It’s more than just paying online and getting a place to stay. Airbnb didn’t just change how people vacation—it revolutionized the concept of branding, belonging, and storytelling. By shifting from mere online transactions to highlighting authentic personal experiences, they built a global brand founded on connection and trust. These same storytelling strategies can redefine your employer brand, helping you build trust and more meaningful relationships with candidates and employees.

Here’s how you can apply similar tactics to elevate your organization’s employer brand:

1. Build Around Employee-Generated Content: The Power of Authentic Voices

Airbnb’s “Belong Anywhere” campaign is a masterclass in using user-generated content to foster connection. They highlighted real stories from hosts and guests, showing how their platform facilitates meaningful global experiences. This approach didn’t just showcase their services—it made people feel something. And, brands are feelings. 

“Given the enormous opportunity to create new value, companies should pursue emotional connections as a science—and a strategy … research across hundreds of brands in dozens of categories shows that it’s possible to rigorously measure and strategically target the feelings that drive customers’ behavior. We call them ‘emotional motivators,’” states this HBR article based on research by Motista. “They provide a better gauge of customers’ future value to a firm than any other metric, including brand awareness and customer satisfaction, and can be an important new source of growth and profitability.”

For employers, this lesson is crucial. Instead of focusing solely on job descriptions and company achievements, spotlight the authentic voices of your employees. Encourage them to share their stories—why they chose to work with you, their daily experiences, and how they’ve grown within the company. By sharing these narratives, you can create an emotional connection that resonates with potential hires and strengthens loyalty among current staff.

2. Harness the Power of Real Reviews: Building Trust Through Testimonials

Airbnb saw social proof as a vital opportunity to build trust in an industry where safety, reliability, and experiences will make or break the business. They effectively used testimonials to show (not tell) that real people had positive, authentic experiences with their service. This approach built credibility and turned satisfied customers into brand advocates (which, isn’t that exactly what we want to have happen with employees?).

Employee proof is equally powerful. Unfiltered reviews on platforms like Glassdoor, Indeed, and LinkedIn serve as endorsements (or not) for your organization’s culture, values, and work experience. Unscripted testimonials and videos amplify why employees join and stay at your organization. When candidates see your current employees are happy and thriving, it reinforces the perception that your company is a great place to work. Actively encourage your employees to share their experiences, and consider incorporating these testimonials into your internal communications and talent marketing assets. 

3. Adopt an Omni-Channel Storytelling Strategy: Consistency Is Key

Airbnb’s storytelling wasn’t confined to one medium. A consistent brand narrative was seen, felt, and heard across channels and platforms—social media, email campaigns, video content, and its website. No matter where someone encountered Airbnb, they received the same message: this is a brand that values people, experiences, connection, and belonging.

“For employers, consistency in storytelling is essential for building a strong, cohesive employer brand,” advises Emily Fritz, Managing Director of exaqueo’s Brand Practice. “Your employer brand narrative should be differentiated, clear, and consistent across all touchpoints—whether it’s your careers site, social media profiles, job postings, and, yes, even your internal communications.” A unified message sustains and strengthens your identity as an employer, it also helps candidates understand what they can expect in working with you. 

4. Learn from the Best: Drawing Inspiration from Industry Leaders

Airbnb’s storytelling success is clear, but they’re not the only brand excelling in this arena. Companies like Nike, Disney, Starbucks, and TOMS have also mastered the art of storytelling by aligning their narrative with a greater cause. TOMS' marketing isn’t just about selling shoes—it emphasizes social impact, particularly through its “One for One” model, which resonates deeply with a purpose-driven audience.

You can take inspiration from these industry leaders. Reflect on how your company’s mission and values intersect with broader societal issues. By integrating this into your employer brand narrative, you can attract and connect with employees who share those values and are committed to making a positive difference.

Go Beyond a Transaction to an Employer Brand Relationship 

Whether you’re marketing cars, coffee, or career opportunities, storytelling has the power to transform your brand. It moves you from being just another option in a crowded market to an employer that people feel are connected to something that motivates and inspires them.

As an employer, start by identifying the employees’ stories that amplify what it’s like to work there. Use this “employee proof” to build trust, maintain consistency across your talent channels, and draw inspiration from some of the best in business. In doing so, you can shift your employer brand from transactional to relational, creating a workplace that resonates with people. That’s moving beyond an employer value proposition. That’s work with meaning.