If you’re never gonna care about your bad reputation, then you’re living in the past, it’s a new generation. 🎸
Sorry, Joan Jett. This tune is a little outdated, because reputation is key for the new generation of employees. 87% of Gen Z workers say they’d leave their current company for an employer whose values align more closely with their own, suggesting that an authentic and transparent employer brand is now a non-negotiable.
If you’re ready to attract high-quality candidates, you’re in the right place. Today we’re taking a look at some of the brightest stars in the world of employer branding to help inspire your own employer branding revamp.
What is employer branding?
Employer branding includes the internal and external actions a company takes to influence the way it’s perceived by employees, job candidates, and the wider community.
From a company’s mission and values to its working culture and employee experience, a strong employer brand helps companies attract and retain qualified talent.
10 powerful employer brand examples we can all learn from
Not every employer brand is created equal. We’re spotlighting 10 of the very best across a diverse range of industries and breaking down what makes each one work.
1. Wegmans Food Markets
“A few things that I like about the company was the fact that they really set you up to do better in life. While working here I was able to learn things that I didn't think I could and it really changed my perspective on what I was able to achieve.”
— Maryland-based Prepared Foods Team Member, Wegmans Food Markets via Indeed
Earning its place on the Best Companies to Work For list every year for over a quarter-century, this East Coast supermarket chain goes beyond groceries with a values-based mission customers and employees love.
Clocking in at #4 on Fortune’s 100 Best Companies to Work For, a whopping 91% of employees say Wegmans is a great place to work. From work-life balance to community contributions, for workers at Wegmans, there’s a lot to love.
Highlights:
- Online language courses for non-native staff
- Flexible scheduling options
- Health, dental, and vision insurance for full and part time workers
- Employee assistance program that connects employees to childcare, elder care, and financial planning resources
- Free uniform shirts and shoes (a retail rarity)
- College scholarship program
- Learning and cross-training opportunities
Strategy: Wegmans’ commitment “to help people live healthier, better lives” extends to their employees – and the planet. Whether it’s supporting community organizers or reducing their carbon footprint, Wegmans walks the walk so that each and every team member can feel good about their work.
Takeaway: Take a holistic approach to changemaking, starting with your internal culture and working out to the community at large.
2. Hilton Worldwide Holdings
“Diverse employees which is a beautiful thing. Lots of opportunity within [the] company! You can live anywhere you want and find a job! Hiltons [are] everywhere! I love my Conrad Indianapolis family!”
— Indianapolis-based Banquet Server, Hilton via Indeed
Ranking #2 on Fortune’s 100 Best Companies to Work For, this super-global hospitality company spans 126 countries and territories. With over 7,000 properties, their workforce is mighty, and 95% of employees say Hilton is a great place to work, thanks in part to generous travel benefits and other world-class perks.
Highlights:
- “Hilton Flex” allows you to choose where you work and how often you’re paid
- Team member travel program that includes discounted room rates and hotel meals
- Debt-free education opportunities
- 12 weeks of maternity leave and 4 weeks of paternity leave
- Family building support with access to fertility providers and adoption assistance reimbursements
Strategy: When hospitality is the name of the game, you need to make sure your employees feel at home. By investing in team members via industry-leading perks and benefits, everyone can bring their best selves to work – and create a better stay for customers while they’re at it.
Takeaway: If your business offers an unbeatable service, don’t keep it to yourself. Make sure your employees can also reap the rewards of working for a 5-star brand.
3. American Express
“Great work environment & great benefits. They provide you the training you need to succeed. As well as, they offer great benefits to help balance your home/work life.”
— North Carolina-based Credit Analyst, American Express via Indeed
Ranking #3 on Fortune’s 100 Best Companies to Work For, this globally integrated payments company enriches the lives of its customers and employees with value-led branding.
92% of employees agree American Express is a great place to work, citing ethical management and excellent service as key differentiators. And with 56% of the company’s Executive Committee members coming from diverse backgrounds, their commitment to equality goes all the way to the top.
Highlights:
- Unlimited access to LinkedIn Learning courses
- Project MarketPlace that allows colleagues to work on short-term projects in different departments and explore other skill sets
- Employee dependent care, eldercare, and support for parents of children with disabilities
- Backing Small initiative, pledging millions to support economically vulnerable small business owners through grant programs, mentorships, and technical help
Strategy: American Express’s commitment to equality goes all the way to the boardroom and beyond. With a diverse Executive Committee helming the company and comprehensive community initiatives, this brand uses its influence to lift up employees and local businesses.
Takeaway: Make sure your commitment to diversity extends all the way to the top.
4. Power Home Remodeling
“Working at Power has changed my life. I am now a more well rounded individual both inside and outside of work. I am constantly pushing myself out of my comfort zone and always growing. There is so much growth potential within Power so it is a place I see myself staying at for the long haul. The culture is incredible and a lot of friendly competition. Leaders are constantly helping me improve within work and outside of work. Power cares about their people.”
— Denver-based Remodeling Consultant, Power Home Remodeling via Indeed
As the country’s largest exterior home remodeler, Power Home Remodeling has a full-service commitment to excellence. By committing to recruiting and retaining more female workers, they’re making sure that ethos extends to all parts of their company.
Ranking #13 on Fortune’s 100 Best Companies to Work For, a near-perfect 97% of employees say Power is a great place to work. With perks like these, we can’t help but agree.
Highlights:
- Strong commitment to hiring and retaining veterans through Power Veterans Initiative
- Paid parental leave
- Subsidized child care
- Travel reimbursement for employees seeking reproductive care not available in their area
- All-expenses-paid team trip to Mexico
Strategy: Power offers a purpose that goes beyond a paycheck. They’re not just building homes – they’re building teams that work hard and play hard together.
Takeaway: Find room in your budget for fully-funded bonding time so teams can build strong relationships outside of the office.
5. Atlassian
“Good work life balance and amazing people…I don’t think you’ll find a better culture fit in tech anywhere else even if the company has gone through lots of changes over the last couple years as the tech industry has suffered. I’ve been on 3 different teams in 3 years and everyone here has been super nice and respectful. You don’t need to be afraid to reach out to anyone and if you put your work in, you’ll learn a lot.”
— New York-based Software Engineer, Atlassian via Indeed
With over 300,000 teams running on Atlassian, this collaboration software is powered by teamwork. Ranking #7 on Fortune’s 100 Best Companies to Work For, it’s clear that this commitment to quality extends inward, too. From content creation and service management to project tracking and productivity, Atlassian’s team does it all – and they have great benefits to fuel them.
Highlights:
- Hybrid and remote work options
- Flexible schedules
- Free therapy, consultation, wellness classes, meditation sessions, and more
- Service awards for major milestones, like a vacation reimbursement after 5 years
- 26 weeks of paid leave for birthing parents and 20 weeks of paid parental leave for non-birthing parents
Strategy: When you’re offering teamwork solutions for high-performing companies, you need excellent collaboration behind the scenes. From remote work options to flexible scheduling, Atlassian’s “Team Anywhere” ethos gives employees room to breathe – and do their best work.
Takeaway: Build flexibility into your work model as much as possible so employees perform at their peak, wherever they choose to work.
6. In-N-Out-Burger
“Great starting pay with regular increases. Excellent culture, they really do take care and care for their employees. Great potential for growth.”
— California-based Store Associate, In-N-Out-Burger via Indeed
Fast food probably isn’t the first industry to come to mind when thinking about world-leading work environments. But at In-N-Out, employees have room to bloom.
The better burger joint ranked higher than Google, clocking in at #6 on Glassdoor’s list of 100 best places to work in 2024. In fact, it’s been beating out tech giants on Glassdoor’s list for a few years running. Talk about a commitment to bringing the value long-term!
Highlights:
- Extremely flexible scheduling, designed to put employees with similar personalities on the clock at the same time
- Free food every day you work
- Store managers make an average yearly salary of $180,000 (3x the industry average)
- PTO, health insurance, and dental insurance whether you’re full or part time
Strategy: Restaurants aren’t just for teenagers looking for extra pocket money. Industry bias is big in the food services in particular. While the argument of limiting wage increases in fast food is that “we shouldn’t be paying teenagers to flip burgers,” the average age of someone working in a restaurant is 29. In-N-Out does a great job speaking to experienced workers in the industry, and providing benefits that reflect their expertise.
Takeaway: Consider industry standards with pay, but use it as a bottom-tier guideline for determining compensation.
7. Salesforce
“Huge emphasis on the importance of charitable giving and being environmentally sustainable…Salesforce has been able to build a corporate family unlike any company I've been a part of before. People honestly care for each other and will go out of their way to look out for past and present employees. Salesforce focuses on working as a team rather than separate individuals which develops a sense of inclusion.”
— California-based Employee, Salesforce via Glassdoor
This cloud computing pioneer takes mission-driven work to a whole new level. Salesforce’s volunteer programs are baked into the business model, and programs have a 75% employee participation rate.
The secret behind their success? Accessibility.
“We do a lot of our off-site on-site in our office spaces, as opposed to doing it in a third space,” executive vice president Relina Bulchandani explains. Workers are “often coming in for other things, even though there’s a lot of purpose driven coming in for volunteering as well.”
For Salesforce, winning awards for doing good deeds is simply business as usual. The company has ranked on the Fortune 100 Best Companies To Work For list for 15 years in a row, ranking #8 in 2023.
Highlights:
- Pet friendly office
- Free gym memberships
- Work from home options
- 130 days of fully paid paternal, maternal and adoptive leave
- Paid days off for volunteering
- Wellbeing reimbursement for activities like cooking courses and fitness classes
Strategy: Community matters. Be the type of business that makes an impact beyond the office.
Takeaway: While financial donations are a great way to give back, volunteering hours and allowing employees an opportunity to actively participate in volunteer work while on the clock can help put a caring face to your place of business, while driving increased morale.
8. Netflix
“Netflix has a unique culture that emphasizes freedom and responsibility. Employees are empowered to make decisions and take ownership of their work, fostering a sense of autonomy and accountability.”
— California-based Staff Engineer, Netflix via Glassdoor
Netflix is fond of saying it hires only “fully formed adults,” and that’s exactly how the company treats its employees. Netflix has pioneered the concept that workers should be allowed to take whatever vacation time they need back in 2014, and since then, many companies have followed suit.
Highlights:
- Highly competitive salaries
- 52 weeks of paid parental leave following the birth or adoption of a child (though most employees typically take 4-8 months)
- Flexible holiday and vacation schedule
- Family forming and reproductive support
- Employee giving program providing match contributions up to $20,000
- Open working hours
Strategy: Netflix works on a system of trust and emphasizes that by avoiding unnecessary “rules” in the workplace. Unlimited PTO, flexible working hours, and a whopping 12 months of paid parental leave shows that they encourage and celebrate living a full life outside the office.
Takeaway: Instilling a sense of trust and autonomy in your employees inspires them to do better. Go a step further by empowering them with benefits that help them maintain a healthy work/life balance.
9. Cisco
“A company you can feel good working for…Working with intelligent people who will challenge you, always something new, constantly learning, recognized for your achievements, cross-collaboration encouraged, great work/life balance”
— North Carolina-based Strategy and Planning Manager, Cisco via Glassdoor
Whether they’re expanding their commitment to fair pay or donating $66 million in services and software to HBCUs, balance and diversity are the keys to Cisco’s success.
Ranking #1 on Fortune’s 100 Best Companies to Work For, a staggering 98% of employees say Cisco is a great employer. This technology company integrates human rights and inclusion across the business, building a more inclusive future for employees and customers.
Highlights:
- Generous employee discounts on major purchases
- Free online classes and tuition reimbursement
- Job Swap options that allow you to try someone else’s role on for size
- Ten paid days of volunteer time
Strategy: Cisco champions inclusivity and community, making progressive decisions that prioritize employees. They're dedicated to building technology that connects people, fosters innovation, and stands against misuse, ensuring it always serves the greater good.
Takeaway: Uplift inclusivity in and out of the workplace to nurture a true sense of community.
10. Google
“You can't find a more well-regarded company that actually deserves the hype it gets. You'll work on cutting edge projects / solve important issues that impact your community and the world[.] You'll meet interesting people who are your colleagues, managers, and senior management. You'll open the paper and see your company in the news almost every day, and read about projects you're working on, which is a cool thing… If and when you leave, you'll never regret having that company on your resume. It opens doors.”
— California-based Employee, Google via Glassdoor
While lavish perks and in-office slides once made big tech companies THE dreamiest employers in the business, now it's more about creating real value for employees.
Luckily, Google is up for the challenge. Whether it’s actively recruiting disabled candidates or working to develop responsible AI, Google is still at the forefront of just about everything.
Even when the news cycle gets sticky, Google works hard to keep its brand relevant, rolling out tools to help users control how their data is tracked or creating specific pages accessible from their careers page dedicated to discussing how people use technology to help others.
Highlights:
- Student loan reimbursement
- Four “work from anywhere” weeks per year
- Generous parental and baby bonding leave
- On-site meals and snacks
- Fitness centers, massage programs, and ergonomic support
Strategy: With a mission centered around accessibility and utility, Google is committed to “improving the lives of as many people as possible” – and that extends to their employees.
Takeaway: Prioritize essential perks, and sprinkle in fun ones when you can – just make sure to stay true to your mission.
Build a successful employer brand
Employer branding is a story. And you’re the writer. It’s up to you to shape the narrative and draw attention to the things you do that make your company unique.
Take inspiration from the many organizations doing great work to humanize their recruitment, hiring, and employee engagement processes. Think about what makes you unique and explore ways to position your employer brand in a way that empowers your company to give back to your community.
Keep in mind that, while it’s always great to take a page from someone else’s hiring playbook, a strong employer brand will always align with your own particular kind of awesome.
Elevate your employer branding strategy with Breezy. Launch your own branded career site in under a minute, with zero coding required and instantly post your job openings to all the top job boards. Learn more with a free 14-day trial of Breezy HR.
Employer branding FAQs
What does employer branding include?
Employer branding includes the strategies and tactics a company uses to attract employees and enhance its overall reputation in the job market. These strategies include defining the company's values, culture, and work environment to create a positive perception.
Employer branding utilizes social media, job descriptions, career sites, and employee testimonials to attract and retain top talent.
What are some of the best employer branding examples today?
Some of the best examples of employer branding include:
- Netflix’s open working hours and vacation schedule
- Wegmans’ career growth support through online language courses, college scholarships, and extensive cross-training opportunities
- Hilton’s travel benefits and employee discounts
- Power Home Remodeling’s fully-funded team-building trips
- Atlassian’s milestone-based service awards, including vacation reimbursements after five years
What are some funny employer branding examples?
HubSpot's creative and playful "Culture Code" document showcases their unique approach to company culture, emphasizing elements like memes, references to pop culture and cute dog pics. In another example, Mailchimp is known for its quirky and irreverent sense of humor, which extends to the way it presents itself as an employer. The company’s job postings and culture emphasize creativity and individuality in a lighthearted manner.
What are some employer branding campaign ideas?
- Employee stories and testimonials: Share authentic stories and testimonials from current employees about their experiences, career growth, and what they love about working at your company.
- Behind-the-scenes content: Create videos or photo series showcasing a day in the life at the company, office tours, and team activities to give job seekers a glimpse into the work environment.
- Corporate social responsibility (CSR): Share stories about your company’s involvement in community service, sustainability efforts, and charitable activities.
- Employee recognition programs: Share stories of employee recognition and rewards programs to highlight how your company values and appreciates its staff. Think beyond the typical “employee awards” program. Fresh initiatives like offering paid time off to support employees' family forming efforts can help you stand out.
- Open houses and virtual tours: Bring the career fair to your office building. Organize events where potential employees can visit the office, meet the team, and discover more about the company in an informal setting.
