People want to work for top organizations. They want to work for the big names or companies that have a strong employer brand. They want to work for a company with a strong culture and a track record of taking care of their people. This can be easier to achieve for large employers with big budgets. But what about smaller companies that don’t have a huge budget? How do you build a strong employer brand?
We asked our legal recruiters in Toronto to offer some ideas for how to build an employer brand organically.
How Can You Build A Strong Employer Brand Without Having A Huge Budget?
You don’t need a big budget to build a strong employer brand. Authentic storytelling, employee advocacy, and a focus on culture and candidate experience can go a long way. By leveraging existing resources like social media, employee testimonials, and internal development opportunities, you can attract and retain top talent while reinforcing your company’s unique values.
Here’s how you do it:
1. Be Active on Career Sites
Keep your company profiles up-to-date on platforms like LinkedIn and Glassdoor. Respond to reviews, showcase your company culture, and highlight employee success stories to attract top talent organically.
2. Define Your Unique EVP (Employee Value Proposition)
Clarify what sets your company apart as an employer. Focus on the unique blend of benefits, values, and work experiences your organization offers and communicate it clearly in all recruitment and branding materials.
3. Offer Learning and Development Opportunities
Investing in employee growth doesn’t always require large budgets. Promote mentorships, internal knowledge-sharing sessions, and access to free or low-cost online courses to show your commitment to development. This will help your people grow, and it will also make them want to stay.
4. Review the Candidate Experience
Ensure every touchpoint in your recruitment process—job postings, interviews, follow-ups—is professional, respectful, and engaging. A positive candidate experience leaves a lasting impression, even on those you don’t hire. This can help build your brand through word of mouth.
Then get onboarding right. A strong first impression can lead to lasting engagement. Create a structured, warm, and interactive onboarding process that helps new hires feel valued and integrated into the culture from day one.
5. Get Employer Brand Content from Employees
Encourage team members to share their experiences through blog posts, testimonials, or social media takeovers. Authentic employee-generated content is more relatable and trustworthy than corporate messaging.
6. Reward Brand Ambassadors
Reward employees who go the extra mile to represent the company positively, whether through referrals, social sharing, or attending events. Recognition or small perks can motivate ongoing advocacy.
Formalize advocacy by providing content, hashtags, or talking points that employees can use to share their experiences online. Give them ownership while ensuring the messaging aligns with your brand.
7. Be Authentic and Real
Avoid exaggerating your culture or values. Transparency about both your strengths and challenges helps build trust with potential candidates and attracts people who align with your mission.
Focus on creating a supportive, respectful, and purpose-driven environment. Even with limited funds, recognizing employee achievements, fostering work-life balance, and promoting internal community can strengthen your brand.
8. Leverage Social Media
Use platforms like LinkedIn, Instagram, and TikTok to showcase your workplace culture, highlight employee stories, and celebrate milestones. A strong social media presence increases your visibility without significant cost.
More Insights About Building Your Employer Brand
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How to Ruin Your Employer Brand, and What to Do Instead
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