Top Employer Branding Success Stories: Engaging Talent Through Authenticity and Growth

Employer branding is no longer just a bonus in talent acquisition—it’s essential. Today, with nearly 75% of job seekers evaluating an organization’s brand before even applying, companies need to offer more than job descriptions. Candidates want to see genuine insights into company culture, values, and the growth opportunities that await them. Employer brand examples are real-life cases showcasing how companies effectively communicate their culture, values, and benefits to attract and retain top talent.

This article highlights standout examples of employer branding done right, illustrating how major companies have effectively communicated their values and built lasting relationships with candidates. These organizations go beyond traditional recruiting by showcasing an authentic view of life within their walls, generating impressive growth and engagement as a result.

Must Read: Employee Value Proposition Examples: Attract and Retain Talent

Brother International Corporation: Building Loyalty Through “At Your Side” Philosophy

Brother International Corporation faced the challenge of raising awareness about its employer brand to attract quality candidates. By partnering with Phenom’s Talent Experience Management (TXM) platform, they redesigned their career site to reflect their core mission and “at your side” philosophy. Their refreshed site now emphasizes employee testimonials, transparent company values, and seamless job application processes. As a result, Brother saw a 140% boost in completed applications and a notable 25% reduction in the time needed to apply—highlighting how strategic site design and branding can elevate candidate interest and streamline the hiring process.

MGM Resorts International: Supporting Furloughed Talent Through an Alumni Network

When the pandemic forced MGM Resorts to close its doors, the company quickly pivoted to create an alumni portal, showing commitment to both current and former employees. This portal offers past employees a space to explore job opportunities, gain access to benefits information, and engage in upskilling resources. Monthly virtual seminars allow MGM alumni to connect, network, and feel valued as a part of the MGM family. The initiative not only strengthened MGM’s employer brand but also boosted applications and filled 423 roles within the first 90 days. This approach showcases MGM’s dedication to long-term relationships, even in challenging times.

Newell Brands: Engaging Candidates with a Personal Touch

Newell Brands transformed their career site using Phenom’s TXM platform to better reflect their unique culture and values. By emphasizing what sets them apart and creating tailored content, Newell crafted a distinct brand identity that appeals to job seekers. Through regular updates, interactive elements like video content, and targeted marketing, Newell increased their talent pool by 27,000 members and achieved a 96% increase in applications. Their success underlines the power of personalized branding in building a candidate-focused experience.

Southwest Airlines: Infusing Brand Values into the Candidate Experience

Southwest Airlines’ reputation for a positive culture is a core part of their hiring strategy. Their “Living the Southwest Way” philosophy, based on values like a “Warrior Spirit” and “Servant’s Heart,” is now embedded in their recruitment journey. The airline utilizes a Phenom-powered chatbot that has already saved over 92,000 hours for the recruiting team by answering FAQs and directing candidates. With a 57% increase in applications, Southwest’s approach demonstrates how clarity in brand values can attract talent aligned with those values, while technology enhances candidate engagement.

RentPath: Streamlined Branding and Quick Adaptability

RentPath, a leader in digital marketing for real estate, harnessed Phenom’s Content Management System (CMS) to frequently update its career page. This allowed them to showcase their values, workplace culture, and employee testimonials effectively. Their flexible content strategy led to a 580% increase in job leads and an impressive 246% growth in applications. RentPath’s story is a reminder that a well-managed brand, supported by technology, can make a company a top choice for job seekers.

Nike: Driving Purpose with “Move the World”

Nike’s employer brand centers around the mission to elevate human potential, using their diversity and inclusion policies as a foundation for fostering empowerment. Their initiative, “Move to Zero,” encourages employees to work toward a sustainable future, promoting a workplace built on collaboration. Through employee stories and initiatives, Nike demonstrates how a powerful, purpose-driven brand resonates with individuals looking to make a meaningful impact.

Innocent Drinks: Embracing Alumni with “Life After Innocent”

Innocent Drinks takes pride in their alumni, celebrating past employees’ journeys and achievements through their “Life After Innocent” program. The company is transparent about their mission to be more than just a business, focusing on both profits and social good. Innocent’s approach, which includes alumni spotlights and open communication about their values, shows a deep respect for personal growth and innovation, enhancing their employer brand appeal.

Apple: Celebrating Individuality with “Join Us. Be You.”

Apple’s employer brand encourages prospective employees to “Join Us. Be You,” emphasizing inclusivity and individuality. This message resonates across their recruitment materials and testimonial videos, showing how personal stories and experiences contribute to the larger Apple mission. By promoting an environment that supports both personal and professional development, Apple’s brand appeals to candidates who value meaningful, impactful work.

Oatly: Purpose-Driven Recruitment to “Make a Change”

Oatly, the sustainability-driven oat milk brand, uses its employer brand to appeal to candidates looking to make a social impact. Their website reflects a commitment to sustainability, and they emphasize their guiding principles through employee testimonials. By creating a relatable brand voice and supporting employee values, Oatly shows how a clear mission can attract purpose-driven talent.

Airbnb: Flexibility in “Live and Work Anywhere”

Airbnb’s flexible work policy allows employees to work from 170 countries, aligning with their mission to create a world where everyone can belong anywhere. This flexibility appeals to candidates looking for autonomy and balance, supported by Airbnb’s efforts to collaborate with local governments. The company’s employee experience reflects its core values, highlighting how a strong alignment between customer and employer brand can resonate with top talent.