Employer brand professionals are a strange lot, in that we are often people without a country. If we’re based inside the recruiting team, we aren’t recruiters. If we live in marketing, we’re a very different breed of marketer. The market itself is still emerging to define what it is we do.

So this is our rallying cry, a flag all employer brand professionals can point to and say, “yeah, this is why we’re amazing (and different by design)” that can be understood by recruiters, HR, business leaders, and marketers/comms (our big four partners internally).

This is the manifesto that declares, “we’re not your swag mavens, your job post writers or tool buyers. We are the orchestra conductors seeing the big picture, understanding and communicating the brand to the world so that the business grows."