It's 2020—the beginning of a new decade and the year when according to the Talent Board, employer branding will be the focus of recruiting.

Employers are finally starting to embrace employer branding as a necessity to find and attract the best talent. Though employer branding is on the rise, it hasn't yet become mainstream the way it has in Europe.  

This changed recently when Apple—one of the biggest consumer brands on the planet—launched its first-ever employer branding video. 

Initial Reactions

For current practitioners, it was met with mixed reviews. We reached out to our TBA members to get their thoughts and impressions.   

The Good  

• A refreshing video without the typical images of an office environment with people smiling while they work

• Great attempt at being more transparent to their target audience 

• Kudos to them for not trying to attract everyone  

• A unique and different approach  

The Bad  

• The video loses its flare after the one minute mark  

• A great first attempt, but too focused on the logo

• Very brand focused and not on the individuals behind the scenes 

How Do I Interpret This Video?   

What I see when I watch this is an understanding that Apple is going all-in with employer branding. Though it may be missing the people who do the work and global opportunities that Apple offers, it's intentional with its approach.

The intention behind the video is to attract job seekers who are rebels at heart, who think outside the box, who don't stick to conventional wisdom, and who want to do something amazing.   

What Kind of Statement Does this Make?   

Aside from personal views, the first attempt by Apple at making an employer branding video is massive. It validates what we all love and do for a living. Having a big brand finally realize the importance of employer branding is immense for the industry.

It helps validate the work we do and shows that it's not a fad. Employer branding is here to stay.

Though this video is far from perfect, it's a step in the right direction. That’s one big step for Apple—and one giant leap for the EB industry.

Alex Her leads the Global Employer Branding and Recruitment Marketing at Informatica across 26 countries. Along with that, he's also a member of the TBA Marketing Committee.