This category recognises organisations that have built a compelling and authentic employer brand that attracts and resonates with talent.

Judges will be looking for:

• A clearly defined employer value proposition (EVP) and how it reflects the organisation’s culture and values
• Evidence of how the brand has improved attraction, engagement, and/or retention (e.g. application volume, quality of hire, brand perception)
• Consistency of brand messaging across multiple touchpoints (e.g. careers site, social media, campaigns)
• Innovation and creativity in storytelling, visual identity, and tone of voice
• Demonstrated authenticity – how the brand reflects real employee experiences
• Collaboration between HR, marketing, and leadership to develop and deliver the brand