What Marketing Leaders Think About Quiet Quitting [Executive Leadership Data]

Back in September, we covered quiet quitting: Specifically, what it is, how the term got popular, and ways to address it.

Now, we’re hearing directly from marketing leaders and getting their thoughts on the phenomenon, courtesy of our Executive Leadership survey of 500+ leaders.

In this article, you’ll find out what they think about quiet quitters (Spoiler alert: It’s not pretty), why they think it’s happening and how they plan to address it.

What Marketing Leaders Know about Quiet Quitting

To start things off, most of the marketing leaders we surveyed (73%) say they’re familiar with the term “quiet quitting.”’ In fact, 57% agree that quiet quitting is happening to some degree within their organization.

To what extent? Well, marketing leaders think only 17% of their employees are quiet quitting. However, our consumer trends data suggests otherwise.

In our survey, 33% of full-time employees reported that they are quiet quitting their current job. Since this data is self-reported, this figure is likely higher.

Yet, 80% of leaders surveyed say they would know if an employee on their team was quiet quitting.

This suggests that two things could be happening: Employees are great at hiding the fact that they’re quiet quitting or leaders are a bit out of touch with their employees.

Regardless of where the true number lies, 57% of marketing leaders are concerned about this phenomenon and 66% have explicitly discussed how to address it with their leadership team.

What Marketing Leaders Think about Quiet Quitters

It’s fair to say that marketers leaders aren’t fond of quiet quitting – 77% of those surveyed say it’s “unacceptable.”

Despite studies suggesting that quiet quitting is a reaction to bad management, that’s now how most marketing leaders see it.

64% of those surveyed believe quiet quitting is a reflection of poor work ethic, while one-third of respondents view it as setting healthy boundaries.

When asked why they believe employees engage in quiet quitting, 39% of respondents placed the blame on employees and say it’s due to a lack of accountability.

38% said employees see no benefit in going above and beyond at work.
36% said burnout.
34% said employees are unhappy with the workplace culture.
32% said lack of work-life balance.

Our Consumer Trends survey does suggest that burnout and workplace culture play a major role in job satisfaction.

The report found that of the 29% of consumers who are considering leaving their current job, 25% say the reason is burnout and 20% say they’re not happy with the workplace culture.

Now that we know how marketers leaders view both quiet quitting and those who engage in it, let’s cover what they plan to do about it.

How Marketing Leaders Plan to Address Quiet Quitting

Although most marketing leaders believe quiet quitting is a reflection of the employee rather than the employer, 77% admit that it’s their responsibility to prevent it.

Where do you start? Well, 73% believe the determining factor in an employee’s desire to quiet quit is their relationship with their supervisor.

This theory was supported by a Harvard Business Review workplace study, which found that managers who were successful in managing employee and business needs had the highest percentage of employees willing to go the extra mile for the company.

In addition, 37% of company leaders believe motivating employees with rewards is a way to prevent quiet quitting.

Other measures included:

Employee recognition
Work-life balance
Mental health and wellness support
Accountability
Work culture improvement
Career growth opportunity
Remote work
Management training

Based on responses from both employees and leaders, it’s clear there’s a disconnect regarding who’s to blame for quiet quitting along with how common it is.

Leaders are looking at employees and vice versa. The one area there is some overlap is when it comes to addressing it.

Marketing leaders agree that they should take an active role in preventing it and their solutions seem to align with what employees are looking for.

It’s unclear how this phenomenon will evolve but one thing’s for sure: Leaders will have to take accountability if they want to prevent this issue they deem so unacceptable.

11 Twitter Alternatives Marketers Can Consider [Data + Expert Insights]

Twitter has been going through many changes over the last few months, prompting some brands and marketers to wonder if they would consider leveraging other platforms.

Here are some alternatives if you want a backup in case Twitter changes too much or is no longer the place for your brand. Keep in mind that by including this list of alternatives, we aren’t suggesting that marketers should abandon or majorly pivot a Twitter strategy that works for them. We are merely providing similar platform options for those preparing for potential future pivots.

Top 3 Best Twitter Alternatives

These alternative social media have similar features to Twitter.

1. Mastodon

Launched in March 2016, Mastodon has about 2.5 million monthly users. Like Twitter, the platform allows users to post and follow their favorite people and organizations and like and repost content. However, there is one major difference between Twitter and Mastodon. While Twitter is a single platform, Mastodon is a “federation” comprised of interconnected, independently operated servers.

These interconnected servers are called the “fediverse,” and each server has its own rules. As a user, you can interact with users from other serves outside your own, but the rules of the server you’re assigned determine what you can do. If you don’t like your server, you can switch to a different one, but then you have to abide by the rules of your new server. However, you can keep the relationships and connections you made in your original server as you move to a new one.

Mastodon emphasizes community, therefore marketers may have a difficult time finding their footing for their business in fediverse.

Pro Tip: If you’re interested in pivoting, I’d suggest investing in influencer marketing to connect with your target audience on Mastodon.

2. Hive Social

Hive Social was launched in 2019 and has about 2 million users. The mobile-only app looks similar to Twitter, allowing users to scroll through the platform and “heart” and repost content. Users can also use hashtags to find desired content or audiences. But that’s about where the similarities stop.

Unlike Twitter, Hive boasts a much simpler chronological feed — rather than one that is algorithm-based. It also doesn’t have a character limit, allowing much longer posts that resemble Tumblr posts.

And finally, Hive Social is much more customizable than Twitter. Users can choose background colors for their profile, and add their pronouns and astrological signs. One unique customization feature that stands out is the ability to sync your Apple Music or Spotify account and play a song or two for users visiting your profile.

For now, Hive Social doesn’t have a “verify” feature like Twitter, which can pose a problem for brands and content creators concerned about users impersonating them.

Pro Tip: Should you decide to pivot to Hive Social, you should be aware that the app is only run by three people who are still working out different bugs as more people flock to the app. One bug is the app’s tendency to crash since the massive influx of users.

3. Cohost

According to its website, cohost is a web-only social media platform with over 111,000 users. The platform was launched in February 2022 and is invite-only for now.

Like Twitter, Cohost allows users to follow other users and share, like, and post comments under posts. However, users cannot publicly see a post’s likes or see who or how many people follow another user.

The platform also doesn’t allow ads, doesn’t have a character limit, and it doesn’t have a recommendation algorithm — so posts appear in chronological order and can be pretty lengthy.

Pro Tip: Cohost also stands out because multiple people can co-own a single page — a great feature for brands and content creators doing collaborative projects.

Twitter Alternatives for Building Community

If you’re looking for a social media platform that allows you to build a community around your brand, the following platforms are worth looking into.

4. Reddit

The longest-running app featured in this blog, Reddit was founded in 2005 and has 430 million monthly active users. Reddit is a social sharing site split into thousands of smaller communities called “subreddits.” Each subreddit is dedicated to a particular topic. Most subreddits have their own set of community rules users are expected to follow.

Users can submit links, pictures, videos, questions, and information for other users to vote on. The more likes a post gets, the more visible it becomes. The more downvotes a post gets, the less visible it becomes.

Marketers can host Q&A forums called Reddit AMA’s (Ask Me Anything) to engage with their audience and answer questions about a product or service. Marketers can also be active in subreddits that correspond with the niche.

Pro Tip: Reddit also has Reddit Ads feature that marketers can use to stand out on the website, measure the success of their content, and connect with their target audience.

5. Discord

Discord is a voice and chat platform launched in May 2015, and it now has over 150 million monthly users. Users are able to start and join different servers within the platform to discuss niche topics or connect with their favorite creators.

Pro Tip: The platform doesn’t have any native advertising tools, but it’s a great avenue for brands to discuss with their audience about shared topics of interest in real time.

6. Tumblr

Microblogging website Tumblr was launched back in February 2007 and now boasts 135 million monthly active users. Tumblr allows users to share texts, photos, videos, quotes, music, and more in an infinitely scrolling blog format. The platform seems to be experiencing a resurgence in popularity. In fact, between October 4, 2022, and November 17, 2022, there were over 1 million tweets about Tumblr.

However, if marketers are interested in leveraging the platform, it’s important to note the platform appeals to younger and more alternative crowds. About 2 out of 5 users on Tumblr are between the ages of 18-25 and most media on the platform appeals to millennials and Gen Z.

Pro Tip: Fandom content as well as niche products and clothing lines typically do well on the platform.

Twitter Alternatives for Audio Content

One of Twitter’s most popular features is Twitter Spaces, which allows users to host and participate in live audio conversations. Here are some social media platforms that have similar features.

7. Clubhouse

Launched in April 2020, Clubhouse skyrocketed in popularity at the start of the pandemic when many people were stuck at home and looking for community. The audio-chat app attracted notable public figures and creatives like Kevin Hart, Tiffany Haddish, Mark Zuckerburg, Ashton Kutcher, and Malcolm Gladwell. They would use the platform to connect with fans and promote their work.

While the app has since waned in popularity as other platforms dabble into audio chats, Clubhouse still boasts 10 million weekly users as of mid-2022 — meaning there is still a sizable audience to tap into on the app.

Pro Tip: Marketers can use Clubhouse to have live conversations, Q&As, and panel discussions with their followers.

Twitter Alternatives for Short-Form Content

Twitter is mostly a micro-blogging and text-based platform, but it’s common for marketers, brands, and content creators to post short-form video content. Here are some alternative platforms that prioritize short-form video content.

8. IG Reels

Instagram has 2 billion monthly active users, all of whom interact with IG Reels. Instagram Reels was launched in August 2020 to compete with TikTok. Videos on IG Reels can be up to 90 seconds long, and users can add music, viral sounds, and various special effects and filters to their videos.

Pro Tip: Users can earn money from Reels via the Instagram Reels Play Bonus program. This program is invite-only and allows creators to earn money based on the reel’s performance, the number of reels produced, and the creation of themed reels.

9. YouTube Shorts

Launched in September 2020 to compete with TikTok, YouTube Shorts is the short-form video section of YouTube that boasts vertical videos that are 60 seconds long or less. As of June 2022, YouTube Shorts has amassed 1.5 billion monthly active users and over 30 billion daily views from global users.

Another incentive to pivot toward YouTube Shorts is its future monetization program that will launch in 2023. Starting in early 2023, creators can apply to the YouTube Partner Program by meeting a threshold of 1,000 subscribers and 10 million Shorts views over 90s days. Both current and future YouTube Partner Members will also be eligible for revenue sharing on Shorts, according to YouTube.

Pro Tip: Marketers can tease long-form content like longer videos and podcasts by condensing compelling snippets into YouTube Shorts.

10. IG Reels

Instagram has 2 billion monthly active users, all of whom interact with IG Reels. Instagram Reels was launched in August 2020 to compete with TikTok. Videos on IG Reels can be up to 90 seconds long, and users can add music, viral sounds, and various special effects and filters to their videos.

Pro Tip: Users can earn money from Reels via the Instagram Reels Play Bonus program. This program is invite-only and allows creators to earn money based on the reel’s performance, the number of reels produced, and the creation of themed reels.

11. TikTok

With 1 billion monthly active users, TikTok was launched in 2016 and propelled short-form videos into mainstream popularity at the start of the pandemic. Though there are several ways to monetize content on TikTok and paid ads are available, brands and marketers often have to leverage influencer marketing on the platform to connect with their target audience.

The reason is that many of TikTok’s users are younger and fall into the Gen Z demographic, and Gen Z is less keen on content from brands and more interested in content from people.

Pro Tip: TikTok videos can also be repurposed into Instagram Reels and YouTube Shorts to give them a second life in front of a wider audience.

If your current Twitter strategy has remained successful throughout all the platform’s changes, you likely won’t need to look into any alternatives. However, if you’re looking for a new platform to pivot to in the event Twitter changes too much for your brand, you now have 11 new platforms to check out.

How to be a Great Coworker: 16 Tips and Tricks from HubSpot Insiders

If you work 40 hours a week, 52 weeks a year, that’s over 2,000 hours a year spent with the same coworkers (give or take a vacation or two, of course). Therefore, if it isn’t already your top priority, being a great coworker definitely should be.

Strong relationships are the foundation of a positive work environment and set the tone for nearly your entire work life. Even if you hate how Jim blows his nose at his desk, or you cringe every time Stacy brings up her cats, these people greatly influence your work day-to-day.

The bottom line is that collaboration and connection will get you much farther than you may think. (Trust us! Hubspot has been named #1 for happiest employees and #2 for best place to work.) For our exclusive insider tips, keep reading.

1. Appreciate and acknowledge.

When people feel unappreciated in the workplace, it becomes increasingly difficult for them to see the benefit of going that extra mile. With no recognition, there’s little motivation to continue.

That’s where you come in. Whether you’re a manager or just a grateful peer, make an effort to give credit.

Taking time in a meeting to give kudos, writing an email, or sending a Slack message takes minutes. However, this gesture can make someone’s entire day.

“As an intern, I assumed I would mostly go unnoticed and fly under the radar in my day-to-day work. However, this summer, I never felt so uplifted and praised for the hard work I was contributing to my team,” says one incoming HubSpot marketing associate and summer 2022 marketing intern. “Even my out-of-office accomplishments were recognized!”

2. Respond to emails or calls promptly.

Everyone has a job to do. And if your approval or feedback is required for one of your coworkers to move the needle on a project, don’t make them wait.

Bottlenecking a project is not only frustrating, but it can also have a significant impact on a person’s ability to reach team or company-wide goals.

Pro tip: If you’re unsure whether or not you’re guilty of this, ask your teammates to specify a time frame within the body of their emails to help you keep track of priorities.

If you don’t have time to respond immediately, one HubSpotter suggests shooting them a quick ‘I’m held up right now, but I’ll look this over this afternoon or tomorrow’ message.”

3. Be reliable.

Outside of prompt email responses, being reliable overall will go a long way. Your coworkers want to know they can trust you to complete assignments, offer support, and provide assistance during tough times.

Reliability not only improves your relationships. You’ll also play an important role in pushing projects across the finish line.

“To me, a great coworker is a reliable coworker, someone I know will get things done one time and with great execution,” says Jamie Juviler, a marketing manager at HubSpot. “That’s especially important in projects with many stakeholders and moving parts. If everyone stays on track, things get done.”

4. Be humble.

Being humble doesn’t mean selling yourself short. Instead, humility actually shows that you have a clear perspective, and you’re self-aware. In fact, this attitude is one of HubSpot’s core values.

In an office setting, this ability to recognize your own limitations can make it easier for you to build meaningful relationships with your coworkers. You’ll also be able to ask for help when needed, which improves the quality of your work.

Pro tip: Ask your colleagues for assistance when needed. This signals to them that you’re open to other ideas. They’ll also feel comfortable reaching out to you for your expertise in the future. Sounds like a win-win!

5. Create clear documentation.

You may be great at your job, but your impact will be minimized if no one knows what you do.

Take the time to clearly document your role, how you complete these tasks, and which processes you own. A few written documents (or even bullet points) can help people understand how to work best with you.

“Whether you’re in a small or large team, taking the time for proper process, project, or training documentation will make you the ultimate team player — all while saving you some time in the long run,” says Bianca D’Agostino, a senior marketing manager and SEO strategist at HubSpot.

Documentation becomes even more important if you are at a global company with employees in different time zones.

“My teammates and I take extra time and care noting down what we know, what we’re asking of each other, and being super transparent about our timelines/goals,” D’Agostino adds. “Since our team is global and scattered across a few different time zones, this skill has made our team so much stronger!”

6. Reach out to new teammates.

New job nerves are the pits. You toss and turn the night before your big first day, worrying about everything from what shirt will look best to whether or not your fun facts actually are some semblance of fun.

Experienced workers, do your part to help new team members feel at ease. Make an effort to help them get situated during their first few days or weeks on the job.

“It’s always awkward being the ‘noob’ walking into a room of unfamiliar people, so sit next to them at their first meeting. It’s a small gesture that will make them feel all the more welcome,” suggests Anum Hussain, a former team manager at HubSpot. Today, Anum is the head of content marketing and audience growth at Reforge.

Pro tip: Ask your new teammates welcoming questions, or invite them to join you for lunch (either in-person or virtually).

7. Steer clear of gossip.

Ah, the office water cooler. Whether in an office or on a Zoom call, we all can fall victim to slipping in a cheeky comment or two.

It’s easy to get caught up in complaining about Steve’s work ethic or to gush about a suspicious relationship between two interns. However, engaging in office gossip is both risky and unprofessional. Plus, gossip can result in some pretty sticky situations.

Pro tip: Keep lines of communication open. The more transparent and honest you and your team are with one another, the less room there is for speculation.

(Want more on this? Check out this post on how to deal with office politics).

8. Avoid annoying office habits (remote or in person).

We all have quirks and idiosyncrasies. Even so, self-awareness matters, as does keeping tabs on behaviors that rub colleagues the wrong way.

So which office habits are considered annoying? In 2022, Quality Logo Products surveyed over 1,900 workers to find out. Interrupting (48%), taking credit for someone else’s work (47%), and oversharing (45%) ranked among the most annoying behaviors.

Image Source

Working remotely doesn’t automatically solve the problem. Quality Logo Products found that remote workers face a different set of challenges.

Slow responses to emails or instant messages ranked as the most annoying behavior in remote colleagues at 48%. Background noise during calls (47%) and eating on camera (43%) were also at the top of the list.

Image Source

The lesson: Be considerate of others and how you are in each space. If you share a common space such as a meeting room, be sure to clean up after yourself. If you’re on a Zoom call, be aware of your settings. These are simple tasks that truly go a long way for everyone around you.

“It took me a few weeks into my first job out of college to realize just how loud my chewing was in the roomful of quiet, concentrating people. Were my coworkers wearing headphones because they liked listening to music, or because I’d been chowing down on carrots for the last 20 minutes?” jokes Lindsay Kolowich Cox, a former marketer at HubSpot.

For more tips on how to be more considerate in the office, check out Lindsay’s article on breaking annoying office habits.

9. Share your resources.

Take a look at the people you work closely with. They’ve all been hired for a reason, right? Maybe Nathan is really great at problem-solving, while Sue can negotiate like no other. There’s something you can learn from everyone.

Regardless of our unique strengths and specific titles, sharing helpful resources can benefit your whole team.

“Find something particularly inspiring or thought-provoking? Whether it’s a blog post or intriguing design, it could be just what your neighbor needs to kickstart their big project,” insists one HubSpotter.

10. Gather feedback.

Competition hurts collaboration. Make sure your team has a psychologically safe environment where they feel encouraged to share ideas. That can include offering suggestions or pitching something entirely new.

“One of the biggest, and sometimes hardest, things you can do as a teammate is giving space to other coworkers to pitch their ideas and suggestions (even if you disagree with them),” says Pamela Bump, the manager of HubSpot’s Growth Team.

“When you work with or manage a team, it’s easy to hog the keys to the car. Because many workplaces can feel competitive, this is an instinct we all struggle to shove off.”

If you struggle with creating the space for contribution, remember that more voices can unlock new perspectives. A colleague can help you solve that problem you’ve been struggling with for months.

“Especially when building something from scratch, more voices can lead to more success,” Bump says. “By building a time or space for people to share their thoughts … you can get those great perspectives without getting overwhelmed by too much feedback.”

Pro tip: Consider building a feedback session into your meetings, holding a dedicated brainstorming workshop, or creating a collaborative Google Doc to gather ideas.

11. Be respectful of people’s time.

It’s no secret that we are all busy. Often, we wish there were more than 24 hours in a day.

While you can’t resolve these problems with the wave of a wand, you can take small steps by respecting your coworkers’ time. Be aware that 5 minutes here and 20 minutes there can add up during the day. Make an effort to show up on time and come prepared.

“If a meeting ends early, don’t try to fill the time. If a meeting doesn’t need to happen anymore, cancel it. Being respectful of people’s time is appreciated,” urges a HubSpotter.

12. Find ways to connect online.

If you work in a hybrid or remote environment, you’ll need to try a bit harder to form close connections with coworkers. Instead of being able to peer over your cubicle to say hi to neighbors, you now have to schedule in time for those casual catch-ups.

Pro tip: Set up weekly Zoom lunches, monthly team show-and-tells, or just ping a friend living across the country to grab a virtual coffee. These simple conversations go a long way, especially when it’s so easy to get caught up in heads-down work at home.

Aside from being a great excuse to socialize during the day, they provide a shared experience to look forward to while strengthening your company’s identity and culture.

13. Make valuable introductions.

Heard one of your coworkers is looking for a freelancer for the project they’re working on? If you know just the person, make a connection.

“Two networks are always better than one,” insists Eric Peters, a product lead at HubSpot.

Help your coworkers achieve their goals by making introductions between folks who would benefit from knowing each other.

Maybe you recommend a potential candidate for an open position or connect a new hire with a tenured employee to provide them with some guidance. These intros show that you’re a team player.

14. Get coworker buy-in.

If you’re running a project or initiative, make sure your coworkers feel connected toward their work. A common mission improves the culture of your team and strengthens colleague relationships.

“When you include people, try their ideas, or even just take the time to hear them out, they feel included — even if you respectfully disagree with one or two suggestions,” suggests Bump. “Involving your team will motivate them around a joint project which will be good for you and them in the long run.”

Buy-in creates a better work experience and establishes you as a trusting, empathetic colleague.

“Many will even want to work with you more often,” Bump says, “all because YOU gave them a platform to speak when others would have just micromanaged.”

15. Lighten the OOO workload.

Anytime you miss a couple of hours or days in the office — whether for personal reasons, a vacation, or an illness — it’s easy to get overwhelmed.

With this feeling in mind, act accordingly: Help your coworkers avoid this vicious cycle by stepping in to lend a helping hand when and where you can.

“Offer to help take over some of their work so they don’t come back to a pile of it and won’t worry about getting stuff done when they need to be away,” suggests Corey Wainwright, HubSpot’s former director of content.

Even if you can’t add more to your plate, remember to act with empathy and remind your colleague that they should take whatever time they need to catch up. There’s no need to make up all of the work in one day.

16. Listen.

Often, the most helpful thing you can do for a coworker is to give them a chance to talk through something. Whether it’s regarding their strategy to approach a complicated task or solely to share how much is going on in their personal lives and how they feel overwhelmed.

Active listening is a skill that will help you empathize with what your coworker is going through, even if you can’t put yourself in their shoes directly.

“I appreciate a teammate who is an active listener. I like to feel like I’m being understood and listened to during conversations, and I hope my coworkers also feel that from me,” says Flori Needle, a marketing manager at HubSpot. “I let people know that I’m listening by asking follow-up questions and being engaged during conversations, and I appreciate the same from my coworkers.”

Pro tip: Sometimes, people don’t need you to propose a solution. Instead, they just need to hear their thoughts out loud. Lending that ear can go a lot farther than you may assume.

Furthermore, these small acts of kindness help establish trust and comradery, feelings that bolster a productive and effective work environment.

This post was originally published in 2016 and has been updated for comprehensiveness.

Employer Branding: What It Is and How To Build It for Your Business

A company’s reputation matters more than ever during a job seeker’s search, as 86% of workers would not apply for, or continue to work for, a company with a bad reputation with former employees or the general public.

Ultimately, you spend plenty of time creating a compelling brand story surrounding your products or services, but how do you build a strong employer brand that attracts top talent? Here, we’ll explore what employer branding means, examples of good employer branding, and how you can implement your employer branding strategy today.

Table of Contents: 

What Is Employer Branding?
Why Is Employer Branding Important?
Employer Branding Strategy
Employer Branding Examples


What Is Employer Branding?

Employer branding is the reputation you have as an employer among your employees and the workforce. It’s also how you market your company to job seekers and internal employees. 

The better you are at employer branding, the more likely you are to retain and attract your top talent, as 69% of surveyed employees think it’s extremely/very important that their employer has a brand they’re proud to support.

Let’s say you’ve done a phenomenal job building up a strong brand with your products or services. Unfortunately, that alone won’t convince someone to work at, or stay at, your company. You need to implement the same branding strategy when communicating your company’s leadership, values, and culture.

If a job seeker asks an employee at your company, “What’s it like to work there?” the employee isn’t going to say, “We’ve built some awesome merchandise.” Instead, he’s going to lay into the day-to-day of people management, company values, and workplace culture. To ensure a good employer brand, you need to tell a compelling story.

Employer branding goes deeper than storytelling — you also need to walk the walk. Telling your employees and the general public that having a ping-pong table makes you a great place to work isn’t going to cut it. 

Why Is Employer Branding Important?

At this point, you might be wondering, does this really matter to me and my company? 

Yes — employer branding is critical to your bottom-line. It can reduce turnover rates and cut your costs per hire in half, helping you save money. Additionally, active job seekers are more likely to apply for a job if the employer actively manages its employer brand

You have an employer brand whether you’ve put effort behind it or not — so why not put effort in to ensure it’s a brand you can be proud of?

Next, let’s explore how you can implement an employer brand strategy today.

A good employer branding strategy can help you attract better talent, cut down on hiring costs, and reduce employee turnover.

1. Know your company’s unique value proposition.

A powerful employer brand begins by focusing on your company’s mission statement, values, vision, and culture. It can be helpful to identify what your business needs are and work backward to understand the type of talent you need to fulfill those objectives. 

For instance, consider Teach for America’s mission statement — “One day, all children in this nation will have the opportunity to attain an excellent education.”

With this statement, Teach for America can tell a compelling brand employer story on their Values page, where they promise employees the chance for continuous learning, stating, “We operate with curiosity and embrace new ideas to innovate and constantly improve. We take informed risks and learn from successes, setbacks, and each other.”

In this way, they’ve aligned their values, and their employer brand, with their business goal.

2. Conduct an employer brand audit.

You might not be fully aware of your company’s reputation among job seekers, or even your employees. 

Conduct a brand audit and send out internal surveys, conduct social media searches, monitor career sites for reviews, or hire a firm that monitors reputations. Your research should help you uncover your employee’s favorite aspects of your company culture that you can focus on highlighting and any areas for improvement to ensure a strong employer brand. 

Glassdoor found that brands with above-average or leading employer brands devote time to monitoring employee engagement, take action on employee feedback, and keep an eye on brand health, more than average or below-average employer brands. 

3. Write an employer value proposition.

Once you’ve researched, cultivated a list of business values, and learned about your existing perceptions, you’ll want to create an employer value proposition. 

An employer value proposition is a marketing message and a promise, so say things that are factually true about your business that your employees would agree with. You can use this value proposition on your website, recruitment materials, or LinkedIn Company Page, and recruiters and HR teams can discuss it with potential candidates. 

It’s important to note that your value proposition should have nothing to do with compensation. Instead, you want it to evoke passion in employees and potential candidates by expressing your company’s deeper purpose and positive impact on the world. People want to feel their work is meaningful, often even at the expense of a bigger paycheck

For instance, Accenture’s employer value proposition is prominently displayed on its Careers page:  “Every day our People of Change are doing incredible things by working together to pursue our shared purpose–to deliver on the promise of technology and human ingenuity. Come be part of our team–bring your ideas, ingenuity and determination to make a difference, and we’ll solve some of the world’s biggest challenges.”

4. Leverage current employees.

Job seekers that want to learn more about your employer brand want to hear from and see real employees at your company. In fact, your employees are three times more credible than CEOs when talking about the working conditions at your company. So, your employees are some of your best advocates for building your employer brand. 

Leverage their sentiment towards your business however you can, like sharing reviews and testimonials on your hiring pages or creating short interview videos for your social media channels. 90% of companies with leading and above-average employer brands agree that their employee experience is a big part of their brand, meaning that what they say can significantly impact perception.

5. Cultivate a strong onboarding process.

Onboarding is a new hire’s first experience, and a negative impression can have big consequences. In fact, people who have a negative onboarding experience are twice as likely to seek a different opportunity.

Ultimately, instilling a positive company brand image starts with a good onboarding process. Getting employees engaged and excited about their roles and their teams is important from the start. You’re ensuring a smooth transition, lower turnover rates, and more productive teams by arming your new employees with the instructions and tools to excel in their roles.

6. Offer learning and development opportunities.

A large reason why people quit and leave their jobs is that they’re bored and need a new challenge. Ultimately, this should be a relatively easy fix. 

Giving employees the opportunity to pursue learning opportunities and become proficient in new skills shows your commitment to on-the-job learning and professional development. And by challenging your employees, you’re ensuring they won’t get bored in their roles — which could lead to higher retention rates. 

Plus, as they develop new skills, they become more valuable employees for your company. A win, win.

7. Use videos, blog posts, photos, and slideshows to tell your company story.

When implementing a strategy to improve the market’s perception of your brand, use multiple channels. Share videos, photos, slideshows, blogs, and other forms of messaging to ensure you reach a large group of audiences on the platforms they already use. 

Similarly, it’s critical you use high-quality videos, photos, and text to tell your company story. You might consider putting employee interviews on your job page or a slideshare created by your CEO on your About Us page.

8. Create a strong diversity and inclusion initiative.

A pillar of a strong employer brand is a continuous commitment to building diverse and inclusive teams. 

There are plenty of benefits to this, most significantly being that all your employees will feel like they belong and are safe at work. People who feel seen, recognized, and respected among their colleagues are more likely to bring their best selves to work and commit to their day-to-day tasks. Plus, a McKinsey study found that companies that are more diverse and inclusive are more profitable. 

A commitment to DI&B ensures you’re extending your brand’s reach to everyone, especially considering that 3 out of 4 candidates say a diverse workforce is an essential factor when evaluating companies and job offers. If someone can see themselves in the people who already work at your company, they might be more inclined to apply.

9. Be transparent, honest, and genuine. 

One of the most important factors in developing an employer brand is honesty, transparency, and being genuine. 

Don’t ask for employee feedback because you want to hear the positives to share on your career pages. Negative feedback can also help you learn about areas for improvement, and making changes can help you meet more of your employees’ needs. In turn, satisfied employees have higher retention rates and are more likely to promote your business and boast about the culture they’re happy to be part of. 

The same goes for job seekers and the general public. Making false statements and promises about your values, culture, and happenings will come back to haunt you if your conditions are too good to be true, like if prospects accept job offers based on promises you don’t fulfill. 

Be genuine and honest in your efforts, and commit to building a culture exactly as it seems — doing the opposite can cause more harm than good.

1. Starbucks

Starbucks works to cultivate a strong community among its employees. For instance, it refers to current employees as partners, instilling a sense of pride, and has Instagram and Twitter accounts (@StarbucksJobs) to promote its employer brand and interact with job seekers.

By creating social media accounts to demonstrate appreciation for current employees and evoke passion in potential candidates, Starbucks shows its commitment to being more than just a product. The company also uses the platforms to demonstrate its commitment to diversity and inclusion.

 

2. HubSpot

HubSpot’s Culture Page features something called the Culture Code, which publicly shares every vision and value HubSpot hopes to promote and instill in employees, candidates, and customers. 

Further down the page, you’ll learn more about opportunities for learning and development, HubSpot’s commitment to diversity and inclusion, and insight and reviews from real employees. The language also consistently focuses on the job seeker: “Picture yourself at HubSpot.” 

3. Wistia

For consumers, Wistia brands itself as a video marketing software that helps grow audiences and build brands. It only makes sense that it would be brand-conscious and use its software to underscore the ideas they want to convey to job seekers. 

Rather than brag about how great a workplace they are, the first message on its Careers page encourages job candidates: “We’ve got big plans — and they include you!” They continue to underscore that idea with multiple videos about the people who make up the company and the culture they instill.

4. SoulCycle

SoulCycle aims to transform traditional corporate culture by offering benefits that evoke a sense of purpose and belonging to each employee. 

For instance, Soul gives its employees two paid business days off per year to volunteer at a charity of their choice with the hope that the charity days will help employees feel happy and more fulfilled. Additionally, employees can take classes for free at any time that suits their schedule. This displays Soul’s deeper commitment to making fitness fun and using exercise to de-stress and connect with the community.

With high ratings on Indeed, SoulCycle has undoubtedly cultivated a strong employer brand.

5. Canva

Canva’s employer brand stands out because of its commitment to its mission. Its Careers page highlights its values for job seekers in an interactive carousel and pairs each value with key facts, underscoring the idea that design can be a force for good. 

Canva also doubles down on this idea on its social media channels, which are full of inspirational content and ideas furthered by design.

6. Eventbrite

To demonstrate its commitment to recruiting high-quality talent, Eventbrite created a web page to introduce job seekers to its recruitment team. The bios are funny and relatable with fun facts about each recruiter.

Additionally, the Eventbrite recruitment team page states, “Interviewing shouldn’t be nerve-wracking —– it should be exciting. It should spark great conversation. We believe in respect, transparency, and timely responses (we don’t leave anyone in the dreaded recruiting black hole).”

Its language reflects their values, likely inspiring job seekers to apply.

7. Jet

The ecommerce site Jet created this inspirational, employee-focused video to spread awareness for its fun, engaging, motivational workplace. The video is especially powerful because it uses real employee interviews, giving the job seeker a sense for Jet’s work culture and values.

Additionally, the video is likely empowering and pride-evoking for current employees, who can see their company’s clear commitment to carrying out its mission statement through videos of its workers.

8. Shopify

It can be challenging to find qualified applications to fill tech jobs. For many companies, their leverage is having an incredible employer brand and great perks to attract top talent. Companies can take a cue from Shopify, where it recognizes this and tell job seekers that it’s its turn to apply to you.

This acknowledgment is one step toward earning rapport with a potential candidate, and they continue to empathize with the reader by stating that finding the right job and fit is hard work.  The rest of its careers page provides all the information someone would need to take a chance and apply to Shopify. 

Each one of the examples on this list has in some way shown their empathy, a human element, and a slice of their culture to begin attracting great employees. Human capital is your biggest investment and asset, but remember that your candidates are also investing in you.