Outerbox Thinking | February Virtual Masterclass

In a world where candidates and employees alike seek deeper meaning and purpose, the power of a strong employer brand has never been more relevant. During the February Outerbox Thinking Virtual Masterclass, I had the pleasure of joining Talent Engagement Expert, Jane Moors, in a rich discussion around the evolving role of employer branding in today’s highly competitive, AI-influenced landscape.

🎥 WATCH THE FULL WEBINAR REPLAY HERE

In this conversation, we unpacked how companies can move beyond transactional hiring practices and activate an authentic employer brand that attracts, selects, and retains top talent.

Here are some of the key takeaways from the session.

1. Employer Branding is More Than Social Media

While recruitment marketing and social media presence play a role, employer branding is far more than visibility. It reflects the lived experience inside an organisation — its culture, values, and purpose.

2. Attraction Starts Long Before the Job Advertisement

Candidates form impressions of an organisation long before they apply. Building visibility ahead of recruitment is critical to attracting the right talent.

3. The Lived Experience Makes or Breaks the Employer Brand

“All dressed up and nowhere to go.” A well-designed EVP is meaningless without consistency between external promises and internal realities.

4. Meaning and Purpose Matter More Than Ever

Today’s candidates want more than just a paycheck. They are looking for purpose, values alignment, and meaning in their work.

5. Consistency Builds Trust

Employer brands must be consistently socialised — from recruitment to onboarding and beyond — to foster credibility and retention.

6. Measuring Employer Brand Impact

Key indicators include:

  • Time to hire
  • Employee advocacy
  • Cultural alignment
  • Leadership accountability
  • Retention and engagement

7. AI Must Not Replace the Human Connection

While AI is valuable, it should never replace human interaction. Transparency and authenticity are key to maintaining trust.

8. Get Specific — Avoid Generic EVP Statements

Terms like “flexibility” and “autonomy” must be defined and demonstrated through lived employee experiences.

9. Employees Are Your Most Trusted Storytellers

Employees’ voices carry more weight than corporate messages. Empower them to share authentic stories.

10. Future-Proofing Through a People-Centric Approach

Invest in:

  • Career development
  • Succession planning
  • Leadership capability
  • Mental health and wellbeing

Organisations that focus on their people will continue to thrive and stand out in an increasingly competitive talent market.

I am grateful to Jane Moors and the Outerbox Thinking community for the opportunity to contribute to this important conversation. I trust that these insights will inspire organisations to continue placing their people at the heart of their employer brand.