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Time to refresh your employer brand? Lessons from the beer industry.

In my youth, Carlsberg was an aspirational brand – ‘probably the best beer in the world’; an iconic lager which traded on its Danish roots. However aggressive discounting, marketing which featured too much ‘laddish humour’, changing consumer tastes together with the rise to premium lagers/craft beer has seen Carlsberg sales – and brand perception plummet. So what’s the lesson for employers? Employer brands are – simply put – a reflection of your reputation as an employer and this doesn’t…

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