Canva’s Secret to Success: How Employer Branding Fueled Its Massive Growth
Why do some companies struggle to attract top talent while others have a waiting list of eager applicants? The answer lies in employer branding—the reputation and image a company has as a place to work. Canva, the $32 billion design platform, didn’t just focus on building a great product; they turned being a great employer into a core marketing strategy. Through investing in workplace culture, social media engagement, and employee advocacy, Canva has successfully scaled to over 4,000 employees within 8 hubs worldwide while maintaining a vibrant, inclusive, and dynamic culture.
Workplace Culture
One of Canva’s biggest strengths is how they market their workplace just like their product. Instead of simply listing job openings, Canva actively showcases its culture through social media, public policies, and leadership engagement. Their "Work from Anywhere" policy helped them attract global talent, increasing job applications by 35% in the first year alone. They use LinkedIn, Instagram, and even TikTok to highlight employee experiences, team events, and the flexibility of working at Canva. This strategy ensures that even those who aren’t actively job hunting develop an interest in the company. Research from LinkedIn shows that 75% of job seekers consider an employer’s brand before applying, proving how crucial visibility is in talent acquisition.
Employee Advocacy
Beyond marketing their culture, Canva has mastered employee advocacy. The company actively encourages its team members to share their work experiences on social media, making them natural brand ambassadors. Employees post about their projects, team activities, and work-life balance, which creates an authentic employer brand that resonates with potential hires. Additionally, companies with strong employer branding receive 50% more qualified applicants and reduce hiring costs by 43%. Canva reinforces this by engaging with employee-generated content, further amplifying their brand and credibility. This employee advocacy helps Canva continuously build a pool of talent and maintain credibility among job seekers.
Proactive Talent Attraction
Another key aspect of Canva’s employer branding success is its proactive approach to talent attraction. Instead of waiting for vacancies to open, Canva consistently nurtures relationships with potential candidates. Their employer brand messaging emphasizes career growth, well-being, and an inclusive culture, creating a strong emotional connection with prospective employees. In fact, companies that invest in employer branding see a 28% reduction in employee turnover and a 50% faster hiring process. Additionally, by ensuring their proactive approach towards a positive employer branding, Canva is able to promote their workplace culture, flexibility, and opportunities for growth. This is reflected in prior research for interviewees, in which 86% of employees and job seekers research company reviews and ratings before applying for a job. Canva’s approach not only helps them attract top talent but also ensures they retain it.
If you’re trying to grow your business, employer branding isn’t just an HR initiative; it’s a key strategy for attracting and retaining top talent. The best companies don’t just offer jobs—they create workplaces where people want to be. When you build a strong reputation, great candidates seek you out instead of the other way around. Treat employer branding like marketing for your workplace by showcasing real employee experiences, promoting company culture beyond job listings, and creating an environment people aspire to join.
As a leading tech platform, Cake assists professionals looking to break through the startup scene and experienced startups searching for potential employer branding strategies. Whether you’re just starting out or seeking to scale, Cake’s tailored support can help you overcome obstacles within your startup or connect with investors who can propel your business forward. Reach out to us to learn more about our services!
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