Should an employer brand stay neatly within the lines of the corporate brand?

“My view? An employer brand doesn’t have to sit neatly inside a corporate brand,” Ken explains. “In fact, there should be a difference. People who know your brand or product don’t automatically connect that to working at your company. Those are two different goals. Two different contexts. Of course, all communication, whether about products or jobs, needs to fit your brand DNA. But that doesn’t mean it all has to look the same. I see an employer brand as a complement to the corporate brand, not a subset of it.”

From consumers to candidates

“Corporate guidelines are often high-level,” Ken says. “Apply them to employer branding without creativity and you’ll never connect with your audience. Without a distinct identity, everything becomes generic. You need to surprise potential candidates. Introduce your employer brand in a way they don’t expect. Translate your company culture into language and visuals that resonate. Corporate campaigns often rely on stock imagery or actors. Employer branding should feature real employees. And showcasing your own people successfully and respectfully requires a different approach.”

Does that mean Fantastic ignores corporate guidelines altogether? “Of course not. They’re a source of inspiration for building a distinctive employer brand. For example, Goodman’s square logo became the canvas for the recruitment campaign we launched. Storylines from the corporate brand can absolutely strengthen an employer brand. But they always need to be translated into something authentic and tailored to talent.”

A long-term relationship

“An employer brand needs to work longer than a corporate campaign,” Ken explains. “This isn’t a one-off purchase. Even after someone is hired, a strong employer brand helps keep them on board. It lives internally. Employees become ambassadors. And eventually attract new talent themselves.”

Competition is fierce

“Don’t forget: an employer brand competes in a much tougher arena than a corporate brand. If someone is interested in your laptops, you’re not competing with vacuum cleaners. But the engineers or marketers you’re hiring? They might just as easily join a company in a completely different sector. Your competition is broader. And your target audience is smaller.”

“To stand out in a tight labour market, your employer brand needs to be different. Yes, that takes courage. But it pays off. Take McDonald’s. They chose an employer brand with a distinct identity. It still feels 100% McDonald’s, even though it deviates from the corporate brand. That difference is exactly what makes it work. If you use corporate guidelines creatively, a bold and effective employer brand is within reach.”