You’ve been told that your employer brand will save you money. That it will attract better talent. That it will shorten the time to fill a role. That it will increase employee retention and improve morale.

But you’ve been lied to. In order to yield all those results, you can’t just slap together some pillars and a tag line and call it a day. Having an employer brand isn’t a solution in itself. If you are going to invest in your employer brand strategy, you need to do it right.

That means rejecting shortcuts and quick wins and instead building your employer brand on a foundation that is meaningfully attractive, authentic and differentiating.

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