Just over a year ago, I made a pretty big shift. I moved from my role as a Community Marketing Manager at Wiser Elite, a space where I spent my days changing perceptions of sales, building communities, hosting events, and helping create The Elites, into the world of Employer Brand.
It was a bit of a shifteroonie, as we say at Wiser.
But what’s been amazing is seeing how the skills I honed in community marketing, relationship building, storytelling, and a good old obsession with people, translate so seamlessly into Employer Brand. The past year has been full of learning curves, lightbulb moments, and a few “wow, I never thought about it like that” days.
It seems like a lot of people end up in the world of Employer Brand when they least expect it… so, I want to share the three biggest learnings I’ve made since stepping into this space so you can know what to expect about the wonderful world of Employer Brand.
1. Everything Starts with Research
There’s a saying that we always say at Wiser: “Everything starts with research”.
Whether we're working on an EVP (Employer Value Proposition), developing candidate personas, or designing a campaign strategy, research is the foundation. Without it, you’re working off assumptions, not insights. And in this space, assumptions can cost you authenticity, engagement, and trust.
The EVP process, in particular, has been one of the most eye-opening parts of the job for me. It’s not just about coming up with a snappy tagline or cool campaign. It’s about really understanding what makes your company a place people want to join and stay. That means speaking to your people at every level, running surveys internally and externally, analysing competitor messaging, and finding the true “give and get” of your offer.
From there, we distill those insights into a clear narrative and visual identity that sets you apart, and that actually resonates with your people.
2. Brand Identity is Everything
Once we’ve ticked off the research phase, there’s something incredibly satisfying about watching an Employer Brand take shape.
The brand build phase is probably my favourite. This is where we take everything we’ve learnt and bring it to life visually and verbally, crafting a distinctive identity that reflects the culture, company values, and ambitions of the business.
One of the best parts? Developing a unique EVP tagline. It’s a moment where all the conversations, interviews, and insight sessions crystallise into a few powerful words that capture why here, and why now. Seeing that line come to life in guideline toolkits, EVP explainer videos and recruitment marketing campaigns is a huge moment, not just for us, but for the clients and teams we work with too. It becomes something to rally behind, something that connects people across locations, departments, and backgrounds.
It’s a reminder that Employer Brand isn’t just about hiring. It’s about belonging.
3. Nothing Beats Face Time
The more Face time, the better.
I loved the relationship building side of my previous role and that’s only grown as I’ve moved into Employer Brand and working with our partners - the stronger our understanding, the better the ideas, and the more enjoyable the journey.
Collaborating with our clients on the work is so satisfying, from strategy and design to reviewing campaigns and spotting opportunities. We’ve developed rhythms that really work - regular check-ins, workshops, brainstorms, feedback loops - and building trust that lets us work together effectively.
It also means being able to bring the full weight of our team’s expertise into the room, whether that’s creative leads, copywriters, strategists, or EB specialists. We’re constantly sharing inspiration from inside and outside Wiser, keeping our finger on the pulse and always asking: How can we make this better?
Thinking about moving into Employer Brand?
Moving into Employer Brand has been one of the most creatively fulfilling, people-focused shifts I could have made. It’s a space where research meets emotion, where strategy meets storytelling, and where relationships sit at the heart of everything.
It’s also a space that’s constantly evolving. Trends change, candidate expectations shift, and the world of work keeps rewriting its own rules. That means staying curious is key. Whether it’s keeping up with emerging creative trends, listening closely to what people are saying on the ground, or challenging ourselves to go deeper in our research, it all comes back to curiosity and connection.
But above all, what I’ve learnt is this: people come first. Every brand, every EVP, every campaign begins with understanding people. Their motivations, their values, their reasons to believe in what you’re building. Get that right, and everything else flows from there.
If you’re thinking about making a move or looking to understand the value of EB a little more deeply, my advice is simple: stay curious, build strong partnerships, and always start with your people.
