Align the promise with the real experience, then reinforce it through onboarding, manager routines, and growth pathways.

Employer brand drives retention when it’s a truthful deal and the experience delivers. Start by mapping brand pillars to employee moments that matter: onboarding, manager 1:1s, feedback cycles, recognition, internal mobility, and learning. Ensure leaders can articulate the same “why here” internally. Use engagement/exit data to spot promise gaps and fix them. The choosability loop is: attract the right people → set accurate expectations → deliver the experience → keep the proof fresh.