Your Employer Brand: The Secret Weapon for Winning Customers

Posted on LinkedIn on Dec 4, 2024

Your employer brand isn’t just for hiring—it’s for winning customers too! If your employees aren’t proud to represent your company, why should customers trust you? Build a brand customers can't ignore, 𝘪𝘯𝘴𝘪𝘥𝘦 𝘢𝘯𝘥 𝘰𝘶𝘵.  

In today’s competitive IT market (come to think of it, ALL markets) customers don’t just buy your product—they buy 𝘤𝘰𝘯𝘧𝘪𝘥𝘦𝘯𝘤𝘦 in your team. If your employees are engaged, passionate and aligned with your mission, that energy radiates to customers. And here’s the kicker: small and medium-sized IT firms could have the upper hand. While the giants can be tied up in bureaucracy, 𝙮𝙤𝙪 𝙘𝙖𝙣 𝙗𝙚 𝙖𝙜𝙞𝙡𝙚, 𝙖𝙪𝙩𝙝𝙚𝙣𝙩𝙞𝙘, 𝙖𝙣𝙙 𝙥𝙚𝙧𝙨𝙤𝙣𝙖𝙡—𝙩𝙝𝙚 𝙠𝙞𝙣𝙙 𝙤𝙛 𝙥𝙖𝙧𝙩𝙣𝙚𝙧 𝙘𝙪𝙨𝙩𝙤𝙢𝙚𝙧𝙨 𝙡𝙤𝙫𝙚.  

So, how do you turn your employer brand into a customer magnet? Here are five practical tips:  

1️⃣ 𝗧𝘂𝗿𝗻 𝗘𝗺𝗽𝗹𝗼𝘆𝗲𝗲𝘀 𝗜𝗻𝘁𝗼 𝗔𝗱𝘃𝗼𝗰𝗮𝘁𝗲𝘀  

Your employees are your best marketers. When they share authentic stories on LinkedIn or chat with clients about your work, it 𝘣𝘶𝘪𝘭𝘥𝘴 𝘵𝘳𝘶𝘴𝘵 in your brand. Help them take pride in their work and give reasonable incentives for converting dry figures and stats into engaging stories customers relate to. I cannot stress enough how such content must be honest/real.

2️⃣ 𝗣𝘂𝘁 𝗬𝗼𝘂𝗿 𝗘𝘅𝗽𝗲𝗿𝘁𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗦𝗽𝗼𝘁𝗹𝗶𝗴𝗵𝘁 

That said, numbers do matter. Showcase the real talent behind your services. Share case studies, thought leadership, or behind-the-scenes glimpses of your team 𝘴𝘰𝘭𝘷𝘪𝘯𝘨 𝘤𝘰𝘮𝘱𝘭𝘦𝘹 𝘱𝘳𝘰𝘣𝘭𝘦𝘮𝘴. Customers want to see competence in action—not just a sales pitch.  

3️⃣ 𝗦𝗵𝗼𝘄𝗰𝗮𝘀𝗲 𝗬𝗼𝘂𝗿 𝗖𝘂𝗹𝘁𝘂𝗿𝗲—𝗡𝗼 𝗣𝗶𝗻𝗴-𝗣𝗼𝗻𝗴 𝗥𝗲𝗾𝘂𝗶𝗿𝗲𝗱 

Forget Silicon Valley clichés. Highlight what truly makes your company unique: 𝘱𝘦𝘳𝘴𝘰𝘯𝘢𝘭𝘪𝘻𝘦𝘥 𝘭𝘦𝘢𝘥𝘦𝘳𝘴𝘩𝘪𝘱, meaningful projects and a culture where everyone’s part of success. Have your leadership show their human and quirky side. It’s the little things that make a big difference!  

4️⃣ 𝗧𝗲𝗹𝗹 𝗦𝘁𝗼𝗿𝗶𝗲𝘀 𝗧𝗵𝗮𝘁 𝗦𝘁𝗶𝗰𝗸

Share real stories, not jargon. Customers connect with how your team faces challenges and delivers results. Again, b𝘦 𝘩𝘶𝘮𝘢𝘯. Authenticity beats buzzwords every time.  

5️⃣ 𝗕𝗼𝗼𝘀𝘁 𝗬𝗼𝘂𝗿 𝗢𝗻𝗹𝗶𝗻𝗲 𝗖𝗿𝗲𝗱𝗶𝗯𝗶𝗹𝗶𝘁𝘆 

Encourage happy employees to leave Glassdoor reviews and clients to write testimonials. Prospective customers check these. Use them to build trust and showcase your team’s value.  

A strong employer brand does more than attract talent—it attracts customers. And for smaller IT firms, that's your edge. 𝗧𝗲𝗹𝗹 𝘆𝗼𝘂𝗿 𝘀𝘁𝗼𝗿𝘆 𝗶𝗻 𝗮 𝘄𝗮𝘆 𝘁𝗵𝗮𝘁 𝗿𝗲𝘀𝗼𝗻𝗮𝘁𝗲𝘀, 𝗮𝗻𝗱 𝘄𝗮𝘁𝗰𝗵 𝘁𝗿𝘂𝘀𝘁—𝗮𝗻𝗱 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀—𝗴𝗿𝗼𝘄.

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