Writing Internally For HR Departments

Your employer brand is probably boring. And it's killing your recruitment and sales pipeline. I analyzed 400+ company pages last month. 87% are posting the same dead content: Team lunches. Work anniversaries. Even stock photos of people pretending to collaborate. If your own employees don't engage with it... Why would future talent care? Here's my take: Nobody connects with your mission statement. They connect with the humans living it. United Airlines figured this out. When they stopped posting corporate fluff and started amplifying real voices — pilots sharing cockpit views, flight attendants with personality, raw passenger moments — their engagement exploded by 400%. Not because it was polished. Because it was human. THE SHIFT YOU NEED TO MAKE: Stop treating employees like props. Start treating them like publishers. Here's exactly how: 1. Kill the corporate tone Let employees write how they actually talk. That raw authenticity is what converts viewers into applicants. 2. Share the person, not the position I don't care about their KPIs. Show me their passion project. Their side hustle. Their weird coffee ritual. 3. Train them to tell stories, not just to publish on LinkedIn Run monthly storytelling workshops. Teach them to write posts they'd actually share with friends. 4. Capture real moments The messy ones. The celebration that went wrong. The project that almost failed. That's where trust lives. 5. Make visibility part of performance Track it. Reward it. Celebrate your internal ambassadors like you celebrate sales wins. And now what most companies miss: Employee advocacy isn't about getting your team to share company updates. It's about empowering them to build their own professional brands — while they happen to work for you. When they win, you win. When they grow, you attract growth. When they shine, talent notices. My prediction? Companies still posting "Happy Work Anniversary!" in 2025 will lose their best people to companies that turned employees into influencers. Which side of that equation do you want to be on?

Your company culture is the very foundation of your brand’s survival. If you want to build external brand perception, you must first invest heavily into *internal* brand perception. If you have an organization brimming with people who don’t believe in the work they’re doing? People on the outside (clients and customers) will inevitably share that same apathetic point of view. To build fanatical internal brand belief, you can’t just list out your values and hang them on the wall… …you have to live them out in everything you do. Day in, day out—without fail. Here’s how: 1. Integrate values into decision-making Ensure that company values are a central consideration in all strategic and operational decisions, not just an afterthought. 2. Communicate through stories You shouldn’t just be sharing client results with your prospects—everyone at your organization should understand the impact they’re making. 3. Align hiring and promotion practices Recruit and promote people who align the most with your company's values and culture. C-suites shouldn’t be the only ones leading by example; everyone needs to do their part. When you’ve got internal branding locked down, irresistible external branding is inevitable. This is why our work is so important. Motto® works with leadership teams to mobilize their teams around vision and brand. If you have a new strategic vision, we help create brand allegiance to help build that strategic future. Motto® 🏴

HR has a branding problem!   Are you seen as "patrolling the halls" of your organization? I know we've been called many things in HR. One of the most common? The Corporate Cop.   - Writing people up. - Enforcing rules. - Showing up only when trouble starts.   The problem? If HR is seen only as the Corporate Cop, it’s harder to drive strategy, build connection, or earn credibility as a trusted advisor.   Yesterday I spoke at the HRMA of Central MA SHRM chapter about moving HR from an unwanted brand to a brand that makes a difference. Here’s how to rewrite the script:   - Step out of your office. Be visible and approachable before problems arise. - Focus on communication. Share wins, updates, and stories that show HR’s value. - Know the business. When you connect HR work to organizational goals, people see you differently. - Partner, don’t police. Show employees and leaders you’re there to help them succeed.   Yes, compliance still matters. But your brand should show that HR is about growth, trust, and partnership.   How do people in your workplace see HR? And what are you doing to influence that brand?   #HumanResources #HRBrand #PersonalBranding #BrandFriday #FunFriday #CorporateCop

Employer branding content often spotlights perks like free snacks and foosball tables to attract people to their companies - while fun, truly magnetic cultures go deeper. Based on research from the Top Employers Institute, here are 4 culture-building practices certified Top Employers are embedding in their organizations in 2025 to drive exceptional outcomes: 1) Psychological safety: This should be table stakes for any company. But if companies don’t make this goal, it unfortunately might not happen. Google's research found psychological safety is THE top driver of high-performing teams. 93% of Top Employers train managers to create psychologically safe environments. 2) Purpose alignment: Connected employees stay longer. Top Employers with strong purpose have 19% higher revenue growth. 3) Trust & flexibility: Autonomy drives ownership. 82% of Gen Z prefer flex schedules that allow them to take more ownership of their work. 77% of Top Employers deliver, empowering staff to manage their work with a level of flexibility (even if remote, hybrid or in-office full time). 4) Holistic wellbeing: Caring for the whole human is non-negotiable. 81% of Gen Z expect employers to support physical wellness, and 83% expect mental health support. Top Employers deliver *comprehensive* wellbeing strategies that address the needs of a multi-generational workforce. Winning cultures cannot just be built on ping-pong tables and free snacks, you have to make sure employees feel seen, safe, and inspired holistically. At Top Employers Institute we exist to build a better world of work. We certify HR excellence for 2,400+ global multinational employers representing every industry and 124 countries helping them do 3 things exceptionally well: 1) Benchmark, measure, and track progress on their HR & People practices year-over-year; 2) Enhance their employer brand in key markets; 3) Improve HR Leader’s relationship with the board by correlating HR practice improvements to key business outcomes (like rev growth, profitability, & shareholder value gain). Question for you: what is one thing that you most love about your company’s culture? Drop your thoughts in the comments below. #WorkforceConfidenceIndex #GenZSkills #HR

Nothing spells disaster faster than a bait-and-switch job offer. You need to ensure your employer branding is unapologetically honest. Why? 1. Candidates aren't stupid. They can smell corporate BS a mile away. When you're upfront about your culture, you attract people who actually fit—and repel those who don’t. 2. Honesty fosters trust. When potential hires see you're transparent about the daily grind, the challenges and the victories, they're more likely to believe in your mission. 3. No one wants to feel like they've been sold a lemon. By giving candidates the real deal upfront, you avoid the revolving door of disillusioned new hires. People know what they're getting into and are ready to commit. So, how do you GET REAL about what working at your company is like? 1. Conduct anonymous surveys, focus groups and one-on-one interviews. Get the dirt straight from the trenches. Ask your employees what’s working, what’s not and what’s just plain ugly. 2. Share the results with your team. All of it. The good, the bad and the brutally honest. Demonstrate that you’re listening and ready to act. 3. Write job descriptions that reflect the real day-to-day. Highlight the challenges as much as the perks. If the job involves late nights or tough deadlines, say it. You now have all the materials needed to create an employee culture playbook. Notice that I DIDN'T say an employee handbook. Your playbook needs: 1. Real stories from real employees. Capture their experiences, their challenges and their triumphs. Make it personal and relatable. 2. Show how your core values play out in everyday situations. Use examples and anecdotes. 3. Be upfront about the demands and expectations. Let potential hires know what they’re signing up for. Honesty here saves time and heartache down the road. Your employer branding requires: 1. Behind-the-scenes videos, day-in-the-life blogs, candid photos—give outsiders a genuine glimpse into your world. 2. Employee ambassadorship. Encourage them to share their stories on social media and at industry events. Authentic voices from within carry more weight than polished corporate messages. 3. Consistency. All of your employer branding materials—website, social media, ads—should reflect the same honest, transparent approach. Remember... 1. This isn't a one-and-done process. Keep the lines of communication open. Regularly check in with employees to get their feedback and gauge their sentiment. Make adjustments as needed. 2. Your company culture isn’t static. As you grow and change, so should your approach to employee experience and branding. Stay agile and responsive to your team’s needs and feedback. 3. Leadership needs to model the behavior. Be transparent about company decisions, challenges and successes. 4. Your actions must align with your words. If you promote a culture of feedback and improvement, demonstrate it through your policies and practices. #employeeexperience #employerbrand #ThatAshleyAmber

Five Proven Ways CHROs Can Rebrand HR’s Value to the C-Suite If your HR Scorecard doesn’t speak the language of business impact, HR will remain a misunderstood expense. Executives prioritize what they can measure clearly, so it's time to use metrics that matter. Begin with Revenue per Employee. HR must own this critical metric. Show how talent selection and development directly increase revenue productivity, making it clear when talent investment leads to higher financial returns. Next, shift the conversation to Speed to Impact. Forget traditional hiring timelines—measure how quickly new hires start delivering meaningful results. Shortening this timeline proves HR’s immediate value, as faster impact translates directly to competitive advantage. Raise Talent Density relentlessly. Move beyond average performers and focus on increasing the proportion of high-impact employees. Executives easily grasp how concentrated talent boosts performance, innovation, and market position. Drive accountability around Outcome Clarity. Ensure every employee understands exactly how their role ties to core business results. Clear expectations increase productivity, ensuring alignment between individual contributions and strategic objectives. Finally, obsess over Retention of Top Talent. Quantify the cost of losing key talent—not just turnover rates but the actual financial impact of losing star performers. Showing how strategic retention directly protects profit elevates HR’s credibility with executives. When CHROs embrace these precise metrics, HR’s role transforms from administrative necessity to strategic asset, recognized, respected, and undeniably valuable.

You can have a brilliant career site, the flashiest LinkedIn content, and the best “We’re a great place to work!” messaging… But if colleagues aren’t experiencing that same culture inside the organisation, they won’t just leave, they’ll tell everyone why. And no, not in an exit interview. A few years ago, I met a friend for lunch. They were having a really bad time at work and spent most of the time venting their frustration to me. As we were getting up to leave, the barman stopped us and said, “That’s the second time this week I’ve heard someone slagging off that place!” My friend was mortified that they’d been overheard 😬. Employer branding isn’t what you post on LinkedIn, it’s what colleagues say when they think no one is listening. But the truth is that your employer brand is only as strong as your internal comms. If executives say they value transparency but decisions are made behind closed doors, colleagues won’t buy it. If you post about “wellbeing first” but people are burning out with no support, they’ll see straight through it. If you shout about an inclusive culture but colleagues feel unheard, your best people will leave. So before you start applying for awards or best place to work accolades consider these practical tips👇🏽 1️⃣ If your internal comms isn’t reflective of reality, we can’t expect colleagues to be brand ambassadors. We need to align what is said externally with what people actually experience inside the organisation. 2️⃣ If colleagues only ever hear from comms when the leaders have something to say, that’s a problem. Real engagement happens when people feel like their voices help shape decisions. 3️⃣ Most colleagues trust their direct manager more than the CEO, yet many managers aren’t trained to communicate well. If you want messages to resonate, start with the people who deliver them daily. 4️⃣ Before you launch your next employer branding campaign, ask colleagues what it’s really like to work there. What they say in exit interviews or anonymous surveys should inform what you change. 5️⃣ The strongest employer brands aren’t built through marketing campaigns but through colleagues who genuinely love where they work. Create an environment where they want to share their experiences, without them being asked. If you want to know what your colleagues really think check, Glassdoor, and Reddit - they’ll tell you. Inside the organisation, dig into trends with HR, engagement surveys, and other internal data points. Understanding what’s being said will help you craft messaging that colleagues will connect with. If you want to chat about employee value propositions or employer branding, drop me a DM. I’m always happy to help! Alt text: a random selfie of me on a train on my way to see a client!

𝗚𝗿𝗲𝗮𝘁 𝗕𝗿𝗮𝗻𝗱𝘀 𝗪𝗶𝗻 𝗢𝘂𝘁𝘀𝗶𝗱𝗲 𝗕𝗲𝗰𝗮𝘂𝘀𝗲 𝗧𝗵𝗲𝘆 𝗪𝗼𝗿𝗸 𝗜𝗻𝘀𝗶𝗱𝗲 Many organizations treat brand as something that only faces outward. The strongest brands know it must live inside the company first. A brand is a promise to the market. It is also a promise to employees. When the external story does not match the internal experience, trust erodes on both sides. I have seen the contrast. Companies that shout “innovation” in campaigns while employees fight rigid processes lose credibility quickly. When people inside the company feel the brand’s values in how work actually gets done, that authenticity flows straight to customers. The brands that thrive treat culture as part of brand strategy: • 𝗥𝗲𝗰𝗿𝘂𝗶𝘁𝗺𝗲𝗻𝘁 attracts talent who want to live the values • 𝗥𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 improves when the story matches daily reality • 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 rises when pride and clarity power performance • 𝗖𝗼𝗻𝘁𝗶𝗻𝘂𝗶𝘁𝘆 ensures the same promise is delivered inside and out A brand is not only how the market sees you. It is how your people experience working for you every day. 𝗛𝗼𝘄 𝗱𝗼𝗲𝘀 𝘆𝗼𝘂𝗿 𝗼𝗿𝗴𝗮𝗻𝗶𝘇𝗮𝘁𝗶𝗼𝗻 𝗲𝗻𝘀𝘂𝗿𝗲 𝗶𝘁𝘀 𝗶𝗻𝘁𝗲𝗿𝗻𝗮𝗹 𝗰𝘂𝗹𝘁𝘂𝗿𝗲 𝗮𝗹𝗶𝗴𝗻𝘀 𝘄𝗶𝘁𝗵 𝗶𝘁𝘀 𝗲𝘅𝘁𝗲𝗿𝗻𝗮𝗹 𝗯𝗿𝗮𝗻𝗱? 𝘈𝘴 𝘐 𝘦𝘹𝘱𝘭𝘰𝘳𝘦 𝘮𝘺 𝘯𝘦𝘹𝘵 𝘦𝘹𝘦𝘤𝘶𝘵𝘪𝘷𝘦 𝘰𝘱𝘱𝘰𝘳𝘵𝘶𝘯𝘪𝘵𝘺, 𝘐 𝘢𝘮 𝘧𝘰𝘤𝘶𝘴𝘦𝘥 𝘰𝘯 𝘩𝘦𝘭𝘱𝘪𝘯𝘨 𝘰𝘳𝘨𝘢𝘯𝘪𝘻𝘢𝘵𝘪𝘰𝘯𝘴 𝘣𝘶𝘪𝘭𝘥 𝘣𝘳𝘢𝘯𝘥𝘴 𝘵𝘩𝘢𝘵 𝘪𝘯𝘴𝘱𝘪𝘳𝘦 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳𝘴 𝘢𝘯𝘥 𝘵𝘩𝘦 𝘱𝘦𝘰𝘱𝘭𝘦 𝘸𝘩𝘰 𝘣𝘳𝘪𝘯𝘨 𝘵𝘩𝘦𝘮 𝘵𝘰 𝘭𝘪𝘧𝘦. 𝘐𝘧 𝘵𝘩𝘢𝘵 𝘳𝘦𝘴𝘰𝘯𝘢𝘵𝘦𝘴, 𝘭𝘦𝘵’𝘴 𝘤𝘰𝘯𝘯𝘦𝘤𝘵 𝘢𝘯𝘥 𝘤𝘰𝘮𝘱𝘢𝘳𝘦 𝘱𝘦𝘳𝘴𝘱𝘦𝘤𝘵𝘪𝘷𝘦𝘴. #EmployerBranding #BrandLeadership #ExecutiveLeadership #OrganizationalCulture #EmployeeEngagement #MarketingStrategy #TalentRetention

If the team doesn’t believe the message, the audience won’t either. Elizabeth Rutledge, CMO of American Express, shared the following: “We have more than 70,000 brand ambassadors in our colleagues.” Before Amex launched its “Powerful Backing” platform, they shared every asset internally first. Not for optics. For alignment. And the data supports this approach. Gallup research shows companies see a 20% increase in sales when employees are highly engaged with the brand. Edelman found that customers trust employees 2x more than executives when evaluating a brand’s credibility. When people inside the building believe the mission, customers can feel it. Internal belief drives external trust. 3 ways to strengthen internal brand belief: 1️⃣ Show the work before the world sees it. Bring employees into the story early. Context builds ownership, and ownership fuels advocacy. 2️⃣ Connect the message to real roles. Make it clear how the campaign, platform, or mission shows up in their day-to-day decisions. 3️⃣ Turn curiosity into culture. Encourage teams to ask questions, push boundaries, and share insights from the front lines. Brands grow when the people behind them feel seen, informed, and connected. It starts on the inside. #Leadership #BrandStrategy #CompanyCulture

Your company just lost a $200K engineer to a competitor. Not because of salary. Not because of benefits. Here’s an uncomfortable truth many leaders overlook: 86% of candidates look into your employer brand before they apply. I’ve reviewed over 500 company profiles, and I see the same issues repeatedly. Employer Brand Deal-Breakers You Should Know: 1. Claiming “We’re a family” but having no proof. 2. The CEO hasn’t posted anything in over six months. 3. Employee testimonials are outdated, from 2019. 4. Career pages read like legal contracts. Candidates don’t voice their concerns; they simply choose your competitors. What Successful Employer Brands Do Differently: ↳ Share real employee stories (not stock photos). ↳ Leaders who regularly post updates about wins, lessons, and vision. ↳ Behind-the-scenes content showing real work processes. ↳ Clear career paths instead of vague promises. Here is the Employer Branding Stack that my best clients invest in: 1. Executive Thought Leadership: Turn your executives into talent magnets. 2. Employee Advocacy Program: Use your current employees as recruiters. 3. Culture Content Strategy: Showcase real people and their real work. 4. Recruitment Marketing Campaigns: Reach potential hires where they spend their time. 5. Employer Brand Audit & Strategy: Analyze your competition and create a 12-month action plan. The Results Speak for Themselves: - Cost-per-hire decreased by 67%. - Time to fill positions decreased by 45%. - Online rating improved from 3.2 to 4.6 in 8 months. Bottom line: Salary grabs attention, but a strong employer brand fosters commitment. While your competitors focus on pay, you can win by sharing your story, building trust, and increasing visibility. Hiring leaders: What do candidates see when they Google your company? ♻️ Repost to share this with your network.