Scale Your Employer Brand With This Approach

Employer branding is often portrayed as large campaigns, polished EVP launches, and big budgets. But the reality inside most organisations looks very different.Employer branding often grows organically - it evolves through experimentation, testing ideas, learning what works, and adapting along the way.And that’s not a weakness - it’s often exactly how effective employer branding develops.In this episode, Chris Le’cand-Harwood speaks with Dennis Borchers from Tractor Supply Company about what it looks like to build an employer brand in “startup mode” inside an established organisation.Dennis shares how his team has focused on building the foundations first: - creating consistency for recruiters - integrating employer branding with HR communications - amplifying authentic employee-generated content - experimenting with new channels and approachesRather than forcing a rigid programme, the team has allowed the work to grow organically — responding to business needs, testing new ideas, and refining their approach as they go.It’s a great example of why employer branding isn’t a plug-and-play exercise.Instead, it’s something that develops through experimentation, iteration, and collaboration across the organisation.This episode is part of a series supported by Cliquify - the Employer Branding Operating System for organisations - featuring conversations with in-house practitioners about how employer branding really works inside organisations.---Chapters 00:00 Introduction 00:37 Dennis Borchers introduction 03:45 Employer branding in “startup mode” 07:00 Creating consistency across channels 10:00 Supporting recruiters with better content systems 15:00 Employee-generated content and ambassadors 18:50 Internal engagement and leadership amplification 22:20 Scaling employee advocacy organically 25:50 Experimenting with TikTok and new content formats 29:00 Why employer branding requires experimentation---Who's this episode is forEmployer brand leaders; Talent acquisition leaders; HR communications professionals; Teams building or evolving their employer brand---🎧 Listen to the podcasthttps://www.employercontent.marketing💬 Connect with Chris on LinkedInhttps://www.linkedin.com/in/chrislch/💬 Connect with Dennis on LinkedInhttps://www.linkedin.com/in/dennis-borchers/ ➡️ Subscribe to Employer Content Marketinghttps://www.employercontent.marketing/---If you work in employer branding, talent acquisition, or recruitment marketing, subscribe for more conversations about how organisations are building employer brands through content.📌 Question for viewersIs employer branding in your organisation something that was carefully designed… or something that has grown organically over time?