Employer Branding Under Pressure: Retaining Talent & Trust in Times of Transformation

Don't lose your current talent

Trade wars, geopolitical tensions, and the rapid rise of AI are forcing organizations to restructure, digitize, and transform at unprecedented speed. In this environment, even strong employer brands face new risks: decreased engagement, top-performer attrition, EVP misalignment, and fractured communication. How can HR and employer branding leaders protect trust, motivation, and retention when change is the only constant?

What this white paper covers:

• Why employer branding must evolve in lockstep with transformation—never take a back seat.

• How to stress-test your EVP and adapt internal messaging for maximum resonance.

• Proven frameworks (like the SCARF model) to sustain engagement and motivation through uncertainty.

• Best-in-class multi-channel communication tactics, reaching every employee from the office to the front line.

• Essential metrics and measurement strategies to prove ROI and restore stakeholder confidence.

• Universum’s step-by-step playbook for navigating organizational change and strengthening culture.