Employer Branding Done Right: The Best Ways to Showcase Company Culture
A strong employer brand emerges from elements like a positive work environment, employee opportunities for growth and fulfillment, and value-aligning efforts in every avenue of the workplace and business.
We asked our community of HR leaders and business experts their idea of company culture and how they showcased their employer branding to align with the thriving cultural nuances they follow in their workplaces.
Here’s a lineup of responses we received to show you just how employer branding looks when done right!
Read on!
It’s All About Alignment
I’ve found that showcasing a company’s culture is just as important as presenting the right property to a buyer—it’s about alignment. At I Buy Houses Torrance, we highlight our collaborative and service-driven environment by sharing real client success stories through platforms like LinkedIn and Instagram.
Using testimonials, clips of making-of, and team memories we reach out to prospects who believe in the form and values of our company namely integrity, speed and customer-centric approach. For us, LinkedIn has been especially useful in reaching out to people who share our purpose and the objective of making real estate services effortless.
Be it our socials or our friendly website, we make sure all or any channels are upholding excellence and teamwork which builds a pool of similar individuals.
Kalim Khan
Co-Founder, Affinity Law
Focusing on People, Not Just Results
Personal and professional fulfillment is important to all of us, especially to new hires. Beyond case wins, we take every chance to celebrate every employee’s achievements, whether it’s work-related or a personal project. For example, our junior accountant recently passed his final CPA exam so we celebrated this win with a nice dinner and showcased it on our LinkedIn.
To attract top talent, we use platforms like LinkedIn to share real stories of how our team overcomes challenges together, highlighting the supportive and inclusive culture we’ve built.
By focusing on people, not just results, we’ve created a narrative that resonates deeply with those looking for meaningful careers.
James Ellis
Owner & Chief Brander, Employer Brand Labs
Stand Out with Unique Workplace Culture
Right now 99.99% of HR and business leaders are doing everything they can to not stand out. They post “We’re hiring!” messages on social media using the same Canva templates. Their career sites make the copy cat claims of being innovative, supportive and mission-driven without evidence, explanation or description. They run their job postings through ChatGPT to make them “read better” but without providing any more detail on what is being offered of value to the candidate or why someone should bother to keep reading, let alone apply. Their review site responses all follow the same pattern. Their outreach uses the same default messaging everyone else uses.
To a candidate, these companies are cardboard cutouts of one another racing to the bottom, turning their roles into bland commodities that are selected via coin toss.
So if you have the courage to do anything intentionally that defines, illustrates and proves a company’s unique workplace environment and culture, if you have documented your differentiated value to the point where it is clearly the foundation of every single recruitment message, you are already among the top 1% of companies hiring today.
Use Competency-Based Assessments
Showcasing your unique workplace environment and values is critical in today’s competitive talent landscape, where top candidates are looking for more than just a paycheck-they’re seeking alignment with a company’s culture and mission.
One of the most effective ways to communicate your company culture is by integrating competency-based assessments into your hiring process. They not only help you evaluate a candidate’s skills and potential but also ensure they align with the specific values and behavioral tendencies that thrive within your organization. By identifying key competencies tied to your culture – such as collaboration, innovation, or adaptability – you can highlight how your workplace fosters these traits and attract candidates who are motivated to contribute meaningfully in those areas.
When it comes to platforms, LinkedIn remains a standout for promoting culture and values through authentic storytelling, employee testimonials, and visuals that bring your environment to life. Don’t overlook the power of candidate-focused content on your career page or through video-future hires love to see the “faces behind the brand.”
Pair this with competency assessments, and you’re doing more than talking about your values; you’re actively incorporating them into the hiring process, ensuring the people you bring on board aren’t just capable but truly connected to your culture.
Gavin McMahon
Co-founder & Co-CEO, fassforward
Aligning Culture with Strategy
People don’t resist change. They resist being changed.
Imagine a gentle breeze. You can’t see it, you can’t touch it, but you can feel it. That’s a lot like organizational culture—a powerful, hidden force.
Culture is not written down; it is distributed in people’s heads. Culture is how we do things around here. It drives behavior, guides decisions, and determines whether a company rises or falls. When culture aligns with strategy, it acts as a tailwind, accelerating execution. But when it’s misaligned, it becomes a headwind, slowing everything down.
Shaping culture can seem like trying to catch the wind. The task is to build a culture that is cohesive and aligned with the organization’s goals, despite these complexities.
Culture can be shaped in six simple steps:
#1 – Break down and analyze your culture.
#2 – Align strategy, purpose, and culture.
#3 – Embed culture into work.
#4 – Use AI to uncover opportunities.
#5 – Tell stories to shape culture.
#6 – Continuously cultivate culture.
Jason Atakhanov
Founder, Setsail Marketing
Doubling Down on Our Culture
We attract like-minded talent by doubling down on our culture – passion for our individual work. The culture is rooted in collaboration, creativity (scrappiness), and transparency. Our studio space was modified to eliminate physical barriers— we’ve broken dividers between desks—to encourage open communication and teamwork. We also emphasize professional growth through continuous learning opportunities and hands-on collaborative projects that allow our team to innovate and excel.
We use LinkedIn & Instagram to highlight our company’s day-to-day culture, sharing behind-the-scenes content, team achievements, and testimonials from our employees. So far, this resonated with potential hires, we had them visit our events and see it for themselves – that often leads to meeting our future hires!
Storytelling to Showcase Workplace Values
As the CEO of Edstellar, I focus on storytelling to showcase our workplace values. We use platforms like LinkedIn and Glassdoor to highlight team achievements, leadership development initiatives, and employee testimonials. These personal stories create authenticity and resonate with potential hires.
Video content has also proven to be successful for us. A glimpse into our culture is provided by brief videos that show team interactions or “day-in-the-life” moments. A well-liked film that demonstrated how our team celebrates little victories, such as throwing a surprise pizza party, resonated with viewers looking for entertaining and interesting work environments.
Finally, the most important people to spread the word are our employees, who act as internal ambassadors. During Mental Health Awareness Week, team members’ personal insights generated real online discussions and increased our credibility.
The HR Spotlight team thanks these industry leaders for offering their expertise and experience and sharing their insights.
Do you wish to contribute to the next HR Spotlight article? Or is there an insight or idea you’d like to share with readers across the globe?
Write to us at connect@HRSpotlight.com, and our team will help you share your insights.
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