What Top Pharma Companies Get Right (and Wrong) About Employer Branding

In today’s hyper-competitive life sciences market, employer branding isn’t a “nice-to-have” - it’s a strategic business lever.

For top pharmaceutical companies, the battle for scientific, clinical, regulatory, and commercial talent is fiercer than ever. And yet, even global giants with deep pockets sometimes miss the mark when it comes to attracting the best people.

As a recruitment partner working across the industry, we’ve seen firsthand what sets apart the winners…and where even the biggest brands stumble.

 What Pharma Leaders Get Right

 1. Purpose-Driven Messaging

The best pharma employer brands lead with mission, not just products.

They understand that top talent - whether that’s scientists, medical affairs leaders, or digital health innovators - want to feel a part of something meaningful. Strong brands make it clear:
“We’re here to change patients’ lives, not just sell medicines.”

We’ve seen the difference when brands sell a purpose & passion behind their products – and at HRS, we dedicate ourselves to selling that mission too.      

 2. Global Scale, Local Relevance

Big pharma companies know how to tailor their brand across markets.

A global EVP (Employee Value Proposition) might highlight innovation, inclusion, and impact. However - local teams bring it to life with culturally relevant programs, languages, and success stories.

For example:

·         In Europe, employer branding might emphasize sustainability commitments and flexible working.

·         In Asia-Pacific, it might highlight career development, mentorship, and family support.

·         In the U.S., it might focus on cutting-edge science and leadership opportunities.

The best pharma brands adapt without losing their core identity – by balancing global consistency with local relevance.

 

3. Investment in Early Talent

The smartest pharma companies don’t just chase senior stars - they invest in graduate programs, postdoc tracks, and early-career pipelines that fuel long-term growth.

They brand themselves as the place where tomorrow’s leaders are shaped today.

Investment in Early Talent

The smartest pharma companies know that building a world-class workforce isn’t just about hiring senior stars - it’s about nurturing the next generation.

They proactively invest in early-career programs, including:

• Graduate recruitment and rotation schemes
• Postdoctoral fellowships
• Internship and co-op opportunities
• Leadership development tracks for high-potential young professionals

This isn’t just a pipeline strategy - it’s a brand statement.

By positioning themselves as the place where tomorrow’s scientific, clinical, and commercial leaders are shaped today, top pharma companies signal to the market:
“We are committed to talent, growth, and innovation - not just now, but for the future.”

A real-world example?

Novartis has long been recognised for its global early talent programs, such as the Novartis Innovation Postdoctoral Fellowship and the Novartis Graduate Leadership Development Program. Novartis combine cutting-edge science exposure with mentorship, cross-functional experience, and leadership coaching. These initiatives help Novartis stand out as an employer of choice for young scientists and professionals looking to make an early impact.

By building loyalty early, diversifying their talent base, and future-proofing critical skills, companies like Novartis set themselves apart in an industry where competition for fresh talent is as fierce as it is for seasoned leaders.

 

4. Showcasing Innovation & Transformation

Top pharma companies know that to attract the best and brightest talent, they can’t just rely on their legacy or blockbuster products. Instead, they need to showcase how they are transforming for the future.

They actively highlight how they’re embracing:

• Digital transformation (AI-driven drug discovery, digital health solutions, data analytics)
• Sustainability commitments (green manufacturing, carbon-neutral goals, ESG leadership)
• Patient-centric approaches (involving patient voices in R&D, outcome-driven care, access initiatives)

This signals to candidates, especially younger generations and tech-savvy professionals, that the company is innovating, evolving, and not stuck in the past.

A real-world example?
AstraZeneca has been highly visible about its investments in AI and machine learning for drug discovery, partnerships with tech giants, and their “Ambition Zero Carbon” programme aims to halve their entire value chain footprint by 2030.

These moves not only positions AstroZeneca as a science leader but also as an attractive, future-focused employer for digital talent, scientists, and sustainability-minded professionals alike.

By amplifying their innovation stories across employer branding, social channels, and recruitment marketing, top pharma players make themselves a destination for candidates who want to shape the future of healthcare - not just maintain the status quo.

 

 

 Where Pharma Brands Get It Wrong

 1. Overly Corporate or Generic Messaging

Phrases like “We care. We innovate. We collaborate.” may sound polished but end up feeling hollow. Why? Because they’re overused, interchangeable, and fail to tell candidates why your company is different.

Candidates today - especially in pharma - are looking for authenticity and specificity. They want to hear real stories: how a breakthrough drug was developed, how teams work across functions, how patients’ lives are impacted. Stock phrases don’t create emotional connection or set your brand apart in a competitive hiring market.

 

2️. Ignoring Internal Culture Signals

You can have the slickest careers page and employer videos, but if reviews on Glassdoor, Indeed, or chatter on LinkedIn paint a different picture, candidates will notice.

There’s zero tolerance now for a disconnect between what you say externally and what employees experience internally. This mismatch erodes trust and signals to top talent that the brand may be more “performative” than real. Smart candidates cross-check everything -and when they see red flags, they walk.

 

3. Undervaluing Scientific Community Engagement

For R&D and scientific talent, what matters isn’t just big-name awards or employer branding campaigns - it’s scientific credibility.

These candidates are drawn to companies active in the scientific community: those publishing meaningful research, speaking at respected conferences, collaborating with academic leaders, and pushing the boundaries of science.

If an employer brand ignores these aspects, it misses a key opportunity to attract top-tier, intellectually driven talent who are looking to contribute to groundbreaking work.

 

 4. One-Size-Fits-All EVP

A common pitfall for pharma brands is assuming that a single Employer Value Proposition (EVP) works for everyone.

What motivates a regulatory affairs director in Europe is not the same as what excites a data scientist in Boston. Pharma brands sometimes forget to tailor their messaging to different functions and markets.

When messaging is too generic -  “We’re innovative and caring” - it risks missing the mark.

Top companies tailor their EVP by:
Highlighting function-specific stories
Adapting to local cultures and priorities
Speaking directly to what matters for each talent segment

This shows candidates: “We understand you - and we offer a place where you’ll thrive.”

 

How We Help Our Clients Get It Right 🛠

At HRS, we work with leading life sciences companies to connect employer brand to talent strategy.

Here’s how we help big pharma clients sharpen their edge:

Market intelligence on what target talent pools care about.
Competitive insights on how your brand stacks up against peers.
Data-driven feedback from candidate conversations.
Executive search and recruitment services that amplify your brand in-market.

We don’t just fill roles - we help you to become a destination employer.

Final Takeaway

In a talent landscape where scientists, clinicians, and innovators have options, pharma companies can’t afford to let employer branding be an afterthought.

The most successful brands tell a clear, credible, and compelling story - one that resonates across geographies, disciplines, and career stages.

Does your employer brand stack up?
Contact us today, and let us help amplify your hiring success.