6 Companies with GreatEmployer BrandsWhy It Matters, and How to Define Yours

What is your Why?

For today’s candidates, employer brand trumps consumer brand.

There is no longer an obvious overlap between consumer and employer brand. In fact, although companies like Coca-Cola and Pepsi rank in the top 10 for “most respected brands in the world” by CoreBrand, they do not make an appearance in Collegefeed’s list of top 50 companies to work for. (Source) Of the the poll’s participants, more than 75 percent said that “people and culture fit” was the reason behind choosing top employers.

These statistics are demonstrative of the evolving priorities of today’s job seekers. Companies are increasingly investing in employer branding,

a definitive and deliberate communication of internal culture and values. This is because top talent wishes to align with the values and the motives of the people who work there. In a candidate-driven market, companies can’t afford to ignore the importance of developing and communicating the unique, unifying characteristics that define them.

So, why should great candidates want to work at your company? Get inspired by these 6 organisations.

understands what drives you

Before Pinterest dives into job openings on its careers page, it includes quotes from members of each major department. This is a quick and effective way to demonstrate why great people work at the organization and gives candidates some insight into the people who work there.

“This is Axial - the home of Axialites - where we work hard and always find time to celebrate our successes!

#everydamnday”

works hard, celebrates success

Axial has a Tumblr blog dedicated to its employees, “Axialites” that demonstrates the tight-knit company culture. It features employee spotlights, pictures from the frequent company outings, and recaps of recent bonding activities.

shows you a #dreamjob

Your company Twitter handle shares relevant content, news, and insights from your industry. Creating a secondary account is a great way to do the same for prospective employees. Salesforcehas a dedicated account for Salesforce Jobs.

The messaging showcases the company’s playful and youthful culture, and its idealistic work environment with a consistent #dreamjob hashtag.

invests in great interviews

BrightRoll understands the importance of a greatcandidate experience. Its Head of Talent Engineering,Erin Wilson, provides transparency into their process and shares positive feedback from interviewees.

Further, the company explicitly states its refreshing perspective on the interview process in a “Create Your Own” job description.

We consider the interview/hiring process to be nothing more than an intricate alignment exercise and hope this approach will streamline the process. Our team will ingest the answers you provide and respond with feedback and/or next steps

within 48-72 hours. What is your career trajectory?

General Electric tells a powerful story

Even corporate giants like General Electric have identified their cultures. GE has developed a website dedicated to the people who work at GE. Candidates can browse by customers, retirees, veterans, or by one of their four pillars: powering, curing, moving, and building.

stays true to its 10 core values

Zappos has defined its unique culture with ten, clearly-defined core values. It gives employees a framework from which they make decisions, and shows candidates what it takes to succeed at the organization.

Zappos also created a quirky character, the Core Values Frog, as an unofficial mascot.

Zappos’ 10 Core Values:1. Deliver Wow Through Service

2. Embrace and Drive Change

3. Create Fun and A Little Weirdness

4. Be Adventurous, Creative and Open-Minded

5. Pursue Growth and Learning

6. Build Open and Honest Relationships with Communication

7. Build A Positive Team and Family Spirit

8. Do More With Less

9. Be Passionate And Determined

10. Be Humble

How To Define YourEmployer Brand

Not every company has the same resources as Salesforce, but every company has defining characteristics.Take the time to identify unifying attributes among top performers that represent your company in the best way. Sit down with key stakeholders at your organization and ask them a question: Who are your top employees, and

what common behaviors or attributes do they possess? Notice the omission of the word skills; your employer brand should be driven by traits, not qualifications.

Then, brainstorm why those spectacular employees work at your company.

What is the “why” of your organization?