Employer Branding: promoting a healthy work environment and attracting top talent

Employer Branding to make a difference in your company's long-term success. Discover winning activities and examples and how to put them into practice now!

Employer branding is an increasingly relevant concept in today's corporate landscape. Companies, whatever the industry, now know that it is not enough to offer a good salary and competitive benefits to attract talent and especially to motivate and retain them. Instead, it is crucial to develop a solid reputation as an employer in order to attract the best professionals and maintain a motivated and engaged workforce at every level.

In this article, we will examine why it is important to do employer branding and provide a comprehensive guide on how to create an attractive corporate culture for talent. In addition, there will be no shortage of practical employer branding examples from major international companies .

So let's not wait any longer, let's go!

What is Employer Branding?

Employer branding is the process of building and managing an organization's image as an employer. It involves creating a positive and attractive perception of the company among potential candidates, current employees and the general public. Employer branding is about identifying and promoting the company's values, culture and work environment.

A sound employer branding strategy must be based on the idea that people want to work for companies that reflect their personal values and offer a challenging work environment. This concept has become increasingly important in a competitive job market where organizations compete for talent.

Why is Employer Branding Important?

Let's see now with some more details, how employer branding can drive to business success.

Attracting the Best Talents:

We have said it, but we say it again and again: strong employer branding attracts high-quality candidates. People want to work for companies that reflect their personal values and offer a challenging work environment.

Reduce recruitment costs:

Reduce recruitment costs, an almost natural consequence. And yes, because companies that attract more talented candidates improve the team and make current employees more likely to stay with the company for a long time, thus reducing the need for frequent hiring.

Improving Employee Engagement:

‍Acompany with strong employer branding can count on more motivated and engaged employees. The 'employee experience is, in fact, a key element for the company to get the most out of its workforce.

Employer Branding: what activities to communicate corporate culture in the best possible way

To build effective employer branding, it is essential to create an engaging corporate culture. This culture must reflect the values, beliefs and practices of the organization and should be able to attract and retain talent.

In addition, promoting corporate wellbeing and work life balance is crucial to keeping employees happy and motivated.

Once you have developed an engaging corporate culture that includes activities such as smartworking or corporate team building, you need to communicate it effectively to build strong employer branding. HR managers and human resource managers can be crucial in communicating this corporate culture. Using social networks, involving employees in employer branding initiatives, and attending company events are very but very effective employer branding activities.

Let's find out more about these activities then!

Creating an Engaging Web Site and Career Page:

Your website should reflect the culture of your own company and offer detailed information about your company as an employer. Create an attractive careers page that shows the values, growth opportunities and benefits offered to employees.‍

‍Usethe echo of social media:

Social media is a powerful tool for communicating your company culture. Share success stories of your employees, updates about the company, and content that reflects the company's values. Content that can inspire people could be shared and re-shared and thus allow you to reach a larger audience than those who already know you.

Involve Employees in Employer Branding Initiatives:

Involve your employees in the process of defining company values. We've talked about this before regarding people strategy. Now let's look at it from another angle: how your employees can talk about your company to outsiders. They are one of the most powerful and natural promotional media you have.

Employees are the real ambassadors of your employer branding. Involve them in employer branding initiatives and encourage them to share their experiences and opinions on social media. They can give you great publicity. Just like a social proof...interesting isn't it?

Participates in Industry Events and Conferences:

Attending industry events and conferences is an opportunity to present your company culture to a wide audience. Show your commitment to company values and make connections with potential candidates.

And if you think it's difficult to organize, don't worry, with Kampaay, the platform for organizing corporate events without stress and hidden costs, it will be so easy. We tell you more about it at the end of the article.

Organize inclusive and detailed onboarding

Onboarding is the first experience of a new hire, and a negative impression can have great consequences. In fact, people who have a negative onboarding experience are twice as likely to look for a different opportunity.

Measuring and Improving Employer Branding

An essential part of managing employer branding is measuring results and continuous improvement. Such as monitoring attrition rate, collecting candidate and employee feedback, and making constant updates are key strategies for evaluating and optimizing your employer branding.

Let's see in detail what it is all about:

1. Internal business surveys:

Conduct surveys among your employees to gauge their level of satisfaction and engagement. Ask them whether they identify with the company's values, value proposition, and whether they feel the company is a good employer.

2. Analysis of Applications:

Analyze the applications received for your open positions. Check how many qualified people are applying and whether your company is attracting the desired talent.

3. Monitor Attrition Rate:

Keep track of employee turnover rate. A high turnover rate could indicate a problem with company culture or employer branding.

4. Candidate Feedback:

Ask candidates to provide feedback on their selection process and their impressions of your company. Use this information to make improvements.

5. Constant Updates:

Employer branding is not a static project, but an ongoing process. It constantly monitors the results and makes changes and updates according to the needs and reactions of the labor market.

Employer branding: three winning examples from large international companies

As is often the case, it is the big brands that show us the right way. Here we want to provide you with three winning and creative examples of employer branding.


Starbucks strives to create a strong community among its employees, calling them "partners" to instill a sense of pride. The major channels are Instagram and Twitter, channels through which Starbucks interacts with its employees, praises and incites them, thus showing its commitment to being more than just a product. There is, of course, no shortage of posts in favor of diversity and inclusion, other hot topics in today's business world.


Canva stands out through its commitment to its mission. The Careers page shows its values for job seekers in an interactive carousel with key data, emphasizing that design can be a positive force.

Canva also further reinforces this idea on its social media, again emphasizing the importance of these channels for this activity.


The latest example of employer branding comes to us from e-commerce site Jet. Jet created an inspirational video focused on its employees with the goal of spreading awareness about its fun, engaging, and motivating work environment. This video stands out because it features real interviews with employees, giving job seekers a clear idea of Jet's corporate culture and values.

Employer Branding: start now with Kampaay

We have seen in detail why, in an increasingly competitive world of work, doing employer branding is critical. Sobefore we reveal a trick to getyou started with this business strategy, let's take a brief recap. With an employer branding strategy you will be able to:

  • Attracting and retaining talent in a competitive labor market.
  • Creating an engaging corporate culture and sense of belonging.
  • Communicating it effectively.

We also suggest that you monitor each step and the results to build a positive reputation as an employer. Constantly measuring and improving employer branding is essential to its success.

Finally, here's our last, but most valuable, piece of advice: bring employer branding to life with Kampaay. You can start for free and organize a promotion event in any Italian city.

Request a free demo now and embrace innovation!

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