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In May 2025, Charter surveyed 811 U.S. workers about a set of Russell 1000 technology and finance companies that: a) they worked for, b) had previously worked for, or c) knew well and would consider working for in the future. After gleaning what these workers thought of these organizations’ brands, Charter mapped that data against Glassdoor ratings, revenue growth, and stock market performance for each of those companies.
What they found: the stronger the employee sentiment towards the company, the greater a company’s revenue growth and stock market returns over time. The companies with the most positive sentiment from workers – like Salesforce, Adobe, and Alphabet (Google) – also showed higher stock market returns and consistently stronger revenue growth than other companies. On the other hand, organizations with less positive sentiment from workers – like PayPal and Verizon – had weaker stock performance.
For the workers surveyed, employer brand impacts not just their professional choices… but their choices as consumers as well. Over 50% of workers strongly agreed that “companies with strong employer brand are more likely to attract top talent” (which in turn positively affects the company’s performance), and 90% of workers agreed that an employer’s brand affects whether they trust or buy from that company.
So, what makes a strong employer brand – and how can your company strengthen its own to improve business performance? According to workers…
- Strengthen your company’s communication – from the top down. Workers said they valued leaders who clearly articulate business goals, make sure team efforts align with the company’s mission, and are transparent about business challenges, decisions, and wins. Strong leadership = strong communication = higher employee satisfaction and business performance.
- Invest in your employees. Workers said work-life balance, clear goals and directives, mentorship, good benefits, growth opportunities, and the flexibility to be innovative at work all contributed to positive employee sentiment… which fed into a stronger employer brand.
- Convey your internal culture through external campaigns. Positive employee testimonials go a long way in shaping an employer’s brand because they attract top talent and they build trust externally by showing your company walks its talk.
Overall, workers are clear: Building the best employer brand starts from the inside out.
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