Employer Branding

"A brand strategy that represents an organisation as a good place to work, both for current and future employees."

Why

The importance of a strong Employer Brand

Rest easy and beware, an Employer Brand is not a perfectly orchestrated strategy. It’s not a flawless, too good to be true painted picture of your company. When you do it right, a strong Employer Brand will enable you to stand out in a sea of sameness.

The power of any Employer Brand is closer to reality than you might think. It's both your company's strengths and imperfections, its quirks, ambitions and people. That's what talent is looking for and those people will fit your company.
So this is actually good news, it means you already have an Employer Brand! It’s just a matter of finding out what you’re doing that’s worth talking about.

This inspirational guide helps comprehend the importance of Employer Branding and will shower you with tons of different topics, channels and ways to attract talent to your company.

Why is Employer Branding so important then?

Three reasons why

Attract
talent faster

A strong, pro-active Employer Brand helps you attract and hire talent faster, because they already know who you are and what you’re about.

Happy
talent stays

If you not only talk the talk but walk the walk, you’ll create a culture where people are happy, want to stay and recommend like minded talent to join your club.

Engage
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?

“This is a very complicated world, it's a very noisy world, and we're not going to get a chance to get people to remember very much about us, no company is. So we have to be very clear about what we want them to know about us.”

— Steve Jobs

What

Your Employer Brand
inside and out

Your Employer Brand

On the inside

Earning talent starts with clarifying what, on the inside, makes your company special. Use these examples as inspiration to brainstorm and introduce a couple that will resonate with your team and help them stay happier and more productive.

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Team

·  Founders
·  Management style
·  Team members
·  Team size
·  Diversity

Company basics

· Product
·  Industry
·  Location
·  Clients

Company culture

·  Company history
·  Purpose/mission
·  Reputation
·  Social responsibility
·  Work / life balance

HR Policy

·  Remote work policy
· Parental leave
·  Vacation policy
·  Job Security

Work fun

·  Work atmosphere
·  Office
·  Awards
·  Lunch

Non work fun

· Team trips
· Perks
· After work activities
· Merchandise

Work style

· Tools
· Workflows
· All hands
· Office communication

Personal development

· Growth opportunity
· Personal development budget
· Training opportunities
· Mentor

Homerun highlightFrom the very start of Homerun we've had a clear purpose. We believe you can only work smart when you have a healthy body and mind. 

We believe in freedom and clarity, that our brand is what sets us apart and strongly feel we want to stay true to our roots and love for art and design.
Willem van Roosmalen
Co-Founder, Homerun

Your Employer Brand

On the outside

When you know the inside, it’s time to start communicating to the outside world. Your career site is the epicentre of your Employer Brand to the outside world. But that’s just the start!

Use these examples as inspiration to brainstorm and introduce a couple that fit your culture and will attract talent.

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Hiring platforms

· Career site
· Job posts

Your channels

·  Social media
·  Newsletter
·  Medium posts
·  Company website
·  Company blog

Third party channels

·  Employee social accounts
·  Media coverage
·  Job boards
·  Advertisements

Offline channels

·  Events
·  Conferences
·  Meet-ups
·  In-house days

Homerun highlightNext to the obvious skills and requirements, we've added personal content like our Instagram, pictures of our team and office space and even our Friday 4pm Spotify playlist!Eat your own dog food, right?

We've spent a lot of time to create a career site and tailor every job post we publish to a specific audience.
Willem van Roosmalen
Co-Founder, Homerun

Inspiration

An ace job of
Employer Branding

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.
‍

Yuki Kho
Project Lead The Art of Work

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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.

Industry

Creative agency

Employees

Offices

Oslo, Amsterdam, Bonn

Career site

bakkenbaeck.homerun.co

Socials

01
Vision

“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

02
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

03
Testimonials

“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

04
Great office to work

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

05
B&B Handbook

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

06
Beekeeping

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

07
New hires

A personal & authentic introduction to all new faces.

Introducing Karina and Jens

Say ‘Hi’ to the Fantastic Four

Welcoming Ellen and Simone

Megan & Maren join our team

08
An Interesting Day

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

09
Thought leadership

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

So You Want to Write a Chatbot?

How biased AI can teach us to be better humans

Blockchain: An Independent Cyberspace

How Burnout Sneaks up on You

10
Stupid Hackathon

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

Deep dive

Curated articles,
books and podcasts

Want to learn more about Employer Branding?
This is what we're inspired by.

Interesting articles

Netflix CEO Reed Hasting on Culture

Slideshare presentation

The happiest office in the world: Headspace

GQ Magazine

CEO’s need to pay attention to Employer Branding

Harvard Business Review

Creating Culture: An Imperfect Recipe

Medium post

How Your Employer Brand Is Born

Talent economy

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Inspiring books

Start With Why

Simon Sinek

Let my people go surfing

Yvon Chouinard

Work Rules!

Laszlo Bock

Insightful podcasts

Stay updated

Follow Homerun's The Art of Employer Branding guide for updates like new case studies, articles, books and podcasts.

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Community

Join the conversation

Since Employer Branding isn't based on a single truth, we encourage you to join the conversation and grow this guide into something even better.

Do let us know what you think of this page and if you have ideas (big or small) to make it better, help us improve!

Let us know if you come across articles, podcasts or books we should know of, please let us know. So we can add them to our ever-growing collection.

Yuki Kho
Project Lead, The Art of Work

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The Art ofEmployer Branding