There is a strong emphasis on the importance of authenticity over self-promotion. Today’s candidates are drawn to brands that feel genuine, and visual storytelling offers a unique opportunity to convey this. Unlike traditional content, visuals like infographics, videos, and graphics communicate company culture, values, and benefits more effectively, helping brands distinguish themselves in a competitive job market.
For example, Google’s “Life at Google” video series showcases its innovative culture and workplace diversity, attracting top talent through relatable, behind-the-scenes footage. Wegmans, on the other hand, builds its employer brand by investing in employee development, spending over $50 million annually on workforce training. This commitment has led to high employee satisfaction and a low turnover rate, significantly boosting their reputation.
Both companies use visual storytelling not only to promote jobs but to share a compelling narrative that resonates with potential hires.
There are three ways in which visual storytelling enhances employer branding: grabbing attention, showcasing company culture, and simplifying complex information. In a market flooded with information, visuals stand out. Studies indicate that people remember 65% of visual content after three days, compared to only 10% for text. For smaller businesses without large budgets, creating simple, shareable visuals like employee testimonials or videos of team interactions can be just as effective as high-budget campaigns.
Visuals also allow companies to humanize their brand, making them more relatable. By using employee-generated content or showcasing core values through graphics, brands can create a stronger emotional connection with potential hires. For instance, Zappos utilizes its landing page to communicate its company culture and values visually, attracting candidates who resonate with its principles.
Another benefit of visual storytelling is its ability to simplify complex information. Visuals like flowcharts, infographics, and slide decks can break down intricate details about benefits, career paths, or onboarding processes. This approach reduces information overload and provides clarity, which is especially attractive to candidates seeking career growth.
In conclusion, the key elements of an engaging employer brand: authenticity, compelling storytelling, and consistency. Authentic brands are transparent, sharing real employee experiences and values. Storytelling provides a narrative that candidates can relate to, while consistent visuals across platforms reinforce brand identity. To measure branding success, companies should track metrics such as career page traffic, candidate feedback, and employee retention rates. These insights allow companies to adjust their branding efforts, ultimately fostering a stronger, more appealing brand identity.
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ABOUT THE AUTHOR
Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.
