Company brand sells to customers; employer brand wins talent—and must match the work reality.

Company brand influences buying decisions. Employer brand influences job decisions. They should align, but they’re not the same. Customers care about value, trust, and product outcomes. Candidates care about the work itself: the problems they’ll solve, the team they’ll join, how decisions get made, growth paths, and what “winning” looks like in the role. Employer brand translates your business strategy into a compelling employment strategy—then proves it with real evidence (stories, data, behaviors, processes). If company brand is the promise to the market, employer brand is the promise to the people who will deliver that promise.