A short summary of some (not all) of the reasons that employer branding doesn’t have a meaningful impact:
- Companies don't value employer branding because they don't know what in the hell it even is. Employer branding as an industry has done a terrible job at selling itself to the decision-makers who care about hard business metrics.
- The people in charge of leading candidate experience aren't marketers. They aren't observing market behavior and mapping their strategy, content, and processes to it.
- Employer Brand and Talent teams have little ability to actually implement strategy and create content in the first place. No time, no resources, no budget = no chance.
- Founders and senior leaders don’t have a talent-first mentality—they don’t see attracting talent as the number one line item of their job descriptions.
Having all four of these will put you in the top 1% of employer brands.
Having at least one of them will give you a shot at getting something off the ground.
The challenge is finding companies with any.
And that’s why great employer brands are so rare.
P.S. If you’re searching for an employer branding job, this is your checklist for screening companies. Ask these questions during the interview process and you’ll quickly discover which ones will set you up for success.
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