9 Great Employer Branding Examples to Inspire You in 2021
Good employer branding examples come in many different shapes and sizes, and from different industries. As candidates increasingly look at what it’s really like to work at a company, your employer brand becomes more and more important. In this article, we’ll share 9 exceptional employer branding examples and what we like about them.
Employer brand vs. EVP
Before we go to the employer branding examples, it’s good to quickly take a look at the terms employer brand, employee value proposition (EVP), and the difference between the two.
Put simply, your EVP is the promise you make as an employer to your employees in return for their commitment. It entails the sum of all the benefits and rewards employees receive from the organization they work for.
Your employer brand, on the other hand, is the face your company shows the outside world as a potential employer. It’s the sum of all the different things people think when someone asks them what it would be like to work for Company X or Y.
In other words, your employee value proposition defines what employees get out of working for you while your employer brand tells other people (including candidates) about it. As such, the EVP is sometimes referred to as the ‘Why’ of an organization and your employer brand as the ‘How’ and ‘What’.
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In a time where candidates increasingly attach value to an organization’s reputation as an employer, both your EVP and employer brand are essential. Living up to your EVP – and keeping the promise you’ve made to your employees – will boost their engagement and trust in you as an employer. What’s more, it can turn your current employees into the best possible ambassadors for your employer brand and create great employer branding examples like the ones listed below.
Mollie is a Dutch scale-up and one of the fastest-growing payment processors in Europe.
What we like about Mollie’s employer branding
Mollie’s ‘About’ page beautifully describes what the organization is about including its core values:
We are Mollie.
We were founded on the belief that everyone has the right to grow.
Therefore, we genuinely seek out what’s best for our customers, as well as for our people.
We encourage our people to take smart risks and embrace possible failures.
It lets us build world-class products that simplify complex financial services.
Our commitment to growth is our enabler to push the payments industry forward.
And it allows companies of all sizes to compete on better terms.
For us, growth is found in the notion of knowing that small things can make a big difference.
It’s rooted in our products, embedded in our culture, and it empowers us to take a critical view of the status quo.
Because payments should be effortless.
And growth should be for everyone.
Be loved. Be bold. Be authentic.
We are Mollie.
We are the Founders of Growth.
As a candidate, you immediately get what this company stands for and what to expect if you are going to work for them. A visit to Mollie’s careers page gives you an even better idea. Starting with ‘Be authentic.’ in big, bold letters the message couldn’t be clearer.
On the social media front, Mollie does well too from an employer brand perspective. The company’s LinkedIn page, for instance, features freshly onboarded Mollies, employee stories and journeys, and posts about their recruitment process.
Another cool example are the employee headshots. They boast a unique ‘Mollie look’ for which the company’s photographer even developed a special filter. As a result, pictures from Mollies are real eyecatchers on the web.
Chipotle Mexican Grill is, as you may have guessed, a restaurant chain with its headquarters in California. Despite the COVID-19 crisis and its disastrous impact on big parts of the restaurant industry, Chipotle has actually expanded its business.
What we like about Chipotle’s employer branding
From an employer branding standpoint, Chipotle focuses on three things: employee benefits, promotions, and inclusion.
As an employer, the most important thing when it comes to making promises to your employees and candidates is, as we mentioned earlier, that you do as you say.
Chipotle seems to be doing a great job keeping its promises: the company enhanced its parental leave program last year, added mental health programs to its benefits in 2019, and has plenty of opportunities for employee education.
On top of that, more than 70% of the company’s general managers are the result of internal promotions and 70% of its workforce are people with diverse backgrounds.
The company’s Facebook page shows countless examples of Chipotle employees sharing their experiences working at the company. Each story proves that the organization is living up to its key EVP messages of focusing on employee benefits, promotions, and inclusion.
Chipotle’s social posts vary from people talking about:
- How they first joined the company and made their way up to becoming a general manager
- How Chipotle helped them develop leadership skills
- What it means to be gay or transgender at Chipotle
- How they are college-grads working at Chipotle and benefiting from the company’s tuition reimbursement program
- And the list goes on.
In other words, Chipotle’s Facebook (and Twitter) page show everyone that this is a company that does exactly what it says it does. As such, it is one of the best employer branding examples we’ve come across.
3. Electronic Arts (EA)
Electronic Arts (EA) is an American video game company famous for popular games such as FIFA, The Sims, or Battlefield.
What we like about EA’s employer branding
EA’s careers site provides (potential) job candidates with a solid picture of what it’s like to work at the company and what they prioritize.
Candidates can see the commitment EA has made to inclusion and diversity, together with concrete examples of actions they have taken to support this within and outside the organization. These include Juneteeth and International Women’s Day celebrations, as well as actions against racial injustice. By this, EA is showing that they really walk the walk.
EA also presents the key elements of their benefits package with a focus on employee wellbeing.
What’s more, they detail their virtual hiring process to set and manage candidate expectations and also describe how the organization has supported employees throughout the COVID-19 pandemic.
The design of the page is on-brand as well, featuring many images from EA’s games.
EA builds their employer brand by sharing employee stories, too. Not only do they have an InsideEA Youtube channel, they also use Linkedin to put a spotlight on employees from all over the world.
4. Tony’s Chocolonely
Tony’s Chocolonely is a Dutch company producing and selling fair trade chocolate.
What we like about Tony’s employer branding
Their manifesto video, for starters.
The video (with Idris Elba acting as a voice-over) tells a lot about the company and what it stands for: creating a world that only offers 100% fairly produced chocolate and having a lot of fun while achieving that.
Tony’s does a great job at spreading its mission and values every chance they get. A great example is their chocolate and even the wrapper it comes in. A Tony’s chocolate bar isn’t divided into a number of equally big pieces of chocolate to remind people that profits in the chocolate industry aren’t fairly distributed either.
The inside of the paper wrapper that the chocolate comes in states Tony’s Chocolonely’s mission of a world that only has 100% slave-free chocolate and how they plan on getting there.
The company’s website is a fantastic display of the fun element that’s so important for the company. One example being the way in which they present Team Tony’s (see below).
Netflix is one of the world’s most well-known streaming services offering a wide variety of award-winning TV shows, movies, documentaries, and more.
What we like about Netflix’s employer branding
It’s simplicity and its (brutal) honesty.
Netflix’s careers page starts with a section about its (in)famous culture. Unlike what you may expect, you’ll land on a page that’s filled with a lot of text, no videos, images, or anything else that could distract you, just words on a plain background.
The company’s culture is described pretty extensively and doesn’t make things seem prettier than they are. For instance, it talks about what Netflix means by a dream team, how they believe a team should function, and how not everybody may remain on the team if they don’t pass the so-called keepers test (meaning their manager would not fight to keep them if they were to leave).
They’re also very candid about their compensation policy, which is to pay employees top of their personal market (instead of a 2% raise for adequate and a 4% raise for great, as they put it). This also means that some employees will be paid more faster than others if their market value goes up.
For those candidates who prefer watching a video, the company’s careers page also features a video of Netflix CEO Reed Hastings in which he talks about what he’s learned at Netflix in 20 years’ time. He too, speaks candidly and paints a realistic picture of what it’s like to work at Netflix.
PetSmart is a leading pet specialty retailer in the US and Canada.
What we like about PetSmart’s employer branding
PetSmart has a very simple message right at the start of their careers page: everyone who works there loves pets. It’s this fundamental passion for pets that brings the company’s culture to life and unites its people.
In terms of employer brand, the company initially shared mostly images about puppies and kittens. Now, however, they’re infusing more associate stories so that candidates are able to better see themselves in a role and make a more personalized connection.
According to Dani Kaufman, manager of employment brand at PetSmart, creating the #LifeAtPetSmart has been a great way for PetSmart to dive into employee generated content and something that served as a unifier across all of their associates.
Both on its website and on its various social media channels PetSmart does a great job at conveying its love for pets and, of course, its people, both in pictures and in words.
Eventbrite is a global self-service ticketing platform for live experiences that allows anyone to create, share, find and attend events.
What we like about Eventbrite’s employer branding
Eventbrite does a great job in showing employees that it listens to them and in showing candidates that it’s a company that is at the forefront of the latest developments in the world of work. How so, you wonder?
The company’s employees, also referred to as Britelings, expressed a desire for more flexibility, optionality, and empowerment. Eventbrite responded by evolving its workplace philosophy; when offices reopen, it will give employees three options to choose from:
- Work 4-5 days a week in an Eventbrite hub office.
- A mix of virtual and in-office work, being in the office between 1 and 3 days a week.
- Fully remote.
This initiative is totally in line with some of the company’s messages on its careers page: ‘We know when you’re happy and healthy, you do your best work’ and ‘Choose what is best for you.’ A great example of a company that does what it promises in its EVP.
8. Marriott International
Marriott International has 30 renowned hotel brands in 131 countries around the world.
What we like about Marriott’s employer branding
At the core of Marriott’s EVP lies the organization’s belief that the foundation for its success depends on the wellbeing of its people.
As such, they made a commitment to make their workplace an environment where their people’s emotional, physical and financial needs matter. An environment where each employee feels like a valued member of a team. A place where people are motivated to make a difference in their communities. They call it TakeCare.
The company’s various social media channels show countless examples of what Marriott does to live up to its promise.
On Facebook, Instagram and LinkedIn there is, for instance, a lot of content on what the company does to support and improve their associates’ wellbeing. There also is a lot of content on the organization’s efforts on diversity and inclusion.
Marriott really does a great job at keeping its word and is one of the better employer branding examples we came across.
Innocent is a company that was originally founded in the UK and that produces smoothies and juices.
What we like about Innocent’s employer branding
Innocent’s five values are: natural, entrepreneurial, responsible, commercial, and generous. As they put it themselves: ‘These five values reflect what we are, how we do things, and where we want to be.’ Followed by a bit of typical British humor: ‘They hang above every loo in the building so we get to look at them every day.’
On both their Facebook and Instagram pages, Innocent shows how it lives up to these values. A good example is their knitting initiative; people knit a little hat, Innocent sells it on a smoothie and the money goes to Age UK. Each year, the company also gives at least 10% of their profits to charity.
The company’s LinkedIn page focuses more on what Innocent does for its employees. It features posts about the company’s diversity and inclusion efforts, its L&D offering, employee testimonials, its way of working, and more.
What we like about all of Innocent’s communication is that it’s sprinkled with humor which makes it very engaging and fun – and one of our favorite employer branding examples.
And that’s a wrap! Nine great employer branding examples, each of them unique in its own way. If you’re looking to ramp up your own employer branding activities this year, we hope you’ll be inspired by the companies listed in this article. If you feel we missed out on one, don’t hesitate to share it with us in the comments.