Not long ago, employer branding (EB) belonged almost exclusively to big corporations. Today, an increasing number of small and medium-sized businesses in Poland are realizing that attracting and retaining talent takes more than a competitive salary and stable employment. What’s needed is a well-thought-out, genuine employer brand – one that fits the scale of the business.
Smaller budgets, bigger challenges?
It’s true that SMEs don’t have the same resources for EB activities as large organizations. But here’s where their unique strength comes in – authenticity. Candidates are becoming increasingly wary of overly polished marketing messages. They seek workplaces where they can grow, feel comfortable, and have a real impact. And that’s exactly what smaller companies can showcase.
What actually works?
🔹 Human-focused social media
It’s not about perfectly framed event photos – it’s about sharing the everyday reality: the atmosphere, relationships, and team initiatives. Instead of saying “we’re a great place to work,” just show it. A coffee break with the team, a new hire’s onboarding, behind-the-scenes snapshots – these tell a more compelling story than a glossy campaign ever could.
🔹 Word-of-mouth and employee voices
Nothing builds credibility like happy employees who share their experience with friends, family, or online. It’s worth supporting this – without trying to control it. That’s where trust is built.
🔹 Values and mission that are truly lived
When a company genuinely acts according to its values, there’s no need to post them on a wall. Employees talk about it. Candidates sense it. And if the founder or management can speak about it with passion – that’s a winning formula.
🔹 Team involvement in EB efforts
Employer branding isn’t just HR’s job. In a small company, every employee is a brand ambassador. Giving the team space to co-create – whether through short videos, writing content, or participating in job fairs – makes a real difference.
Don’t copy – tell your own story
The biggest mistake SMEs can make is trying to imitate corporate EB strategies. What works in smaller businesses is something else entirely – close relationships, transparency, and tangible impact. Today’s candidates are looking for meaning, balance, and an environment where they can be themselves. If a company can communicate that – it will stand out, even without a big budget.
Employer branding isn’t a campaign – it’s how you operate every day
Building an employer brand in an SME is a day-to-day process – it’s reflected in how the company talks to candidates, how it says goodbye to employees, how it treats people in difficult times. It’s the sum of small actions that together create a trustworthy, human, and appealing brand.
Stay up to date
