Employer Branding Guide: The Ultimate 2024 Resource

When it comes to attracting and retaining top employees for your company, your employer brand is crucial, especially with an increasingly competitive 2024 job market. 

Today, companies of all shapes and sizes need to stay ahead of the "employer branding curve" to attract and retain the very best talent (over competitors) and, ultimately, ensure the best chance of long-term success.

If you're new to employer branding, be sure to see "why" it's so crucial with this quick article: 21 Employer Brand Statistics To Know in 2024

The statistics around employer branding are mind-bending, including this one, which shows the impact of a poor employer brand, which now takes 5 seconds to find with websites like Glassdoor: 

69% of candidates would reject a job offer from a company with a bad employer brand, even if they were unemployed. Source: CareerArc

Before we jump into it, at Vouch, our video platform helps companies like Amazon, Canva, HubSpot, Cisco, Nike, and more, so we have deep insights into employer branding - and we would say that if you only take one thing from this article, it should be

this: Your employer brand is not about you - it's about your employees. A successful brand turns your employees into heroes. Everything else is simply support for them.

So, let's jump into this ultimate 2024 employer branding guide:

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1. Create Authentic Employee Advocacy

When we look at the world's most successful companies, we can see that they are increasingly focusing on turning their employees into brand ambassadors, and it makes sense - potential employees don't want to hear from you; they want to hear from people who are also employed at your company. 

Employee advocacy programs are now reaching deeper into employees' daily lives and even rewarding employees for promoting their work-life experiences on social media to showcase a company from the inside.

The employee advocacy trend has emerged in the last few years and looks to go deeper in 2024 as an employer brand marketing strategy. HR managers are seeing this trend evolve, and according to SHRM, 86% of HR professionals agree that recruitment is becoming more like marketing - and the best kind of marketing is not from your company. It's your employees and your customers' stories.

To learn more about employee advocacy, please see our guides: 

Grow Your Brand with Employee Advocacy and Social Media

5 Ideas For Employer Branding Videos (With Examples)

How Culture Amp Uses Vouch to Scale Customer Advocacy

How Hubspot Scaled Their Social Proof With Vouch

How Marpipe Uses Vouch to Humanize Its Content

2. Nurture Your Workplace Culture

If we rewind ten years (even before COVID-19), we have already started to see a considerable change in workplace culture, especially in tech companies. Remember how many ping-pong tables began popping up on company team pages?

Well, today, ping-pong tables and snacks are not enough, hence this employer branding guide! Your workplace culture needs to be so good that employees are promoting your business on websites like Glassdoor to help grow a strong brand.

HR leaders know this and are actively shaping their workplace culture to ensure that your company is inclusive and that your employer brand is on point for productivity consistency, creates a positive impact, and, of course, business growth. 

Failing to manage workplace culture, especially in a toxic workplace, can lead to a loss of business, reputation, and, in the worst case, legal issues internally or even publicly. Your workplace culture is so vital that you need to actively work on it to avoid running a considerable risk.

To learn more about workplace culture in 2024, please see our guides:

What does Workplace Culture Mean in 2024?

Managing A Workplace Culture Change, The 6 Big Steps.

How Culture Amp Used Vouch to Power Their Event

Improve Your Employee Value Propositions (EVP), Expert Tips & Examples
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3. Your Employer Branding Videos Matter

Perhaps one of the biggest changes and trends in workplace branding in this employer branding guide, is the need to "show" your employees and their experiences, not just say it.

Video is one of the most consumed and shared media platforms online, which makes video perfect for employer branding. 

The challenge traditionally, however, has been that producing video content either takes too much time or money. That's where tools like Vouch, our video platform, are used by thousands of companies around the world, from SMEs to global giants, to produce workplace branding videos in less time and with way less cost. 

If you aren't using video in your employer branding guide, be sure to check us out. We think you'll love Vouch for your employer branding videos.

To learn more about employer branding videos in 2024, please see our guides:

Video for Recruitment, 3 Famous Examples To Copy

5 Employer Brand Video Benefits, With Examples

[Demo Video] How To Collect Video With Vouch

5 Videos to Help SMEs Build Trust in Their Business (With Examples)
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4. Use Social Media To Improve Recruitment

In 2015, Pew Research reported that 90% of Americans did job research online. In 2024, we can assume that almost every job seeker in the world now uses the Internet to find work.

That means that right now, you can start recruiting directly through social media and, in very little time, reduce your time-to-hire and cost-per-hire, especially if your employees are advocates who are promoting your open positions on their own social media accounts - the ideal scenario, and a key part of your own employer branding guide! 

Social media is also driven by video, so if you are looking to learn more about social media recruitment strategies in 2024, please see our guides:

Using Social Media For Recruitment? Here's How in 2024

Recruitment Digital Marketing: 5 Strategies That Work

Recruitment Advertising: How To Scale Your Hiring Process 

Boosting Your Employer Brand and Recruitment Strategy
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5. Improve Your Candidate Experience

For companies searching for the best talent, the days of having an impersonal "one-size-fits-all" job application experience are gone. 

Today, top candidates also have access to every company and can submit their resumes in minimal time, which means that tailoring the candidate experience to individual preferences is a must. Of course, there is still the baseline process in your employer branding guide. Still, on top of this, you need to customize communications, interview processes, and onboarding experiences to align with candidates' expectations.

To learn more about improving the candidate experience, please see our guides: 

5 Ways To Improve Your Applicant Journey.

Candidate Personas: Does Your HR Team Need Them?

Employer Brand vs Employee Value Proposition (EVP)

9 Ways To Streamline Your Hiring Journey in 2024

How To Onboard New Hires In a Simple, Human Way With Video
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6. Work On Diversity, Equity, Inclusion & Belonging (DEIB)

Prioritizing diversity, equity, inclusion, and belonging in the workplace isn't just about compliance checkboxes. DEIB is about building an authentic workplace brand. 

Today, and as part of your employer branding guide, DEIB plays a crucial role in creating a fair work environment where everyone feels valued and respected. It creates a culture where people can do their best work and are personally invested in your success. That's huge.

Companies that truly believe in and who are promoting DEIB on social media are capturing the hearts and minds of not only their employees but also highly talented candidates, potential customers, and investors.  

To learn more about building diversity and belonging, please see our guides: 

DEIB meaning: Diversity, Equity, Inclusion and Belonging in 2024

25 Brilliant Spotlight Questions for Employees & Your Employer Brand

21 Team Engagement Ideas, Perfect for 2024!

What Are The Best Motivation Theories For Employers in 2024?
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7. Leverage AI and Data-Driven Branding Strategies

Leveraging AI tools and deeper data analytics for workplace branding strategies is exponentially on the rise. Analyzing employee feedback, performance metrics, and sentiment analysis to refine workplace brand messaging and strategy is now a must.

Tools like Vouch Video are also powered by AI, and we love being able to develop and offer tools like AI Editing of videos as it can speed up the process significantly, especially in recruitment! 

AI in employer branding is expanding so rapidly that attending events like World Employer Branding Day in Amsterdam in October is starting to become vital, where we not only bring our own thoughts and AI tech but can also network and learn from other industry leaders.

Note: While AI and technology can always help, HR is, of course, also based on gut feeling and knowing how to understand people, which is why it's not our number one item here.

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FAQs

Why is an employer branding guide essential?

Having an employer branding guide is crucial for companies to attract top potential hires, build a positive employer brand, and stand out in a competitive job market. It serves as a roadmap, outlining strategies and best practices to effectively communicate the company's culture, values, and benefits to potential candidates, ultimately leading to better recruitment outcomes and employee retention.

Why is employer branding important for a company?

Employer branding is crucial for attracting top talent, retaining employees, and fostering a positive company culture. A strong brand helps companies stand out in a competitive job market, increase employee engagement, and build a reputation as a workplace of choice within their industry.

How can companies develop their employer branding guide?

Companies can develop their workplace brand by conducting a comprehensive analysis of their organization's values, culture, and unique selling points. They can leverage this information to create a brand identity that resonates with potential candidates and showcases why their company is an attractive place to work.

What is employer brand management?

This management involves the strategic planning and execution of activities aimed at promoting and enhancing the reputation of a company. It encompasses various aspects, including marketing campaigns, employee engagement initiatives, and alignment of brand messaging across different channels.

How can employer brand optimization impact recruitment?

This can significantly impact recruitment by increasing the attractiveness of a company to potential candidates. When these brands are optimized, companies can position themselves as a desirable workplace, attracting high-quality talent, reducing recruitment efforts, and increasing retention. This is another reason to build out your own employer branding guide with policies and procedures.

What tools and technologies can enhance employer brand management?

Various tools and technologies can enhance employer brand management. These may include applicant tracking systems, social media management platforms, employee advocacy platforms, and analytics tools. These tools can help companies streamline their branding efforts, measure their impact, and improve engagement with candidates and employees.

What is an employer brand proposition?

The employer brand proposition (EBP) is a unique statement that outlines what sets a company apart as a workplace and why it's a great place to work. It encapsulates the company's values, culture, and benefits and is used to attract and retain top talent.

How can recruiters reflect authenticity in their workplace brand?

Recruiters can convey authenticity in their workplace brand by sharing real employee stories, being transparent about company values and challenges, ensuring consistent branding, engaging with candidates sincerely, involving current employees in the process, and actively seeking feedback for improvement.

How does clarity in employer brand messaging contribute to attracting top talent?

Within your employer branding guide, clarity in brand messaging ensures that potential candidates understand the company's values, culture, and opportunities, helping them envision themselves as part of the organization. This clarity attracts top talent who align with the company's ethos, leading to better recruitment outcomes and employee retention.

How can a compelling employer value proposition differentiate a company in a competitive job market?

A compelling employer value proposition (EVP) communicates the unique benefits and opportunities that a company offers to its employees, setting it apart from competitors. It helps attract top talent by showcasing the company's culture, values, and commitment to employee growth and satisfaction, ultimately leading to a more engaged and productive workforce.

How can companies leverage social media channels to attract a diverse pool of candidates?

Companies can leverage social media channels to showcase their company culture, values, and employee experiences, making them more attractive to potential candidates. By engaging with followers, sharing relevant content, and highlighting employee achievements, companies can create a strong brand presence on social media, ultimately leading to increased interest from top talent.

How can companies tailor their employer branding guide for a remote or hybrid workforce?

Companies can tailor their brand for a remote or hybrid workforce by highlighting flexible work arrangements, remote collaboration tools, and a supportive company culture. This approach helps attract top talent seeking a balance between work and personal life, fostering a more engaged and productive workforce.

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Conclusion

In the 2024 job market (and beyond), the significance of workplace branding has reached an unprecedented peak. The race to attract and retain top talent amidst fierce competition has made it imperative for companies of all sizes to prioritize their employer branding guide and strategies.

The power of a strong employer brand cannot be overstated, as it serves as the cornerstone for enticing target audience who are top-tier candidates whilst retaining existing valuable employees. 

Embracing video can also lead to highly engaging social media content, which is perfect for your EB, talent acquisition, and hiring team. The best part of Vouch is that it is remarkably easy and affordable to produce. ‍
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Like to try Vouch?

Loved by companies like Canva, Nike, Cisco, Stryker, HubSpot, Amazon, and more, tools like Vouch make leveraging video in your business remarkably easy.

Be sure to book a Vouch demo today and chat with a video content expert.