Key Takeaways:
- Talent attraction is no longer just an HR function; it’s a brand imperative.
- The same storytelling, positioning, and differentiation used in marketing must be applied to culture and recruitment.
- Gen Z and Millennial workers view brands through the same lens as consumers: mission-first, value-driven, and digitally visible.
- Marketing teams have the tools and the responsibility to shape the employee value proposition (EVP), drive internal alignment, and create an irresistible employer brand.
From Employer to Brand Builder: The Talent Shift
Here’s the reality: every candidate is a consumer. A customer of content, of culture, of brand perception. They Google you. They scroll your Instagram. They watch how you show up during social movements. They see your values before they ever see your job openings.
This means employer branding can’t live in a silo. It must be fueled by the same strategic engine that powers product marketing, brand visibility, and demand gen. Talent is a high-value audience, and marketing must be in the room driving the experience.
Case Study: Delta Airlines Redefined Pilot Recruitment
When Delta faced a looming pilot shortage, it didn’t just offer higher salaries. It launched a full-scale employer brand campaign that celebrated purpose, growth, and belonging. Videos showcased real pilot stories. Messaging focused on leadership development and legacy-building.
The result? A wave of applications. Delta didn’t just post a job. It positioned a future.
This is the shift: you’re not recruiting to fill roles; you’re marketing to build belief.
Why It Matters Now
The war for talent is fierce, and brand equity has entered the battlefield. Consider this:
- 86% of job seekers check a company’s reviews and social channels before applying (Glassdoor, 2024).
- 88% of millennials say they want to work for a company whose values align with their own (Gallup, 2023).
- Companies that invest in employer branding experience a 28% reduction in turnover and 50% more qualified applicants (LinkedIn, 2023).
In short, brand perception isn’t just influencing buying decisions; it’s shaping careers.
Marketing’s Role in the New EVP
Today’s Employee Value Proposition (EVP) isn’t a bullet list of perks. It’s a cohesive, living narrative, a brand promise delivered from onboarding to exit interview.
Here’s where marketing steps in:
1. Strategic Storytelling
Marketing can crystallize the “why” of working for a company into compelling narratives. That EVP needs to be visible across career pages, recruitment campaigns, and even outbound media.
2. Culture as Content
Your culture isn’t internal. It’s content, ready to be packaged into video series, day-in-the-life spotlights, Instagram takeovers, and leadership thought leadership. Prospective talent wants to see your brand from the inside out.
3. Internal Alignment = External Strength
Marketing can unify voice and values across departments. When employee messaging, leadership comms, and recruitment content sing from the same playbook, your culture becomes consistent and magnetic.
Best-in-Class Examples
- Adobe’s #AdobeLife: A masterclass in peer-to-peer storytelling, with employee-generated posts fueling organic engagement and shaping Adobe’s culture narrative.
- LinkedIn’s People-Focused Comms: LinkedIn doesn’t just publish thought leadership; it amplifies internal success stories and values-driven growth.
- Salesforce’s Ohana Culture: From Dreamforce to social content, Salesforce leads with values like trust, inclusion, and sustainability, and turns culture into competitive advantage.
These aren’t just HR wins. These are brand strategies.
Questions to Spark Strategy
- If your next best hire discovered your brand on social today, would they be inspired to apply or keep scrolling?
- Are your marketing and HR teams co-owning the employer brand, or operating in silos?
- How visible is your company’s purpose to the talent you want to attract?
Final Thought: Your Brand Is the Story People Join
The best talent isn’t applying. They’re aligning. And in a world where work is personal, digital-first, and value-driven, the brands that win talent will be the ones that make working there a bold, clear, and compelling decision.
At Avocet, we help companies turn their internal culture into a powerful external asset. From recruitment storytelling to EVP strategy, we position brands to attract not just customers, but champions, builders, and believers.
Give us a call, and let’s build a brand they want to work for!
