Employer Brand: A Lifecycle Approach

The Forrester Brand Lifecycle Framework depicts a best-in-class workflow for building and implementing a high-impact brand strategy. The framework can be applied to the development of an employer brand that positions the organization for success in attracting the most qualified talent. The organization must ensure that the employer brand — a derivative of the corporate brand — remains closely aligned with the master brand. In this report, we show how the Brand Lifecycle Framework can be used to develop and manage an employer brand in alignment with the corporate brand and audience focus.