Today, the fight for top professionals is really fierce. A modern job seeker has seriously changed. Around 86% of employees are ready to leave their jobs for a stronger employer brand. So, a strong workplace brand is not only a trend; it’s a business must-have. However, building such a brand goes beyond attractive perks or clever job ads. It requires strong collaboration between HR and marketing. Together, they can craft an environment that attracts top candidates, inspires employees, and strengthens the company’s reputation. Let’s have a look at how to realize it.
What is a strong workplace brand?
A great workplace is an office that can impress. It is a place where employees want to stay. A workplace represents a company’s true culture and values, and how well it cares about its people. A positive working environment builds trust, and strong teams, and motivates employees with the help of employee rewards programs. It’s a space where people feel they are important. In a great workplace, an employer and employees interact closely. Such a company attracts not only skilled employees but those who build its success.
Why does this matter? According to Glassdoor, 75% of active job seekers choose a company that actively manages its employer brand. Additionally, businesses with a strong workplace brand save 50% on hiring and have 28% less employee turnover.
How HR and marketing build a strong workplace brand
HR and marketing work together to build that special working culture of a brand. HR creates a positive experience for employees, and marketing shares that story with the world, showing why the company is a great place to work.
The main task of HR is to understand what employees need to feel supported and valued. They gather feedback, develop onboarding and development programs, and encourage open communication in the team.
The marketers spread the company’s culture to the outside world. They share stories through social media, career pages, and review sites to show the brand’s authenticity and values.
Steps to build a great workplace brand
The process of building a strong workplace brand is not something you can do once and forever. It’s an ongoing process that requires special strategies. Here are some practical steps to help you build a magnetic workplace brand:
Conduct a workplace brand audit
The very first step is to understand how your brand is perceived right now. For this, you must gather feedback directly from employees through surveys, one-on-one chats, or focus groups. Ask about what they love about the company and what they want to change. Don’t stop there; review exit interviews for recurring themes and explore online reviews on platforms like Glassdoor or LinkedIn.
When you have this data, try to look for patterns. For example, employees may be happy about your collaborative culture but feel overworked. Use these findings as a map – show your realistic image and the one you want to portray.
Practical tip. Create an action plan. Highlight three key strengths to amplify and three areas where you need to improve. Use a 30-60-90 day plan slide template to organize this.
Define core values and culture
Your workplace may be visually eye-pleasing but this is not enough. It must show who you really are. Work with your team to define clear values that everyone can see in action. Avoid using vague words like “integrity” or “excellence” unless you can prove how they’re actually part of your daily work.
For example, if “innovation” is one of your values, prove it. Host hackathons and brainstorming sessions or fund employees’ ideas. Your culture is not what you discuss during meetings – it is what employees experience every day. Make sure your values are real, easy to see, and part of everything your company does.
Practical tip. Create a handbook or a visual “culture guide” that outlines your core values with real examples from your workplace.
Invest in employee experience
When your employees feel appreciated and supported then naturally become advocates for your brand. So, think about initiatives that reflect genuine care for their well-being. What can it be?
- Offer flexible schedules to support work-life balance.
- Host various workshops or mentorship programs that support career growth.
- Introduce wellness perks, like gym memberships or health support apps.
Even small gestures can leave a lasting impression. It can be a handwritten note from leadership for a well-performed task or a surprise “thank-you Friday” off. These efforts fully pay off when your employees share their positive experiences with others.
Practical tip. Create employee pulse surveys to find what exactly can be used to improve their morale.
Tell true stories
You may say authenticity is just a buzzword. However, it matters more than it may seem. Potential employees want to see what working at your company really feels like, and the best way to show that is through stories. For example, include brand tone examples to illustrate how your company communicates its culture and values.
Show employees’ experience in your organization. For instance, did someone switch departments and find a new role? Does your team love to come together to solve a tough problem? Share these moments through videos, blog posts, or even short reels on Instagram or TikTok. Collaborating with event photographers can help capture these genuine moments in high-quality visuals, making your storytelling even more compelling. Let your employees’ voices sound as if they are your best storytellers.
Practical tip. Create some interesting series within your company, where employees can share their experiences, struggles, and wins
Use technology and digital channels
Many potential candidates will form their first impression about you via social media. So, optimize your careers page—add behind-the-scenes videos, catchy blog posts, and detailed descriptions of roles. Use LinkedIn for professional storytelling and Instagram for showing the lighter, more human side of your brand. Consider reaching out to a full-stack digital marketer to enhance your strategy and ensure a cohesive, engaging online presence.
Let potential employees interact with you. For example, you can host “Ask us anything” live sessions with HR or current employees and give candidates real insights into your company culture.
Practical tip. Share content regularly on platforms like LinkedIn, Instagram, and even TikTok. This will help you become visible.
Measure and improve
A workplace is not static – it changes and evolves as your company grows. You should regularly track key metrics – employee retention, application rates, and social media engagement. For instance, if you notice a spike in applications after posting a team culture video, you know it is working.
Also, keep an eye on employee satisfaction. You may use eNPS tools for this purpose (Employee Net Promoter Score). The feedback will immediately show where action is needed.
Practical tip. Hold quarterly reviews with HR and marketing teams to analyze data and adjust strategies together.
Wrapping up
The above strategies are only examples of what your HR and marketing departments can do to build you a reputation as a magnetic workplace brand. There are many other strategies that can help you strengthen your brand image. However, this journey is not a one-time project. It is an ongoing effort that must change and evolve together with your organization. To succeed in this journey, you must be ready to invest in a lot of things. These include creativity, genuine care for employees, and close collaboration between HR and marketing departments. Step by step, with intention and purpose, you will shape a workplace that becomes more than a brand—it becomes a beacon of what’s possible.