The rationale behind a well managed Employer Brand is often confused with a multiple set of goals.  Fundamentally it allows organisations to drive improved profit performance.  If we attract and retain more of the best talent we will drive better performance.  If the candidate experience is a great reflection of the employer brand and provides all applicants with a great brilliant experience whether or not they are successful this will limit any damage to consumer decision making that unhappy jobseekers can inflict on sales. All up it seems like a wise investment to develop and manage your Employer Brand but we live in a resourcing world where too much money sticks to vacancies resulting a short term tactical decisions which typically do little to amplify the employer brand messaging.