Ever wondered why employees think of certain companies first when they're frustrated and ready to make a change? It’s not a coincidence—it's the result of strategic employer branding that has embedded itself in their subconscious. Just like top brands stay on your mind for purchases, a well-crafted employer brand ensures your company is the first place talent thinks of when they’re looking for a new opportunity.

I want to dive into how the subconscious mind works when it comes to employment brand recognition, why embedding your brand in the minds of top talent is crucial, and how using proven sales techniques can help you build high-functioning teams and attract talent to rapidly growing companies. I’ll also cover practical steps to build an employer brand strategy that stays with people—even when they’re not actively job searching.

How the Subconscious Drives Brand Recognition

Harvard Business School Professor Gerald Zaltman found that 95% of purchasing decisions are made subconsciously.​

This principle applies to the employment space as well—meaning that the same factors influencing product purchases also affect how employees perceive employers and decide where to work next.

The subconscious mind stores emotional experiences and associations. Brands that consistently tap into these emotions—through storytelling, community engagement, and values-driven messaging—create lasting mental imprints. For employees, this means that even in moments of frustration, companies with strong employer branding will come to mind. They might think, “I wonder if [your company] is hiring?”—all because your brand has been strategically embedded in their subconscious.

A study from MIT Sloan Management Review emphasizes the importance of employer branding for talent retention and acquisition, especially when employees feel disengaged. Companies with well-defined employer brands—supported by strong corporate culture, social responsibility, and growth opportunities—remain top of mind when employees are considering new career paths​.

How to Imprint Your Employment Brand in People’s Subconscious

Building an employer brand that becomes ingrained in the subconscious requires a holistic approach. It’s about creating emotional connections and repeating positive experiences so that your company is the first one people think of when they consider a job change. Here’s how:

1. Engage in Local Community Events

Sponsoring or participating in community events is an impactful way to create emotional connections. Whether it’s through charity runs, local fundraisers, or neighborhood festivals, your company can be seen as an active participant in making a difference. These events don’t just boost visibility—they create memories, and positive emotional experiences are stored in the subconscious mind.

Research from Harvard Business Review supports the idea that companies that are visible in the community are more likely to leave a lasting impression. This involvement strengthens emotional ties, making your company top of mind when talent is seeking a change.​

2. Support Local Fundraisers and Social Causes

Supporting social causes helps build emotional connections, not only with potential talent but also with your current employees. Gerald Zaltman’s research shows that emotional connections, particularly those tied to social responsibility, are more powerful than purely transactional messages.​

When potential candidates see that your company aligns with causes they care about, they start associating your brand with positive social impact. This emotional imprint can lead them to think of your company first when they're looking for meaningful work.

3. Build an Emotional Narrative Around Your Company

Storytelling is one of the most powerful ways to imprint your employer brand in people’s minds. Your employer brand should tell a compelling story about your company’s mission, culture, and values—whether that’s about building high-functioning teams, fostering innovation, or driving employee growth.

Brands like Apple and Nike have mastered storytelling in consumer markets by focusing on empowerment and purpose. You can do the same with your employer brand by focusing on what makes your company stand out—whether it’s your proven sales techniques in building teams or your commitment to rapidly growing companies. Stories resonate, and when people are ready to leave their current role, they will remember the companies that made an emotional impact on them.

4. Treat Your Employees Well So They Become Brand Ambassadors

Your employees are your best brand ambassadors. When they feel valued, engaged, and supported, they naturally share positive experiences about your company—whether in personal conversations or on social media. This word-of-mouth advocacy helps reinforce your brand in the minds of others, creating subconscious connections that keep your company top of mind.

According to MIT Sloan Management Review, companies with positive workplace cultures see their employees become vocal advocates, which strengthens their employer brand and helps attract new talent​. Happy employees act as living testimonials for your employer brand, helping you recruit the best talent.

The Science Behind Employer Branding and Subconscious Influence

The subconscious mind is influenced by repetition and emotional stimuli. Brands that consistently present positive, values-driven messaging over time can create lasting impressions. This means that your employer brand, if strategically reinforced, can become embedded in the minds of current employees and potential candidates.

Gerald Zaltman’s research at Harvard Business School emphasizes the role of emotional connections and metaphors in influencing subconscious decisions. Companies that align their employer brand with emotional values like growth, innovation, or community impact can tap into these deep-seated emotional triggers, ensuring that their brand is the one people remember when they think about making a career move​.

How to Build an Employer Brand Strategy That Imprints in the Subconscious

1. Identify Your Core Values and Purpose
   Start by identifying the core values that define your company. Are you focused on growth, innovation, or building high-functioning teams? These values will form the foundation of your employer brand and should be consistently communicated across all platforms.
2. Create Consistent Messaging
   Repetition is key to embedding your brand in the subconscious. Ensure your employer brand message is consistent across social media, job postings, community involvement, and internal communications. Whether someone is browsing LinkedIn or attending a local event, your core values should always be at the forefront.
3. Engage Through Emotional Storytelling
   Share stories about how your employees grow, how your company makes a difference in the community, and how you’re fostering high-functioning teams in rapidly growing companies. Storytelling creates emotional connections, helping people remember your brand when they’re ready for a change.
4. Leverage Social Responsibility and Community Involvement
   Supporting causes that matter to your employees and potential candidates builds emotional connections. When you’re involved in community events or social responsibility initiatives, you become a meaningful part of the community. These activities create positive emotional associations with your company that will stay in people’s minds.
5. Treat Your Employees Well So They Become Brand Ambassadors
   When employees are happy and feel valued, they naturally share their positive experiences with others. By treating your employees well, you’re creating brand ambassadors who help reinforce your employer brand both online and offline.
6. Monitor and Adapt Your Strategy
   Continuously monitor how your employer brand is perceived and be open to evolving your strategy. Stay connected to your community and employees to ensure your brand remains relevant and top of mind for potential talent.

Conclusion: Make Your Employer Brand Unforgettable

The goal of a strong employer brand is to create lasting, positive associations in the minds of both current employees and potential candidates. By understanding how the subconscious mind works and using proven sales techniques to build emotional connections, you can ensure that when someone is ready to make a career move, your company is the first one they think of.

By participating in community events, supporting social causes, telling compelling stories, and treating your employees well, you’ll craft an employer brand that not only stands out but stays imprinted in the subconscious mind—ready to be activated when talent is ready for a change.

Sources:

https://hbswk.hbs.edu/item/the-subconscious-mind-of-the-consumer-and-how-to-reach-it

https://hbswk.hbs.edu/archive/how-customers-think-the-subconscious-mind-of-the-consumer-and-how-to-reach-it

https://sloanreview.mit.edu/article/employer-branding-is-the-new-marketing-imperative/