When it comes to employer branding, Charu Malhotra is the real deal. With over a decade in the industry, spanning global brands like BP, Unilever, Primark, Ferrero, McKinsey, and PA Consulting, she’s seen it all—what works, what flops, and what’s still misunderstood. We sat down with Charu to talk about the evolution of employer branding, the challenge of proving ROI, and why getting internal and external comms in sync isn’t just important—it’s non-negotiable.
Falling into employer branding—and loving it
Like many in the space, Charu didn’t start out in employer branding. She began her career in traditional recruitment but found herself drawn to talent attraction at BP. As BP went through an HR transformation, Charu started working closely with media, PR, and communications teams. That experience led her to project-based roles focused on branding and marketing—an unexpected but natural shift.
Her big employer branding moment came at Unilever, where she helped build the company’s talent brand from scratch. “Unilever was just a house of brands with no overarching talent brand. That’s where I fell in love with this space.”
“Because employer branding isn’t just about words and visuals—it’s about creating an environment where people know enough to thrive.”
“I’ve done this role in Marketing, Communications, and Talent Acquisition—and honestly, it doesn’t matter. What matters is the impact you create, the energy you bring, and whether you’re solving real business problems.”
She also highlighted a common pitfall: treating employer branding as a ‘nice-to-have.’ Too many teams focus on employer branding in bursts, aligning it with recruitment spikes. But great employer branding is ongoing—it’s embedded in every part of the business.
Proving ROI: moving beyond vanity metrics
Employer branding budgets are under more scrutiny than ever, so proving ROI is crucial. Charu’s approach? Keep it simple:
“Are we solving a problem the CEO and CPO actually care about? Or are we working on projects that feel nice but don’t drive real change?”
At a micro level, she advocates for agility and real-time analytics. "I’ve worked with Wiser in the past, running digital campaigns where we’d check in every other day to assess performance. If something isn’t working, be brave enough to rip it up and start again. Businesses respect intelligent failure—when you can show you’re learning and adapting."
She warns against getting fixated on vanity metrics.
“Social media impressions and application numbers are easy to track, but the real question is: are we attracting the right people? Are they staying? Are they engaged?”
Bridging the gap between Internal and External Comms
A common mistake? Employer brand messages that sound great externally but don’t match the internal reality. If your external comms sell a warm, friendly, dynamic culture, but your internal comms are cold and corporate, you’re setting employees up for an allergic reaction.
Her fix?
"There should be a red thread connecting everything—from the careers site to offer letters, onboarding materials, and leadership messaging."
She shares a practical exercise she used when developing a tone of voice for a startup. “We started with a simple question: How do we NOT want to describe ourselves? That exercise helped us shape a brand that felt real and consistent.”
Authenticity: A buzzword or a business imperative?
With the rise of TikTok and an increasing demand for transparency, authenticity is the word on every employer branding team’s lips.
“Authenticity is easy when things are going well. But when a CEO’s off-the-cuff comment goes viral for the wrong reasons, suddenly authenticity takes a back seat to crisis management.”
That said, she believes transparency is crucial. “Every business is going through transformation. If leaders are open about their challenges, they’ll attract problem-solvers who want to help fix things. The companies that get authenticity right aren’t just broadcasting their strengths—they’re admitting where they need help.”
Build bridges, not silos
For those in employer branding, Charu’s parting advice is simple: get out of the Talent Acquisition bubble. “The best ideas don’t come from sitting in an echo chamber. I once spent more time talking to a Head of Subsea Engineering than anyone else because his way of describing his work—'imagine stacking the Eiffel Tower on its head ten times over'—was such a powerful visual. That insight turned into a campaign that really resonated.”
She also urges employer branding professionals to look at every touchpoint—from onboarding emails to offer letters.
“Your brand isn’t just what you say externally. It’s the entire experience. Every small moment shapes how people feel about your company.”
Whether you’re just starting out or leading an employer brand function, Charu’s insights serve as a powerful reminder: great employer branding isn’t about where you sit, but about the problems you solve, the energy you bring, and the bridges you build across your organisation.
