Over the past few years, the landscape of employee branding has changed dramatically. Employees now expect more from their employers, and traditional top-down approaches are losing relevance. Through our employee brand work with dozens of companies worldwide, we’ve identified a clear shift toward employee-driven strategies that place the voices of the workforce at the centre of employee branding efforts.

This bottom-up approach involves understanding what employees truly value and translating that into a compelling Employee Value Proposition (EVP) and employee brand (EB) that resonates. 

Here are five key trends shaping the future of employee branding and what employees want from their employers.

1. Employee value propositions (EVPs) are two-sided conversations

EVPs are no longer a one-sided conversation where employers do all the talking. Today, they should reflect a back-and-forth dialogue about what flexibility looks like and how it’s supported within the business.

Why? The desire for flexibility has become a defining expectation for employees. This goes beyond just offering remote work; it’s about creating an environment where employees have control over how they work and the autonomy to make decisions.

Flexibility is now tied to trust. Employees want to be trusted to manage their schedules, make decisions, and deliver results without micromanagement. This shift emphasises the need for high-trust environments where autonomy is encouraged.

Companies that foster this flexibility see higher employee satisfaction and productivity. It’s not just about occasional remote work—it’s about empowering employees to structure their work in ways that fit their lives while still achieving business objectives. 

2. Authenticity in employer branding

The real story triumphs over the glossy pitch of ‘the dream job’. One of the strongest themes to emerge in recent years is the demand for authenticity. Employees want to see the reality behind the brand—not the overly polished corporate messaging that often feels disconnected from their day-to-day experiences. Today’s workforce expects honesty and transparency in how companies present themselves, both internally and externally.

Real-life employee stories, challenges, and everyday moments are far more powerful than generic, aspirational messaging. In practice, this means showcasing genuine voices from within the company. Whether through testimonials, employee profiles, or videos, telling the real stories of the people behind the brand can make a significant difference in how employees relate to the company and its values. This shift towards authenticity also improves external recruitment efforts, as potential hires want to see the true culture of a workplace before they commit.

3. Employee-generated content: letting employees take ownership of the narrative 

Traditional internal communications—such as newsletters and corporate emails—are no longer sufficient to engage employees in meaningful ways. To truly connect with their workforce, companies need to start thinking of employees as a key audience, harnessing the power of storytelling to deliver content that’s engaging, dynamic, and relevant.

A growing trend is the use of employee-generated content to bring internal communications to life. Taking a page from consumer advertising, companies are beginning to create more interactive and creative content that resonates with their teams. For example, we’ve seen a client develop a five-year documentary series showcasing the evolution of their business from the perspective of their employees. This approach not only engages the workforce but also makes them feel like active participants in the company’s journey.

By treating employees as a primary audience, companies can boost internal engagement by 25% or more, compared to traditional communications. 

4. Employee content influencing brand awareness

The people behind the brand have never been more important. In today’s digital landscape, employee-focused content is not only reshaping internal culture but also playing a pivotal role in shaping public perception and brand awareness. 

Companies now have an opportunity to harness the power of authentic employee content to attract wider audiences, including consumers, investors, and media outlets.

A clear example of this trend is the rise of viral work-centric content on platforms like TikTok, where employees share behind-the-scenes glimpses of their workday and workplace. These seemingly simple videos can garner thousands—even millions—of views, generating positive buzz and demonstrating a company’s vibrant, engaged culture.

This shift presents a huge opportunity for companies to invest in and empower their employees to create content. For listed companies, the return on this investment goes beyond just a happy team—it can lead to a happy share price. 

A recent example saw a national brand’s videos of happy employees working in post offices shared thousands of times, directly influencing market perception and driving brand loyalty.

By encouraging and supporting employees in creating authentic, shareable content, businesses can amplify their messaging far beyond traditional channels. When employees genuinely enjoy their work and are given the platform to showcase that, the ripple effect is powerful—improving internal morale, enhancing the company’s public image, and even enticing customers to engage more with the brand.

5. Turning values into actions

Corporate values have long been used as a way to define company culture, but the way they are communicated and embodied needs to evolve. Employees today expect more than just a list of vague ideals like “integrity” or “excellence” on a mission statement. They want to see these values put into action, in ways that are tangible and measurable.

The real challenge is turning abstract values into concrete behaviours that employees can recognise and relate to. For example, rather than simply stating that sustainability is important, companies should demonstrate how they are making environmentally conscious decisions in their operations, whether that’s through energy-saving measures, recycling programs, or supporting sustainable suppliers.

This shift from values to behaviours is about making it clear how those ideals are lived out in everyday business decisions. Employees are more likely to engage with a company’s values if they can see them in action—and understand how their work contributes to upholding those principles. Ultimately, this creates a more cohesive culture where everyone feels responsible for maintaining and living the company’s values.

The future of internal branding

As these trends show, employee branding is no longer just a top-down exercise in corporate messaging. It’s about understanding what employees truly want and creating a work environment that reflects their values, needs, and aspirations. 

Companies that embrace this bottom-up approach are not only seeing higher levels of engagement but are also becoming more attractive to new talent in a competitive market.

• It’s about trust

Flexibility and autonomy are now baseline expectations, and employees recognise that at the crux of it all it’s about real, genuine trust. Does my employer trust me to do my job in a way that works for me and my life? When it comes to building EBs, authenticity in messaging and communication is crucial for starting to build trust from the beginning/outset. 

• The ways we engage talent have changed

By leveraging employee-generated content, businesses can keep their workforce engaged in ways that traditional methods simply can’t match. 

• Our approach to values must evolve  

Finally, companies need to ensure their values are more than just words—they need to be brought to life through actionable behaviours that employees can see and participate in.

In this new landscape, employee branding isn’t just about attracting new talent; it’s about creating a workplace that keeps employees motivated, engaged, and proud to be part of the company. By listening to the voices of employees and integrating their needs into the fabric of the company, businesses can build a brand that resonates from the bottom up—one that stands the test of time.