How a Leading Tech Company Made its Employer Brand POP!
In today’s competitive job market, attracting and retaining top talent requires more than just competitive salaries and perks. A strong Employer Value Proposition (EVP) can be the difference between a company that can scale rapidly and hit its growth goals and one that struggles to take that leap.
Today, we explore how Cultures That POP worked with a successful tech company to redefine its employer brand. We’ll share how implementing a thoughtful and strategic EVP—one that not only resonated with employees but also positioned the company as the employer of choice.
The Challenge: Competing in the War for Talent
With the global demand for tech talent at an all-time high, the company faced the challenge of differentiating itself in a crowded and competitive space. While the business had a strong mission—it lacked a structured EVP that effectively communicated why employees should join and stay.
The company recognized that a clearly defined EVP would:
Strengthen its employer brand.
Align with its mission and culture.
Improve attraction, engagement, and retention rates.
However, defining an EVP can feel incredibly overwhelming, especially when you’re right in the weeds of it and wondering where on earth to begin. That’s where the experts at Cultures That POP stepped in.
The Strategy: Developing the BETTER Framework
We conducted extensive research to create a compelling EVP. This included employee surveys, focus groups, and analysing hiring conversations to understand the talent mindset and map that back to the current offering. We wanted to connect the strategy to the company mission and values while ensuring we kept it simple to manage and deliver.
The outcome was the BETTER framework—an EVP model around six core values:
Benefits – Providing the best perks and rewards.
Equality – Fostering an inclusive and diverse workplace.
Talent – Empowering employees to grow and develop.
Technology – Leveraging in-house tech to enhance work experiences.
Empathy – Prioritising transparency, openness, and understanding.
Return – Offering trust, flexibility, and recognition.
By integrating these pillars into its employer brand, the company ensured alignment with its mission while creating a culture that employees genuinely valued.
Implementation: From Internal Insights to External Impact
The rollout of the new EVP was launched with precision, creativity and a communications campaign that drove engagement and popped on all channels. Key initiatives included:
Revamping the Careers Website
A refreshed careers site showcased the company culture, employee testimonials, and transparent job benefits.
Leveraging Social Media
A new content strategy was developed for LinkedIn, Facebook, Instagram, YouTube, and TikTok.
Employee-generated content, including blogs and videos, was amplified to boost engagement.
Introducing Employee Videos
Employees shared authentic stories about their experiences, significantly increasing engagement and candidate interest.
A single employee video generated over 3,000 impressions in one week and sparked meaningful conversations with potential candidates.
Enhancing Internal and External Communication
Internal engagement tools were leveraged to encourage employees to share company updates on their personal networks.
This approach reinforced the employer brand internally and extended its reach externally.
The Results: A Measurable Impact
Sounds good, but what difference did this investment make? Let’s look at the results of the employer branding transformation :
26.5% increase in Facebook page visits.
124.5% increase in Instagram profile visits.
349% growth in Instagram followers.
5,600 new LinkedIn followers in one year.
105% increase in YouTube views YoY.
62% of external roles were filled via LinkedIn in the last 12 months.
42% increase in hires sourced from LinkedIn over six months.
31% response rate on LinkedIn recruiter messages, with 63% of respondents already familiar with the company’s employer brand.
With rapid growth goals, you can imagine how delighted the talent team were with this expanded reach and algorithm-blasting results—less time spent head-hunting, more time spent growing an engaged, keen and super excited talent pool that can’t wait to get working with them.
Need Help Crafting Your Employer Brand?
For organizations looking to strengthen their employer brand, here are some ideas to help you get set:
Define Your EVP Clearly – A structured EVP that aligns with your mission and values adds authenticity and meaning.
Use Employee Stories – Candidates trust real employee experiences more than corporate messaging.
Go Digital – A strong presence on social media and online channels increases reach and engagement.
Engage Employees in Branding Efforts – Employees are your best brand ambassadors; empowering them to share their experiences amplifies your brand’s credibility.
A strong employer brand transforms the way you attract and retain talent. If you’re ready to build an EVP that resonates with employees and candidates alike, we’re here to help. Contact us to discuss how your business can work smarter in approaching talent attraction, employee retention and engagement. We’ll help you make it POP!
