Possessing a strong employer brand can be the difference between landing top talent and struggling to fill open positions. Especially in times of low unemployment, employers need every edge possible. It is vital to get potential candidates excited about what is in store for them if they join your organization.
Successful employer branding essentially answers the million-dollar question on the mind of every job seeker: Why would I want to work for you? Providing job candidates with a worthy answer involves a great deal of reflection. It requires taking a thoughtful look at work culture and company values. It entails getting feedback from current employees about why they stay. It necessitates the examination of what one stands to gain from becoming a team member – from good compensation and unique perks to support for work-life balance and growth opportunities.
Employer branding initiatives typically take place through a variety of outlets. Organizations may turn to social media channels to showcase company culture. They may encourage current employees to leave positive messages on Glassdoor and other review sites. They may welcome team members to serve as brand ambassadors both within their LinkedIn network and when physically encountering peers in person.
One of the most important parts of any employer branding strategy is the company’s career site. This place, after all, is where new talent comes to find out more about job opportunities and work environment. Smart businesses give them plenty to discover!
What might an employer feature on this blank canvas? Undoubtedly, choices abound. Looking at what information others include in this space and how they present it can spark ideas. And where better to turn for inspiration than places known for being great employers?
Here, we take an in-depth look at the career sites of five places that share a common distinction. All made the top 10 of Fortune’s 2022 list of the 100 Best Companies to Work For. Perhaps their employer branding examples can assist with improving your own company’s reputation among the workforce.
Wegmans Food Markets
Potential employees can take one glance at the careers page of this retailer and quickly feel the organization’s emphasis on family. Viewers immediately see a video of current employees from different departments happily interacting with each other and with customers. Then, you quickly learn that the company is family-owned and has been a mainstay on Fortune’s list of Best Companies to Work For since 1998.
The Who We Are section – divided into History and Community – continues to drive home the family atmosphere. You learn about the store’s founding by the Wegman Brothers in 1916 and its progression to current CEO Colleen Wegman. But other milestones are important, too. Take 2008. It earns a spot on the timeline as the year Wegmans introduced free employee health screenings. Ninety percent of Wegmans employees know their blood pressure. Similarly, the Community section emphasizes that commitment extends beyond the grocery aisles and into the neighborhoods of the customers Wegmans serves.
Wegmans even extends its welcome mat to those looking for part-time work. Consider the excellent wording, “Whether you’re looking for your first job or you’re retired and want to stay active, a part-time job at Wegmans could be just what you’ve been looking for.” Old or young, the family has room for you.
Ready to leave the site? Wait! Could you please fill out a two-minute candidate experience survey first? Remember, Wegmans values all voices – even ones that are not official members of the family quite yet.
Employee testimonials play a significant role in recruitment strategy. “Real world” employee stories enable new talent to get an insider’s glimpse into the company and its people. Plus, their words hold power. Job seekers view current employees as credible sources. They trust what these individuals have to say and begin to make an emotional connection to the employer.
Cisco’s career site quickly hits viewers with a picture of a friendly-looking man standing next to the caption “For Stephen, becoming a Software Engineer at Cisco fulfilled his lifelong dream of being a part of something bigger than himself.” Who can resist clicking on Read Stephen’s Story and learning about both his journey and what exactly this “something bigger” entails?
Employer branding for this IT powerhouse, though, goes much further. A section entitled Benefits and Perks to Love lures with the promise that “Cisconians work hard – and we reward hard. We go beyond the usual benefits with surprising extras we think you’ll love.” Click on various icons, such as “financial” or “personal development” for a full description of all the things of value team members can expect in return for their talent. (This is often known as an employee value proposition or EVP.)
Ending the career site homepage is a list of frequently asked questions. The FAQ covers many common things prospective employees would want to know about the hiring process. Such ease of use conveys a sense of a company that has its act together and truly welcomes job seekers to apply.
“We believe that business is the greatest platform for change — and that together, we can improve the state of the world.” With these opening words on its careers page, this maker of cloud-based software sends a clear message that it is a company on a mission. Then, it sets out to encourage job seekers with similar values to become a part of this exciting journey.
The Get to Know Us section touches on some of the ways Salesforce concerns itself with the greater good. From inviting viewers to sign up for its free annual virtual summit on racial equality to offering a video on sustainability meeting career innovation, readers get a look at social responsibility in action. This message is especially likely to attract all-important Millennial job seekers. As a group, they gravitate towards positions and companies where they can make a difference.
But Salesforce also makes it clear that it cares about its workers. One of its stated “key pillars” is to make it fun and easy to prioritize health, happiness, and well-being through benefits, resources, and expert guidance. In a world still recovering from a global pandemic, the concern tugs at the heart and mind. Candidates can even log in to Camp B-Well, Salesforce’s holistic well-being and benefits program. There, view specifics on mental health, financial planning, and time off as well as read actual employee stories.
For any job seeker looking for even more information, the site contains an abundance of other material. Its blog alone features an extensive array of articles, from personal profiles to career advice to coverage of philanthropic endeavors. And for those who arrive at the decision that they want to apply, the How We Hire section literally lays out the hiring process in five steps to your dream job.
David Weekley Homes
This construction company immediately showcases its pride for being named to Fortune’s List of the Best Companies to Work For. Visitors to the site receive that information front and center – along with a video for you to find out how it landed there. Visuals are a vital part of good employer branding. This three-minute presentation not only helps viewers envision what it is like working at David Weekley Homes, it builds (no pun intended) an emotional connection.
Job seekers also are likely to find some interesting answers to the question of what this employer offers that is different from other employers. The career site highlights the opportunity to pursue a personalized “visionquest.” After 10 years of service (yes, many workers do stay that long), employees can take a four-week paid sabbatical. It can be extended with another two weeks of unpaid time off. The company will kick in a grant of $2,000 for such things as travel and education expenses. Good retention rates and chances for growth – two things bound to enhance the company’s reputation among new talent.
Here’s another great reason to stick around. Team members and their family members may be eligible to receive a discount on the purchase of a new David Weekley home, and the discounts are based upon tenure. Currently, 40 percent of the organization’s workforce has six years or more with the company.
Rounding out the homepage, current employees from various departments and locations share their thoughts. (Again, with the help of prominent pictures). Hearing these brand ambassadors say things such as “To work for a company where you can see yourself making a difference is a blessing” and “I have been here 19 years, and this is a company that cares about its people” instills a sense of trust. The best talent longs for this feeling when evaluating prospective employers.
The last of our examples of employer branding showcases a personalized talent acquisition strategy. From the get-go, this hospitality giant encourages visitors to its career site to “Find work that works for you.” Hilton repeats this message throughout, from a job-finding bar that wants you to “search for your dream job” to a place to upload your resume to “Let us help find the right career for you.” People feel like job satisfaction matters to this employer.
Another feature on the careers homepage is touting debt-free education for team members. As Hilton employs workers from a variety of educational backgrounds, their program also applies to things besides college degrees. The list includes English-language learning, digital literacy, and professional certifications.
Hilton’s blog further drives home the point of a diverse workforce coming together to deliver excellence. Among its many articles are ones on building generational bridges, celebrating Hispanic culinary heritage, and showing up as your authentic self. The company goes beyond making a general statement about welcoming all applicants. It shows workers of different ages, races, cultures, and sexual orientations being prized for who they are and what they bring to the table. There is even a section on adopting mix-and-match apparel to help all team members literally feel comfortable.
Finally, Hilton gives a special name to its EVP: Thrive at Hilton. This area presents information on all the benefits a potential employee stands to receive for their skills and service. However, it goes beyond just words. A plethora of video spotlights show real employees taking advantage of their due rewards. Create unforgettable memories through deeply discounted travel benefits around the world. Benefit from parental support through generous time off. Remember, good employer branding leaves impressions on both the mind and the heart.