Launching a new employer brand is a major milestone, but it’s not a single moment. It’s a phased journey that demands clarity, coordination, and above all, trust.
Here’s how we guide our clients through an employer brand launch that sticks.Overarching Strategy
As you near the end of your employer branding project, it’s crucial to develop a strategic approach instead of simply updating assets.
- Launch from the inside out: Engage internal audiences first, and at the right time, with the right message. It starts with leadership and core team, and those closest to the brand — those who will use it the most day-to-day. Clarity and transparency with your employees are vital to success, so plan for meaningful updates during town halls
- A phased approach: An employer brand launch is not the flip of a switch. There should be thoughtful and intentional phases. Start with the highest-impact, time-sensitive elements—think your career site (the front door of your employer brand), high-traffic job boards, social channels, and upcoming recruiting events.
- Set a baseline: You can’t measure progress if you don’t know your starting line. Pre-launch, we recommend documenting key metrics like:
- Career site traffic
- Time to hire and cost per hire
- Employee sentiment (via surveys)
- Retention and referral rates
- Exit interview insights
Tactics That Drive Success
Some practical ways to strengthen your launch:
- Identify internal brand champions—people who are enthusiastic and trusted by peers. Equip them to evangelize the brand and answer questions.
- Over-communicate so no one is left in the dark. Let employees know what’s coming, why it matters, and what it means for them.
- Divide and conquer. Create a cross-functional team to help shoulder the work, provide broad representation, and build internal ownership.
Your Pre-Launch Checklist
Before you launch:
- Define what success looks like and how you’ll measure it
- Ensure leadership has reviewed and approved all messaging and visuals
- Map out communications for every key internal and external audience
- Take inventory of all channels that will be impacted
- Secure vendors and confirm production timelines
- Create an internal FAQ to address the who, what, and why
A successful employer brand launch isn’t about making a big splash, but building long-term credibility and affinity. That starts with listening to your people, rolling out in thoughtful phases, and creating consistency across every touchpoint.
When an employer brand is launched from the inside out—with clarity, care, and collaboration—it doesn’t just look good. It works.
It’s time to take action.
- Make a list of promotional tactics that gets the new brand out to internal and external audiences.
- Create a pre-launch checklist spreadsheet, or download this one in our HR Leaders' Employer Branding Toolkit.
- Haven’t started your employer branding project? Begin here.
