Employer Branding Strategies

The Chocolate Finance fiasco should worry all startups that don’t have a comms team. Now, first, let’s be clear. A Comms executive is not a Marketing executive. They may sit under the same umbrella of Marketing but their roles couldn’t be more different. A Comms executive job is to shape narratives, manage crises, and maintain trust with stakeholders—investors, media, customers, and employees. Their job is in anticipating risks, controlling messaging, and ensuring the company’s reputation remains intact, especially when things go south. A Marketing executive, on the other hand, is focused on growth—driving sales, acquiring customers, and building brand awareness. They craft campaigns, optimise conversions, and push engagement. The difference is seen when a crisis like Chocolate Finance happens. Marketing asks, “How do we spin this?” Comms asks, “How do we contain this?” I’ve interviewed many CEOs and spoken to many business leaders. Some new, green, and accidental. Some stalwarts, veteran, and planned. Unfortunately, the lack of foresight in hiring a Comms executive is experience-agnostic. For a lot of these CEOs, their focus is on the product. So they hire engineers. They hire product teams. They hire Sales leads. Is it complacency or poor foreboding? I’m not sure. But I understand—I do. Still, that doesn’t explain the many panicked messages I get from CEOs asking me how they can comms their way out of a crisis. I do offer advice, for sure, but I should reiterate here that reputation management cannot be an afterthought. It is not something to deal with when a crisis happens. By then it’s too late to get anyone on your side. Because the terrible truth is that when your company is under duress, you tend to lose all sense of reason. Each media attack and every hurtful comment becomes personal. Suddenly it’s just you against the world. Suddenly nothing makes sense. Suddenly “For what, all this?”. And then your first response is to fight. To be defensive. To throw a tantrum. To lash out. The alternative is even worse—take flight. You stay quiet and keep your head down hoping it all goes away when you wake up in two weeks. It perhaps would but what is left in its wake is a city in rubble. A city nonetheless. But one that is in ruins. So do this. If your concern is budget, keep a freelance communication expert on retainer and utilise their services for the occasional interview here or the podcast episode there. Or when either is not scheduled, use the time to craft messaging and structures that you can reach for in duress. Too many startups think comms is a luxury, an optional hire, a nice to have after engineering, product, and sales are sorted. It’s not. It is in fact the difference between a company that weathers a storm and one that drowns in it. And as a journalist, I can assure you that the latter always makes for better fodder.

I don't know who needs to hear this but the best thing you can do for your employer brand is: - pay really well and give people regular increases - give your employees remote or flexible hybrid work - offer great PTO - foster a culture where people are treated like actual humans at work - create pathways for growth and internal mobility Believe me, if you're doing this then your employees will naturally tell their friends and talk about it online and leave you great reviews, and people will want to work for your company. So many companies will build teams for employer branding and spend hours crafting the exact posts about how "authentic" their culture is that employees all need to post at the same time, or paying hundreds of thousands of dollars to get ranked on a pay-to-play list, or posting pictures of foosball tables and fancy happy hours. But I promise you, what top talent wants is money, flexibility, respect, recognition, and growth. Give them that, and they will brand your company as the best place to work without you needing to spend a dime or lift a finger.

The Blueprint: How to Build an Employee Ambassador Programme Every company will tell you their people are their biggest asset. But if you look closely, most treat them like a line on a balance sheet, not a path in their brand story. And there lies the problem. We're in an era where audiences don’t just want to see what a company does, they want to understand who’s behind it, what they believe in, and how they show up in the world. That’s why Employee Ambassadors matter. Because their voice creates both. And just like any marketing channel, their impact is exponential when it’s built with intention. Here’s my top level blueprint I wish every brand had: 1️⃣ Identify your natural storytellers Every business has them, your culture carriers, A-players, internal influencers. You don’t need everyone posting, just empower those who already live your values and can translate them externally. 2️⃣ Provide frameworks, not scripts People connect with voices, not scripted copy. Give your team clarity on what stories matter, not pre-approved captions. Define key themes and moments and let them share through their own perspective. 3️⃣ Teach storytelling as a brand skill Storytelling isn’t a “nice-to-have”, it’s a competitive advantage. If your team can clearly explain what you do, why it matters, and who it helps, you’ve built an organic marketing engine. Lead learning and development workshops on finding your voice, storytelling and delivery. Give them the tools and they’ll give you the content. 4️⃣ Recognise and reward visibility We celebrate sales and KPIs, but rarely celebrate the people who build trust equity for the brand. Visibility *is* brand contribution. When employees grow an audience or earn industry credibility, the whole business benefits. Acknowledge it. Incentivise it. Celebrate it. Build it into culture. 5️⃣ Build a two-way feedback loop The best advocacy systems work both ways. Leaders give visibility, employees bring insight back. That exchange keeps both sides accountable, aligned, and moving in the same direction. It prevents disconnects, ensures consistency, and turns advocacy into a source of growth - not risk. 🤝 When this system is implemented, your people become living extensions of your brand’s promise. And collectively, they build something no campaign ever could: human trust at scale. Employee Ambassadors don’t just grow your audience, they grow your authority.  Next week, I’ll unpack the business advantage - how visibility turns into real commercial value. Drop your questions, thoughts, challenges below! - 👋 I’m Grace Andrews - brand & marketing educator, creator-entrepreneur, and former Brand Director for Steven Bartlett & The Diary of a CEO. This is post 3/6 of my new series Inside Voices, exploring the rise of the Employee Ambassador and how they’re reshaping modern marketing. Hit Follow to stay informed! - I'm sharing a post every week unpacking how they’re changing the way brands grow, hire, and lead.

I’ve hired 90+ high performers in the last 3 years. Here are 8 rare traits I see in every high performer: 1. Grit This one’s a non-negotiable. What is it? • Ability to persist through obstacles • Strength to bounce back from failure • Tenacity to keep pushing, no matter the challenge Hard work is common. Grit is rare. 2. Relentless Resourcefulness Some people find a way no matter how “impossible” it seems. They are innovative problem solvers. They have the conviction that there's always a solution. These are the people we want. They’re like water. They find a path around any obstacle. 3. Optimism Entrepreneurship is a roller coaster. Having optimistic people on your side is a massive mental boost. Optimistic people don't see roadblocks; they see stepping stones to success. Their energy is electrifying and infectious. A must-have when the going gets tough. 4. Constant Learning The ROI on constant learners compounds. In a fast-moving world, learning and adapting is essential. These hires: • Seek feedback • Expand their skills • Stay curious and hungry Train them well, and they'll give you an infinite return on your investment. 5. Not Being an Asshole It might sound simple, but it's vital. I don’t care how smart, hardworking, or optimistic you are. If you don’t: • Show empathy • Collaborate well • Treat others with respect I don’t want you on my team. Period. 6. Fun to Be Around I need people that I like spending time with. Work can be intense. Having people who bring: • Positive energy • A sense of humor • A lightness to the office Makes a world of difference. When we make work feel like play, we're unstoppable. 7. Growth Mindset This one is foundational. I need someone who: • Embraces challenges as growth opportunities • Believes abilities and intelligence can be developed People with a growth mindset get obsessed with the process. Not fixated on the outcome. 8. Enjoys Responsibility I need my team to take on responsibility. I don’t want to chase people down. If they: • Take ownership of their work • Care about doing a good job We'll perform better. And I’ll have way more breathing room and feel more at ease. — Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Want to learn how to become a high performer? Join our community of 172,000+ subscribers today: https://lnkd.in/eSrfMfWx 

It’s concerning to see brands still falling short on diversity in 2024. Influencer Eleanor Wood took to TikTok to share a disappointing experience highlighting the importance of diversity and inclusivity in brand strategies. Eleanor was uninvited from a global brand trip after raising concerns about the lack of diversity—all 57 influencers invited were Caucasian. When she pointed this out, the brand claimed it was a "coincidence" based on who responded first and removed her from the trip. Despite her suggestion to offer her spot to a Black or Brown influencer, the brand ultimately replaced her with another white influencer. Diversity and inclusivity must be integral to any strategy from the beginning. Incidents like these and the backlash seen with the Pink Honey event emphasise how critical it is for brands to improve. It’s encouraging to see influencers like Eleanor holding brands accountable, even though the responsibility shouldn’t fall solely on them. So, brands: 1. Make inclusivity a priority in your strategy from the beginning. 2. If everyone looks the same in your campaigns, address the gap. 3. Don’t dismiss concerns - use them to improve. 4. Engage with Black and Brown influencers year-round, not just during campaigns.

Google just agreed to pay $50M to settle a racial bias lawsuit. But the real story? The warning signs were there years ago—and they were ignored. 🚨 Back in 2018, over 20,000 Google employees staged a global walkout, protesting how the company handled sexual harassment claims, and the $90M exit package they gave to an executive, Andy Rubin , the creator of the Android software, even after the company concluded that a harassment claim against him was credible! Then came April Christina Curley, a diversity recruiter at Google who raised concerns about how Black candidates from HBCUs were treated. Her reward? She was dismissed. And now, years later, the company is paying the price—economically and in their reputation. Having spent decades in tech and corporate leadership, I’ve seen this movie before! These situations unfold slowly—not all at once, but in small missteps that are ignored. But I’ve also seen how powerful it can be when a leader listens early, acts with intention, and builds a fair system of accountability with checks and balances before a crisis forces their hand. But this isn’t just about Google. It’s about every company out there that thinks DEI is optional—especially now in face of all the anti-DEI actions and rhetoric. To these leaders I say, "proceed at your own risk, because data and history show just the opposite to be true." ✅ It's a fact that when done right, DEI is a safeguard that helps you attract the right talent, retain your best people, improve decision-making, and yes, it protects you from the kinds of legal and reputational risks that make headlines. So what can organizations do today to build a stronger, safer culture? Here are 4 things I'd recommend: 🔎 Make inclusion measurable – DEI isn’t fluff. Use real-time data to find out where the gaps are, what’s working and what’s not. 🤩 Create safe spaces for feedback – Anonymity isn’t dangerous. It’s how you achieve transparency as an organization and get honesty from your employees. 📊 Audit your people processes – From hiring to promotions and pay equity – unconscious bias will creep in over time unless you actively manage and remove it. 🛠️ Equip your managers – Inclusive leadership isn’t innate. It’s a skill—one that can be modeled and developed. If you’re re-thinking your DEI strategy in this new environment, I encourage you to read the full story (link to be posted in the comments) and feel free to add a comment or DM me. Let's get the conversation going. The stakes are too high to get it wrong. 🧭 It’s time we stop treating DEI as a “nice to have” that can change with the way the wind is blowing—and start seeing it for what it really is; a core business function that protects and propels organizations. Because when inclusion is real, everyone wins. 👏 #Leadership #Culture #HBCU #Inclusion #DEI #HR #BusinessStrategy #EmployeeExperience #Retention #Accountability #Android #settlement #lawsuit Image credit: The Source Los Angeles. 🙏

Inclusion isn’t a one-time initiative or a single program—it’s a continuous commitment that must be embedded across every stage of the employee lifecycle. By taking deliberate steps, organizations can create workplaces where all employees feel valued, respected, and empowered to succeed. Here’s how we can make a meaningful impact at each stage: 1. Attract Build inclusive employer branding and equitable hiring practices. Ensure job postings use inclusive language and focus on skills rather than unnecessary credentials. Broaden recruitment pipelines by partnering with diverse professional organizations, schools, and networks. Showcase your commitment to inclusion in external messaging with employee stories that reflect diversity. 2. Recruit Eliminate bias and promote fair candidate evaluation. Use structured interviews and standardized evaluation rubrics to reduce bias. Train recruiters and hiring managers on unconscious bias and inclusive hiring practices. Implement blind resume reviews or AI tools to focus on qualifications, not identifiers. 3. Onboard Create an inclusive onboarding experience. Design onboarding materials that reflect a diverse workplace culture. Pair new hires with mentors or buddies from Employee Resource Groups (ERGs) to foster belonging. Offer inclusion training early to set the tone for inclusivity from day one. 4. Develop Provide equitable opportunities for growth. Ensure leadership programs and career development resources are accessible to underrepresented employees. Regularly review training, mentorship, and promotion programs to address any disparities. Offer specific development opportunities, such as allyship training or workshops on cultural competency. 5. Engage Foster a culture of inclusion. Actively listen to employee feedback through pulse surveys, focus groups, and open forums. Support ERGs and create platforms for marginalized voices to influence organizational policies. Recognize and celebrate diverse perspectives, cultures, and contributions in the workplace. 6. Retain Address barriers to equity and belonging. Conduct pay equity audits and address discrepancies to ensure fairness. Create flexible policies that accommodate diverse needs, including caregiving responsibilities, religious practices, and accessibility. Provide regular inclusion updates to build trust and demonstrate progress. 7. Offboard Learn and grow from employee transitions. Use exit interviews to uncover potential inequities and areas for improvement. Analyze trends in attrition to identify and address any patterns of exclusion or bias. Maintain relationships with alumni and invite them to stay engaged through inclusive networks. Embedding inclusion across the employee lifecycle is not just the right thing to do—it’s a strategic imperative that drives innovation, engagement, and organizational success. By making these steps intentional, companies can create environments where everyone can thrive.

People Google everything. Including you. Before meetings, interviews, or even dates, your online presence is scrutinized. It's not just about looking good online, it's about strategically positioning yourself as an authority in your field. Here's how to make your PERSONAL BRAND stand out: 1. Create content that showcases your expertise • Write articles or blog posts on industry trends • Share insights from your professional experiences • Showcase unique stories from your personal client experiences. 2. Use SEO to ensure your content ranks • Research relevant keywords in your industry • Optimize your LinkedIn profile with these keywords • Include them naturally in your content titles and descriptions 3. Build a network that amplifies your voice • Engage meaningfully with others' content • Collaborate on projects or co-create content • Participate in relevant LinkedIn groups and discussions 4. Consistency is key • Maintain a regular posting schedule • Ensure your messaging aligns across all platforms • Keep your visual branding cohesive (profile picture, banner, etc.) 5. Showcase your achievements • Update your profile with recent accomplishments • Share case studies or success stories • Request and display recommendations from colleagues These strategies can transform your digital footprint from a mere online presence into a powerful personal brand. It opens doors to new opportunities, builds credibility, and creates a lasting impression in the minds of potential employers, clients, or partners. What steps are you taking to enhance your online presence? P.S. Need help with your personal brand? Send me a DM. #PersonalBranding #ProfessionalDevelopment #OnlinePresence #LinkedInTips

DEI efforts in companies are often totally ineffective. Over the last three years, I’ve discussed DEI with hundreds of HR leaders across dozens of industries in more than 15 countries. That’s a lot of research into what works and what doesn't. Here’s what’s broken in DIY strategies 🔧 🔝 There is no focus on the top of funnel Very few people look at the top of the funnel. There’s no way you can increase diversity in your team without being discovered (and considered) by diverse candidates. By only focusing on reactive hiring, you're setting yourself up to fail. Work on employer brand, recognition, employee advocacy, and discoverability even in periods of low or no hiring. 📊 You aren't working with data Despite what many dinosaurs will have you think DEI is not a fluffy topic. The best DEI strategies (the ones that actually work), lead with data. They ask about the candidate demographics on the platforms they use, they A/B test job descriptions to uncover inclusive language, they go through their own application processes, and they report DEI data all the way to board level. 🫡 DEI isn’t recognised as a strategic company wide objective DEI impacts every single part of your organisation. Diverse companies are more innovative, they’re more creative, ultimately diverse teams are stronger teams who build better products. How is this not worthy of being prioritised? 🦕 Your working environment isn't inclusive Without flexibility, you cannot have inclusivity. Without inclusivity, you cannot expect to attract diverse talent. Simple. When companies do hire diverse talent, often these are the first people to leave, but no one it digging into why (hint: it's often to do with inclusivity). There are so many other reasons that DEI is broken, so which ones would you add? 👷🏽 Flexa #DversityEquityInclusion #FlexibleWorking #EmployerBranding

The recruitment game has fundamentally changed. 78% of today's candidates research a company's reputation BEFORE applying... ...while organizations with strong employer brands see 50% more qualified applicants. Last week at AI ALPI, we analyzed recruitment marketing performance across 350+ organizations and observed fascinating patterns in both best practices and tooling: → BEST PRACTICE: Companies leveraging employee-generated content see 6x higher engagement than traditional corporate messaging ↳ Top performers use SmartDreamers and Beamery to systematize authentic storytelling → BEST PRACTICE: Multi-channel recruitment strategies outperform single-channel by 3.2x in qualified candidate generation ↳ Symphony Talent's self-optimizing campaigns perform 27% better than manually managed approaches → BEST PRACTICE: AI-powered personalization in recruitment communications shows 41% higher response rates ↳ Avature and Phenom users report 3x faster time-to-hire with their AI-driven engagement tools → BEST PRACTICE: Data-driven employer branding strategies yield 45% higher conversion rates ↳ Companies using TalentLyft's analytics dashboards optimize messaging based on real-time candidate feedback Did you know? The term "recruitment marketing" was first coined in 1998 by HR thought leader Martha Heller, who predicted that "companies will eventually market jobs with the same sophistication they market products." Twenty-five years later, her prediction has become the competitive advantage separating talent magnets from those struggling to hire. The data couldn't be clearer: recruitment marketing isn't just an HR function—it's becoming the primary differentiator in talent acquisition as specialized skills become increasingly scarce. Our analysis identified five recruitment marketing tools outperforming the market in 2025: → SmartDreamers: Excelling for tech, retail, and outsourcing with 38% better candidate quality → TalentLyft: Delivering the highest ROI for mid-market with intuitive career site editors → Symphony Talent: Leading in enterprise with self-optimizing campaigns across channels → Beamery: Dominating in analytics with robust reporting that drives strategic decisions → Avature: Setting the standard for AI-powered recruitment marketing at global scale For HR leaders and HRTech founders, this represents both challenge and opportunity. Those who transform recruitment from a transaction to a relationship-driven experience through these best practices and tools are seeing dramatic improvements in time-to-hire, quality-of-hire, and retention metrics. 🔥 Want more breakdowns like this? Follow along for insights on: → Getting started with AI in HR teams → Scaling AI adoption across HR functions → Building AI competency in HR departments → Taking HR AI platforms to enterprise market → Developing HR AI products that solve real problems