{"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 class=\"wp-block-paragraph\">If you want to hire good people, you should do employer branding. Companies today must be able to&nbsp;tell a compelling story&nbsp;of their workplace in order to capture the attention of top candidates.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\"><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 class=\"wp-block-paragraph\"><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 class=\"wp-block-paragraph\"><em>\u26a1\ufe0f Find developers, designers, marketers, and more<br>\u26a1\ufe0f Freelance or full-time remote + fully vetted<br>\u26a1\ufe0f Save up to 58% with global hires<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/arc.dev\"><strong>Hire top talent with Arc risk-free \u2192<\/strong><\/a><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/arc.dev\/employer-blog\/mozilla-employer-branding-strategy\/#Company_Brand_and_Employer_Brand_Are_Different\" >Company Brand and Employer Brand Are Different<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/arc.dev\/employer-blog\/mozilla-employer-branding-strategy\/#If_You_Want_To_Hire_The_Best_You_Need_An_Employer_Branding_Strategy\" >If You Want To Hire The Best, You Need An Employer Branding Strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/arc.dev\/employer-blog\/mozilla-employer-branding-strategy\/#Employer_Branding_Is_The_Base_of_Your_Company_Story\" >Employer Branding Is The Base of Your Company Story<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/arc.dev\/employer-blog\/mozilla-employer-branding-strategy\/#Spend_Time_Vetting_Agency_Partners\" >Spend Time Vetting Agency Partners<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/arc.dev\/employer-blog\/mozilla-employer-branding-strategy\/#Base_Your_Employer_Branding_Strategy_on_Facts\" >Base Your Employer Branding Strategy on Facts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/arc.dev\/employer-blog\/mozilla-employer-branding-strategy\/#Get_The_Whole_Team_Involved_In_Creating_Employer_Brand\" >Get The Whole Team Involved In Creating Employer Brand<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/arc.dev\/employer-blog\/mozilla-employer-branding-strategy\/#Leverage_Opportunities_To_Launch_Your_New_Employer_Branding\" >Leverage Opportunities To Launch Your New Employer Branding<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/arc.dev\/employer-blog\/mozilla-employer-branding-strategy\/#Measuring_Employer_Brand_Impact_Is_Difficult_But_Theres_A_Way_To_Do_It\" >Measuring Employer Brand Impact Is Difficult, But There\u2019s A Way To Do It<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"company-brand-and-employer-brand-are-different\"><span class=\"ez-toc-section\" id=\"Company_Brand_and_Employer_Brand_Are_Different\"><\/span>Company Brand and Employer Brand Are Different<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\"><em>So what is it like to work there? What&#8217;s valuable about working there? Why would I invest my career there? What&#8217;s 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\"><span class=\"ez-toc-section\" id=\"If_You_Want_To_Hire_The_Best_You_Need_An_Employer_Branding_Strategy\"><\/span>If You Want To Hire The Best, You Need An Employer Branding Strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">And it\u2019s work that\u2019s best done&nbsp;<em>before<\/em>&nbsp;you start posting job descriptions \u2014 as in a competitive market, you have to stand out:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>You&#8217;ve got to put your best foot forward. You&#8217;ve got to be authentic and you&#8217;ve got to make the experience of working at your company super accessible. That&#8217;s why storytelling is so important. <\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>If you&#8217;re reading a website or a blog, if you&#8217;re reading it through the company&#8217;s voice, it&#8217;s not accessible to candidates. Candidates want to hear from their peers, they want to hear what the real deal is, so that&#8217;s why storytelling and branding are so important.<\/em><\/p>\n\n\n\n<p class=\"has-johannes-bg-alt-1-background-color has-background wp-block-paragraph\"><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\"><span class=\"ez-toc-section\" id=\"Employer_Branding_Is_The_Base_of_Your_Company_Story\"><\/span>Employer Branding Is The Base of Your Company Story<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\"><em>It became really clear that the core foundation for employer branding is an employer value proposition. <\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>And that is true, whether you&#8217;re an established brand or not, you really need to craft and develop your employer value proposition, whether you&#8217;re a young company or not, because it&#8217;s the scaffolding for all of your storytelling and how you&#8217;re 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\"><span class=\"ez-toc-section\" id=\"Spend_Time_Vetting_Agency_Partners\"><\/span>Spend Time Vetting Agency Partners<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mozilla had the help of an agency, Job Portraits, for their employer branding refresh:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>I think a crucial part was finding the right agency. If you don&#8217;t have the right agency, it can be really tough. It&#8217;s 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\"><span class=\"ez-toc-section\" id=\"Base_Your_Employer_Branding_Strategy_on_Facts\"><\/span>Base Your Employer Branding Strategy on Facts<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\"><em>We actually did a full audit of all of our online materials, and we got people&#8217;s 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 class=\"wp-block-paragraph\"><em>And this is what the people that we want here are looking for. And then we developed some taglines. They&#8217;re really statements, but they&#8217;re statements around what our value proposition is.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Diane\u2019s other tip is to make sure your company\u2019s&nbsp;<em>employer brand<\/em>&nbsp;and&nbsp;<em>product brand<\/em>&nbsp;are 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 wp-block-paragraph\"><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\"><span class=\"ez-toc-section\" id=\"Get_The_Whole_Team_Involved_In_Creating_Employer_Brand\"><\/span>Get The Whole Team Involved In Creating Employer Brand<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\"><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&#8217;t 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\"><span class=\"ez-toc-section\" id=\"Leverage_Opportunities_To_Launch_Your_New_Employer_Branding\"><\/span>Leverage Opportunities To Launch Your New Employer Branding<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\"><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&#8217;re 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 class=\"wp-block-paragraph\">As Diane told us, the award made a good anchor, \u201c&#8230;because I think internally folks don&#8217;t necessarily care that I&#8217;m 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 wp-block-paragraph\"><strong>Read More<\/strong>: <a href=\"https:\/\/arc.dev\/employer-blog\/how-to-find-developers\/\">How to Find Developers: 18+ Expert Tips &amp; 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\"><span class=\"ez-toc-section\" id=\"Measuring_Employer_Brand_Impact_Is_Difficult_But_Theres_A_Way_To_Do_It\"><\/span>Measuring Employer Brand Impact Is Difficult, But There\u2019s A Way To Do It<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\"><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 class=\"wp-block-paragraph\"><em>And employer branding is the top of the funnel. It&#8217;s 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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\"><em>You can also try <\/em><a href=\"https:\/\/arc.dev\/\">Arc<\/a><em>, your shortcut to the world&#8217;s best remote talent:<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><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 class=\"wp-block-paragraph\"><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 v28.8 - 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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