Employer Brand in a world that doesn’t believe you
Presentation from EBstars 2025 – the global employer branding conference bringing together EB professionals from around the world.
What it is about?
This presentation confronts the skepticism and trust challenge in modern employer branding. Mark Horley explores how to build credible employer brands when candidates are increasingly cynical about company claims. Learn strategies for creating believable and trustworthy employer brands in an era of skepticism.
What will you learn?
- Understanding the growing trust gap in employer branding communications
- Strategies for building credibility through transparency and proof points
- Methods to leverage employee voices and third-party validation effectively
- Best practices for addressing negative reviews and criticism constructively
- Techniques for demonstrating authentic commitment to cultural values
Who is presenting?
Mark Horley
Chief Creative Officer & Founder at Tonic
Chief Creative Officer & Founder at Tonic. Has helped some of the world’s biggest and most diverse brands craft global, national, and local EVPs and employer brands. Work has earned over 145 awards.
Course Content
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