Previously, In Episode 573, we explored the power of Employee Value Propositions; I want to follow up by having a similar conversation about employer branding. As companies re-invent their employee experience post-pandemic or look to rebuild their reputation post-layoffs, employer branding has never been more critical, particularly for employers recruiting in challenging talent markets. 

Definitions are fundamental here because, in the same way that developing an EVP isn't employer branding, employer branding isn't recruitment marketing.

My guest this week is John Tarrant, Managing Partner at DNA. DNA is a UK-based employer branding agency with an impressive client list and vast experience in helping employers develop employer brands that are compelling, distinctive, and drive tangible value for the organization.

In the interview, we discuss:

Recruiting challenges

Increasing candidate expectations

ESG, diversity, and values

Problems caused by lack of metrics

Emotion over logic

Employer brand as a strategy to appeal to current and future talent

Identity plus reputation

Redefining talent

How can employers rescue their employer brand?

The impact of AI and technology

What's next for employer branding


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