5 Companies Doing Employer Branding Better Than You

As we all know, a job needs to be sold too – especially now, when the labor market in some sectors has become an employee's market. For some time now, campaigns worth emulating have been appearing — campaigns that are also taking the best employees away from your company. Let's take a look at five of them.

1 – Luxoft "Composing Software"

Luxoft is an international company specializing in software for various devices and IT outsourcing. One of the first high-profile employer branding campaigns from Poland was the Composing Software series of ads. In the videos, we see developers doing their everyday work in a spectacular way, set to the rhythms of various kinds of music. The company's efforts to attract employees did not end there — they can still be spotted online from time to time, and occasionally on the radio.

2 – Ikea "Career Instructions"

Who doesn't know the famous Scandinavian company's DIY furniture assembly instructions? Ikea decided to use this asset when recruiting for its Australian stores. Instead of spending huge amounts of money on TV ads or fighting their way through fickle social media, they decided to fish for future employees among their own customers. Leaflets with career-building instructions, drawn in a style strikingly similar to the furniture assembly manuals, were handed out in stores. They contained information about "assembling a career" and encouraged people to share the instructions with their loved ones (referrals! – ShareHire's note). The response from potential employees exceeded the originators' expectations, and Ikea itself gained many devoted employees. This is not only a great example of employer branding, but also a masterful use of word-of-mouth marketing.

3 – McDonald's Polska "McDonald's believes in young people"

The biggest fast-food giant, owner of prime real estate in every corner of the globe and the world's largest annual distributor of toys, does not enjoy the best reputation among job seekers. To remedy this, the company reached for a TV commercial typical of corporate players. In it, we meet several employees of the chain with whom young people can identify. We also learn about McDonald's positive attitude towards young people, the trust placed in them and the effectiveness they achieve as a result. It is a continuation of the earlier "Fries with that?" ad, with which the company challenged the stereotypes associated with the "McJob".

4 – Prudential "We give you our word"

For many months now, Prudential's impressive campaign has been hard to miss. After evocative stories of families claiming their great-grandfathers' forgotten insurance policies, the time came to warm up the image of the insurance agent — and to convince people that it is a good job. But the company does not stop there. The spots juxtapose the potential candidate's current workplace with Prudential's own offer. The outdoor campaign, in turn, emphasizes the positive impact Prudential employees can have on the lives of others.

5 – Blizzard Entertainment "Live and breathe games?"

As one of the most legendary development studios in the video game industry, Blizzard does not have to do much to attract the best of the best. Nevertheless, their employer branding is second to none. Every now and then, the company likes to organize a competition with an employment contract among the prizes. If, for example, they are looking for a graphic artist, they ask for fan art of any character. In their latest recruitment ad, they show exactly what life at the company is all about: pursuing the company's mission and achieving success.

Of course, none of these campaigns is a universal recipe for how an employer should advertise itself, because every company is different and needs different employees. They are good examples from which you can draw useful conclusions for your own business. Feel free to share your comments, thoughts and your own examples of effective employer branding in the comments section.

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