How global startups are attracting the best talent
and how Indian startups are just getting there.
Picture this: you have two job offers on the table. Company A, an industry veteran, offers a competitive salary and generous benefits. Company B, a rapidly growing startup, offers only slightly less in terms of salary but adds something unique to the mix—an exceptional workplace culture that prioritises employee well-being and professional growth. Company B’s employees take a sense of pride in working with them, and don’t hesitate to express it, online and in-person. Which one would you choose?
If you are like 88% of job seekers, you might be more inclined to work with Company B - which offers less money but a better growth path, exciting company culture and unlimited pantry snacks. (I too, cannot resist the free puffcorn.)
Data shows, 69% of candidates would reject a job offer from a company with a bad employer brand, even if they were unemployed. In 2024, how your startup is perceived by potential candidates plays a major role in how your startup performs.
This is where MetaMorph's Talent Branding services can help you. We help you craft and communicate the authentic story of life within your organisation, shaping a compelling talent brand that resonates with potential candidates and fosters a positive image that attracts and retains top talent.
As I delved into the world of talent branding, I couldn't help but notice the stark contrast between global companies and our homegrown startups. Brands like Airbnb, Salesforce, and Spotify are absolutely nailing it. They’re not just showcasing their unique cultures but are also creating engaging narratives around their values and employee experiences. From social media to blogs, these global players use every platform at their disposal to tell authentic stories that resonate deeply with potential and current employees. This strategy doesn't just attract top talent—it builds a loyal, motivated workforce that’s proud to represent their brand.
Meanwhile, many Indian startups seem to be lagging behind. Despite the vibrant startup ecosystem in India, the focus on talent branding is often limited. Indian startups frequently rely on traditional recruitment methods, missing out on the potential of digital platforms to highlight their workplace culture and employee stories. On top of that, this perception of instability in the Indian startup scene further complicates the talent attraction game.
In this week’s newsletter:
What is Talent Branding?
Employer Branding vs. Talent Branding
The Impact of a Strong Talent Brand
Expert Insights: Building a Powerful Talent Brand
Okay, but what actually IS Talent Branding?
According to TalentBrand.Org*, your talent brand is “the honest story of life as an employee inside your organisation, as told by the employees in parallel with the company.” In other words, your talent brand is shaped by a diverse range of voices and interactions. It’s not just about what you post on your official channels. Instead, it’s the collective perception formed by current, former, and potential employees through their social media activity, comments on review sites (like Glassdoor!), conversations within their networks, face-to-face interactions, and referrals. This multifaceted perspective influences how your company is viewed in the talent market.
You might have heard the term ‘Employer Branding’ if you’ve worked in Marketing or HR. Coined in 1996, employer brand is a relatively new niche that falls under the larger umbrella of what people call ‘recruitment marketing’. But what exactly is the difference between ‘Employer Branding’ and ‘Talent Branding’? My research tells me there isn’t much.
Our in-house Talent Branding experts say that the two concepts overlap and many professionals do use them interchangeably. Some experts also believe there’s a slight difference between the two terms — your startup’s Employer Brand is in your hands, while your Talent Brand is generated by your employees’ unique experiences and reviews. While your employer brand can be shaped and honed by your organisation’s leaders, talent brand comes directly from employee experiences and feedback.
For today’s edition, we’ll call it Talent Branding (also because it just sounds better). Regardless of which side of the debate you’re on - one thing is for sure, branding your startup is important - not just for customers and clients but also your employees.
Talent Branding places its spotlight firmly on existing employees. And just because it has the word ‘branding’ in it, doesn’t mean it’s limited to social media. It’s about nurturing and enhancing the employee experience within your organisation. It involves creating a positive, engaging environment that showcases your company’s values, culture, and mission.
64% of job seekers would not apply for a job at a company that has no online presence.
The more senior the role, less likely it is that candidates will give your recruiters the time of day if they don’t know you. Instead of focusing on growth opportunities or describing the role, you'll end up wasting time explaining how you're different from your competitors.
A great talent brand solves this problem; it gives people a broad, generally correct understanding of your brand name and what you do for customers. Most candidates research the company online before their interview or before even applying - so ensuring an online presence no matter your niche, is important. Your content should be about showing off your real employees and their real, authentic experiences working at the company.
While researching for this edition, I spent most of my time trying to find homegrown startups that are killing it in Talent Branding - but honestly, there just aren’t enough that stand out. With Indian candidates being more inclined towards MNCs and established companies (and with startup culture having a bad rep) - Indian startups are missing out on great talent. Now is a better than any to invest in some talent branding for your startup if you haven’t already.
Expert Take: Building a Powerful Talent Brand with Yashraj Bhalerao
For this newsletter edition, we decided not to source expert opinions from the outside - when we have experts on the inside! We sat down with Yashraj Bhalerao, the Employer Branding Lead at MetaMorph to get his insights about Talent Branding and how it helps startups.
How can a strong employer brand impact the overall success of a startup?
A strong employer brand can significantly impact a startup's success by attracting high-quality candidates who are not only skilled but also align with the company’s values and vision. This alignment fosters a motivated and productive workforce, leading to innovation and competitive advantage. Moreover, a positive employer brand enhances company reputation, making it easier to gain trust and loyalty from customers, investors, and partners. Regular HR activities like mid-year performance reviews and goal setting can reinforce this brand by maintaining high performance and employee satisfaction.
What are the key components of an effective employer branding strategy?
An effective employer branding strategy includes a clear Employer Value Proposition (EVP), consistent and authentic communication, employee advocacy, and a focus on candidate experience. The EVP should articulate what makes the company unique and why employees love working there. Consistent communication ensures that the message is reinforced across all channels. Employee advocacy leverages current employees as brand ambassadors. Lastly, providing a positive candidate experience becomes pivotal in attracting the right candidates, you have to live what you preach as a company.
How can startups measure the effectiveness of their employer branding efforts?
Startups can measure the effectiveness of their employer branding efforts by tracking key metrics such as the quality and quantity of job applicants, employee retention rates, employee engagement levels, and candidate experience scores. Additionally, monitoring social media engagement, employer review sites, and employee referral rates can provide valuable insights. Surveys and feedback from both current employees and candidates can also help gauge the success of employer branding initiatives. Conducting mid-year attrition analysis and sharing insights on retention strategies can further inform and enhance your employer branding efforts.
What are some common challenges startups face when building an employer brand, and how can they overcome them?
Building an employer brand can be particularly challenging for startups due to limited resources, lack of established reputation, and rapid changes within the organization. Unlike well-known corporations, startups may struggle with visibility and credibility. Building a strong online presence through regular, authentic communication and showcasing company culture can help, the key word here is consistency - that's where companies like MetaMorph come in. We help organisations uncover and highlight the unique aspects of their culture, even those they might not immediately recognise themselves.
Want to make the best of your brand and attract top talent? Download our Talent Branding deck to learn more about how we can help you optimise HR efficiency in Q2 & Q3.
Don’t leave us yet!
Looking for more ways to build a thriving startup team? Explore our range of HR services tailored to the unique needs of Indian startups, including talent acquisition, DEI hiring, and employer branding. MetaMorph can help you attract, retain, and empower your most valuable asset – your people.
MetaMorph isn't your typical HR firm. We're a 360° HR Advisory firm dedicated to helping startups scale, evolve, and grow. We’ve helped more than 220 startups and multiple hires (and counting), providing them with the platform and opportunities they deserve.
Thank you for being a part of the MetaMorph journey!