Acing Your Positioning
When it comes to your brand, one of the most important things to do is to nail your positioning strategy. Who are you as a brand? What does your organization value, what are your business goals, and how will you improve the lives of your customers, partners, and employees?
Coming up with a positioning strategy may seem like a daunting task, and for more complex organizations, it might be. But, having unique positioning is vital for the success of any business looking to attract customers, drive revenue, and bring in top-tier talent.
One way to communicate your positioning is through a tagline.
A tagline is a brief phrase that embodies the essence of your brand, your culture, and who you are as a business. In the world of employer branding, it should also encompass what it means to work at your organization.
No pressure, right?
We’ve put together four employer brand examples we love, and the taglines that accompany them, to help inspire your own.
Employer Brand Examples We Love
Google: Build for everyone
Google’s corporate career site and employer brand tagline are just what you’d expect from the brand: simple, clean, and impactful. Using the phrase “Build for everyone” as its leading tagline captures the essence of what goes on at Google every day – building products, software, and processes that are fundamental in the way the internet works today.
By showing that when you work at Google, you have a role in creating something that is used by nearly everyone in the world with an internet connection, the brand drives home the impact and importance of its work, and the value of becoming a Google team member.
Apple: Join us. Be you.
Apple, much like its late founder Steve Jobs, is a brand many of us have felt inspired by, and its career page tagline echoes that sentiment.
Placed as the focal point on its main career page, Apple’s tagline is both empowering and personal. There’s an accompanying video that ends with the line: “You are more powerful than you think… and you are welcome here.” It’s motivating and encouraging prospective candidates to maintain their uniqueness while capturing the essence of the Apple brand – capable of changing the world.
Spotify: Join the band
With over 200 million paid subscribers, Spotify has become the go-to service for streaming music. And for music lovers, it’s a go-to place to look for a career.
Spotify keeps its tagline short, simple, and fun. Referring to its team as a “band” hits on what the company does, but also shows its personality.
Netflix: A great workplace combines exceptional colleagues and hard problems.
Netflix’s corporate career page is focused on driving home its culture, and its tagline helps do just that. The page illustrates that Netflix considers itself an organization full of exceptional people who solve tough problems, and its site is meant to attract other people who share the same values.
Netflix is an interesting example because its main focus is attracting candidates with its employer brand, values, and company culture. There are no jobs posted on the main page, but rather links to learn more about what the organization is all about.
Employer Brand Example of a Family-Owned Business
E&J Gallo Winery: Your Perfect Pairing
Even if you’re not a “wino,” you can still be pretty excited about finding a “perfect pairing” for your career aspirations. E&J Gallo has done a tremendous job of highlighting growth, sustainability, and innovation while maintaining the legacy-driven values of being a family-owned business that is underscored by respect and humility.
We love the “perfect pairing” tagline because, of course, it’s a fun tip-of-the-hat to wine culture, while also speaking directly to the job seeker and the idea that you can have a career at E&J Gallo that aligns with your passions. Honorable mention goes to the “We Serve Joy” call-out on their career site too!
We worked with E&J Gallo Winery to enhance their messaging and employer brand across all of their marketing channels. Learn how we can help you too!
Creating Your Own Employer Brand Tagline
When it comes to positioning your employer brand, there’s no one-size-fits-all way to come up with a great tagline. It’s important to stay true to your brand and its values and to come to a consensus with the rest of your talent acquisition and recruitment team on what you want to communicate.
