When your company is on the web, as it should be these days, your website is not the source of information for business purposes only. It also communicates the tone of your employer culture. The tone can somewhat be split into the following:
1. People are not important to us
No information whatsoever of who works for you, who to contact in career related questions or what your company offers to its people. Sends the message, we just don't care who works for us.
2. We're interested in getting you in but that's as far as it goes
Vacancy related information in style: "We are always looking for bright and energetic people. If you are interested in our company, send your open application to us at firstname.lastname@example.org." Where is the sales pitch? Why should I bother as an employer to apply to your company?
3. We really get it. You are important, no, vital to our success
Extensive information and proof of ability to provide a good work place and personal career related opportunities to employees. Potrays of who works for the company and what they do. Sales pitch on why you should choose this company as your potential employer including references from past and current employees, benefits and opportunities, leadership culture and values.
Dealing with your personnel - past, current and future - is as much of marketing, selling and building on your company image as it is when dealing with your customers and potential clients. Pitching and delivering the employer culture and a great workplace to the employees shows you are interested in attracting talented people, willing to take care of them and as a result, getting the opportunity to do better business with your customers.
Working with employer image or brand is not about showing off once in a while with a 4-color print advertisement with smiley people. It's about creating a consistent culture suitable and attractive for people who give a damn and are willing to commit to your company goals and culture. At best, you don't have to pay for the 4-color print advert ever again.
Start by mapping out what defines your company as an employer, what is distinctive to your company, why the existing people still want to work for you and then tell this on your website. We really want to hear about it!