PLAYBOOK: SHAPE UP YOUR STORIES IN SIXTY SECONDS
EMPLOYER BRANDING ARTICLE
An employer branding article is a strategic tool to position your company as a great place to work. It’s your chance to highlight what makes your workplace special and why top talent should consider joining your team.
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THE GOAL
Inspire potential candidates, showcase your company culture, and enhance your brand’s appeal with employer branding articles that position your company as the employer of choice. The goal is to craft a narrative that attracts top talent by emphasizing what sets your company apart.
THE STRATEGY
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DO
Highlight company culture—Show what makes your workplace unique, whether it’s innovation, teamwork, diversity, or growth opportunities. Culture is a key factor in job satisfaction, so clearly outline what new hires can expect.
Emphasize growth opportunities—Potential employees often seek career development. Highlight training programs, mentorship, and paths to promotion. A clear career trajectory can be a major draw for ambitious candidates.
Use employee stories—Include testimonials or stories from current employees to give an authentic view of life within your company. Real voices add credibility and make the article more relatable.
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DON't
Don't overstate benefits—Be honest about what you offer. Overpromising can damage your brand’s reputation. It’s better to set realistic expectations that you can consistently meet.
Don't ignore the audience—Tailor the content to speak directly to the talent you want to attract. Address their career goals and aspirations. Understanding your target audience’s needs will make your messaging more effective.
THE Creative Essentials
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DO
Incorporate visuals—Use photos or videos that capture your work environment, team dynamics, and company events. Visual content makes your article more engaging and provides a glimpse into daily life at your company.
Maintain authenticity—Keep the tone genuine and relatable, reflecting your company’s true culture. Authenticity builds trust and makes your brand more attractive to potential hires.
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DON'T
Be generic—Avoid clichés and generic statements. Focus on what truly sets your company apart. Specific examples and unique aspects of your company will make your article stand out.
Forget the CTA—Always include a call to action that encourages readers to learn more, apply for open positions, or connect with your recruitment team. A strong CTA guides interested candidates on the next steps.
Inspire potential candidates, showcase your company culture, and enhance your brand’s appeal with employer branding content that positions your company as the employer of choice.