Every company starts with one moment of the bulbone who captures his purpose and vision and carries it forward. This, I believe, is the foundation for building your employer brand in the hospitality industry – where finding and hiring the right employees is a constant challenge. In fact, it is this challenge that served as my light bulb moment OysterLink.

I was having lunch with the founder, Gabriel, at a restaurant in Miami, where we talked to some of the staff members and learned about a recurring problem for most restaurants: getting qualified staff without relying on word of mouth alone. From there, we came up with an idea to start a platform for employers and job seekers within the larger hospitality industry.

This story is something I always share with candidates during interviews. I find it sharing OysterLink's origin story has significantly helped our company to attract people with a long-term mindset and therefore would be dedicated to the work.

That said, here are four related steps for building (or improving) your employer brand, regardless of your industry.

Related: Strong employer branding is how you get from where you are to where you want to be. Where are you on the Journey?

1. Talk about how and why the company was founded

Going back to what I said earlier, leveraging your company's origin story it's the key to growing your employer brand. Share it consistently and across multiple channels – from your company website and social media platforms to interviews, industry conferences and events. In short: Take every opportunity to tell the story so that people (including job seekers) are more likely to remember your brand.

One of my recommendations would be to summarize your entire career journey, especially if you are one of the founders. Talk about your humble beginnings, how you managed to grow and what inspired you to build the company.

Since many industries have entry-level positions where people start their careers, integrating your company history with your professional growth is something that can resonate strongly with job seekers.

Or let's say your company already has decades of history or cultural significance. Similar to how consumers tend to place more trust in companies associated with a legacy, so do potential employers and employees. Additionally, it helps demonstrate your company's track record of success and resilience.

Meanwhile, if your company is brand new or hasn't yet achieved heritage brand status, you can use this to your advantage as an employer. Build its prestige by emphasizing what sets it apart from its larger competitors. For example, do you have a unique company vision or business model that might appeal to applicants looking for an innovative environment? This is also something worth considering.

2. Communicate your company's culture and core values

This includes defining your company culture and relating it to your origin story. How did your company's origin story shape its core values ​​as a workplace? Your company's culture and core values ​​will help show what makes it tick a great opportunity for potential employment.

Of course, these values ​​should also match what professionals are looking for in their workplace. Here are some core values ​​that I have championed during my years as an executive, along with examples of how these should be practiced in every company:

• Job stability: Employees can count on secure and stable employment, especially if employed full-time.
• Transparent communication: Employees can expect clear feedback from their managers about their performance.
• Opportunities for growth and recognition: Not only are employees properly trained, but they also work with top performers and have the opportunity to be promoted eventually.
• Safe work environment: There is support for the physical, mental and emotional well-being of every employee, especially in high-stress industries.
• Competitive salary and benefits: Employees are fairly compensated for their work, especially compared to local standards.

As with your company's origin story, it is core values should also be shared through your online platforms. For example, a careers page on your website can display visuals that show how potential employees can progress in their careers within the company. You can also include employee testimonials on social media or even posts about your company receiving awards for its workplace culture.

Related: Want to attract diverse talent? You Should Work on Your Employer Brand – Here's Why.

3. Invest in your leadership team

Managers and supervisors are a reflection of your company's culture and core values. How well they help improve them morale and performance of team members it directly affects the reputation of your employer brand. You wouldn't want someone who causes high employee turnover due to their ineffective leadership.

Therefore, business leaders must take proactive steps to maintain a healthy workplace; not only in terms of work-life balance, but also when it comes to treating every employee with respect, regardless of a high-stress environment.

At the same time, these managers must do their part when screening candidates, whether as a hiring manager or a recruiting manager. They must ensure that the recruitment process is efficient, so that candidates are treated kindly during interviews and given feedback on their application within a reasonable time frame.

Generally, positive experiences from both candidates and non-leader employees lead to a better word of mouth that can attract other job seekers. So make sure your leadership team consists of people who are highly skilled and are effective leaders. I have learned from experience that not everyone has both qualities. However, you can't have one without the other.

That's why it's important to choose the right people, whether through hiring or internal promotions. Search for them who can lead by example and uphold the company's culture and core values.

4. Promote your job postings on the right platforms

Of course, you'll also need job postings to attract applicants and enhance your employer brand. In addition to a clear description of the role you're hiring for, each job posting should provide details about your company, including its origin story, workplace culture, and core values—all of which you've already established. .

At the same time, you want to increase your chances of getting applicants who are likely to qualify for the role. This is where choosing the right platforms to post jobs comes into play.

While you can certainly post on your company's careers page and social media accounts, industry-specific job boards or professional networks are key to reaching your target applicants. These platforms are where you can connect directly with professionals looking for opportunities in your field.

Related: 3 Branding Strategies That Will Make Any Brand Stand Out