As the e-commerce industry scales rapidly, competition for high-performing talent has never been greater.
And this is as global e-commerce continues to grow at a record pace, according to Statista, retail e-commerce sales worldwide are projected to hit $8.1 trillion by 2027: source.
Developers, marketers, product managers, data analysts, logistics coordinators - these are all in high demand.
But here’s the challenge when it comes to attracting top talent.
- 75% of job seekers research a company’s brand before applying
- 69% of candidates will reject a job from a company with a poor employer
- Strong employer brands receive 50% more qualified applicants and see a 28% lower turnover rate
So as it’s getting harder to compete on salary alone, employer branding becomes one of the few levers you can use to win top talent consistently.
Step 1 - Capture Real Employee Voices With Vouch
The first place to start is with real employee voices. And the fastest way to do this is by using Vouch - a video platform built to make it easy for teams to collect and share authentic video content from employees.
Top companies like Canva, Airwallex, Linktree and Culture Amp use Vouch to power their employer branding campaigns. You can explore more brands here if interested.
Why Vouch should be step one:
- Vouch allows employees to easily record testimonials from anywhere
- Videos can be shared on your careers page, LinkedIn, job ads and outreach emails
- Candidates trust other people more than they trust corporate marketing
- It scales - making it perfect for distributed or remote e-commerce teams
To see how to use video in your employer branding strategy, visit: How to Use Employee Testimonials in Employer Branding
Bring your employer brand to life
- Empower employees’ storytelling
- Transform careers sites with video
- AI-driven video editing
- Publish videos anywhere
Step 2 - Define Your Employee Value Proposition (EVP)
Your EVP is the foundation of your employer brand. It tells candidates what they can expect if they work with you - and why they should choose your business over another.
In e-commerce, your EVP might include:
- Career growth in a fast-scaling business
- Remote flexibility or asynchronous work models
- A culture of innovation and ownership
- Mission-driven goals such as sustainability
How to shape your EVP:
- Talk to your current employees or capture employee spotlight videos
- Look at exit interviews and Glassdoor reviews
- Align your EVP with your business’s mission and values
Once defined, your EVP should show up consistently in your job ads, outreach, onboarding and internal comms.
Step 3 - Create a Careers Page That Actually Converts
Your careers page is the face of your employer brand, so it needs to do more than just list roles.
It should communicate culture, values and real employee experiences, keeping in mind tat this is one of the first places serious candidates will visit.
Key elements to include on your careers page:
- Real Vouch videos from team members
- Stories about internal career growth
- Details about your EVPs including workplace benefits, remote options and more
- A glimpse into how your teams work and collaborate
Strong examples of this approach include:
Shopify Careers
Airwallex Careers
Step 4 - Equip Your Recruiters with Effective Content
Even with a great website, your recruiters are often the first real human contact candidates have with your company.
That’s why it’s important to arm them with content that aligns with your employer brand.
Provide your hiring team with:
- Vouch clips your recruiters can use in their outreach
- Talking points and one-pagers aligned to your EVP
- Snippets of real employee stories
- Role-specific content such as a day in the life of a customer support agents, or a data analyst etc
- Pre-drafted social posts or LinkedIn messages
As it’s your recruiters who will be selling the opportunity, this makes their job easier and much more effective.
Step 5 - Build Your Internal Employee Advocates
Your people are your best marketing channel. According to LinkedIn, employee posts generate 8x more engagement than company pages.
Encourage your employees to:
- Share Vouch videos about their own experience
- Reshare company posts with personal perspectives
- Celebrate wins, milestones, and team achievements
To make it easier, you can provide templates, branded visuals, or even internal contests to spark participation.
Step 6 - Create Content That Highlights Your Culture
So many companies say they have a “great culture”, but fail to show it.
That’s why content that gives an inside view of your team is essential.
Ideas that work well in e-commerce:
- A blog post from a warehouse team member during peak season
- Vouch videos from developers explaining how product sprints work
- Behind-the-scenes footage from a campaign launch or rebrand
- Short clips of your onboarding experience
Culture content not only helps hiring, but it also boosts employee retention and builds motivation internally.
Step 7 - Monitor, Measure and Adapt
No employer brand is set in stone, as your business evolves so should your employer brand.
Key metrics to track:
- Time to hire
- Application rates per role
- Offer acceptance rates
- Retention in the first 6-12 months
- Glassdoor, LinkedIn and Seek reviews
Use regular check-ins to update your content, review what’s working, and identify what needs attention.
Who Are The Top 10 E-Commerce Companies Globally?
These companies are known not only for their customer offerings but for investing heavily in their employer branding.
Amazon
Global leader in e-commerce, cloud computing, and logistics.
Employees: 1.5 million+
Revenue: $574.8 billion
https://www.amazon.jobs
Shopify
E-commerce platform supporting millions of merchants worldwide.
Employees: ~10,000
Revenue: $7.06 billion
https://www.shopify.com
Alibaba Group
China’s largest digital commerce and tech platform.
Employees: ~235,000
Revenue: $128.6 billion
https://www.alibabagroup.com
eBay
Global online marketplace connecting buyers and sellers.
Employees: ~11,600
Revenue: $9.8 billion
https://careers.ebayinc.com
Etsy
Marketplace for handmade and unique products.
Employees: ~2,400
Revenue: $2.7 billion
https://www.etsy.com/careers
Mercado Libre
Latin America’s largest e-commerce and fintech company.
Employees: ~50,000
Revenue: $14.5 billion
https://careers.mercadolibre.com
Zalando
Leading European online fashion and lifestyle platform.
Employees: ~17,000
Revenue: $11.4 billion
https://jobs.zalando.com
ASOS
Online fashion and beauty retailer based in the UK.
Employees: ~3,000
Revenue: $4.3 billion
https://asoscareers.asos.com
Wayfair
E-commerce platform for home goods and furniture.
Employees: ~15,000
Revenue: $12 billion
https://www.wayfaircareers.com
JD.com
One of China's largest B2C e-commerce platforms.
Employees: ~540,000
Revenue: $154.2 billion
https://www.jd.com
FAQs
What exactly is employer branding?
It’s how your company is perceived as an employer. This includes culture, leadership, values, and employee experiences.
How does employer branding impact hiring?
It improves the quality of applicants, reduces time to hire, and increases offer acceptance rates.
Is employer branding only for big companies?
Not at all. In fact, smaller companies can often build stronger, more authentic brands with less red tape.
What role does Vouch play in employer branding?
Vouch makes it easy to collect and share real employee stories through video - giving candidates an authentic look at your team.
What kind of content helps build an employer brand?
Real employee videos, behind-the-scenes culture posts, EVP messaging, and leadership updates are all effective.
How do we get employees involved?
Ask them directly, keep it simple (using tools like Vouch), and recognise their contributions publicly.
Where can we find ideas for employer branding content?
The Vouch blog has detailed guides, templates, and success stories you can use for inspiration.
See Why Employer Branding Managers Love Vouch!
Loved by companies like Canva, Nike, Cisco, HubSpot, Amazon, and more, tools like Vouch make employer branding in your business remarkably easy.
Book a Vouch demo today and chat with an employer branding expert about your business needs.
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