While the concept of employer branding has only gained wider attraction in Lithuania over the past decade, globally it has long been recognized as a strategic business function. Employer branding is no longer just about attractive job ads – it’s a comprehensive representation of an organization’s reputation, shaped by employee experience, leadership culture, and core values.
We spoke with Brett Minchington – one of the world’s most influential employer branding experts – about the evolution of the field, common mistakes organizations make, and what the future holds for it. For over two decades, Brett has been deeply immersed in this field. He has authored ten benchmark books on the topic, founded World Employer Branding Day, and established the Employer Branding College, through which he has trained and advised thousands of senior leaders across more than 60 cities and 40 countries.
“My journey into employer branding started with a simple question I couldn’t stop thinking about: Why do so many people dislike their jobs?” Brett says.
Back in 2004, that curiosity led to his first book, “Your Employer Brand: Attract-Engage-Retain“. While writing it, Brett noticed a clear trend: the most successful organizations were beginning to stand out not just for their products or profits, but for how their people felt about working there. This employee experience – defined by engagement, pride, and simple human connection – was becoming visible everywhere, even in customer service.
“Interestingly, my second book was originally going to be on an entirely different topic. But the more I researched and worked in employer branding, the more I saw the untapped potential of employer branding to transform not just how companies recruit, but how they lead, grow, and compete.”
Common employer branding mistakes
When asked about the most common mistakes organizations make when building their employer brand, Brett says: the biggest risk is having too narrow perspective.
“First mistake – focusing only on recruitment. Many companies think employer branding is just about promoting job openings. But that’s just the tip of the iceberg.”
This is especially relevant today as competition for talent intensifies and employee expectations become more complex. It’s not enough to state generic phrases like “great atmosphere” or “young team”. Candidates are looking for authenticity – do organizations actually live their values? Do employees feel heard? Is their well-being genuinely prioritized?
“There is a missed opportunity if you recruit the best talent only to see them leave because you can’t deliver on the employment experience they need to thrive”, – Brett emphasizes.
Second common mistake – lack of structure. Organizations want results but often lack the resources or clearly defined responsibilities to deliver them.
“Failing to define an organisational structure that will support a holistic approach to employer branding that has a sustainable impact at the enterprise level.”
Third – lack of leadership competencies. “It’s hard to achieve great results if senior leadership does not have knowledge about employer branding, what are the benefits of it and how to put it in practice. It’s important to grow such competencies.”
A global community born of necessity
In 2015, Brett launched World Employer Branding Day, the first international event dedicated to the employer branding community. The idea was simple but ambitious: to unite a fragmented global industry and elevate employer branding to the strategic business function.
“At the time, there were interesting initiatives happening around the world, but no global platform to connect the dots – no shared space for leaders, agencies, and communities to come together, learn from one another, and push the industry forward.”
The first event was held in Prague and attracted 250 participants. By 2024, it had grown to 800 leaders from 45 countries. Every edition over the past six years has sold out.
“But more than just growth in numbers, it’s the quality of connection and collaboration that sets this event apart – a global community of forward-thinking leaders committed to advancing employer brand leadership practice not only by talking beautiful things but actually seeking for organizational changes.”
Today, the event is one of the most influential employer branding platforms globally – setting new standards, forging partnerships, and sharing best practices. It’s especially valuable for organizations that want to create from within, not just copy others.
Human connection as a competitive edge
When asked about the future, Brett emphasizes that success will hinge on the ability to stay human in an increasingly tech-driven world.
“As AI and automation drive efficiency, the real competitive edge will come from building trust, connection, and purpose at scale, especially across remote and globally distributed workforces.”
This is already happening. There’s rising interest in leadership styles built on empathy, openness, and the ability to create cultures where people can bring their authentic selves to work. In such organizations, employees don’t just stay – they become ambassadors, sharing their experience and attracting others, thereby strengthening the company’s internal and external reputation.
According to Brett, this transformation will require a new kind of professional:
“We’ll also see a significant rise in demand for strategic employer brand leaders – those who can navigate complexity, find synergy across different functions, and those who are able to make an influence at the highest levels. Most companies aren’t ready. But those who invest now in building this capability will be the ones shaping the next era of work.”
You may find this article in the Lithuanian language here. This article was published on Delfi M360 website.