We’re all familiar with branding as it relates to marketing, but what about how it relates to recruitment? If you think about popular brands like Lyft, Southwest Airlines, and Starbucks, you probably have a good idea of what it’s like to work for these companies. That’s because they’ve integrated branding not only into their marketing strategy but their recruitment strategy as well.

An employment brand is the prospective candidates have of what it’s like to work for an organization. According to Glassdoor, 69% of Americans wouldn’t work for a company with a bad reputation, even if they were unemployed. This goes to show that reputation is everything, not just for consumers, but candidates as well.

Make your employer brand stand out with these 4 tips:

1. Focus on your audience.

First things first, consider the type of employee you’re looking to recruit. While diversity is important for an organization, there should be common denominators that unite your brand, such as creative thinking, innovation, and flexibility. While some thrive in a corporate setting, others may perform better in a more flex environment. Consider what makes your company unique and what unifies your current employees. Draw on your strengths to attract new talent.

2. Showcase “A Day In the Life”

When I was applying at PerkSpot, the job description really stuck out to me because it detailed what I could expect my first six months on the job. When candidates are looking for a new position, they need to be able to picture themselves on a day to day basis performing the tasks at hand. There are so many ways you can showcase what daily life is like at your company. From testimonials to videos to the job description, make sure you’re painting a picture for these prospects so they can visualize themselves working for your brand.

3. Incorporate leadership into the process.

A great way to build company culture and a strong employment brand is by getting the CEO and other executives involved in this process. When leadership takes ownership over the recruitment process and the message you are conveying to candidates, this can humanize the organization and build a stronger brand. In fact, according to Employer Branding International, this is one of the top factors in shaping a strong employment brand.

4. Make your message consistent.

If you’re working for a larger company, it can be difficult to create a consistent message across the board. Conduct employee surveys to gauge the current view employees have of your company. Incorporate the mission and values of the company into each department’s function. For example, if innovation is a core value, make sure every department from tech to marketing knows how this value is expressed in their job function. When everyone from the intern to the CEO can list your core values, you have a strong employer brand.

What are some ways you’re building your employer brand? What are the challenges you’ve seen? Let us know in the comments!