using the link between employer branding and HR marketing to ensure an exceptional candidate experience. All these actions provide the amusement park with an attractive employer brand and attract the best talent. Each of the firm’s various employer branding campaigns has always been a success. So this is a good example of a corporate employer brand that can inspire you to develop your strategy.

Google, the human and their well-being at the center of the employer brand

If you do not imitate the above brands, you can replicate Google’s example of a corporate employer brand. In addition to being famous in the field of the internet, the web giant is one of the organizations recognized for their employer brand. For years, the company’s e-reputation has continued to shine since it relies on its employees. Google guarantees the well-being and development of these through:

• Improving the employee experience;
• The creation of attractive, impressive offices, respectful of the environment and sustainable development;
• The introduction of QWL at the heart of the employer brand;
• The implementation of an employee advocacy program.

In addition, Google regularly communicates about the daily life and benefits of employees within the company through videos. It even has a YouTube channel called “Life at Google” dedicated to employer brand communication. These practices promote the maintenance of a virtuous circle of attractiveness and employee loyalty. This example of a corporate employer brand continues to prove its worth. The company receives more than two million applications each year.

Deloitte, an employer brand focused on videos

With Deloitte, we also have a good example of a corporate employer brand. With its campaign based on video content, this firm is one of the best employers in France. Like Google, it has a YouTube channel dedicated to employer brand communication. On this platform, you will find spots that value talent and give job seekers tips to follow to succeed in interviews and integrate into the company.

Deloitte also publishes interviews with its employees and presents in an attractive way their daily lives as well as their values and premises. The objective is to attract talented people, to encourage the commitment of future candidates, to allow them to project themselves into their future within the firm. To copy this example of a corporate employer brand, you must ensure that your video content is of quality and adapted to your target.

JOANN, EVP at the heart of the employer brand

Having quickly understood the concept of employer branding and its importance, JOANN implemented a strategy based on EVP (Employee Value Proposition). His campaign can be considered a great example of a corporate employer brand. The company offers a convincing, unique, strong and relevant EVP throughout its history. This is a better way to attract, engage and retain talent.

To replicate this example of a corporate employer brand, you need to write a PVR that addresses your target candidates and encourages them to apply to you. Your employee value proposition should consist of:

• Financial compensation;
• The benefits of employment;
• Career development;
• The work environment;
• Corporate culture.

The EVP should be built with short, error-free, and understandable sentences so that your potential candidates as well as your talents understand it.

Sherwin-Williams, history at the service of the employer brand

Want to include your candidates in your employer branding strategy? Follow Sherwin-Williams’ corporate employer brand example by sharing your firm’s story. You could take advantage of the pride that comes from having participated in your country’s history to recruit the talent you need. This is precisely what the painting society does.

To enhance his e-reputation on Google, Sherwin-Williams highlights on his career site the most emblematic and famous monuments in the world, which bear his painting. These include the Hollywood Sign, the Golden Gate Bridge, the Jing’an Temple and the famous skyscraper The Shard.

By using this example of corporate employer branding, you give your potential candidates the opportunity to work within an organization that has its imprint on history. This gives them a valid reason to be proud to work with you.

Amazon, business presentation videos

Amazon’s employer branding campaign is primarily focused on showcasing the various trades available in the company. This is an example of a corporate employer brand that you can emulate to recruit better talent.

Knowing the challenges of employer branding for a company, the e-commerce giant makes every effort to build a strong image. It attracts talent thanks to its business presentation videos. In the latter, the brand focuses on one of its employees to present their work, their missions, their career development opportunities and their team. It also presents the working environment of its staff.

Amazon stands out as a good recruiter who guarantees its employees personalized support in their careers. This allows it to provide its customers with an optimal quality of service.

WiziShop, the human at the heart of the employer brand

WiziShop’s recruitment optimization campaign is a great example of a corporate employer brand. Here is a company that actually applies the definition of employer branding. Indeed, WiziShop puts the human at the center of its actions, that is to say its employees and its potential candidates. To better understand, you can consult this text on what is the job brand.

The company has a team that takes care of the well-being of its employees throughout the year. Called the “Happy Team”, this organization’s mission is to ensure:

• Improvement of the working environment for the well-being of employees;
• Human resources management and career development;
• Maintaining team cohesion;
• Employee buy-in to the corporate culture.

In addition, the Happy team is responsible for making the recruitment process easy for candidates and attracting the best profiles. It also rewards employees who are involved in the company’s projects.

In addition to these actions, copying the example of WiziShop’s corporate employer brand consists in offering your employees a professional environment close to public transport. The goal is to make it easy for them to get to work. It is also necessary to create activities, animations or events that will bring employees together.

In addition, the happy team can be composed of an employee from each team or department present in the company. Thus, all services are represented and information circulates better.