Attracting great talent in today’s market is hard - especially for charities.
You're competing with tech giants, startups, and corporates that offer big salaries and shiny perks.
But here's the unique factor your charity can tap into in 2026: people don’t just work for money.
They want purpose, alignment, and a culture that values them, and this is where your employer branding steps in.
In this article, we’ll break down exactly how your charity can build a strong, authentic employer brand that attracts and keeps the best people.
So let's get started!
What Is Employer Branding For Charities?
Employer branding is how your organization is perceived by current and potential employees - it's what people say about working for you when you’re not in the room.
For charities, a strong employer brand helps you to:
- Stand out in a highly competitive hiring landscape
- Attract mission-driven talented people
- Improve staff retention short and long term
- Build a more positive workplace culture
- Reduce your recruitment costs
Statistic: When we look at Employer Brand Statistics, companies with strong employer brands see 50% more qualified applicants and 28% lower turnover rates.
Your Step-by-Step Guide To Building A Strong Employer Brand
Step 1. Use Vouch to Create Authentic Employer Branding Content
Let’s start with the easiest and most impactful step, using Employer Branding tools like Vouch.
Vouch is a video tool that lets your employees share real stories about what it’s like to work at your organization.
Here's why tools like Vouch work:
- Vouch helps build trust with candidates through genuine employee testimonials
- Makes your charity feel more human, transparent, and relatable
- Vouch is used by the biggest companies in the world and is highly reliable
Vouch lets you collect short videos from staff, leadership, and of course your volunteers highlighting their purpose, culture, and day-to-day experiences. This is exactly what candidates want to see.
To learn more: This article explains how to use video for employer branding.
Step 2. Define Your Employee Value Propositions (EVPs)
Your EVP is your promise to employees.
Your EVP should answer:
- Why should someone should join your charity?
- What do you offer that others don’t?
- What is your purpose and social impact?
- What flexible working options do you provide?
- What opportunities do you provide to grow and learn?
- Do you have a supportive, values-driven culture?
You need to define this with input from your current team, not just the leadership.
If you don’t know where to start, tools like Vouch can help you gather honest feedback, often called employee spotlight videos.
Bring your employer brand to life
- Empower employees’ storytelling
- Transform careers sites with video
- AI-driven video editing
- Publish videos anywhere
Step 3. Showcase Your Charity's Impact With Real Data
Candidates want to know that your charity actually makes a difference, and this isn’t about PR, it’s about showing potential hires that their work will matter.
Use your employer brand to share:
- Success stories and charity outcomes
- Volunteer and community highlights
- Annual impact reports
- Testimonials from beneficiaries
Example: Charity: Water shares regular updates on project progress, donations, and the lives impacted - this builds trust with supporters and future employees.
Step 4. Optimise Your Own Careers Page
Most charities' careers pages are either outdated, uninspiring, or buried under layers of navigation.
Here’s what you need to include on your charity pages:
- Clear values and mission statement
- Real photos and videos, again, Vouch is ideal here
- Open roles with plain-language descriptions
- Employee stories or day-in-the-life features
- Benefits, culture, and learning opportunities
Example: UNICEF’s Careers Page combines transparency with mission-driven storytelling.
Step 5. Encourage You People To Be Ambassadors
Your current employees are your best brand advocates, and research by Edelman shows 76% of people trust content shared by “regular employees” over brand channels.
Encourage your people to:
- Share job openings on LinkedIn
- Post about projects your people are proud of
- Record short Vouch videos about working at your charity
You can also create an internal “Brand Ambassador Program” with simple rewards for participation.
Step 6. Improve Your Candidate Experience
You can have the best employer branding in the world - but if your hiring process is clunky, people will walk.
Here are the data points to track:
- Keep applications short and mobile-friendly
- Respond quickly and kindly
- Offer interview feedback
- Be transparent about salary and expectations
Statistics: According to Glassdoor, 69% of candidates say the overall interview process influences their decision to work for a company.
Step 7. Track And Improve Your Employer Brand
You can’t improve what you don’t measure.
Use surveys, data and employee spotlight videos to track:
- Employee satisfaction (eNPS)
- Time-to-hire rates on average
- Offer acceptance rate
- Retention and turnover trends
Who Are The Top 10 Charities World-wide?
Here’s a plain text list of the top 10 charity employers globally based on size, revenue, and reach:
- The Red Cross
Global humanitarian organization with over 17 million volunteers
Revenue: ~$2.6B annually, Employees: ~30,000
Website: https://www.icrc.org
- UNICEF
UN agency focused on children’s rights and welfare
Revenue: ~$7.2B, Employees: ~13,000
Website: https://www.unicef.org
- World Wildlife Fund (WWF)
Leading environmental charity working in over 100 countries
Revenue: ~$300M, Employees: ~6,200
Website: https://www.worldwildlife.org
- Oxfam International
Fighting global poverty and injustice
Revenue: ~$1.1B, Employees: ~10,000
Website: https://www.oxfam.org
- Save the Children
Focused on education, healthcare, and crisis support for children
Revenue: ~$2.3B, Employees: ~25,000
Website: https://www.savethechildren.net
- Médecins Sans Frontières (Doctors Without Borders)
Medical aid in crisis zones
Revenue: ~$1.8B, Employees: ~45,000
Website: https://www.msf.org
- CARE International
Humanitarian organization fighting poverty and social injustice
Revenue: ~$1B, Employees: ~7,000
Website: https://www.care-international.org
- The Nature Conservancy
Environmental nonprofit protecting land and water
Revenue: ~$1.2B, Employees: ~4,000
Website: https://www.nature.org
- BRAC
The world’s largest NGO by number of employees, based in Bangladesh
Revenue: ~$1.2B, Employees: ~100,000
Website: https://www.brac.net
- Amnesty International
Human rights advocacy organization
Revenue: ~$360M, Employees: ~2,500
Website: https://www.amnesty.org
FAQs
What’s the difference between employer branding and recruitment marketing?
Recruitment marketing is about promoting specific jobs. Employer branding is your long-term reputation as a place to work.
How can small charities compete with bigger brands?
By being authentic, mission-driven, and using tools like Vouch to humanize your culture.
What is the best way to gather employee feedback?
Use anonymous surveys and employee spotlight videos to get unfiltered insights.
How often should we refresh our employer brand content?
At least once a quarter, especially with fresh video testimonials and updated job descriptions.
How important are salaries in the nonprofit sector’s employer brand?
Very - but not everything. Transparency and purpose can balance lower salaries if the culture and mission are strong.
Can employer branding really help retention?
Yes. A clear and honest employer brand helps attract the right people, those who stay longer.
Where should we publish our employer branding content?
Start with your careers page, LinkedIn, Vouch video links, and internal newsletters. And remember, repurpose content everywhere you can.
Summary
Charities might not always have the biggest budgets, but they do have something money can't buy: your purpose.
If you package that with the right tools like Vouch, a strong EVP, and a modern candidate experience, you’ll win over top-tier talent. You simply need to get started!
See Why Leading Companies Love Vouch!
Loved by companies like Canva, Nike, Cisco, HubSpot, Amazon and more, tools like Vouch make leveraging video in your business remarkably easy.
Be sure to book a Vouch demo today and chat with a video content expert.
You might also like
Elevate Your Brand Today With Vouch
Discover how Vouch can accelerate talent acquisition while helping you stay on-brand.