Employer branding has become an important strategic tool for modern companies. It helps attract talent and supports the engagement and satisfaction of current employees. Roles related to employer branding are responsible for creating and maintaining both the internal and external image of the employer. Instar asked three people responsible for employer branding in their organizations what their daily work involves, in order to show how diverse this role can be. Input was provided by Kadi Niggulis from birkle IT, Riina Vaikmaa from the Centre of Registers and Information Systems, and Ann-Marii Lääne from Rush Street Interactive.
Creating and implementing employer branding strategy
Employer branding specialists are the creators of their organization’s employer branding strategy. This means they are responsible for both developing and implementing the strategy. A successful strategy is based on the organization’s values and culture and guides how the company is represented in the labor market. For example, an employer branding strategy may include initiatives to improve employee well-being, talent attraction strategies, and efforts promoting diversity, equity, and inclusion (DEI).
Implementing the strategy requires collaboration with different departments, especially HR, communications, and marketing. Employer branding specialists monitor how the plan is working and adjust it as needed based on employee and market feedback. Measuring results is also a key part of the process to demonstrate the strategy’s impact on the company as a whole.
Developing employee experience and internal culture
Employer branding specialists increasingly focus on improving the employee experience and internal culture. In some years, the main emphasis may be on these areas. This involves increasing employee engagement, satisfaction, and commitment through various programs and initiatives.
Often, employer branding specialists also conduct different types of surveys—such as engagement or pulse surveys—to assess employee satisfaction. The results are analyzed and used to create action plans that help improve internal culture and keep employees motivated. One example is promoting employee health, such as organizing activities like a walking month or workplace aerobics.
Internal communication and theme month initiatives
Employer branding specialists are often also responsible for internal communication within the organization. They craft and deliver messages that support company values and help strengthen team spirit. One way to do this is through internal communication activities such as monthly theme initiatives. Each month may be dedicated to a specific theme, like Women’s Month in March or Men’s Month in November.
These theme months offer opportunities to highlight company values and culture. For example, on Programmers’ Day, Kadi Niggulis surprised employees with treats and compiled a list of developer jokes, shared both internally and on social media. Such activities help create a fun and positive work atmosphere and strengthen employee connection to the company.
Managing a global brand and international collaboration
Employer branding specialists working in international companies are often responsible for managing the global employer brand. When collaborating with offices in Munich, Tallinn, Berlin, and Vilnius, continuous communication and coordination are needed to ensure consistency in branding strategies and activities.
Managing a global brand also includes organizing international talent marketing campaigns that support global recruitment efforts. These campaigns may involve participating in job fairs, where employer branding managers are responsible for the event concept, design, and booth setup.
Social media and digital marketing
Managing social media is a key task for employer branding specialists. LinkedIn and Instagram are common platforms where companies interact with potential talent and showcase their organizational culture. They create content that supports the employer image and highlights the company’s strengths—for instance, sharing employee success stories, team event photos, or video greetings.
In addition to social media, they are also responsible for internal communication channels like the company intranet. This includes news updates, themed pages, and other information that strengthens internal culture and values.
DEI initiatives and employee engagement
Diversity, equity, and inclusion (DEI) initiatives have become an everyday part of many employer branding specialists’ work. These efforts may include organizing training sessions, events, and managing long-term programs that support diversity and inclusion.
Another key task is supporting cultural diversity and employee development. Employer branding specialists ensure that the company fosters an environment where all employees feel valued and included, regardless of their background or differences.
Managing brand ambassador programs
Brand ambassador programs are a great way to involve employees in developing the employer brand. Employer branding specialists create and lead these programs to motivate employees to share the company’s values and positive experiences both internally and externally. Brand ambassadors help promote company culture by sharing their work-life experiences on social media or participating in company events. These programs work best when someone in the organization is passionate about supporting and coordinating the ambassadors’ efforts.
Organizing events and participating in fairs
Employer branding specialists play an important role in organizing company events and participating in fairs. They develop the event concept, oversee booth design and general arrangements, and ensure the company is represented in the best possible light. Participating in fairs is a crucial part of employer branding as it allows the company to showcase itself and attract new talent. Smaller events, like employee wellness programs, also offer opportunities to strengthen the company’s brand and values.
Employer branding specialists are the true multi-taskers of their organizations. Their role requires both creative thinking and strong strategic leadership skills. They play a vital role in shaping how the company is perceived both internally and externally, and in how employees and candidates relate to the organization.
