Employer Brand in 2024: Why Authenticity beats Buzzwords

In the talent battleground, generic "innovation hubs" and staged team photos just won't cut it—even office perks like beanbags, free snacks or yoga classes aren’t enough. 

Today's candidates crave something deeper, something that feels more real. 

“One change I've personally felt in the EVP and branding side of things is a shift from a static, one-size-fits-all message to a much more personalized and individualized approach. Instead of a generic "our company is great," it's now about tailoring messages to specific roles and individuals, speaking to engineers, salespeople, customer support personnel, on-site workers, and others about why a role and the company could be great for them.”

Alex Lennon, Head of Talent @ Black Nova Venture Capital

The relationship between employees and their employers has changed. Employees are empowered to work beyond borders, they’re looking at alternatives to full-time employment like fractional roles, gig work or self-employment, and they place greater importance on who they spend their time with.

Forget the buzzwords that dominated decades gone by—in 2024, employer branding is about crafting and communicating an authentic story that resonates.

But how do you move beyond buzzwords and step into the realm of real? Here are some key ingredients for an employer brand that shines:

Unleash the Employee Voice

Your employees are your biggest brand ambassadors. Let them tell your story! Encourage them to share their experiences, values, and what makes your company tick through authentic channels like video diaries, social media posts, or even internal podcasts. Think micro-stories, candid moments, and genuine enthusiasm, not PR-polished scripts.

Embrace Transparency

Show, don't just tell. Give candidates a glimpse into your day-to-day life, challenges and all. Highlight real projects, team interactions, and office culture through engaging content. Remember, a little honesty goes a long way in building trust and attracting like-minded talent.

Walk the Talk

Your employer brand can’t just be a marketing facade. Ensure alignment between your company's stated values and its actual practices. Promote diversity and inclusion in your team, invest in employee development, and prioritize work-life balance. Actions speak louder than words, and candidates have a radar for genuineness.

Data-Driven Storytelling

Measure and analyze the impact of your employer branding efforts. Experiment and try new formats, stories and angles. Track engagement on your content, see what works, and understand who your true audience is. Use these insights to refine your strategy, double down on channels or content formats, and tell stories that truly connect.

Embrace Continuous Evolution

Your employer brand is a living, breathing entity. Stay adaptable to industry trends, evolving candidate expectations, and your own company's growth. Be open to feedback, experiment with new formats, and don't be afraid to reinvent your narrative based on data and evolving realities.

Final thoughts

Building an authentic employer brand takes time, effort, and commitment. But the rewards are tangible: attracting top talent, fostering employee engagement, and establishing a strong reputation in the competitive talent market. 

So, ditch the buzzwords, unleash your people's voices, and start crafting a story that resonates with the hearts and minds of your future tech champions.

Looking for greater authenticity in your employer brand? Identify the gaps and opportunities to build your employer brand with our free employer branding analysis tool.