{"id":30525,"date":"2024-06-24T02:00:00","date_gmt":"2024-06-24T02:00:00","guid":{"rendered":"https:\/\/www.thebrandingjournal.com\/?p=30525"},"modified":"2024-06-18T13:18:09","modified_gmt":"2024-06-18T13:18:09","slug":"crafting-authentic-employer-brand-embracing-downsides","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2024\/06\/crafting-authentic-employer-brand-embracing-downsides\/","title":{"rendered":"Illuminating the Shadows: Crafting an Authentic Employer Brand by Embracing Your Downsides"},"content":{"rendered":"\n

In the world of branding, there is a distinct divide between the approaches used to reach consumers and how we reach prospective employees. <\/p>\n\n\n\n

Consumer branding is a world of positives: Look at these features and attributes! They bring amazing value and impact! New and improved! Now even better! Looking at any consumer ad or brand positioning is to see a laundry list of positives. In a way, a consumer brand is built via painting: adding more layers of colors and light until the picture becomes clear.<\/p>\n\n\n\n

But employer branding<\/a> is potentially the only kind of branding that takes a very different approach. In a model where success isn\u2019t measured by how many people want to work there (quantity of customers), but by the quality of the final hire, employer branding has to attract and repel in equal measure<\/a>. It wants to attract only the perfect candidate without anyone else applying. That requires communicating the job\u2019s \u201cdownside\u201d as much as it is about talking about what it offers.<\/p>\n\n\n\n

This isn\u2019t painting. It\u2019s more like drawing: the process of layering in shadows to create depth and make the picture look real and three-dimensional.<\/p>\n\n\n\n

Because unlike all other kinds of branding, employer branding becomes more valuable the more it understands and uses its downsides.<\/p>\n\n\n\n

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