Building an Employer Brand to Align Your Culture and Business Goals — Event Highlights

On Thursday, April 14th, we hosted a community event in partnership with Betts Recruiting. We brought together leaders from Skaled, SoulCycle, and The Muse to discuss “Building an Employer Brand to Align Your Culture and Business Goals.”

Remind me, what do you mean by employer brand?

Your employer brand is how your company is framed to current and potential employees, how your current employees talk about their experience at your company, and how candidates perceive working at your company. It’s the reaction (good or bad) to hearing someone say, “I work at _______.”

Why the buzz around the topic?

For one, it’s something we hear our clients talk about a lot. The talent market is competitive, and effective employer branding has evolved from a “nice to have” to a “need to have.”

Additionally, there is a lot of overlap between employer branding and company culture. In fact, your employer brand should be rooted in your business strategy and company culture, telling an authentic story about what it means to be part of the organization. Therefore, it’s no surprise that the panel conversation often turned to our favorite topic, culture.

Highlights from the discussion

From left to right: Matt Tamasi from Betts Recruiting, Alex Caiola from SoulCycle, Jake Dunlap from Skaled, and Doug Freeman from The Muse

The panelists (above) were sharing insights left and right. I tried to share them on Twitter as fast as I could type. A few key themes stood out: know your team and target market to recruit for long-term success, root your employer branding and employee lifecycle in your core values, and stay ahead of your employer brand by really understanding your culture and giving employees a chance to provide regular feedback.

Understand your team and your target market

Tips from @soulcycle: Identify characteristics of successful employees within the organization, and screen for them @BettsNY #employerbrand
— CultureIQ (@CultureIQ) April 14, 2016
As you grow, your #employerbrand has to evolve to attract the type of employee you want @JakeTDunlap
— CultureIQ (@CultureIQ) April 14, 2016
Employer brand, “it’s about being real with yourself” @dpbfreeman @dailymuse
— CultureIQ (@CultureIQ) April 14, 2016
People need to know about the brand in a way that aligns with their career goals @soulcycle #employerbrand
— CultureIQ (@CultureIQ) April 14, 2016
You have to get hiring right from the beginning because there will be a trickle down effect from the people doing the hiring @dpbfreeman
— CultureIQ (@CultureIQ) April 14, 2016

Stay true to your mission and values

It’s critically important that we have those core values front of mind from the start #employerbrand @dailymuse @dpbfreeman
— CultureIQ (@CultureIQ) April 14, 2016
Tips from @dailymuse sales culture: You qualify from your numbers but you get promoted by aligning with the values @dpbfreeman
— CultureIQ (@CultureIQ) April 14, 2016
Let your values guide your #employerbrand as you grow @JakeTDunlap @soulcycle
— CultureIQ (@CultureIQ) April 14, 2016

Stay ahead with culture and feedback

A lot of people think culture just happens, but you have to work at it every day #employerbrand great words by @dailymuse @dpbfreeman
— CultureIQ (@CultureIQ) April 14, 2016
Culture breakdown is a symptom of business breakdown @JakeTDunlap
— CultureIQ (@CultureIQ) April 14, 2016
You have to be proactive and give employees an outlet for providing feedback @JakeTDunlap @BettsNY #employerbrand
— CultureIQ (@CultureIQ) April 14, 2016
As you grow, you want to make sure your people actually want to get to their seat every day @soulcycle
— CultureIQ (@CultureIQ) April 14, 2016
Negative @Glassdoor reviews? @Skaledcom says “take it for what it is, TALK about it, Do something.”
— Betts Recruiting (@BettsNY) April 14, 2016

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For more photos of the event, visit our Facebook page.

Originally published at on April 19, 2016.