Employer branding: It's not just a buzzword. As more and more candidates use a variety of tools to research organizations and their roles, employer brand is becoming increasingly important for all recruiting and retention efforts. This is especially true when hiring the next-generation workforce, who are driven by values, work/life balance, identifying with a culture, employee diversity, and business sustainability.

Add to that a talent shortage and post-pandemic hiring challenges, and it's no wonder that employer branding is more important than ever.

Today's job candidates vet potential employers in ways similar to how they shop for consumer items - on their favorite digital platforms, asking around, and reading reviews. What will that mean for your organization? Will your company be able to pass muster?

To attract top talent and find better matches for your ever-evolving roles, employer branding is what will differentiate you and help you stay competitive.