The dynamic between employers and employees has changed dramatically in recent years. The power balance has shifted. The talent market has tightened, giving employees more control about how they work, and who they work for.  As one colleague put it to me, in many cases employers are now being interviewed by the candidates, as opposed to the other way around. This is why the “employer brand” has become increasingly crucial. But while companies understand the concept of brand when it comes to selling to the consumer, the idea of selling your brand to employees, and potential employees, is relatively new.…

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