Employer brands are insanely complex and complicated things. They remind me of someone’s personality, where even where there are overarching traits we see everyday, under the surface there is a surprising level of complexity that doesn’t show up often. Think of the biker who has a kitten or the high-school dropout who quietly collects pulp noir novels. There are layers.
To account for such layers, it’s helpful to think of your employer brand as the sum, both directly and indirectly, of four primary forces:
Like physics, understanding the underlying drivers of your brand will help you anticipate and influence the path of your brand. So first, let’s define these forces and how they impact your brand; then we’ll examine how they are changing in light of the pandemic.