Establishing an employer brand is more complicated than one might think.

In recruiting, where job descriptions are becoming increasingly commoditized, how can you tell if a given job is worth applying to? The employer brand drives interest in our open roles as much as the brand drives our interest in a watch, phone or president. Being a project manager at Google isn’t the same job or experience as a project manager at another company, though their job descriptions might be 95 percent identical. The brand matters in how you perceive the value of those jobs.

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