When it comes to building a great employer brand, getting the ball rolling can often be the greatest challenge. Maybe you’re just getting started and staring at a blank canvas, or perhaps your employer brand is established but in need of a facelift. Either way, a little inspiration can be just what it takes to get you headed in the right direction.
We’ve gathered dozens of real-world employer branding examples from tech companies nailing the art through three different channels — the tried-and-true careers page, culture blogs and social media. We’ve also included a few thoughts as to why we consider these to be stellar examples and what you can learn from them.
We'll walk you through our process of building content which has helped thousands of tech companies amplify their employer brands.
Employer Branding with Career Pages
Your website will be the first stop for the majority of job seekers interested in your open positions. Make sure it meets their expectations with a careers page that provides the information and personality they’re looking for.
Why We Love It
It makes employee testimonials pop: Tableau makes powerful data visualization tools. It’s also made a powerful careers page, thanks in large part to some eye-catching employee testimonials. Tableau empowered its employees to create data visualizations that align with their personal interests, providing a behind-the-scenes look at the personality of its team.
It embodies the company’s product: Tableau leverages its product to provide background information on everything from office locations and headcount to customer acquisition and revenue growth.
Why We Love It
It gives job seekers a behind-the-scenes look at the application process: ThoughtWorks helps candidates overcome the pre-interview jitters by providing them with a behind-the-scenes look at the hiring process before they apply, easing their nerves and helping them prepare for the interview. It also keeps the organization accountable and maintains a structured hiring process.
It leads with thought leadership: ThoughtWorks is fortunate to have a talented team of experts who aren’t afraid to stand on a pulpit and make their voices heard. Its careers page features in-depth employee-authored articles that provide insight on job searches, career advancement and more. Aside from showcasing expertise, this approach gives potential candidates a reason to return.
Why We Love It
It makes the mission the star: Civitas Learning takes the “mission-driven” mantra to the next level by pasting its raison d’etre at the very top of its careers page, leaving no doubt about what it’s working toward. Seeing as 50% of job seekers consider your company’s mission to be the most important deciding factor during a job search, it’s a very smart approach.
It shows off the product: Everyone you hire will contribute to your products and services in one form or another. Showcasing what they’ll be working on is an easy way to pique their interest and get them excited about your job openings.
Why We Love It
It puts open positions front and center: Smart companies are featuring their careers page in the global nav bar, but the smartest companies — like DRW — are going even further, calling out the number of positions right in the nav link. The result is a sense of urgency that encourages users to click through and learn more.
It highlights the right benefits: DRW leads with benefits that have less to do with killer perks (which it still offers) and more to do with career development. By emphasizing networking events, educational opportunities and its mentorship program, DRW lets job seekers know it cares about their professional growth.
Why We Love It
It features honest employee testimonials: Job seekers want a transparent look at life at your company, and too much massaging can result in copy that reads more like advertising than honest feedback. Checkr’s employee testimonials are detailed and honest, and it’s clear management didn’t take a heavy-handed approach with editing. Which is a big plus, as a little motivational profanity can go a long way when well executed.
It uses gorgeous photography: Take one look at Checkr’s careers page and you see the difference great photography can make. The shots are professionally composed and the quality is exquisite, lending an air of professionalism that amateur photography can’t match. Stunning photography is always worth the investment.
Why We Love It
It says a lot by saying a little: Phunware’s careers page looks downright slim when compared with what some other tech companies offer, but it doesn’t skimp on information. In less than 100 words, Phunware covers the accolades it’s received from major publications, its core product offerings and cultural philosophy. No fluff, no mess.
It utilizes an affordable mix of video: Just about everyone is looking to use video in their employer branding efforts, but the price tag can make the medium prohibitive. Phunware uses a mix of professional and homegrown video to keep costs down and prove the format doesn’t have to break the bank.
Why We Love It
It’s stunning in its simplicity: WP Engine’s careers page is a case study in minimal design done right. A clean, multi-column layout leads to an easy-to-navigate experience that drives candidates toward open jobs. Cutting the excess noise is a smart move, as 30% of visitors will abandon a page if they feel it’s too cluttered.
It shows off some real estate: WP Engine has offices in some of the world’s hottest markets, and it isn’t humble when it comes to showing off its digs. A dedicated landing page for each office also allows WP Engine to segment its open jobs by location, providing its users with an intuitive experience.
Why We Love It
It showcases career growth opportunities: The best candidates are looking for positions that will help them learn and grow, and Spredfast uses employee testimonials to highlight these opportunities. Spredfast showcases the position each featured individual was hired for, as well as the position they hold now, to prove candidates will be given the opportunity to advance.
It offers proof of work/life balance: A dedication to work/life balance is a common theme with careers pages, but many companies fall short of backing up these claims. Not so with Spredfast, which highlights what its team is up to out of the office, proving to candidates that its employees have plenty of time to enjoy life.
Why We Love It
It showcases authentic personality: Wyzant’s careers page showcases enough of its whimsical personality to entice candidates without taking things too far. Your careers page is a great place to demonstrate your personality, but if it feels forced or out of character, candidates will make a beeline for the exit.
It speaks to locals: Wyzant offers tutoring services across the country, but it’s headquartered in Chicago and its careers page reflects this. Rather than provide generic copy in an attempt to appeal to everyone, Wyzant references its proximity to local landmarks Chicago-area candidates know and love.
Why We Love It
It gets executive leadership involved: Every company says its executives appreciate the frontline employees, but TrueCar proves it. TrueCar’s executive team plays an active role in recruiting and retaining the best talent by taking time to be part of the organization’s careers page. They’re hands-on leaders, passionate about finding and nurturing the best talent.
It tells a consistent story: TrueCar tells a consistent and memorable story throughout its careers page. Its hook — “Dramatically improve the car buying and selling process” — sticks with job seekers, letting users know TrueCar takes its mission seriously and everyone is on the same page.
Why We Love It
It uses white space to keep things clean: White space can increase comprehension by as much as 20%, leading to a better experience for site visitors. Outbound Engine leverages this philosophy to great effect, utilizing white space with splashes of color to ensure your eye is drawn to the most important information. Sometimes a little breathing room can be your best friend.
It makes smart use of social media: When it comes to online content, images trump text. In fact, including relevant images in your content can increase views by 94%. Outbound Engine pulls images straight from its Instagram feed, getting double-duty out of work it’s already doing.
Why We Love It
It uses color to stand out: Unlike OutboundEngine, Centro eschews white space in favor of a bold color palette. The use of bright yellow captures the user’s attention and pulls them deeper into the page. Color can significantly boost website conversion rates when properly utilized, so don’t be afraid to stand out from the pack.
It stands for something: Centro takes the purpose-driven company approach seriously with a cultural manifesto of core beliefs and values. By leading with its dedication to “the health and well-being of the community,” Centro is able to provide job seekers with some tangible proof of its commitment to its employees.
Employer Branding Videos
Candidates are engaging with video more than ever, and when it comes to video, Youtube is definitely king. Almost all of these employer branding videos were first published on Youtube and have since been shared on company websites and social media channels.
Why We Love It
It focuses on a single audience: Google has several employer branding videos on Youtube, but this one is unique in that it provides insight into the brand from the perspective of a new intern. An intern’s first week can be intimidating, especially at a big-name like Google, but this video helps allay the fears of potential applicants. For anyone interested in company culture, pursuing a career at the company or prepping for their first day, this video highlights employer branding from a fresh perspective.
It features multiple viewpoints: It can be difficult to find people eager to be featured in photos — let alone videos — but it’s always helpful to hear from different people who experience the company in their own unique way.
MADWIRE
Why We Love It
It uses video to stand out from the crowd: The human attention span is getting shorter, and convincing users to interact with your content is harder than ever. Madwire made a bold decision to forego copy on its careers page, relying entirely on video to tell its story. A library of professionally produced videos engages users and showcases every facet of life at Madwire.
It oozes confidence: Madwire’s videos clearly demonstrate the company’s confidence, letting candidates know the organization is on firm footing and has big plans for the future. There’s a fine line between confidence and arrogance, and Madwire knows exactly how to walk it.
Why We Love It
It answers the important questions up front: For most job seekers, health benefits are an important selling point. So important, in fact, they can convince a candidate to look elsewhere if your offerings aren’t up to snuff. Catapult Systems avoids any ambiguity with an in-depth overview video of its health benefits, letting job seekers know exactly what to expect.
It easily digestible: Benefits packages can be confusing and intimidating, especially for people new to the workforce. Catapult Systems long list of benefits and perks are broken down and explained in simple terms with graphics to ensure candidates understand the basics of their benefits.
Why We Love It
It provides an outside perspective: Not many tech companies are lucky enough to be featured in a major series like TechCrunch Cribs, and while the third-party publicity is certainly beneficial, any company can repurpose the idea of a behind-the-scenes tour. Bring in someone from outside your office to host for an added sense of legitimacy.
It’s informal: The casual interview style allows for the interviewee, in this case the VP of Policy, to discuss the office and culture in a more personable way.
Why We Love It
It’s ours: We understand how much goes into making a compelling employer branding video because it’s part of what we do every day. As you might expect, we’re pretty proud of this video we produced with Tala.
It about the people and their impact: This video features a mix of employees telling their personal stories as they relate to the mission of Tala. From multiple perspectives, the video tells a story of passionate people working together with purpose.
Why We Love It
It’s unapologetically corny: We get it, recruiting videos often sound scripted and sales-pitchy. The 1950s game show host voice over sends this video over the top, almost poking fun at the recruitment video trend.
It was prompted by a recent company upgrade: New office = new video content. What better way to excite people about your brand than show off a cool new office space?
Why We Love It
It’s clear that money isn’t a key motivator: Even in 2010, when Elon Musk was just a millionaire, he was ahead of the game. The video follows the CEO of Spacex around the simple office, talking with employees about their work and showing off some high-tech office designs (for the time).
It speaks to the power of influencers: Fast forward to 2018, and tech influencer Marques Brownlee recreates a similar tour and interview with the now multi-billionaire CEO in his Tesla factory. The video has over six times the views of the original; a result of elevated video quality, structured interview topics, an influencer and a now famous brand.
Why We Love It
It gives candidates the full picture: Planning to show off your office space on your careers page? Then pay attention, because RetailMeNot has raised the bar. An interactive 360-degree video tour brings job seekers into its Austin headquarters, providing a first-hand look at its amazing office space. It’s a memorable approach, and with the right equipment it’s simple to execute.
It targets specific applicants: RetailMeNot is certainly not the only company creating a custom experience for software engineer candidates. In the video, current employees highlight company culture that would interest software engineers, like hackathons, idea pitches and building algorithms. They also provide individual testimonials for why they chose RetailMeNot and enjoy working there.
Blogging for Your Employer Brand
In-demand job seekers can afford to be picky. They’re going to do their research before they accept an offer, and an engaging culture blog that showcases your employer brand can provide them with that extra bit of enticement they’re looking for.
Why We Love It
It nails the fundamentals: For a textbook example of an excellent culture blog, look no further than Racker Culture from Rackspace. It covers everything from corporate social responsibility and volunteer events to game-a-thons and a Simpsons-themed search engine created by Rackers. Readers get a clear understanding of the organization’s core values and culture.
Why We Love It
It makes the employees the star: Microsoft’s Jobs Blog tells the unique stories of the organization’s most valuable asset: its people. Microsoft’s editorial staff has done its homework, conducting the sort of in-depth interviews necessary to tell a compelling story. The result is a series of mini-biographies that illustrate the amazing diversity of Microsoft’s team while showcasing the organization’s appreciation of everything they do.
Why We Love It
It’s unapologetically honest: With its Open blog, Buffer takes the concept of honesty to another level. For recruiters, scrolling through the blog’s timeline is an emotional rollercoaster ride. Absolutely nothing is off limits, which is what makes it such a powerful tool. You may want to shy away from bad news, but it’s always just a Google search away. Addressing it head on lets you be a part of the conversation and ensures you’re providing potential candidates with insider context.
Why We Love It
It excites readers with tech: GE has created a platform to showcase some of its most innovative work, and when it comes to tech candidates, innovation matters. Employees want to be part of something new and exciting, so it’s important to highlight the cutting-edge technology you have to offer. If you want to excite candidates, lead with your most enticing offerings.
Why We Love It
It’s about the people: Each post features an employee or delves into the company’s recruiting process. Their main series, titled ‘A Day in the Life of Optiv Cyber Security Superheroes,’ includes a video interview alongside a brief article about the individual.
Why We Love It
It gets the entire team involved: For many companies, the corporate blog is marketing’s domain. Enova bucks this trend by encouraging its entire team to get involved in the content creation process. From standard tactics like employee interviews to more outlandish ideas like turning over control of the blog to team members on sabbatical, Enova misses no opportunity to convert its staff into content creators.
Social Media for Employer Branding
When it comes to recruiting through social media, your options are almost endless. But as with every form of employer branding, the platform is less important than the message. From high-budget to bare-bones, a little creativity can make any social recruiting campaign a success.
Employer Branding on Facebook
As the largest social platform around, Facebook has a wealth of potential for employer branding. Features are constantly changing, so it’s important to keep up with the trends to optimize your efforts. Check out these five companies for ideas to boost the presence of your employer brand on Facebook.
Why We Love It
It gives job seekers something worth following: Interview advice from Facebook’s VP of People. Career guidance for women in tech from the VP of Platform and Marketplace. Hour-long talks from CEO Mark Zuckerberg. People follow Facebook Careers because Facebook gives them content worth following. Your firm may not have high-profile executives, but you can create the same sort of impactful content job seekers are looking for.
Why We Love It
It doesn’t hold anything back: With 600,000+ followers, the Careers at Dell Facebook page may be the world’s largest talent pipeline. It takes great content to capture the attention of so many people, and even better content to keep it. Dell doesn’t cut any corners, investing in photography, video production, copywriting and just about every other format to appeal to job seekers. By connecting all of its social media profiles (Twitter, Instagram, Pinterest, et al) with its Facebook page, Dell never has to worry about a shortage of material.
Why We Love It
It’s starting a trend: Similar to the infamous #icebucketchallenge, Girls Who Code created a unique hashtag and an activity that inspires a ripple-effect of content and activism. The initiative stays true to the brand and incorporates current trends to optimize reach.
Why We Love It
It utilizes Facebook’s cover video: Few companies have caught onto this simple yet captivating feature, and that’s a shame. PTC’s cover video is nothing more than a loop of candid shots from around the office with a few captions, but it makes a big impact (and captures a lot of attention). Expect more companies to jump on this trend moving forward.
Why We Love It
It’s a two-way conversation: Unilever created a video series that allows executives to give advice and answer questions for prospective candidates. The hashtag creates a resource for users to find additional content under the campaign allows them to join the conversation by including the hashtag in their posts. It’s not often that you see executives get hands-on with a company’s employer branding strategy, but it’s certainly a testament to their collaborative spirit.
Employer Branding on Instagram
On Instagram, a picture may be worth a thousand words, but it’s also important to make sure your copy is interesting and tells a complete story. Here are six companies that nailed employer branding on Instagram.
Why We Love It
It isn’t afraid to show off: Olapic runs a top-notch Instagram profile, but unlike most branded social media endeavors, it foregoes gratuitous advertising in favor of highlighting its team. And what that team has been up to would entice any job seeker to learn more. From beachside yoga at the Cannes Lions Festival to business trips in destination cities across the globe, a workday for the folks at Olapic is what many of us would consider a dream vacation.
Why We Love It
It celebrates the day-to-day routine: High-budget recruiting campaigns and an army of professional content creators are well and good, but sometimes a simple approach is all it takes. With its Instagram feed, Zayo celebrates the simple pleasures of life at the company, showcasing the fun activities and great events the team is a part of. A smartphone and a little creativity are all it takes to tell a compelling story.
Why We Love It
It makes the benefit real: This adorable baby picture both warms viewers hearts’ and promotes Betterment’s parental leave policy. With one post, Betterment promotes an important benefit and demonstrates the company’s dedication to work life balance. Every post should be so effective.
Why We Love It
It celebrates the unexpected: Most companies highlight team outings and milestones, but Quintly stands out from the rest by celebrating more unexpected accomplishments. Rather than taking a company bowling outing, they’re taking a kayaking outing. Rather than celebrating a client’s one year anniversary, they’re celebrating 83 months. 83 seems like a totally random number, but who’s to say what constitutes a milestone? Plus, the random nature encourages viewers to read on.
Why We Love It
It’s internationally inclusive: With branches worldwide, Hubspot celebrates the unique cultures that make up their diverse and global team. For people just starting their careers, the prospect of international opportunities can be mighty attractive.
Why We Love It
It puts employees above the brand. DraftKings is well-known among its users, but not always as a potential employer. To overcome this challenge, DraftKings uses its Instagram channel to spotlight employees across every department. Sharing insights into why employees joined the company and the exciting problems they’ve worked on give potential employees a view of what life would be like working for the company. To take this one step further, they built spotlight campaigns for topics their ideal job seekers care about most like career mobility and women in tech.
Employer Branding on Twitter
Unlike Facebook and Instagram, Twitter keeps things short and sweet, but that doesn’t mean the platform can’t have a big impact. Here are five examples of how companies are using the ephemeral nature of Twitter to their advantage when creating employer branding content.
Why We Love It
It celebrates new hires: Employees at Fearless are celebrated from day one, and they’re excited to share the news on social. Starting a new job can be intimidating, but a warm welcome can ease the stress of candidates before they even start. If new hires have a social account, it’s a great idea to tag them so that their network is aware of the news and can join in on congratulating their recent success.
Why We Love It
It contributes to their industry: An important part of employer branding is contributing to relevant topics in a thoughtful way. Candidates want to work with industry leaders and CodinGame does a great job creating an informative video on why people should hire self-taught developers. This video is informative for others in the industry and it encourages candidates with self-taught backgrounds to pursue their company.
Why We Love It
It’s evergreen: Epic Games’ cover photo is a funny take on the ‘your ad here’ billboards you see on the side of the highway. It’s always relevant, and users landing on the company profile are encouraged to picture themselves as part of the Epic team. Their Twitter channel is dedicated life and careers at Epic Games, so candidates can learn more about the brand and follow them for job opportunities.
Why We Love It
It’s shows off their fans: When Meditech hosted its annual Physician and CIO forum, attendees shared their thoughts and photos with the conference hashtag on Twitter. The company provided a behind-the-scenes look at the forum by live-tweeting and retweeting content from attendees like John Lynn. This is a low lift (and low cost) way to get your employer brand in front of a bigger audience.
Why We Love It
It takes a stance: There are certain risks and rewards that come with taking a stance on political or social issues, but a recent study found that 66% of consumers support brands that choose to do so. To continuously show their support on Twitter, IHeartRadio pinned the post to the top of their page, extending the tweet beyond its standard 18 minute lifespan.
Learn from 60 real examples.