Employer Branding

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part of Strategy · tier 2 · 0 pieces of work carry it · 3 crafts it is confused with

The craft, and who hires it

EVP development, recruitment marketing campaigns, and careers-site/talent-attraction programs — hired when competing for talent needs brand-level treatment rather than job ads.

The talent-audience branding craft: defining and expressing the employer value proposition (EVP) — why people should join and stay — through employer-brand platforms, recruitment marketing, careers experiences, and culture communications.

Tag it when…

Tag when the work addresses prospective or current employees as its audience AND evidences EVP/employer-brand craft — an EVP platform deliverable, a recruitment campaign built on an articulated employer-brand idea, a careers-brand system, or an explicit employer-branding credit.

Never tag it when…

Never tag consumer-facing brand work (strategy_brand_strategy). The talent audience alone is not sufficient — a plain job posting is not employer branding; the strategic EVP craft must be legible. Content-type ('recruitment video', 'testimonial') is never the rule basis: a careers film still tags its film crafts (cinematography, editing), and employer_branding tags only the strategy craft evidenced in it.

Easily mistaken for 3 other crafts

Every other page suggests neighbours by similarity. This one navigates by difference: each line names the craft this is confused with, and the rule for telling them apart.

• strategy brand strategy — Same craft muscles, different audience and proposition: consumer brand platform → brand_strategy; talent/EVP platform → employer_branding.
• strategy communications planning — An internal-comms message plan is comms planning; employer_branding requires the EVP/employer-brand platform itself to be the craft.
• audience axis — Who a piece targets is the audience facet; never derive this craft tag from audience alone — the EVP craft must be evidenced.

At what size it applies

Asset grain: the whole piece is employer-brand work to a buyer or it is not tagged. Never a moment tag — an office-culture beat inside a consumer film is not employer branding.

Where to look next

• The whole services tree — the services index.
• Every other vocabulary — the vocabulary index.
• How work gets credited to a craft — the entities chapter.