What Words Describe your Employer Brand?

Kevin Watson - Director of Customer Experience · Aug 08, 2017

Imagine I gave you a giant swig of truth serum and then asked you what it’s like to work for your employer — your company culture, work environment, your boss, your co-workers, etc. What words would you use?

Now imagine I did the same thing with dozens of your co-workers and captured all their responses. What do you think the most common themes, descriptive words and adjectives would be?

That — in a nutshell — is your “employer brand.” And believe it or not, it can make or break your company.

Why Employer Brand Matters

Today, research shows that employer branding isn’t just “nice to have” — it directly impacts your ability to attract talent and retain current employees, not to mention affect your bottom line.

Organizations with strong employer brands see up to a 50% reduction in cost-per-hire compared to those with weaker branding. (Source)
They also tend to draw 50% more qualified applicants per position, improving hiring efficiency. (Source)
Companies with compelling employer brands report around 28% lower turnover, helping keep experienced employees longer. (Source)
Because turnover is expensive — replacing a mid-level employee can cost roughly 75-121% of their salary, sometimes more — strong retention alone can save tens (or hundreds) of thousands annually. (Source)

In short: a great employer brand helps you hire faster, hire better, and keep people longer — all while reducing recruiting and turnover costs.

Employer Brand: What We Heard From Other Companies vs. EDSI

We recently ran this exercise internally at EDSI, and compared it to what we heard when we did it for other companies.

For some organizations, the words were bleak: Terrible, Awful, Head for the Hills, Miserable, Stressful, Chaotic, Dysfunctional.

But our experience at EDSI was very different. Here were our responses on company culture: Awesome, Innovative, Progressive, Results, Altruistic, Opportunity, Super-Awesome-Crazy-Good, Gratifying, Heart, Helpful, Supportive.

In fact, our culture has been consistently recognized. EDSI has won Best and Brightest Companies to Work For in the Nation and Metro Detroit’s Best and Brightest Companies to Work For for more than 10 years and has earned the Top Workplaces award for more than 5 years. These accomplishments reflect not only recognition from outside experts, but also the strength and consistency of our internal culture. (View our awards page here)

This kind of positive culture doesn’t happen by accident.

What Makes It Work (Our “Secret Sauce”)

The Human-Centered Leadership

Our CEO, Kevin Schnieders — arguably the most genuine and sincere individual you’ll ever meet — puts people first. He goes beyond the norm: writes handwritten notes to over 800 employees each year on their birthdays, sends gifts and notes on work anniversaries, and even during lean times made sure every employee received a holiday gift card and thank-you note. He arrives before everyone else each weekday morning, parks in the furthest-from-the-door spot (rain, snow or shine), and leads by example.

This mindset has fostered a true culture of servant leadership — where employees know they’re valued, trusted, and empowered to make smart decisions.

Our Core Values

We’ve built our culture around three core values — each with its own Daily Ways guiding behavior:

SHOW UP

Arrive on time
Show up as the best version of yourself
Act with initiative and judgment
Let your word be your bond

SMILE

Be curious and wonder
Stay self-aware
Treat your colleagues like customers
Be part of the solution

SUPPORT

Live your professional life in service to others
Value other perspectives
Do what’s best for the EDSI “blocks” (our building blocks)
Talk with people — not about them

These aren’t just slogans — they serve as our guiding fence posts.

EDSI's Core Values

Culture in Action: Community & Connection

We don’t just talk about culture — we live it. We volunteer in our communities, mentor local students, raise our hands to support new team members, and create a family-like environment: sharing holiday potlucks, hosting baby showers, celebrating birthdays each month, and more.

Because of all this, coworkers don’t feel like co-workers — they feel like family. We’re there for each other at our highest highs and lowest lows.

Why This Kind of Employer Brand Matters — Especially Today

In 2025 and beyond, job seekers expect more than just a paycheck. They look for purpose, belonging, values, and a workplace where they can grow. A strong employer brand isn’t a luxury — it’s a strategic imperative.

88% of job seekers now check company reputation before applying. (Source)
Companies with strong employer brands get roughly twice as many applicants, allowing them to be more selective — and find better cultural fits. (Source)
Across industries, retention and internal morale improve dramatically when employees align with a company’s values and identity. (Source)

In other words: the investment in culture — which may feel “soft” — often returns real, measurable business value.

How Strong Is Your Employer Brand? Let’s Find Out.

Gain insight into how your organization is performing in five key areas: Assessing, Attracting, Developing, Retaining, and Sustaining talent. You’ll receive personalized feedback from EDSI experts to help strengthen culture, improve retention, and enhance workforce performance. No obligation - just valuable clarity!

Take the free EDSI Talent Survey!

Could Your Company Use Help Building Its Employer Brand?

If your organization is struggling to attract or retain talent — or if you simply think your culture could be stronger — we might be able to help. At EDSI we have deep expertise in talent strategy, culture transformation, and employee engagement, and we’d love to share what we’ve learned.

Think your company might benefit from an employer-brand overhaul? Fill out the form below and someone from our staff with reach out to you!