Alongside wage restraint, there has been competition between employers in other ways. For example, their ability to articulate a purpose, other than 'just' making money.

This push toward greater empathy, transparency, and authenticity in employer branding has been been increasingly evident.

Candidates want to work for firms that align to their values. We see this played out daily.

Brands doing this well - take a look at Ben & Jerry’s.

The ice cream company has long been known for its progressive values, speaking openly about issues and movements like climate justice, LGBTQ+ equality, and Fairtrade.

It didn’t shy away from talking about the big issues in 2020, including racial justice and voting rights, using bold language and graphics that stood out from the generic statements put out by some brands.

If you want to understand how your brand is positioned to candidates, then get in touch, we consult with companies on Employer Branding as part of our service.

Reach out to Ben Roberts to book in an assessment...

You can also join this discussion and share your experience here on LinkedIn.