I’ve always thought that 9 out of 10 employment brands are basically clones. If you asked candidates to tell the difference between them, they’d probably draw a blank.

Employment Brand #1 claims to hire top talent, treat employees well, value diversity, have a fun work vibe, and actually listen to staff.

Now, Employment Brand #2? They do the same as #1 but their logo is blue!

Then comes Employment Brand #3, doing the same as #1 and #2, but adding the twist of exclusively hiring top-tier talent.

And, of course, Employment Brand #4 follows the pattern but sweetens the deal with pay-for-performance.

Everyone’s saying, “We’re just like them, but better because we say so!” So, what makes some brands stand out from all the spam? The only answer that clicked with my limited marketing brain is a genuinely transformative leadership vision.

Sure, any company can offer more money, better perks, and all that jazz. But having a clear, inspiring, and unshakeable vision is a rare gem. Think Elon Musk, Steve Jobs, Henry Ford, Oprah Winfrey – leaders with a vision that stands out and makes employees follow without question.

If a transformative vision is the only thing that sets organizations apart, and the rest of us are pretty much the same, what’s the real message to candidates? Are we just serving up more spam? If so, is employment branding just a waste?

We’re living in an Instagram world, where good design and a smart media strategy are seen as ‘better’ – even if they don’t make you a better employer. Let’s not kid ourselves; we all play the game. And that’s okay, as long as you’re not playing without that transformative vision.

It’s even cool if you truly believe your company is great! Because, let’s be real, belief is what makes employers stand out. It’s the basis of a transformative vision.