Creating an employer brand that resonates globally while honoring the uniqueness of local cultures is an exciting challenge. Supporting a global employer brand means communicating a cohesive and inclusive culture while highlighting what makes each region special. 

The reward? An inclusive, authentic employer brand that attracts talent from every corner of the globe, while building pride and connection among employees everywhere. By balancing consistency with localization, companies can build a brand that feels true in Tokyo, Toronto, and everywhere in between.

In this post, we’ll explore key considerations for global storytelling that feels true to everyone, everywhere.

Global Employer Brand: Highlight Universal Culture

At the heart of every employer brand are the universal values and purpose that drive the company forward. Showcasing a cohesive culture starts with communicating these core pillars in a way that resonates globally. What do employees experience no matter where they work?

An employee story approach—in this case, interviewing employees around the globe to discover how your company culture has influenced their lives—is the best way to show your universal culture in action. 

Here at Stories, we’ve worked with many global employer brands to bring universal culture to life. The topics that almost always universally resonate include: 

• Employee Value Proposition (EVP) and brand pillars
• Mission and Purpose
• Core Values
• Global collaboration
• Key talent groups globally, like Women in Tech or early career talent

Use Compilation Videos to Show a Cohesive Culture

Compilation videos feature multiple team members sharing their experiences around a common topic like Mission or Work/life Balance. They are a must-have for any global employer brand content strategy because they show candidates that they can trust your organization to deliver on what they promise. 

Watch the video below from Dell Technologies where people from all over the world, in various languages, share how they’ve experienced Diversity and Inclusion in the workplace: 

Global Employer Brand: Highlight Specific Regions

Even when teams are working toward the same organizational purpose, culture can be drastically different depending on where they work in the world.

While a universal brand message is essential, celebrating the individuality of each region brings authenticity and local pride to your employer brand. And acknowledging what candidates already know ⁠— that their employee experience will depend on the team they’re on, the job they do, the place they work ⁠— builds trust.

Celebrate What Makes Each Region Unique

Each office has its own traditions, work styles, and stand-out characteristics. Capture these distinct elements by sharing stories from employees at that location that show how they embody company values in ways unique to their region. 

In this video featuring Dell Technologies’ Egypt office, we hear about the office’s strong visibility and access to leadership that comes with being a Center of Excellence:

Support Local Hiring Efforts

A big part of global employer branding is to support local hiring efforts. Regional hiring needs can vary widely, and aligning your brand content with these needs can boost your ability to attract and retain top talent in that area. 

Partner with local talent acquisition teams to create content that supports their hiring goals. Your Tokyo office may be focused on brand awareness with early career sales talent, while your United States talent acquisition team may be focused on bottom-of-funnel conversions. These nuances will affect the types of content they need to be successful. 

Watch this video below, created to help U.S. software engineers excel for their interviews with the tech company, Dropbox: 

Highlighting the benefits of specific roles or offices not only helps attract candidates with the right skills but also enhances the reputation of your brand in that region.

Which Offices Should I Feature?

Deciding which offices to showcase in your employer brand content can be challenging, especially in a large, geographically diverse organization. With unique teams, functions, and regional cultures across locations, being intentional about where you interview employees and conduct video and photo shoots is essential.

Balancing inclusion with strategic focus is key. Consider these guideposts:

• Be Inclusive of All Regions: To avoid over-representing any one location, create a plan that highlights a variety of regions across content pieces. Rotating between locations ensures that each office and its team members feel seen and valued.
• Prioritize by Hiring Needs: Some offices may need more focus due to specific hiring demands. If a region is scaling quickly, content that emphasizes the team’s culture and local lifestyle can support recruitment efforts effectively.
• Align with Business Goals: When choosing locations, consider how highlighting certain offices aligns with broader company objectives. For instance, if sustainability or innovation is a priority, feature stories from the offices leading those initiatives.

If resources allow, start by featuring multiple locations in the first phase of your storytelling campaign. This approach, rather than focusing on a single prominent location and expanding later, will reinforce to global employees that their experiences are valued within your brand narrative.

Starting with multiple regions also drives stronger compilation videos that capture a true global perspective, rather than focusing on a single office. We’ve found that beginning with three global offices is a “sweet spot” for launching a global storytelling project—and you can always expand from there over time!

Be Consistent Across Your Global Employer Brand Efforts

A consistent look and feel is essential to building a global employer brand that feels unified and recognizable, regardless of location. When candidates and employees see consistent visuals and themes across all regions, it strengthens trust in your brand and reinforces a shared identity.

However, achieving this consistency can be challenging when creating content across regions, especially with local creative teams. Different creative professionals may have unique cultures and styles, which, if not aligned, can result in a fragmented brand experience.

(Consistent look and feel is one reason many global employer brand leaders opt for a creative agency. Learn more about how we approach global storytelling projects at Stories Inc.)

To ensure global content reflects your brand while honoring local nuances, establish a clear strategy for consistency. Designating a single project manager as the bridge between local creatives and your brand guidelines is a highly effective approach. This person ensures visual cohesion, tone, and alignment with core brand themes, guiding local creatives to authentically represent each region while maintaining a unified brand narrative.

By coordinating through a central project manager, you create regionally diverse content that still feels part of a whole, providing candidates and employees a consistent brand experience, no matter where they are in the world.

Global Employer Brand: Connecting Employees Around the World

Creating a global employer brand that honors local nuances and embraces universal culture is no small feat. But the effort is worth it: when done right, it builds a sense of pride and belonging that connects employees across borders. By balancing consistency and localization, you’re not only strengthening your employer brand but fostering a global workplace culture that feels authentic to all employees.

With thoughtful planning and a focus on inclusivity, your global employer brand can become a powerful beacon that attracts and retains top talent worldwide, all while celebrating the people and places that make your company exceptional.