Let's cut to the chase - larger companies usually have excellent visibility, but this doesn't always translate into a positive employer reputation.
A poor reputation - even a few negative reviews on review sites like Glassdoor can deter qualified candidates, regardless of brand recognition. In fact, 86% of job seekers read company reviews before applying for a job, and 75% are more likely to apply if the employer actively manages its brand (Glassdoor for Employers).
So, to counter the employer review sites and ensure your enterprise can attract the top talent in a changing world, here's how to take your employer branding strategy to another level.
Step 1: Capture Employee Stories Using Vouch
In a world saturated with polished marketing, employee-generated content offers an authentic glimpse into real life at your company. This is the most powerful tool you can have when it comes to attracting top talent, but you need to do it right, which is where video tools like Vouch reign supreme.
Vouch is a video platform loved by big brands like Cisco, Amazon, Warner Bros, Go Daddy, Flight Centre and more, and it lets your current employees record unscripted videos that capture the true spirit of your workplace.
How to use Vouch:
- Capture stories about career advancement, project wins, and team culture
- Embed on job posting pages and company websites
- Share across social media platforms for maximum social media engagement
Real Impact: Brands using video in recruitment efforts see 34% higher application rates (CareerBuilder).
Step 2: Clarify and Promote Your Employee Value Proposition (EVP)
Your employee value proposition isn't just perks - it's the promise of a meaningful career. It's what separates you from every other potential employer.
Key elements to include:
- Clear career growth opportunities
- Flexible work and work-life balance initiatives
- Purpose-driven work tied to core values
- Employee benefits that go beyond salary
Why this matters: A strong EVP improves employee retention rates and reduces cost per hire, which is a win-win for HR, recruitment teams, and your bottom line.
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: Boost Employee Advocacy with Video Content
Employee advocacy programs turn your current team into brand ambassadors. When your people share their experiences, like with spotlight videos, it builds a compelling story far more powerful than corporate messaging.
Strategies to try:
- Encourage social sharing with pre-approved social media posts
- Highlight positive feedback and milestones on LinkedIn
- Use platforms like LinkedIn Elevate or Sprout Social
Stat to know: Content shared by employees receives 8x more engagement than content shared by the brand itself (LinkedIn Business).
Step 4: Align Your Brand with Career Development and Progression
Top candidates want to grow. They want a career path, not just a job. And if you don't show them what's ahead, another company will.
What you can do:
- Share career development stories of internal promotions
- Promote career advice content via blogs and your internal communications
- Provide access to learning platforms like Coursera or LinkedIn Learning, and don't forget microlearning tools, too!
Real results: Companies that invest in career development opportunities see 34% higher employee retention, according to LinkedIn Learning's Workplace Report.
Step 5: Be Proactive on Review Sites and Feedback Platforms
Employer review sites like Glassdoor and Indeed shape perceptions. Whether the feedback is good or bad, silence from your side damages trust.
Tips for success:
- Respond to both positive and negative reviews
- Thank reviewers and share how you're acting on feedback
- Share survey data from regular employee surveys to show your evolution
Pro insight: Companies that respond to reviews are 62% more likely to attract prospective candidates (Glassdoor Research).
Step 6: Showcase a Unified Company Culture
Consistency matters. Your corporate culture must show up the same way across social media channels, job ads, and internal communications.
Showcase through:
- Company events, team awards, and social impact work
- Day-in-the-life series across social media
- Consistent messaging in job descriptions and press releases
Remember, your company culture is no different from a product or service you sell - you need to always monitor it and improve it.
Step 7: Use Data to Continuously Refine Your Strategy
Great employer branding isn't static. It's a loop of creating, measuring, and refining.
Recruitment metrics to track:
- Cost per hire
- Time to hire
- Candidate experience scores
- Social media click-through rates
- Retention and engagement stats
Using tools such as Vouch and Culture Amp to track employee engagement and sentiment over time can be invaluable in improving your recruitment process and brand messaging.
Who Are The Top 10 Global Enterprises That Are Known for Their Employer Branding?
- Google (Alphabet Inc.) – Renowned for innovation and employee perks.
- Microsoft – Strong focus on diversity, flexibility, and learning.
- Salesforce – Champions values-based hiring and social good.
- Adobe – Known for creativity, trust, and career growth.
- Marriott International – Offers global mobility and a strong internal culture.
- SAP – Robust talent strategy, employee advocacy, and remote culture.
- Brother International Corporation – Focuses on Balance & well-being and human-focused leadership.
- Accenture – Drives inclusive hiring and strong professional development.
- Electronic Arts (EA) – Uses real employee testimonials to highlight culture.
- Unilever – Combines social purpose with career progression.
FAQs
What is employer branding for large companies?
Your employer branding is how enterprises attract, engage, and retain talent through a consistent and authentic brand image.
Why is employer branding so important now?
Because in a competitive job market, brand perception directly affects your ability to hire and retain.
How do large companies measure employer branding success?
Using KPIs like cost per hire, retention rates, and employee satisfaction.
What makes a strong EVP?
Clarity on purpose, perks, career paths, and what employees can expect.
What role does video content play?
Tools like Vouch humanize the brand and improve candidate engagement.
Can poor employee reviews hurt hiring?
Absolutely. A poor reputation can shrink your talent pools and raise recruitment costs.
How often should employer branding be updated?
Quarterly check-ins help keep the brand aligned with employee feedback and market shifts.
See Why Employer Branding Managers Love Vouch!
Loved by companies like Canva, Nike, Cisco, Stryker, 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.
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