How to build a positive employer brand with exceptional employee experiences

People want to do business with or work for people they know, like and trust, and prospective employees are no different. They want to see what’s behind the curtain. Creating campaigns and programs that shine a light on employees is key, and there are many easy ways to do this.

According to Seth Godin, author and former dot com business executive, “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

Highlight your culture

Take your intended audience behind the scenes with employee and customer videos to create a sense of belonging and highlight your culture. You can easily make your social strategy personal by featuring employees as the face of your company and sharing photos of special events or even everyday happenings such as the team grabbing lunch together. From your brand voice to your content and ways of engaging, it’s important to remember to speak human and be authentic.

Ultimately, you want your employees to be proud to wear your company T-shirt or carry your branded bag. That culture and sense of trust can’t be made up with words in a marketing campaign. Your brand can’t be defined in a marketing campaign. It must come authentically from employees.

Employer brand reputation considers the entire employee experience—from recruiting to onboarding and retaining to offboarding. Be sure to invest in employee-facing programs that continue to drive the actual culture you are highlighting.