The success of an employer branding strategy depends on how well you've defined the heart of your brand. If you're thoroughly aware of your 'why,' vision, values, and brand personality, you've laid a strong foundation for a good employer brand.
After all, employer brand communication starts with your story and brand DNA. Have you created a company culture in which a healthy work-life balance is paramount? Do your employees get the opportunity to share their ideas? Do you help them get the most out of themselves? These are the kinds of things they share at (birthday) parties and through social media.
So if you go about employer branding the right way, you can also reach potential employees through your current employees. Your people convey what you stand for. As a result, you'll attract the best potential candidates — individuals who believe in your goals and go the extra mile because they're convinced that you're the ideal employer.
Briefly put, by building your employer brand from within, you'll hit two birds with one stone: you will achieve internal and external success.