Defining your employer brand isn’t just a marketing exercise—it’s a strategic necessity. A strong employer brand answers one big question: “Why should someone choose to work here over anywhere else?” But to get there, you need clarity. You need to go beyond job perks and get to the heart of your company’s identity, values, and promise to talent. If you’re building (or rebuilding) your employer brand, start with these 5 foundational questions. Your answers will shape everything from your content strategy to your EVP—and help you define your employer brand in a way that resonates. Here are the 5 Questions Every Talent Leader Should Ask to Define Their Employer Brand.

1. What Do We Want to Be Known For as an Employer?

This is your employer brand’s north star. It’s what sets you apart from the hundreds of companies offering similar jobs, perks, or pay.

Ask yourself:

• What makes our work meaningful or impactful?
• What do we do differently that employees value most?
• How do we want talent to talk about us?

This question helps you crystallize your brand positioning in the talent marketplace.

2. What Do Our People Actually Experience Day-to-Day?

Your employer brand isn’t defined by what you say—it’s defined by what employees experience and share.

Look at:

• Onboarding experiences
• Employee feedback and engagement scores
• Real stories of growth, leadership, or belonging

Listen before you define. Your internal culture is your greatest brand asset—or your biggest blind spot.

3. How Aligned Are Our EVP, Culture, and Communications?

Misalignment between your messaging and reality is a fast way to lose trust with candidates and employees.

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