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Don’t Buy Into Traditional Thinking: It Does Not Take Time To Build an Employer Brand

Influencing the perception of your brand (aka the act of branding itself) takes no time at all—purely due to the number of touchpoints and channels that are available to us today.

45-second read

There’s a commonly held belief that “building” an employer brand takes time.

It doesn’t.

It’s just a blindly accepted idea perpetuated by those who aren’t looking pragmatically at the opportunities that are now available to every company.

Every candidate touchpoint.

Every part of a candidate’s experience with your company.

Every post on social from your marketing team or your employees or your senior leaders.

Every time a prospect corresponds with your sales reps.

Every time someone uses your products.

Every time a customer initiates a support ticket or chats with success.

Every time someone writes a review (and reads one).

Every time that someone clicks on your ad.

Every time someone sees your logo.

Every time someone mentions your company’s name to a friend or a peer.

Every time that your company interacts with an external audience, the perception of your brand is being influenced—mostly out of your control.

This is happening in real-time, all the time. And these micro influences quickly add up.

Therefore, influencing the perception of your brand (aka the act of branding itself) takes no time at all—purely due to the number of touchpoints and channels that are available to us today.

So whether you’re good at this or not, the way that candidates feel about your company takes virtually no time to develop and spread.

We live in a world where the connections between audience and company are happening hundreds, thousands, or even millions of times each day.

Brand is now scaleable.

But employer brand traditionalists think that “building” means spending six figures and 6+ months rolling out an EVP, discovering their “brand pillars”, and designing a new careers site.

That model no longer applies.

And those that promote and sell this model refuse to look at how we, the consumers of things, develop trust and make decisions in a modern world where low friction and speed of information win.

Don’t let overpriced agencies and consultants convince you otherwise.

This is 2021, not 2010.

The playing field is officially leveled.

It’s no longer about who has the biggest budget or the fanciest team. It’s about who understands human behavior, identifies trends, and executes the fastest at scale.

Large companies and legacy brands are in serious trouble.

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