“We tried Employer Branding, It didn’t work.” —Here’s why it probably didn’t.

It’s not the campaign. It’s the foundation.
At some point, almost every organization I’ve worked with has said it in some form:

Employer Branding isn’t a campaign—it’s a culture strategy

You don’t build trust through slogans. You build it through clarity. I’ve lost count of how many conversations start like this: