It prevents mis-hires by setting accurate expectations and attracting candidates who fit the reality.

Early attrition is often a mismatch problem: the job isn’t what the candidate thought, the pace is different, the manager style surprises them, or growth isn’t what they expected. Employer brand reduces that by making the “deal” explicit—what you offer, what you demand, and what you don’t promise. Strong brands include tradeoffs (honest friction) and proof (real examples), which improves self-selection. When people join for the right reasons, onboarding reinforces what they already bought into, and the first 90 days are less likely to create regret.