How to Build an Employer Brand that Attracts Passive Talent

Once you’ve identified the patterns, shape them into a clear, concise message. For example, if your team values learning and innovation, make that a central part of your employer branding. It should resonate internally and externally. Remember—your EVP isn’t just a slogan, it’s a reflection of the authentic experience inside your company.

Here’s how to empower them:

• Create easy-to-use templates for social content.

• Recognize and reward employee advocacy.

• Provide training on personal branding and storytelling.

One engineer’s tweet about how she got to lead a major project not only inspired engagement but led to three top developers reaching out. Your people are your secret sauce—celebrate them and amplify their voices.

Share thought leadership, open-source contributions, or behind-the-scenes glimpses at how your teams solve problems. Use platforms like LinkedIn to boost visibility, not just through company pages but through individual employee profiles and content.

Paid strategies can also play a role. Retargeting previous website visitors, sponsoring niche newsletters, or hosting webinars can build your brand presence in the background, so when someone’s ready for a move, your name stands out.

Use these insights to fine-tune your approach. For instance, if a particular YouTube employer brand video gets significantly more engagement, analyze what worked—was it tone, topic, speaker? Apply those learnings to future content.

Remember, employer branding isn’t static. It evolves with your company, so make measuring and adjusting part of your quarterly rhythms.

Their Culture Code deck was viewed millions of times. It wasn’t just a document; it became a rallying cry and talent attractor. Your version doesn’t have to be fancy—but it does need to be real. When transparency aligns with values, passive candidates listen.

What causes does your company stand for? Even if it’s not global activism, authenticity around your mission can attract passionate talent who feel connected beyond a paycheck.

Start small. Identify one channel or one team member who can help amplify your brand. Shift from chasing talent to creating a culture that attracts it. Because when your story resonates, even the ones not listening yet will one day tune in.

Now, go build the brand people can’t wait to work for.