The days when the utilities industry could rely solely on "job stability" to attract top talent are long gone.
Today’s workforce - especially younger professionals, wants purpose, flexibility, culture and to work for a company they believe in.
That's why for utilities companies, employer branding is a must-have strategy.
So let's get started!
The Step-by-Step Guide To Employer Branding for Utilities Companies
Step 1. Let Your Current Employees Tell Your Story With Vouch
According to a 2025 study by PwC, 69% would reject a job offer from a company with a bad reputation, even if they were unemployed.
To combat this, your employer brand is how you build a magnetic brand - that poeple want to be part of.
Vouch is a simple video tool that lets your employees share what it's really like to work at your company.
Here's where videos work so well:
- On your careers pages
- In your LinkedIn job ads
- throughout your recruitment campaigns
- Within your internal communications
Top global brands are using Vouch to boost their employer brand because authentic stories beat corporate slogans every time. You can learn more here.
Step 2. Define Your Employee Value Propositions (EVPs)
Your EVP is your answer to: Why should someone work here, and stay?
For utilities companies, your EVP should include:
- Long-term job security
- Meaningful work on national infrastructure
- Opportunities in green and clean tech
- Competitive pay and benefits
- Cutting-edge tech in smart grids, IoT, and renewables
But don’t guess what your EVPs are, and simply ask your team directly with things like employee spotlight videos.
Once you’ve defined your EVP, weave it into everything: your job ads, onboarding, internal meetings, leadership messaging and more.
Bring your employer brand to life
- Empower employees’ storytelling
- Transform careers sites with video
- AI-driven video editing
- Publish videos anywhere
Step 3. Tell Your Impact Story
Utility workers keep cities running, power flowing, and water safe. That’s real impact that often gets overlooked in hiring materials.
Don’t just say “we power homes.” show the gamet of your story including:
- Your renewable energy projects
- Your smart city tech rollouts
- Community support projects and how you are helping
- Your apprenticeship and training programs
Example: National Grid does a great job showcasing its climate initiatives and employee-driven projects, especially for early-career talent. Their goal? To make your mission matter to candidates who want purpose in their careers.
Step 4. Fix Your Candidate Journey
Your employer brand doesn’t start on day one, it starts during the job search.
Common problems candidates report in the utilities sector:
- Outdated careers pages
- Clunky application portals
- Long hiring timelines
- Poor communication
Fix your candidate experience by:
- Making job applications mobile-friendly
- Communicating clearly and regularly with candidates
- Letting candidates meet potential peers via Vouch videos
- Explaining what the hiring steps look like
Statistics: According to Glassdoor, 77% of job seekers say candidate experience influences their perception of a company.
Step 5. Optimize Your Careers Page
A dull or generic careers page = lost talent.
Here’s what top-performing pages include:
- Short intro video from your CEO or employees
- Clear EVP and values
- Videos of real employees, not stock photos or fake AI videos
- Quotes or testimonials from current team members
- Open roles with plain-language descriptions
- Benefits, learning paths, and DEI initiatives
Step 6. Promote Internal Career Growth
One of the strongest retention drivers in the utilities space is career progression, because many employees enter the industry straight from vocational training, universities, or apprenticeships - and that's why showing clear growth paths matters.
Consider:
- Promoting internal mobility stories on LinkedIn
- Highlighting promotions and team growth
- Sharing stories of people who started in field roles and moved into leadership
Statistic: According to LinkedIn Learning’s 2024 Workplace Learning Report, employees at companies with high internal mobility stay 2x longer.
Step 7. Don’t Ignore Diversity and Inclusion
The utilities industry has historically lacked gender and ethnic diversity, especially in field and leadership roles.
If your company is taking steps to improve that, show it through video.
Candidates want to see:
- What you’re doing for your DEIB
- Why being diverse matters to your mission
- Real people in your company leading those efforts
Who Are The Top 10 Utilities Companies Globally?
Here are some of the world’s leading utilities companies in 2026, based on employee size, impact, and revenue:
- State Grid Corporation of China
Largest utility in the world. Focused on electric power transmission.
Employees: ~900,000, Revenue: ~$530B (2025)
Website: https://www.sgcc.com.cn
- Électricité de France (EDF)
Major player in nuclear and renewable energy in Europe.
Employees: ~160,000, Revenue: ~$130B
Website: https://www.edf.fr
- Enel Group (Italy)
Operates in 30+ countries. Leader in renewable energy.
Employees: ~65,000, Revenue: ~$140B
Website: https://www.enel.com
- Duke Energy (USA)
One of the largest electric power companies in the U.S.
Employees: ~27,000, Revenue: ~$30B
Website: https://www.duke-energy.com
- National Grid (UK/US)
Transports gas and electricity across the UK and northeast US.
Employees: ~30,000, Revenue: ~$24B
Website: https://www.nationalgrid.com
- Southern Company (USA)
Provides energy to the southeastern U.S., known for clean energy focus.
Employees: ~27,000, Revenue: ~$29B
Website: https://www.southerncompany.com
- NextEra Energy (USA)
Parent company of Florida Power & Light, leader in renewables.
Employees: ~15,000, Revenue: ~$24B
Website: https://www.nexteraenergy.com
- Tokyo Electric Power Company (TEPCO)
Japan’s largest power utility.
Employees: ~38,000, Revenue: ~$40B
Website: https://www.tepco.co.jp
- E.ON (Germany)
Focuses on energy networks and customer solutions.
Employees: ~70,000, Revenue: ~$110B
Website: https://www.eon.com
- Iberdrola (Spain)
Global renewable energy leader with presence in 40+ countries.
Employees: ~40,000
Revenue: ~$50B
Website: https://www.iberdrola.com
FAQs
What is employer branding in utilities?
It’s how current and potential employees perceive your company as a place to work, and it includes culture, values, leadership, and your employee experience.
How can utilities compete with tech companies for talent?
By highlighting job stability, innovation in clean energy, and long-term impact - along with flexibility and career growth.
Is it really worth investing in video content for hiring?
Yes. Video via tools like Vouch, is proven to increase application rates and improve candidate trust.
How do I know if my careers page is effective?
Check metrics like bounce rate, time on page, clicks on job postings, and completion rate of applications.
What role does sustainability play in employer branding?
A big one. Young professionals care deeply about working for climate-conscious employers and more, so be sure to highlight your clean energy efforts.
Should I ask current employees to be in Vouch videos?
Yes, if they’re comfortable. Most people are happy to share their experience, and it builds trust for candidates. Start with asking employees to create employee spotlight videos.
How often should I update employer branding materials?
Quarterly is a good rhythm. Keep things fresh with new testimonials, project updates, and internal news.
Final Thoughts
Employer branding isn’t a “nice to have” anymore.
For utilities companies in 2026, it’s the difference between attracting top-tier talent - or losing them to tech and renewable startups.
Start by humanizing your message with tools like Vouch, define your EVP, fix the hiring journey, and tell stories that show how your people are shaping the future of energy and infrastructure. With these steps in place, your utilities company will be ahead of the pack.
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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