Employer branding is often confused with communication.

You develop a campaign, produce a film and tell the world why the company is a great employer.

Sounds good.

There is just one small catch:

Your own employees usually know pretty well whether that is true.

So good employer branding does not begin with the question:

What do we want to say?

But:

What would our people say if we simply let them?

What stories emerge in the coffee kitchen?

What do they talk about when they tell friends about their job?

Why do they stay?

Why do they like coming in in the morning?

These stories are often less perfect.

And more credible for it.

And that is exactly why employer branding can benefit from a strong brand story: not by inventing an employer brand, but by making visible what is already there.

The best employer branding films may therefore not be recruiting films at all.

But films after which someone thinks:

Okay. I could get into that.

#frischebrise|