Still, you can be just as attractive.
Without chocolate bars.
Without a multi-million dollar budget.
Strong brands promise less and do more.
Not through fancy words. Or glossy campaigns.
But by what they show every day.
That’s employer branding.
Why now?
The labor market remains tight.
Talent has a choice. Especially young people.
They want more than a good salary.
They want to grow. Work that matters.
And if that is missing?
Are they gone in a flash?
Strong brands make that difference palpable.
Think Coolblue.
You know what they stand for.
And you notice it as soon as the washing machine is brought.
The key is closer than you think.
Employees are the tastemakers of your reputation.
When the customer is king, the employee is emperor.
But what if your name isn’t Tony’s?
Good news.
You don’t have to be a famous brand to be a strong employer.
Try this tomorrow: ask three colleagues!
What makes you love working here?
What are you proud of?
When does your work feel meaningful?
Their answers are your employer brand. The story already exists; you just need to capture it.
Common misunderstandings (and how you can get them right)
“Employer branding is something for marketing“
Got it. It sounds like a campaign. But it’s simpler.
Enthusiastic employees attract other employees.
Ask yourself: What do we promise people when they come to work here?
And do we live up to that?
“What can I, as HR, do about that?”
Everything.
You hear the real story.
At the coffee machine. In the exit interviews. That’s where your influence is.
Two real-world examples
Van Domburg Partners.
Not an A-brand. But a strong story.
They are not looking for resumes but a click.
They call themselves a family business where your name counts, not your job title.
And you feel that.
Tony’s Chocolonely
Mission: 100% slave-free chocolate.
It’s deeply rooted.
Their salespeople? They’re called “choco missionaries.
That’s not branding.
That’s culture.
Why coaching should not be missed.
Employer branding begins within.
When you do what you promise, people feel at home.
And they remain.
Coaching brings to the surface what often goes unsaid
- What do I want to learn?
- What am I getting stuck on?
- How can my organisation help?
- How do I deal with a difficult colleague?
What does it get you?
Organisations that offer everyone 1-1 coaching see:
50% of coached employees feel better
30% fewer dropouts from people who were at risk
(source: Inuka, thousands of users)
And now?
Start small. With attention.
Employ a coach. Listen to your people.
You get anonymous, valuable insights that you can use tomorrow.
Employer branding is what people feel when they walk in the door.
Get it right.
“Working at your organisation should feel like coming home.
Not just for customers. Just for your people.”
Ask yourself today:
What do your people really experience when they come into our office?
And what am I going to do tomorrow to strengthen that feeling?
Wondering how coaching can help your organization make that happen?
See how Inuka handles this.
_________________________________
Sources used
https://www.yacht.nl/duurzaam-werkgeverschap/employer-branding/rebr-2025
Tilburg University – the effect of employer branding on retention
