Now get started yourself!

In this handbook, you've been introduced to various aspects of employer branding. The practical examples show that each organization chooses its own path. Still, there are five success factors that keep recurring:

What works in practice?

1. Stay true to yourself Your employer brand must be authentic. Patagonia and IKEA prove that a strong employer brand emerges from your own values. Employees and applicants can instantly sense whether you're honest about who you are.

2. Involve your employees The best ambassadors can be found within your own organization. IKEA and KPMG make their employees part of their employer branding. This creates stories that touch and convince people.

3. Dare to innovate Set yourself apart as an employer. MI6 and the David Allen Company deliberately choose a different approach than what's common in their industry. This makes them interesting to talent that dares to think differently.

4. Invest in people Focus on development and job satisfaction pays off. At HubSpot and Patagonia, you can see how appreciation leads to engaged employees who stay with you for a long time.

5. Know your target audience Teach For America and Wegmans know exactly who they want to reach. They choose the right channels and speak their target group's language. This makes their communication effective.

What are your next steps?

Start with these concrete steps:

1. Determine your foundation

• Describe what makes your organization unique as an employer.
• Verify this with your employees.
• Translate it into benefits for (new) employees.

2. Create a plan

• Choose your target audiences.
• Determine your channels.
• Create a content calendar.
• Set measurable goals.

3. Strengthen your organization

• Make HR, Communications, and Marketing jointly responsible.
• Train managers.
• Deploy ambassadors.

4. Measure and improve

• Monitor your results.
• Ask for feedback.
• Adjust where necessary.

5. Keep moving

Employer branding requires continuous attention. The labor market changes and employees have different demands. Therefore, keep:

• Following trends.
• Updating your knowledge.
• Sharing experiences.
• Experimenting with new approaches.

With the insights from this book, you'll build an employer brand that attracts and retains talent. Not because you make the most beautiful promises, but because you show who you really are.