Video
Unlocking Hiring Success with Employer Branding
See how a modern employer brand, proven across the employee journey, cuts costs, speeds hiring, and lifts retention, trust and performance.
Summary
Many teams treat employer brand as a talent magnet. It fails in practice when the promise doesn’t match the lived experience or the strategy. The durable answer is alignment: a system that links the employee value proposition to the customer promise and the way the business runs. That turns intent into better hires and steadier performance.
Watch The Video
In this video, Dipendra Mistry (CSO & Managing Partner) shows how to align your employer brand with commercial strategy for sustainable growth — and why it matters now.Our Perspective
What this means for leaders navigating growth, change or transformation in their organisation.
The Real Gap
When leaders treat employer brand as a magnet for talent rather than a mechanism for strategic delivery, a predictable gap opens up: the promise sold to candidates isn’t the experience they find at work. That gap corrodes trust, slows decisions, and compromises the very capabilities you need to win priority markets. Gartner reports that only 33% of employees say their organisation reliably delivers on its Employee Value Proposition (EVP) promises, which is a stark reminder that messaging without operational follow-through undermines performance.
The consequence is commercial: mis-hired strengths multiply misaligned behaviours, and the organisation becomes hard to steer precisely when you need to shift.
Brand As System
A strong employer brand isn’t a campaign; it’s the operating system that ties your customer promise to the behaviours you recruit, reward, and promote. Most organisations we work with underestimate how practical this is: once you name the capabilities the strategy requires, you can bake them into the employee journey so they show up consistently.
Make the link explicit:
- Anchor the EVP (Employee Value Proposition) to your customer promise and priority capabilities.
- Define the few behaviours that matter under pressure, not a long list of nice-to-haves.
- Translate those into selection criteria, onboarding, goals, learning, and recognition.
Leadership Moves
Leaders signal what “good” looks like. If you’re targeting deeper advisory work, for example, hire for judgement and collaboration, then reinforce it in how you set goals, allocate work, and develop people. Universum finds that 78% of the world’s most attractive employers see employer branding as a critical lever to remain competitive when growth slows, which underlines its strategic, not cosmetic, value.
Focus your energy where it compounds:
- Redesign role profiles around the capabilities your strategy depends on.
- Reframe selection signals and tasks so candidates must demonstrate those behaviours.
- Align performance criteria and rewards to the same standards.
- Share credible proof: leader behaviours, career stories, and progress you’re willing to measure.
Measure The Promise
What gets measured becomes culture. Track the promise–delivery gap with leading indicators, not just time-to-hire. Useful signals include: quality of hire against capability standards, time-to-proficiency in critical roles, and employee belief that leaders model the stated behaviours. Pair this with external markers such as candidate experience and reviews.
Then connect these metrics to return on investment (ROI) outcomes like retention in pivotal roles and cycle times for complex work. When employer brand and strategy move as one system, you don’t just attract different people—you unlock different performance, and that advantage compounds in every customer moment.
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Further Resources
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Brand Strategy