More Than a Job Post: How to Build an Employer Brand That Works
In this edition of MRG Wire, we’re diving into insights from a recent episode of HIRED! The Podcast featuring James Ellis, a leading expert in employer branding and principal of Employer Brand Labs. Hosted by Travis Miller, this episode offers a candid look at what most companies get wrong about employer branding—and how they can fix it. If you’ve been relying on standard job posts and generic perks to attract candidates, it’s time to rethink your approach. Ellis provides actionable strategies to help you build an employer brand that truly works.
Why Your Employer Brand Matters More Than Perks
Too many companies make the mistake of focusing on generic positives like free lunches and work-life balance. According to James Ellis, successful employer branding is about being different—not just great. “If you can avoid involving the CEO in employer branding, do it. Don’t let them know what you’re doing!” Ellis explains. CEOs often focus on promoting how great the company is, but the real key to an effective employer brand is showing what makes your company unique.
Ellis emphasizes that employer branding is about embedding those unique qualities at every stage of the candidate journey. A company’s mission, culture, and work environment should all shine through, making the job—and the company—more than just a paycheck. “The goal is to take what makes your company unique and embed it at every stage of the candidate journey,” Ellis says during his conversation with Travis Miller.
Focus on What Makes You Different, Not Just Good
In a crowded hiring landscape, blending in with generic messaging is a huge mistake. Ellis is adamant that trying to appeal to everyone waters down your brand. Instead, you should focus on the unique aspects of your company—even if they don’t appeal to everyone. “You want to appeal to the few people who will thrive in your environment. Those are the best hires you’ll ever make,” he explains on the podcast.
Ellis shares a concrete example from his time at Roku, where autonomy was a core value. Some employees found the lack of structure chaotic, but for others, it was the freedom they thrived on. “If your company values autonomy, then you have to be honest about the chaos that can come with it,” Ellis says. Being upfront about the challenges of your workplace attracts people who will excel in that environment and filters out those who won’t fit.
Small Companies Can Win Big with Employer Branding
Ellis highlights how both small and large companies can successfully differentiate themselves in employer branding, using examples like Boston Dynamics and Facebook.
For a smaller company like Boston Dynamics, the key is telling specific, memorable stories. “They don’t have a huge budget, but they showcase robots doing incredible, specific things—like dancing—that resonate with their audience,” Ellis explains. Their videos not only demonstrate technical prowess but also give a glimpse into their innovative, fun culture. “You don’t need 100 million people to know your brand. You need specificity to attract the right candidates,” says Ellis.
On the other hand, large companies like Facebook use a different but equally powerful approach. Facebook’s infamous “move fast and break things” mantra helped everyone—from engineers to lawyers—understand the company’s innovative culture. “At Facebook, everyone, even the kitchen staff, understood that moving fast and breaking things was part of the DNA,” Ellis notes. The company-wide adoption of this mindset reinforced their employer brand at every level.
Employees Are Your Best Storytellers
One of the most effective employer branding strategies, according to Ellis, is letting your employees do the talking. “Who do you trust more—the salesperson or the customer who bought the product?” Ellis asks during the podcast. The same principle applies to employer branding: candidates are more likely to trust real employee stories than carefully crafted marketing messages.
Ellis references platforms like Glassdoor, where honest reviews—both positive and negative—can reflect the true nature of a company’s culture. For instance, at Roku, some Glassdoor reviews mentioned chaos, but this actually validated the autonomy Roku promotes. “That complaint seems like proof that autonomy is true,” Ellis says. Embracing both the positive and the negative sides of your culture makes the brand feel authentic and helps attract people who will thrive in that environment.
Encourage your employees to share their experiences, both the positives and the challenges. Authentic stories build trust and allow potential hires to get a realistic idea of what working at your company is like. “It’s not about getting everyone to say the same thing—it’s about giving employees the freedom to share their own version of the brand story,” Ellis advises.
Key Takeaways: How to Build an Employer Brand That Works
If you’re ready to take action and build a strong employer brand, here are a few key steps based on James Ellis’s insights from his conversation with Travis Miller on HIRED! The Podcast:
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Final Thoughts
Your employer brand isn’t about having the most appealing job post or the longest list of perks. It’s about telling a story that’s real, unique, and relatable. By focusing on what makes your company different and encouraging your employees to share their authentic stories, you can build an employer brand that works—and that brings in the right talent.
About James Ellis
James Ellis is a recognized authority on employer branding, known for helping companies refine their brand strategies to attract top talent. As the principal of Employer Brand Labs, Ellis is a bestselling author, keynote speaker, and host of The Talent Cast podcast. With nearly a decade of experience, he’s worked across industries to help businesses create authentic and effective employer brands. You can find more of his work at employerbrand.ing.
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