In the competitive world of startups, attracting and retaining top talent is crucial for scaling and success.
However, employer branding is not just promoting job opportunities—it’s about showcasing the essence of your company culture, values, and day-to-day experiences in a way that resonates with potential candidates. A strong employer brand doesn’t just bring in applicants; it attracts the right talent aligned with your mission.
Here’s how how you, as a startup, can build your employer brand:
1. Leverage LinkedIn to Showcase Employee Life
LinkedIn is often the first place candidates look when researching a company. Maintain an active, engaging presence on the platform, sharing content that gives potential hires an authentic look into your everyday work life. Rather than using generic job posts, focus on individual employee experiences—showing how they have grown, overcome challenges, and contributed to your collective success.
Why It Works:
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Authenticity matters: Candidates want to connect with a company where they can see themselves fitting in. Personal stories build emotional bonds with potential hires.
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Diverse stories appeal to a wide range of candidates: Whether it is about career progression, mentorship, or work-life balance, sharing a variety of experiences shows different aspects of life at your company.
For startups, maintaining an active LinkedIn presence provides a low-cost, high-impact way to showcase what makes your workplace special. Be authentic—let potential candidates see what your employees are really like.
2. YouTube: Bringing Culture to Life with Video
Nothing communicates culture better than videos featuring your employees. At Ounass, we have found that candidates respond well to videos where they can see our team in action—collaborating, innovating, and just being themselves.
Produce short, engaging videos that:
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Highlight employee stories: Employees sharing their journeys, challenges, and accomplishments.
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Present leadership: Leaders are also part of this conversation. When they talk about the vision for the company, it not only conveys ambition but also gives a personal touch that shows future employees they are part of something bigger.
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Behind-the-scenes videos: These videos capture spontaneous moments, giving viewers an authentic feel for our working environment.
3. Create a Candidate Pack to Introduce Your Culture Early
Candidates should get to know your company before they even come in for an interview. To do this, develop a comprehensive ‘Candidate Pack’ that gives potential hires insight into your company culture, values, and what they can expect from life there.
Your candidate pack can include:
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Who you are: An overview of your mission, vision, and values, along with information about your team.
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Message from your CEO: A personalised note from your CEO that sets the tone and reflects your company’s long-term vision.
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Employee testimonials: Real narratives from employees about their experiences and why they love working here.
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Company culture highlights: Photos that showcase your office environment, team activities, and everyday moments.
Sending this pack before the interview creates excitement and connection, offering candidates a preview of what they can look forward to if they join your team. It helps set expectations and positions the interview not just as a test of skills but as a conversation about cultural fit.
4. Internal Instagram Page for Fun and Spontaneous Content
Social media offers a unique opportunity to engage potential employees in a more relaxed, creative way.
Share fun moments, spontaneous content, and document exciting team events. It will allow you to show unfiltered moments, making your content feel more relatable and authentic.
5. Podcast: Sharing Team Stories
Podcasts offer a rich platform to dive deeper into your company’s culture. Unlike a quick social media post, podcasts allow for longer, more meaningful conversations that reveal your company’s deeper values and culture.
At Ounass, we have created the “Ounassers on the Spot” podcast, where team members from various departments come on to talk about their roles, their stories, and the company's culture from their perspective.
This is a fun and engaging way to share internal stories and values with the outside world.
6. Use Friendly Language That Reflects Your Brand
Finally, tone matters. For startups, creating a friendly tone that is still consistent with your brand is essential. It makes your company feel more approachable, while still maintaining the values and sophistication that define your identity.
In conclusion, attracting the right talent requires more than just a well-written job post. By creating meaningful connections with potential hires from the start, you will not only attract the right talent; you will also build a community of engaged, passionate employees who are deeply invested in your company’s growth and success.
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