The brand and reputation of an employer can prove very expensive it is not well managed. In employers of more than 10,000 people a poor reputation can cost $7.6m in extra wages, this is significantly more than the investment that would be required to build and manage a positive employer brand.  The example of GoDaddy shows how easy it can be to shift perceptions and attract in their case more females. If you build a reputation that the culture and values of the business are gender friendly and an environment where they can develop a great career they will come!  The branding must be authentic and the reality needs to match the promises.

The current situation often puts jobseekers in the stronger position of having options when choosing their next move.  Organisations need to embrace these market conditions by ensuring that they are managing their brand and reputation to make them an attractive proposition to the audiences they want to attract.