Employer branding is often misunderstood or undervalued, especially in a landscape of shrinking budgets and rising expectations. Yet, in today’s competitive environment, the ability to measure and communicate its value is more critical than ever.

So, how can employer brand professionals quantify their impact in ways that resonate with the C-Suite? What strategies can they adopt to ensure their work aligns with business goals, drives meaningful results, and operates with the right level of sophistication?

My guest this week is Ben Phillips, Global Employer Brand Lead at Booksy. Ben explains why ROI conversations must be grounded in financial outcomes, not vanity metrics, and highlights the importance of aligning employer branding with the strategic priorities of the business. Drawing from his experience across consumer marketing, recruiting, and culture transformation, Ben shares practical approaches for demonstrating the tangible business value of employer branding.

In the interview, we discuss:

Communicating the ROI of Employer Branding

The five things the C-Suite cares about

Forecasting ROI 

Degrees of separation from the P&L

A financial conversation versus a cost-benefit one

How is employer branding changing?

Culture, EVP, experience, authenticity and trust

The difference between consumer marketing and recruitment marketing  

What does the future hold, and what part will AI play?


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