13 Great Examples of Employer Branding

A still from "The Duo Internship Program"

The Talent Show

Tech talent is scarcer than ever.

According to a report from the research firm Gartner, “By 2020, there will be 1.4 million computer specialist job openings, according to the U.S. Department of Labor. But projections show universities are not likely to produce enough qualified graduates to fill even about 30% of these jobs.”

Those kind of numbers pose an existential threat not only to tech companies, but also to older, legacy corporations who find their business is moving quickly into digital.

Aside from ever-increasing salaries, however, how can a company be expected to attract, and retain, top talent? That’s where employer branding comes in.

“It’s all about capturing the authenticity of the company culture,” Rik Cordero, Senior Media Producer at SaaS security company Duo, told us. Their own employer branding videos are great examples of the form – fun, fast, and informative.

“The medium of video is the quickest way to create a feeling and evoke emotion,” Cordero said. “It’s really about having empathy, understanding someone else’s struggles, and capturing it in an authentic way.”

Check out 13 more great examples of employer branding (and one absolutely terrible one).


In a startup-crazed world, how do you attract talent to a 125-year-old company? That’s just what GE succeeds in doing in their much-lauded What’s the Matter with Owen? campaign.


Forced to compete with Apple for “cool”, Microsoft has long seemed like the stuffed shirt. But their recent efforts to transform their image, from their beautifully curated Microsoft Careers Instagram feed to an informative, and truly helpful Recruiter Insights pages are quickly changing the conversation.



Yet another seemingly ancient tech company (by startup standards, that is), IBM has also managed to reinvent themselves for talent seeking a more casual, informal culture. Their careers pages not only tackle workers at every stage in their professional life, but they also feature engaging, often exciting videos about the work being done there.


It’s never been easy trying to sell a career in accounting – and that Oscars snafu certainly didn’t help–but PricewaterhouseCoopers’ Why PwC content makes a great case.


Google has long shown their commitment to company culture, whether through their much-vaunted 20% time or their plans to track 4,000 Googlers for the next 100 years in order to understand work-life balance. And their Google Careers page takes the same exhaustive approach, speaking directly to nearly every imaginable job candidate.



Want to get a look inside life at the CRM giant Salesforce? Then just take a look at their Salesforce Careers Instagram feed, which highlights everything from their six-month maternity leave program to a predilection for cupcakes, lots and lots of cupcakes.


With accolades like Glassdoor’s #1 Best Place to Work in Canada for 2017, Shopify puts their company culture first-and-foremost in all their employer branding.


The event technology platform Eventbrite does a great job introducing its recruiting team to potential candidates, with thoughtful, humanizing bios.



Want to see the power of emotion? Just check out Etsy’s video on their new six-and-a-half month maternity leave program and try not to well up.


Oftentimes, your employees are your best resource. Square’s career video not only emphasizes the challenging mission behind Square but also highlights the inspiring, talented people you could work with.


The ecommerce gurus at Jet bring a similar high-energy, inspirational approach to employer branding, showcasing videos that feel more like a pep talk.


Twitter’s careers page introduces prospective candidates to staffers across the platform, in videos that highlight the impact of their work.



Starbucks has embraced social media to recruit new talent on both the corporate and the retail fronts. Their #sbuxjobschat hashtag allows prospective hires to interact with recruiters on both Twitter and Instagram, and the company highlights its commitment to diversity and inclusion front-and-center.

And finally, here’s what not to do…

Australia’s Department of Finance was roundly lambasted for their excruciating employer branding video. Featuring wooden acting, a completely stilted script, and some of the dullest interactions you’ve ever witnessed, the video has become something of a cult favorite down under.