Is employer branding misunderstood? I frequently encounter this question, and those who ask it can be forgiven for assuming the answer is ‘yes’. Too often, how companies present themselves to current and prospective employees feels unimaginative or formulaic. There seems to be a lack of appreciation for what strong employer branding can achieve. Somewhere along the way, many organisations have confused its purpose. Employer branding is less about promotion and more about persuasion.
Consider the difference between these two approaches. Promotion is broadcasting a message: job postings, benefit summaries, and corporate slogans. A careers page that simply says, “We’re hiring – apply now.” The office tour video that focuses on the free snacks or the social posts listing your awards, rewards and perks. Promotion is all about visibility. But its impact often stops there. It tells but doesn’t connect.
Persuasion, by contrast, is about storytelling, articulating culture, and building an emotional connection. It’s about showing – not telling – people why your organisation is a great place to work. It’s about crafting an authentic narrative that resonates with individuals, whether they’re candidates, colleagues, or ex-employees. Great employer brands use persuasion to build trust, foster loyalty, and spark genuine excitement. They invite people into something bigger: a shared purpose, an inclusive organisation and a culture worth being part of.
This means a slight shift in mindset for our friends working in talent acquisition. To move away from sourcing candidates, generating applications and creating shortlists, and towards persuading the right people to believe in, invest in, and champion your culture. And that includes those people who already work for you. If we capture the hearts and minds of people, their bodies and talent will quickly follow.
In short
Next time you review your employer branding efforts, ask yourself: how much of it leans on promotion versus persuasion? And consider how to tip the balance decisively toward the latter.
Need a little help?
We hope you’ve found this article helpful. If you want help, support or even just a chat about this or any aspect of your employer brand or talent strategy, then drop us a line. Between you and I, much of our best work has started with a cup of tea, chocolate Hobnob and a video call.
