Have you ever paused to think about what a tagline really does for your employer brand? It’s not just a catchy phrase—it’s a window into your company’s soul. It’s the first impression you make on a potential hire and the thing that lingers long after they leave your website or job posting.
Today, let’s chat about employer branding taglines—why they’re important, how to create one that sticks, and what makes some of the best taglines out there so effective. I’ll even throw in a few tips and examples to help you craft a tagline that feels uniquely “you.”
Importance of Employer Brandiing Tagline
An employer branding tagline is more than a creative line; it’s a strategic tool that encapsulates your organization’s identity and values in a way that resonates with potential candidates.
First Impressions Matter
A tagline is often the first thing candidates notice about your employer brand. It’s your chance to capture their attention and leave a lasting impression that sparks curiosity about your company.
Conveys Your Culture and Values
In just a few words, your tagline communicates what your organization stands for—whether it’s innovation, collaboration, sustainability, or growth. It provides a glimpse into your work environment and helps candidates determine if they align with your values.
Attracts the Right Talent
A well-crafted tagline acts as a filter, attracting individuals who share your mission and are motivated by your vision. It helps you draw in not just more candidates, but the right candidates who are a good fit for your organization.
Strengthens Employer Branding
Your tagline reinforces your brand identity and makes it easier for employees and candidates to connect with your message. It sets the tone for how your company is perceived in the job market.
Drives Engagement
Research shows that companies with strong employer branding see higher engagement and retention rates. A tagline that resonates can inspire loyalty among employees and excitement among job seekers.
Let’s Explore Some Powerful Examples of Employer Branding Taglines
Google
Tagline:Build For Everyone
Google’s employer branding tagline, “Build for Everyone,” perfectly aligns with its core values: inclusivity, innovation, and impact. The phrase is simple yet powerful, reflecting Google’s mission to create products and solutions that serve a global audience.
From an employer branding perspective, it highlights the opportunity for employees to work on projects that touch millions of lives, reinforcing a sense of purpose and global influence. By emphasizing the word “everyone,” it also showcases Google’s commitment to diversity and building a workplace where all voices contribute to groundbreaking advancements. It’s not just a job at Google—it’s a chance to leave a mark on the world.
Southwest Airlines
Tagline: Welcome on board the flight of your life.
Why it works: This is an extension of Google’s tagline above. Southwest uses the language of their industry, “Welcome on board,” along with the word “flight” (instead of “company” or “career”). “The flight of your life” has a dual purpose — it implies that the employee will be with the company for a long time, and it sounds exciting. Who wouldn’t want to take the flight of their life?
How it can work for you: Think about words, phrases, and sentiments that you can “own,” which can set you apart from other companies and maybe even competitors in your field. Another good example is ESPN’s employer brand, “Together we triumph,” a reference to sports that wouldn’t make much sense at, say, Protcer & Gamble.
Microsoft
Tag Line – Empower every person and every organization on the planet to achieve more.
Connects employees to a larger mission, emphasizing their role in driving global progress through technology. It reflects a culture of inclusion, where diverse perspectives fuel innovations that empower users worldwide.
By showing how their work impacts education, small businesses, healthcare, and more, the tagline reinforces a sense of purpose and pride among employees. It positions each team member as a catalyst for meaningful change, aligning daily tasks with a mission to create solutions that matter on a global scale.
Airbnb – Belong Anywhere
Tag Line “Belong Anywhere,”
Airbnb’s tagline, “Belong Anywhere,” is a cornerstone of its employer branding strategy, perfectly aligning with the company’s mission to foster belonging and inclusivity. From an employer branding perspective, it communicates a powerful message to prospective and current employees: Airbnb is not just a workplace but a community where everyone can thrive, regardless of their background or identity.
This tagline goes beyond marketing to reflect Airbnb’s commitment to creating a diverse and inclusive culture. It resonates with candidates seeking a workplace that values individuality and encourages collaboration across cultures. By tying the concept of belonging directly to its brand values, Airbnb differentiates itself as an employer that doesn’t just welcome diversity—it actively celebrates it.
For employees, “Belong Anywhere” inspires a sense of purpose by connecting their roles to a greater mission. It reinforces that their work contributes to fostering meaningful connections across the globe. This alignment with the brand’s ethos not only attracts talent but also fosters loyalty and pride among team members, strengthening Airbnb’s reputation as an employer that truly values its people.
Your Tagline, Your Legacy
An employer branding tagline is more than a phrase—it’s your organization’s identity in a nutshell. It communicates your values, attracts the right talent, and inspires employees to feel connected to a bigger mission. A great tagline isn’t just memorable; it’s meaningful, aligning your workplace culture with the aspirations of your team and leaving a lasting impression.
How Brandemix Can Help
At Brandemix, we specialize in crafting employer brands that stand out. From defining your Employer Value Proposition (EVP) to creating taglines that capture your essence, we help you connect with top talent and inspire your team. Let’s work together to create a tagline that reflects your story and drives lasting impact.
Contact Brandemix today to elevate your employer brand!
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.
