Five Brands That Get Employee Branding Right – The How, The Why
Employer branding is a vital complement of any businesses branding efforts. Not only does it play a key role in attracting and retaining top talent, but it also represents a company's values and culture, and can solidify their position as an employer of choice.
Increasingly, brands are waking up to the potential of employer branding, but among the brands that do employer branding well, which ones get it right?
Here are five companies we recommend taking a look at for their employer branding efforts. We discuss what they get right and how they do it. Let’s take a look.
1. Pret A Manger
Pret’s ambition is to improve the human experience, so it makes sense that they’re committed to creating an environment that values equality, inclusion, support, and togetherness.
It is clear what Pret stands for, and it offers perks that reflect those values. The company promotes self-improvement heavily and provides numerous development opportunities. Besides supporting charities, Pret offers a rising stars programme that helps people with criminal records and no address find and keep jobs – providing everything from travel to support groups.
It isn’t just saying the right things, Pret A Manger is doing them too, earning the respect and appreciation of its employees as a result – according to Comparably, 100% of Pret’s employees are proud to be a part of Pret’s Brand.
2. Tony’s Chocolonely
Tony’s Chocolonely has a visually appealing brand identity and an employer branding strategy to match.
McKinsey & Company found in 2022 that 65% of employees under the age of 40 believe their employers should positively impact society, and Tony’s shared mission is what solidifies their employer brand.
The Tony’s Chocolonely mission is incorporated directly into the packaging for each chocolate bar – the inside of the paper wrapper shows Tony’s Chocolonely’s commitment to creating a world of slavery-free-chocolate.
Tony’s takes every opportunity to spread its mission and values. One of the best examples is their chocolate, not to mention the colourful wrapping around it. To remind people that chocolate profits aren’t distributed equally, Tony’s chocolate bars aren’t divided into equal pieces.
Tony’s values unify its workforce and appeal to employees who want to make a difference. This has resulted in the brand winning numerous awards for its work culture.
Trust and sustainability are at the core of Oatly’s mission. The company offers more than just food – it offers a lifestyle, which is attractive to both customers and prospective employees.
As a result of Oatly’s value-driven strategy, the company has become very desirable to its employees. A range of roles and a diverse workforce are reflected on their recruitment website and employer brand, as well as testimonials from current employees.
Since Google receives 3 million resumes a year, it’s safe to assume that its employer brand is doing something right!
Innovation and cutting-edge technology are prized at Google. As a result of the company’s resources, employees have the opportunity to work on a variety of unique and engaging projects. The company’s employee benefits are also legendary.
In addition to free food, Google offers its employees on-site doctors, nurses, medical services, and covers their health insurance costs. Additionally, the company offers excellent maternity and paternity leaves, as well as a Global Education Leave program, which allows employees to take time off to pursue further education.
Patagonia is a company that truly embodies its values – and now more than ever, prospective employees are seeking companies with a clear vision and honourable values. Despite being a for-profit company, Patagonia stands against fast fashion, poor working conditions, and the climate crisis.
Benefits and policies reflect their values, including time off for civil disobedience training or commuter reimbursement schemes for non-drivers.