The Art of Work

The Art of
Employer Branding

A modern guide to stepping up
your Employer Brand

In case you’re wondering, an employer brand is how you appear to potential hires. It shapes how they feel about your company as a place to work and is the most important (non-financial) factor people consider when applying for a job. Most companies don’t realize they have one, or that it’s possible to improve it.

To bring yours to the surface, all you have to do is find out what makes your team tick. And yes, that goes beyond ping-pong tables, team trips to fun destinations and endless lists of other perks. At Homerun we’ve helped lots of companies visualize their employer brand through their career sites and job posts, and since we kept coming back to the same inspirational sources, we decided to share them in one place. In this guide you’ll learn what an employer brand is, why it’s important and we’ll serve you tons of inspiration to improve yours.

Employer Branding

What do other companies do?

“An employer brand is greater than the sum of its parts. It’s the proof that people can belong at your company.”

Willem van Roosmalen,
Founder Homerun


A Strong Employer Brand

Everyone in your company knows it’s a great place to work. So it’s no surprise that they’re the people you should build your employer brand around. After all, they all work (and stay) working with you for a reason – and that’s the story you should share with the rest of the world. When you’re doing this, remember that your employer brand shouldn't be too good to be true or a polished picture of your company. Work is human and humans aren't perfect, so it's better to be honest and unique. By telling your true story, you'll stand out in a sea of sameness.

Attract your perfect match

Showing people the in's and out's of your company can convince them it’s the right place for them to be. And if they don’t like, it wouldn’t have worked out anyway.

Attract talent faster

A strong Employer Brand helps you attract and hire talent faster, because they already know who you are and what you’re about before the interview process.

your team

A true strong Employer Brand engages people to their full potential. Giving them purpose, they feel part of something bigger. Now who doesn’t want that?


An ace
Employer Brand

Trust through failing

Bakken & Bæck's team has managed to create an atmosphere in which everyone can honestly, really fail. And because of that, there's a unique sense of trust between colleagues.

To us, that's what makes them one of the most intriguing innovation studios and employers out there. Here's a selection of their Employer Branding efforts.
Scroll right →
Bakken & Bæck is a digital product development studio. A company of passionate people with a large and international mindset who love to build great products.
Creative agency
Oslo, Amsterdam, Bonn
Career site


“Our growth will be about becoming a better company, not a bigger one.”
Quote from our
Art of Work interview
Tobias Bæck
Co-Founder at Bakken & Bæck

Great perks

A selection of the great perks B&B offers:
·  5 weeks paid vacation
·  Flexible work hours
·  Work remotely
·  Workations
·  Newest tech stack
·  Relocation package
·  Paid parental leave
·  Conference visits
·  Office massages
·  Insurance


“I knew a lot about B&B before I wanted to work there. I went to their events and parties and fell totally in love with them. I just knew they were good people.”
Gunvor Bottheim
Head of People & Culture

Great office to work

Their Oslo office got a new fresh up which they mentioned in a blog post.

B&B Handbook

A fun handbook which gives new hires a quick introduction to how the team works and thinks.


As an off-screen project the Oslo office took on beekeeping as a new venture.

An Interesting Day

An annual 'weird' conference with talks from interesting people in entrepreneurship, design and creativity.

Thought leadership

Well written content where they tap into the talent, experience, expertise and passion of the team.

Stupid Hackathon

They assigned an entire day to making stupid shit no one would ever want or need.


Join our community

The Art of Work is Homerun’s effort to inspire creative companies to spend more time and attention to their people.

We explore company culture, employer branding, work/life balance and office rituals at design-minded companies all over the world. We do this by hosting events, interviewing people leading the field in innovation and sending out a popular biweekly newsletter.

Over the last few years we’ve learned two things: sharing is caring and every company is different, special even. Hearing other people’s experiences helps us all learn, which is why we’d love you to join the conversation at the The Art of Work and help us all grow and carry on the good work.

Subscribe to the newsletter

We’d love you to join our community of designers, recruiters, founders and HR managers by subscribing to our newsletter.


Attend our events

We're joining forces with Spaces by turning The Art of Work into an event series where all aspects of work are brought together.

Expect best practices, expert talks and tons of other inspiration on how to attract the right talent, employee happiness, company culture and other latest trends in the world of work.

Subscribe to our newsletter to stay up to date


Your Employer Brand
on the inside

Start with clarifying what, on the inside,
makes your company special.

The first step to creating your employer brand is clarifying what, on the inside, makes your company special: its vision, values and culture. Oh, and the people of course! That’s why the key to your employer brand is finding out what makes your team look forward to going to work in the morning and which parts of their job they proudly tell people about at parties.

That can be everything from the ‘big’ stuff like career goals and a healthy work life balance to ‘small’ stuff like vacation days and how feedback is handled. Yes, everything you do as a company, whether an action or a policy, communicates your employer brand to employees and to potential employees.

Get it right and it will resonate with your team and help them stay happier and more productive. Get it wrong, and well, let’s not go there. Instead we’ll direct you to a few examples to help you on your way. If you’d like any more help, reach out via the chat icon below.

Blendle designed a structure for the 1st month of every new hire.

View their onboarding guide

Buffer doesn’t have an office, their entire team works remote.

View their remote blog

Every Summer the Basecamp team works 4 days instead of 5.

View their blog post


Your Employer Brand
on the outside

Once you know what your inside employer brand is,
it’s time to start sharing it with the rest of the world.

The best places to start doing that are the ones you control: your career site and job posts. That might sound obvious, but you’re not going to create any old job posts. No, you’re going to share a story that’s intriguing, inspiring and engaging, a story that captures all the magic that goes in your company. Seeing is believing, so give people a real taste of life in your office by sharing photos, videos and pictures of your colleagues. Or why not create a Spotify playlist of the Friday afternoon songs that usher in the weekend at your workplace?

If this content is good – and it will be – then it will go on to be shared outside your official company channels and you’ll have a much higher chance of reaching more people. That’s the thing - you never know how or when you might connect with the right candidate. So make sure you’ve got all the bases covered and get your team involved – the chances are that someone else in their network is a good match for you too.

At Homerun we've helped lots of companies show how unique they are - here are some great examples of how to share your story. If you’d like any help in getting your Employer Brand out into the world, just click the blue chat button in the right corner.

1. Your career site

Your career site is the core of your Employer Brand for future employees and where candidates get a first impression of what it’s really like to work for you.

With Homerun you can show what it’s like to work at your company, share your values and turn your employer brand into a visual experience.

2. Your job posts

The days where job posts were generic lists of bullet points are long gone.
To give an extra insight into the position you’re offering why not post an interview with the team lead or share the tech stack someone is going to work with?

In our demo account you’ll find all kinds of job posts, specifically designed for the characteristics of the job, go have a look!