In a competitive hiring market, a strong employer brand isn’t optional – it’s essential. For senior living organizations, where culture and care go hand in hand, branding isn’t just about logos or taglines. It’s about clearly defining what makes your workplace meaningful and making sure people hear about it. That’s the foundation of a strong senior living employer brand.
So, how do you take control of the narrative?
Identify your values – and back them up
Terms like integrity, compassion, and teamwork get thrown around a lot—often said, rarely shown. But today’s candidates, especially younger generations who value authenticity, can see through empty language. That’s why a compelling senior living employer brand goes beyond buzzwords. A real brand shows up in everyday moments, for both team members and the residents they serve. If you say you value employee growth, people should be able to point to actual opportunities they’ve had to advance.
The first step is to identify and define your organization’s core values. What are the things that you are absolutely committed to? It’s been said that the true culture of an organization is defined by what that organization is willing to tolerate. An organization or team may espouse a value, but if they are tolerating behaviors that run counter to those values, their true culture may be something less than their ideal. What are the non-negotiables for you? What sets your organization apart?
Once you’ve clarified your values, make sure they’re being communicated – not just externally, but internally too. According to Jeff Harris, CEO of Jeff Harris and Associates, “openly announcing who you are and what you stand for as an organization or a team, not only helps to communicate that brand externally, but it also aligns your internal team members to embrace and pursue those values. A number of years ago a well-regarded CEO we worked with took the helm of a large organization. One of the first steps he took was to have the following phrase emblazoned on all company checks: “Always do the right thing, regardless”. What impact do you think that bold step had in establishing integrity as a cornerstone value in that company and to every vendor and partner that received a check from that organization?”
Turn employees into brand ambassadors
Sometimes, the most effective form of marketing is organic, and employees are your most credible advocates. If they feel supported and engaged, they’re more likely to share that experience with their networks, whether through word of mouth, online reviews, or social media.
This kind of advocacy can be a powerful recruitment tool. But it doesn’t happen by accident.
Encourage employees to share their stories, and give them platforms to do so, like spotlighting staff in newsletters or highlighting team milestones on LinkedIn. You might also consider formal ambassador programs that empower enthusiastic team members to represent the company at job fairs or onboarding events.
Just as importantly, listen to what employees are saying. Their feedback can help you identify blind spots and refine your messaging to better reflect the true culture of your organization.
EXECUTIVE RECRUITERS as brand ambassadors
Imagine hiring a marketing firm that truly understands your culture, highlighting what sets you apart and turning it into a clear, compelling story. Now imagine that same team personally shares that message with every potential employee in your market. What kind of impact would that have on how you’re perceived? On your ability to attract top talent? That’s exactly what the right executive search partner can do. A great recruiter isn’t just filling roles—they’re your brand ambassador, spreading the word about your culture to the people who matter most. The result? A stronger reputation and a wider pipeline of future talent.
Measure what matters
Employer branding can feel intangible, but it’s measurable, and the metrics matter. Track how candidates are finding you, what their initial impressions are, and whether your messaging aligns with their expectations once they’re hired.
Then look beyond the hiring phase. Monitor retention rates and engagement scores among new recruits. Pay attention to feedback; they may not be giving it directly. Anonymous surveys and third-party platforms like Glassdoor can offer unfiltered insight into how your employer brand is being received and where there’s room for improvement.
Your employer brand is already out there – what matters is whether you’re shaping it. By backing up your values, empowering your people, and staying attuned to what’s working (and what’s not), you can build a workplace reputation that attracts the right candidates – and keeps them.