Recruiting and retaining top talent in the museum world takes more than passion, it requires a strategic employer branding approach.
In today’s competitive landscape, where job seekers value purpose-driven work, cultural institutions must prove they are not only employers but also places where careers thrive.
This guide outlines seven actionable steps, backed by data and real-world examples, to help your museum or gallery become an employer of choice.
So let's get started!
Step 1: Use Vouch to Share Authentic Employee Stories
Video testimonials are one of the most effective ways to showcase your workplace culture.
Platforms like Vouch make it simple to collect and share short, authentic staff videos, whether from collections specialists or museum educators.
These employee stories give candidates a real sense of your workplace culture and environment before applying.
Why Vouch video matters:
- Demonstrates your culture and values visually and transparently.
- Builds trust by showing real employee experiences.
- Makes career paths and organizational values feel relatable.
Key data: CareerArc reports that 82% of candidates consider employer brand before applying, and video is the most trusted format for showcasing culture. See more [Employer Brand Statistics].
Where to use your Vouch videos:
- In your job postings and career pages.
- On Instagram, LinkedIn, and other social media channels.
- During your internal onboarding programs.
Step 2: Build an Inclusive Employer Value Proposition (EVP)
Many museums focus on mission but fail to connect it to staff experience.
A strong Employer Value Proposition (EVP) explains why people should work for you, and we mean "not just show up", but passion and attention to detail your workplace requires.
Your EVPs should include:
- Show clear cultural values including collaboration, learning and equality.
- Show tangible benefits like disability insurance, retirement plans, and professional development.
- Show a strong commitment to staff well-being and mental health.
Insight: The American Alliance of Museums highlights lack of support and weak DEI integration as major retention barriers.
The AI-enabled workspace for talent teams.
- Unified workspace for talent teams
- Accelerate hiring with AI tools
- Auto-generate polished hiring and employer brand content
- Easily repurpose assets across all channel
Step 3: Align Your Career Page with Your Digital Identity
Your career page should bring your mission to life, not just list vacancies.
It’s where candidates visualize themselves as part of your team.
What to include on your career page:
- Staff profiles across diverse departments like Collections Care, Digital Initiatives andExhibition Design.
- Details on signature programs such as the Museum Guild, Research Residencies.
- Provide clear, jargon-free explanations of roles and benefits.
Step 4: Use Social Media To Showcase Your Company Culture
Social media isn’t just for event promotion, it’s a powerful recruitment tool.
Use it to reveal your team dynamics, day-to-day work, and mission.
Content ideas for social recruitment:
- Show “Day-in-the-life” reels from Museum Services and employees like these.
- Show behind-the-scenes glimpses of Collections Care and Gallery Design teams.
- Intern interviews from programs like the Joan Hall and Mark Weil Conservation Fund Fellowship.
Best platforms for sharing bts photage:
- Instagram for visual storytelling.
- LinkedIn for professional networking.
- Twitter/X for sharing updates from Museum Education and Digital Initiatives.
Step 5: Promote Internal Growth
Career stagnation is a major reason for turnover.
Promote your development opportunities and celebrate staff progress. For example, highlight promotions and new roles, training milestones and achievements and partnerships with other institutions.
Examples of ways to promote internal growth:
- Department swaps, e.g., visitor experience to curatorial.
- Offer fully-funded Research Residencies.
- Flexible roles for hybrid or remote workers.
Why it matters: MuseumNext reports that employees who see clear growth opportunities are 2.5x more likely to stay long-term.
Step 6: Lead with Diversity, Equity, and Inclusion (DEI)
DEI is more than policy - it’s action.
Share your DEI initiatives and the people in your team who are driving this change, spotlighting your inclusive hiring practices, pay equity commitments and more.
How to show your commitment:
- Spotlight your DEI Committee or Diversity Chair.
- Promote exhibitions like “Women in Abstraction” or “Ingenious Women.”
- Partner with advocacy groups like Guerrilla Girls or The Conversation’s Europe Project.
Business case: McKinsey research shows that diverse organizations are 35% more likely to financially outperform their peers.
Step 7: Refine Your Employer Branding Strategy
You can’t improve what you don’t measure.
Regularly track key data to assess and refine your strategy.
Employer branding metrics to monitor:
- Application-to-hire conversion rates.
- Employee retention.
- Internship satisfaction (e.g., Brown Graduate Proctorship).
- Staff well-being and DEI survey results.
Tools to use:
- Google Analytics for career page traffic.
- HR software for exit interviews.
- Anonymous feedback forms.
Expert tip: Dana P. Hundley recommends reviewing employer branding twice a year, especially after major hiring cycles.
Who Are The Top 10 Art Galleries & Museums Globally?
1. The Metropolitan Museum of Art (The Met) – Largest U.S. museum with an encyclopedic collection. (Met Museum)
Revenue: ~$250M (FY2022)
2. Victoria and Albert Museum (V&A), UK – Leading decorative arts and design museum. (V&A)
Revenue: £68M (2022)
3. Musée du Luxembourg, France – Known for modern retrospectives and national showcases. (Musée du Luxembourg)
Revenue: Public-private funding, not disclosed
4. Centre Pompidou, France – Modern art landmark with bold architecture. (Centre Pompidou)
Revenue: ~$80M+
5. Asian Art Museum, San Francisco – Extensive Asian art collection. (Asian Art Museum)
Revenue: $22M (2022)
6. Museum of Fine Arts, Houston – Major southern U.S. cultural hub. (MFAH)
Revenue: ~$120M (2022)
7. Seattle Art Museum (SAM) – Contemporary and Indigenous art leader. (SAM)
Revenue: ~$40M (2022)
8. RISD Museum, Providence – University museum with strong student focus. (RISD Museum)
Revenue: ~$12M (2022)
9. San Diego Museum of Art – International partnerships and historic collections. (SDMA)
Revenue: ~$18M (2022)
10. Picasso Museums (Multiple Locations) – Dedicated to preserving Picasso’s works. (Musée Picasso)
Revenue: Public-private funding.
FAQs
What is employer branding for museums?
Your employer brand is how potential and current staff perceive your workplace culture, mission, and values.
Why is it important in the cultural sector?
A strong employer brand helps museums overcome the nonprofit labor shortage and attract talent.
Best tool for showcasing employee stories?
Vouch is excellent for authentic video testimonials. Internal storytelling also works.
How can museums support staff well-being?
Offer mental health resources, promote work-life balance, and provide safe feedback channels.
Where should I promote job openings?
Use your careers page, LinkedIn, and platforms like the AAM Job Board.
How can we promote DEI?
Highlight DEI programs, support diverse leadership, and ensure accessibility.
How do I track branding success?
Measure retention, staff surveys, and social media engagement to improve your employee experience.
See Why Employer Brand Managers Love Vouch!
Loved by companies like Warner Bros. Discovery, Canva, Nike, Cisco, HubSpot, Amazon, and more, tools like Vouch make leveraging employer branding strategies in your business remarkably easy.
Book a Vouch demo today and chat with an employer branding expert about your business needs.
You might also like
Elevate Your Brand Today With Vouch
Discover how Vouch can accelerate talent acquisition while helping you stay on-brand.