Internal and External Employer Branding: Examples and Tools

Employer branding refers to the efforts companies make to shape and communicate their identity as employers to current and potential employees. Organizations that master employer branding tend to experience greater employee retention, improved engagement, and a stronger reputation, which can lead to better overall business outcomes. Crucially, effective employer branding must be holistic, engaging both internal and external audiences.

Internal employer branding focuses on cultivating a positive and engaging experience for employees within the organization. A strong internal brand helps align employees with the company’s values, fosters loyalty, and encourages productivity. Below are key components of successful internal branding:

A company’s organizational culture is the bedrock of internal employer branding. It shapes how employees perceive the company and whether they feel aligned with its mission. Whether it’s promoting collaboration, offering flexible work arrangements, or encouraging innovation, culture must resonate with employees’ values. A clear example of this can be seen at companies like Salesforce, which emphasize trust, equality, and sustainability in their operations.

Internal communication is essential for keeping employees informed, engaged, and aligned with company goals. Tailored communication, through platforms such as internal newsletters or company-wide meetings, fosters an environment of transparency and inclusivity. Umicore exemplifies this with their comprehensive communication strategies, using newsletters and multi-channel campaigns to connect employees and keep them updated on internal initiatives, as noted by Natalia Oberska, Administrative Generalist at Umicore.

Investing in training and development is another cornerstone of internal employer branding. Companies like Google have built strong employer brands by offering robust employee development programs. By nurturing employees’ skills and providing advancement opportunities, companies demonstrate their commitment to their workforce’s growth.

Employee engagement through company events—from team-building exercises to seasonal celebrations—creates bonds among staff and fosters a sense of community. Offering flexible benefits such as additional days off, pet healthcare, or workation options can also boost employee satisfaction and loyalty.

Comprehensive Benefits Package

A company can offer various employee benefits, such as private healthcare, health insurance, or sports cards. While these benefits are undoubtedly attractive, experience shows that modern candidates have high expectations and look for something that will particularly satisfy them, such as additional days off, pet healthcare, menstrual leave, Askhenry services, or workation culture.

See how you can further enhance employee engagement.

External employer branding is about positioning your company as an attractive place to work in the broader labor market. It focuses on reaching potential candidates and shaping the company’s public image. Effective strategies for external employer branding include:

Both online and outdoor advertising play a key role in external employer branding. Companies can promote their brand through targeted online campaigns or eye-catching outdoor ads, such as on billboards or buses. LinkedIn, for instance, has become a powerful tool for recruitment and brand-building, allowing companies to reach specific talent pools with precision (source: LinkedIn Recruitment).

To further elevate your external branding, consider using interactive offline advertising—like 3D billboards or virtual reality experiences—which can engage candidates in a memorable way.

Social media and content marketing are indispensable for modern employer branding. Sharing compelling stories about your employees, your company’s mission, and your workplace culture on platforms like Instagram, LinkedIn, or Twitter helps create a relatable and attractive brand. Companies such as Patagonia use social media not only to promote their products but also to engage potential recruits who align with their values of sustainability and activism.

Participating in industry events—such as conferences, career fairs, or hackathons—allows companies to network with potential candidates who have the right qualifications and interests. For instance, Facebook hosts and sponsors tech events to attract top-tier engineers, simultaneously positioning itself as a leader in innovation and a desirable workplace (source: Facebook Careers).

Launching recruitment programs like internships, graduate schemes, or apprenticeships can help companies build a pipeline of young talent. Proper promotion of these programs across various media channels, such as career websites and social media, is key to attracting the right candidates.

Integrating Internal and External Employer Branding for Success

Internal and external employer branding are two sides of the same coin. When managed strategically, they not only help attract the best talent but also ensure that employees feel connected to the company. A credible employer brand must reflect the reality of the company’s culture, values, and working conditions.

To build a successful internal and external employer branding strategy, companies should focus on fostering a supportive workplace culture, engaging in meaningful communication, investing in employee development, and using effective external branding techniques.

By combining both internal and external strategies, companies can build a robust employer brand that helps them thrive in today’s competitive job market. If you’re unsure how to do this, we’re happy to help. Just reach out to us.