{
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is employer branding?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Employer branding is the process of shaping how an organisation is perceived as a place to work — by candidates, current employees, and the wider market. It encompasses culture, values, EVP, and every touchpoint in the candidate and employee experience."
      }
    },
    {
      "@type": "Question",
      "name": "Why is employer branding important?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "It directly impacts talent attraction, hiring costs, retention rates, and employee engagement. Organisations with strong employer brands consistently hire faster, spend less per hire, and keep their people longer than those without a defined strategy."
      }
    },
    {
      "@type": "Question",
      "name": "What is an Employer Value Proposition (EVP)?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "The EVP is a clear statement of what an organisation offers employees in return for their skills and contribution — covering compensation, culture, development opportunities, flexibility, and purpose. It forms the strategic foundation of every employer branding effort."
      }
    },
    {
      "@type": "Question",
      "name": "How do you measure the success of employer branding?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Track metrics including employer brand awareness, Glassdoor and LinkedIn sentiment, career page traffic and conversion rates, time-to-fill, cost per hire, offer acceptance rate, employee retention, and employee Net Promoter Score (eNPS)."
      }
    },
    {
      "@type": "Question",
      "name": "Who owns employer branding in an organisation?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "It's a shared responsibility across HR, marketing, leadership, and employees. HR leads the strategy; marketing shapes the communication; leadership sets the culture; employees deliver the most credible advocacy. None of these functions can build a strong employer brand in isolation."
      }
    },
    {
      "@type": "Question",
      "name": "How does employer branding differ from company branding?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Company branding targets customers and communicates product or service value. Employer branding targets candidates and employees and communicates the value of working at the organisation. Both influence each other — and both benefit from alignment in values and messaging."
      }
    },
    {
      "@type": "Question",
      "name": "Can AI replace human input in employer branding?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "No. AI can analyse data, personalise campaigns, and scale content distribution — but employer branding is fundamentally about trust, culture, and human connection. Empathy-driven storytelling and authentic communication require human judgment that AI cannot replicate."
      }
    }
  ]
}