How to Build a Brand That Attracts Talent as Much as It Attracts Customers

Want to grow a team that believes in your mission? Learn how to turn your brand into a magnet for top talent by building a culture that people want to join.

Branding Isn’t Just for Customers—It’s for Your Future Team Too

When most people think of branding, they imagine logos, taglines, and social media posts.
But here’s the truth: your brand isn’t just selling products—it’s also recruiting people.

In fact, in 2025 and beyond, the most successful companies will be the ones who know how to attract the right people to work with the brand, not just buy from it.

🚀 86% of job seekers research a brand’s culture before applying
🚀 Companies with strong employer brands get 50% more qualified applicants
🚀 Employees who believe in the brand mission are 3x more likely to stay

So if you want to grow a powerful, purpose-driven business, you need to build a brand that people are proud to work for—not just shop from.

1. What Is Employer Branding—and Why Does It Matter?

Your employer brand is the perception people have of what it’s like to work for you.
It’s your reputation in the talent market—and it’s built on everything from your values and leadership to your team vibe and hiring process.

A great employer brand:
✔️ Attracts better candidates
✔️ Improves retention and loyalty
✔️ Enhances your customer-facing brand by creating internal advocates

📌 Example:
Airbnb’s company culture is famous for being inclusive, creative, and globally minded. That energy shows up in both recruitment and customer experience.

💡 Pro Tip:
The way you treat your team is the way your brand feels—inside and out.

2. The 5 Signs of a Brand That Attracts Top Talent

✅ 1. Clear, Inspiring Company Purpose

People don’t just want a job. They want to be part of something bigger.

📌 Example:
Patagonia’s mission—“We’re in business to save our home planet”—makes talented people seek them out, not the other way around.

💡 Pro Tip:
If your mission is powerful, your job posts become invitations—not advertisements.

✅ 2. A Culture That’s Lived, Not Just Described

It’s not enough to say you’re supportive, innovative, or fun—you’ve got to show it and live it every day.

📌 Example:
HubSpot shares team stories and work-from-anywhere photos, giving potential hires a real peek behind the curtain.

💡 Pro Tip:
Your culture should be so authentic, your team wants to post about it without being asked.

✅ 3. Compelling Career Content and Transparency

What’s it really like to work at your company? The best brands create content that answers this question upfront.

📌 Example:
Spotify’s Life at Spotify blog and YouTube channel share employee interviews, workday vlogs, and office tours.

💡 Pro Tip:
If you’re not telling your team story, Glassdoor and Reddit will do it for you.

✅ 4. Employee Advocacy and Empowerment

When your people love where they work, they naturally become your biggest promoters.

📌 Example:
Adobe employees use the hashtag #AdobeLife to share what it’s like working there. It’s authentic, fun, and totally on-brand.

💡 Pro Tip:
Internal pride leads to external attraction.

✅ 5. Thoughtful, Respectful Hiring Experience

The application and interview process is the first brand experience a potential team member has.

📌 Example:
Notion responds to every application and gives clear, kind communication during every hiring stage—a simple move that makes a huge impact.

💡 Pro Tip:
Recruitment is marketing—just to a different audience. Treat it like it matters.

3. How to Build a Brand That Attracts the Right People (Step-by-Step)

✅ Step 1: Define and Document Your Employer Value Proposition (EVP)

✔️ What do you offer team members that’s unique and valuable?
✔️ What kind of people thrive in your culture?

📌 Example:
Netflix’s famous culture deck outlines exactly what kind of talent they attract—and what’s expected in return.

💡 Pro Tip:
Your EVP is your internal brand promise. Be bold and specific.

✅ Step 2: Create Culture Content Across Platforms

✔️ Post behind-the-scenes stories on LinkedIn, Instagram, and your careers page
✔️ Show your values in action—not just in words

📌 Example:
Mailchimp shares team events, DEI initiatives, and funny work moments that make the brand feel alive and human.

💡 Pro Tip:
Let your future team see themselves in your current one.

✅ Step 3: Involve Employees in the Branding Process

✔️ Ask for team stories, testimonials, and feature ideas
✔️ Spotlight people in different roles and backgrounds

📌 Example:
Salesforce runs internal campaigns that invite employees to share “Why I Work Here” stories—turning team voices into brand assets.

💡 Pro Tip:
Your people are your proof. Use their stories to build your employer brand.

✅ Step 4: Align HR, Marketing, and Leadership Around Employer Branding

✔️ Make sure your internal brand is reflected in every part of the company—from onboarding to exits.
✔️ Train managers and recruiters on brand tone and cultural values

📌 Example:
Lush Cosmetics ensures their employee experience matches their customer values—ethical, kind, and honest.

💡 Pro Tip:
If your team doesn’t believe in your brand, no one else will.

✅ Step 5: Audit and Improve the Hiring Experience

✔️ Ask for feedback from candidates—even those you didn’t hire
✔️ Simplify applications, communicate timelines, and keep the process human

📌 Example:
Shopify’s career site is friendly, clear, and fun to explore—it feels like the brand from the very first click.

💡 Pro Tip:
Make your hiring process a preview of what it’s like to work with you.

4. How to Know If Your Brand Is Attracting the Right Talent

📊 You get applicants who already align with your mission
📊 Your team refers friends or posts about their work experience
📊 People mention your culture in interviews or DMs
📊 Retention rates are high—and so is engagement

📌 Example:
Glossier built a brand so appealing, they had thousands of applicants for a few roles—because their culture was so magnetic.

💡 Pro Tip:
If you’re attracting fans, not just job seekers—you’re winning.

Want to Build a Brand That Inspires People to Work With You—Not Just Buy From You?

You’ve worked hard to craft a brand customers love. Now it’s time to make it a brand your future team wants to be a part of.

📖 Grab my eBook: Brands That Sell: Effective Strategies for Creating and Strengthening Brand Identities

Inside, you’ll learn how to:

  • Turn your culture into a competitive advantage

  • Build a brand that attracts, engages, and retains top talent

  • Align your internal and external brand identities like a pro

🚀 Your next best hire is already watching your brand—let’s make sure they see something worth joining.