Employer branding content is one of the most powerful tools available to recruitment teams. Highlighting an organization’s mission, values, and workplace, employer branding allows a company to tell its story in its own words and highlight the unique aspects of its work culture. The right employer branding can also help candidates understand how real employees feel about a company before they apply for an open role or accept an offer.
Beyond a simple career page, recruitment marketing content can take many different forms, including articles, blogs, photos, podcasts, and videos. While there’s no one-size-fits-all solution, strong pieces of employer branding content should paint a compelling and insightful picture into company culture.
As 2020 unfolds and companies prepare to revamp their employer branding content, we wanted to highlight some of the best examples of employer branding we found over the past year. Take a look:
Salesforce
Consistently ranked as one of the world’s best companies to work for, Salesforce highlights its numerous accolades and commitment to employee growth, diversity, and charity. Ranked third in Fortune’s World’s Best Workplaces, second in Fortune’s 2019 100 Best Companies to Work For, and regularly named among LinkedIn Top Companies, Glassdoor Best Places To Work, and Indeed’s Top Rated Workplaces, Salesforce’s awards speak for themselves.
Salesforce’s company culture video demonstrates its award-winning work culture, attributing business success to its employees and strong company values. Highlighting business commitments to equality, gender pay parity, and community service, the video emphasizes that Salesforce’s business success is made possible through its dedicated, community-focused workforce.
Another employer branding standout is Salesforce’s volunteer page, showcasing the way 30,000 employees contribute their time, money, and skills to supporting local communities. One unique benefit is Salesforce’s seven paid days of volunteer time off, encouraging employees to spend quality time outside of the office on positive community contributions.
Microsoft
The software giant’s employer branding content has a strong emphasis on the individual impact of working at Microsoft.
Notably, Microsoft comprehensively highlights its employee benefits, including the company’s commitment to ensuring employees lead a healthy, productive life. Physical and mental health coverage, parental and family leave, continued education opportunities, product discounts, and flexible work schedules are among the many benefits available to current and prospective Microsoft employees.
A large portion of Microsoft’s employer branding content is also dedicated to Microsoft employees themselves. Through a variety of individual stories, such as the lifelong judo practitioner who brings his skills from the mat into the workplace, Microsoft showcases its commitment to ensuring employees live a healthy work-life balance.
Microsoft also has sections dedicated to its international corporate philanthropy efforts, diversity and inclusion practices such as unconscious bias training, and its annual Hackathon, which connects thousands of employees across hundreds of different offices to bring new ideas to life.
Toyota
The automobile manufacturer’s employer branding content focuses on a broad theme of mobility, spanning everything from its vehicles to opportunities for employees to nurture and grow their careers. Toyota emphasizes many of the company’s reasons for creating its products, such as offering affordable cars that allow customers to reach their everyday destinations.
One of Toyota’s YouTube videos showcases the positive impacts of its products and manufacturing processes, highlighting safety, sustainability, and accessibility devices that help those with disabilities lead mobile lives.
Toyota’s environmental reports highlight the company’s dedication to green business practices, including conservation projects that saved millions of gallons of water in North America, and initiatives that led to 93% of all waste being recycled, reused, or composted in 2018.
Named one of the world’s most attractive employers, including the #13th top destination for global engineering talent, Toyota also places an emphasis on its diversity and inclusion practices, honoring teamwork and diverse perspectives through a dedicated section of its website.
EY
The professional services firm uses its employer branding content to emphasize its enormous network of EY alumni. Boasting a roster of more than 275,000 members, EY seeks to keep current and former employees connected through their shared experience with the company. Through its alumni program, members can gain access to mentoring opportunities and continue EY’s commitment to building a better working world.
EY’s corporate responsibility section also addresses its desire to grow as a business while navigating broad social changes and fostering an inclusive environment. Just as its alumni network creates a long-term community, EY seeks to foster an overall sense of belonging for its employees. EY also highlights its responsible business practices, such as sustainability, supply chain advisory, and an emphasis on human rights.
Today, and always, we believe in creating a culture built on trust and understanding in the workplace. We are proud join the @CEOAction #DayofUnderstanding to foster better conversations for a #BetterWorkingWorld. https://t.co/fNDfv2Ld9l pic.twitter.com/FxP6KsIrdU
— EY US (@EY_US) February 3, 2020
Diversity and inclusion at EY focuses on promoting a culture of respect. In its employer branding content, the company highlights stories from groups like military veterans to emphasize its commitment to accommodating and including workers with diverse life experience.
