{"id":395,"date":"2020-11-09T09:28:00","date_gmt":"2020-11-09T07:28:00","guid":{"rendered":"https:\/\/arc.dev\/employer-blog\/?p=395"},"modified":"2025-06-11T13:06:41","modified_gmt":"2025-06-11T05:06:41","slug":"mozilla-employer-branding-strategy","status":"publish","type":"post","link":"https:\/\/arc.dev\/employer-blog\/mozilla-employer-branding-strategy\/","title":{"rendered":"How Mozilla Recruits Top Candidates With Strong Employer Branding"},"content":{"rendered":"\n<p>If you want to hire good people, you should do employer branding. Companies today must be able to\u00a0tell a compelling story\u00a0of their workplace in order to capture the attention of top candidates.<\/p>\n\n\n\n<p>In this episode, we speak to Diane Tate, Mozilla\u2019s Senior Manager of Internal Communications and Employer Branding. You\u2019ll hear how Diane Tate built\u00a0Mozilla\u2019s\u00a0employer branding initiative from scratch \u2014 and how you can do it for your organization.<\/p>\n\n\n\n<p><strong>What you\u2019ll learn in this episode of Mastering Remote:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Why a strong employer brand can help attract hard-to-hire candidates<\/li><li>How to research and build your employer value propositions from scratch<\/li><li>The metrics to help measure the effectiveness of your employer brand story<\/li><\/ul>\n\n\n\n<p><em>Looking for top talent fast? See how <\/em><a href=\"https:\/\/arc.dev\/\">Arc<\/a><em> can help you:<\/em><\/p>\n\n\n\n<p><em>\u26a1\ufe0f Find developers, designers, marketers, and more<br>\u26a1\ufe0f Freelance or full-time remote + fully vetted<\/em><em><br>\u26a1\ufe0f Save up to 80% with global hires<\/em><\/p>\n\n\n\n<p><a href=\"https:\/\/arc.dev\"><strong>Hire top talent with Arc risk-free \u2192<\/strong><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"company-brand-and-employer-brand-are-different\">Company Brand and Employer Brand Are Different<\/h2>\n\n\n\n<p>If you\u2019re new to the idea of \u201cemployer branding\u201d, Diane broke down the difference:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Corporate brand is associating certain feelings with an experience of a product or a service.<\/li><li>Employer brand is the experience that employees feel, the value proposition of a place to work:<\/li><\/ul>\n\n\n\n<p><em>So what is it like to work there? What\u2019s valuable about working there? Why would I invest my career there? What\u2019s the most compelling thing about this company that would make me want to join and invest my future in this company?<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"if-you-want-to-hire-the-best%2C-you-need-an-employer-branding-strategy\">If You Want To Hire The Best, You Need An Employer Branding Strategy<\/h2>\n\n\n\n<p>Diane thinks that competing for the best talent requires strong employer branding. She views employer branding work as \u201cevergreen,\u201d meaning it\u2019s an investment that will pay off long-term.<\/p>\n\n\n\n<p>And it\u2019s work that\u2019s best done\u00a0<em>before<\/em>\u00a0you start posting job descriptions \u2014 as in a competitive market, you have to stand out:<\/p>\n\n\n\n<p><em>You\u2019ve got to put your best foot forward. You\u2019ve got to be authentic and you\u2019ve got to make the experience of working at your company super accessible. That\u2019s why storytelling is so important. <\/em><\/p>\n\n\n\n<p><em>If you\u2019re reading a website or a blog, if you\u2019re reading it through the company\u2019s voice, it\u2019s not accessible to candidates. Candidates want to hear from their peers, they want to hear what the real deal is, so that\u2019s why storytelling and branding are so important.<\/em><\/p>\n\n\n\n<p class=\"has-johannes-bg-alt-1-background-color has-background\"><strong>Read More<\/strong>: <a href=\"https:\/\/arc.dev\/employer-blog\/software-engineer-interview-questions\/\">10+ Software Engineer Interview Questions to Find Top Dev Candidates<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"employer-branding-is-the-base-of-your-company-story\">Employer Branding Is The Base of Your Company Story<\/h2>\n\n\n\n<p>In the competitive world of hiring technical talent, first impressions count. To create a solid story to show the world who you are, you first need to\u00a0<a href=\"https:\/\/arc.dev\/employer-blog\/positive-remote-work-culture\/\">get the foundations solid<\/a>. This is where employer branding comes in:<\/p>\n\n\n\n<p><em>It became really clear that the core foundation for employer branding is an employer value proposition. <\/em><\/p>\n\n\n\n<p><em>And that is true, whether you\u2019re an established brand or not, you really need to craft and develop your employer value proposition, whether you\u2019re a young company or not, because it\u2019s the scaffolding for all of your storytelling and how you\u2019re going to show up in the world to your candidates.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"spend-time-vetting-agency-partners\">Spend Time Vetting Agency Partners<\/h2>\n\n\n\n<p>Mozilla had the help of an agency, Job Portraits, for their employer branding refresh:<\/p>\n\n\n\n<p><em>I think a crucial part was finding the right agency. If you don\u2019t have the right agency, it can be really tough. It\u2019s almost like a therapist. They really have to know your stuff.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"base-your-employer-branding-strategy-on-facts\">Base Your Employer Branding Strategy on Facts<\/h2>\n\n\n\n<p>Start with your existing materials and culture if you\u2019re an established company looking to work on your employer brand like Mozilla:<\/p>\n\n\n\n<p><em>We actually did a full audit of all of our online materials, and we got people\u2019s impressions and reactions from that. And then we married the two, and said: this is why our people are here. <\/em><\/p>\n\n\n\n<p><em>And this is what the people that we want here are looking for. And then we developed some taglines. They\u2019re really statements, but they\u2019re statements around what our value proposition is.<\/em><\/p>\n\n\n\n<p>Diane\u2019s other tip is to make sure your company\u2019s\u00a0<em>employer brand<\/em>\u00a0and\u00a0<em>product brand<\/em>\u00a0are aligned: \u201cThat\u2019s super critical. You have to have integrity in their brand.\u201d<\/p>\n\n\n\n<p class=\"has-johannes-bg-alt-1-background-color has-background\"><strong>Read More<\/strong>: <a href=\"https:\/\/arc.dev\/employer-blog\/developer-onboarding-process\/\">How to Implement a Welcoming Software Developer Onboarding Process<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"get-the-whole-team-involved-in-creating-employer-brand\">Get The Whole Team Involved In Creating Employer Brand<\/h2>\n\n\n\n<p>Getting people on board with change can be tough. But Diane recommends ensuring the whole team is involved in creating the new\u00a0employer brand:<\/p>\n\n\n\n<p><em>I think it was the fact that we brought folks through the whole process, so that when we got to the point where we had these nice value propositions, it wasn\u2019t just like this baked thing that we were just expecting them to sign off on, but they were a part of the whole designing, the whole exercise.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"leverage-opportunities-to-launch-your-new-employer-branding\">Leverage Opportunities To Launch Your New Employer Branding<\/h2>\n\n\n\n<p>Mozilla received a Best Workplaces award from Fast Company at around the same time their new employer branding was being gently rolled out on the website and social media:<\/p>\n\n\n\n<p><em>So we kind of used that as the anchor to convey out to the whole company, like we had won this thing. But it was less about \u201cHey, and now we\u2019re doing employer branding,\u201d right? Like it was more just: \u201cWe won this thing, and yeah, we have a new blog. We have a new careers website now.\u201d<\/em><\/p>\n\n\n\n<p>As Diane told us, the award made a good anchor, \u201c\u2026because I think internally folks don\u2019t necessarily care that I\u2019m doing an employer branding exercise, but they do care about their friends and what the website looks like. And being able to refer folks to Mozilla.\u201d<\/p>\n\n\n\n<p class=\"has-johannes-bg-alt-1-background-color has-background\"><strong>Read More<\/strong>: <a href=\"https:\/\/arc.dev\/employer-blog\/how-to-find-developers\/\">How to Find Developers: 18+ Expert Tips & Essential Strategies<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"measuring-employer-brand-impact-is-difficult%2C-but-there%E2%80%99s-a-way-to-do-it\">Measuring Employer Brand Impact Is Difficult, But There\u2019s A Way To Do It<\/h2>\n\n\n\n<p>Diane was straightforward: \u201cBranding in general is elusive and difficult to measure.\u201d That said, branding, like any investment, should be monitored.<\/p>\n\n\n\n<p><em>My advice to folks is first: just look at the funnel. The real, defining thing is your funnel. Recruiting is a funnel exercise. <\/em><\/p>\n\n\n\n<p><em>And employer branding is the top of the funnel. It\u2019s the\u00a0first impression\u00a0that folks will get of your company as a potential place to work. Are people applying? Are they even looking at your website? Do you have anything going on?<\/em><\/p>\n\n\n\n<p>The Mozilla team also looks at metrics like their scores on Glassdoor, along with team churn and time-to-hire. Diane reminds us that \u201cyou kind of have to be thoughtful about what problem you\u2019re trying to solve, what your organization needs, and can also go overboard on metrics.\u201d<\/p>\n\n\n\n<p><em>You can also try <\/em><a href=\"https:\/\/arc.dev\/\">Arc<\/a><em>, your<\/em><em> shortcut to the world\u2019s best remote talent:<\/em><\/p>\n\n\n\n<p><em>\u26a1\ufe0f Access 450,000 top developers, designers, and marketers <br>\u26a1\ufe0f <em>Vetted and ready to interview<\/em><br>\u26a1\ufe0f Freelance or full-time<\/em><\/p>\n\n\n\n<p><a href=\"https:\/\/arc.dev\"><\/a><a href=\"https:\/\/arc.dev\"><strong>Try Arc and hire top talent now \u2192<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mozilla&#8217;s Diane Tate shares how to create value propositions and why a strong employer brand matters when recruiting hard-to-hire candidates.<\/p>\n","protected":false},"author":6,"featured_media":396,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-395","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hiring"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Mozilla Recruits Top Candidates With Strong Employer Branding<\/title>\n<meta name=\"description\" content=\"Mozilla&#039;s Diane Tate shares how to create value propositions and why a strong employer brand matters when recruiting hard-to-hire candidates.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/arc.dev\/employer-blog\/mozilla-employer-branding-strategy\/\" \/>\n<meta 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