When we set out to demonstrate the importance of employer branding twenty years ago, we were met with scepticism from marketers and HR professionals alike. Today, the importance of employer branding is difficult to overestimate, the discipline has become a permanent part of any marketing course, and every HR professional has a detailed feel for the appeal of the employer for which they are recruiting. 


Employer branding and a strong employer brand don't just help companies attract talent. They also help retain it. Two decades down the line, this is no longer a point of discussion. But with this realisation came the hype. Because nowadays, hundreds of consultants claim to be employer branding experts. They all come up with quick wins and detect low-hanging fruit in order to boost the appeal of employer brands or brush up an employer's image. 

do not underestimate the candidate

Employer branding constitutes a long-term endeavour. After all, candidates are not naive. And should you succeed in getting them on board under false pretences, you'll lose them immediately. In order to build a good reputation as an employer, you need to actually be an appealing employer for the talent you need. And then maintain highly consistent communication with regards to what you represent as an employer. In short, building an employer brand takes a sustained and consistent approach.