#39: On Challenging Conventional Wisdom—Is Retention Overrated?


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This week we welcome Bryan Adams to the podcast. As Founder and CEO of Ph.Creative, a leading employer branding and talent attraction agency, Bryan has spent more than 17 years helping organizations build world-class employer brands. His creative, unconventional and even controversial methodologies have changed the way people think about employer branding and EVP’s. We sat down to discuss the state of the industry as a whole, as well as an article he recently wrote challenging the importance of retention as a metric against which to measure talent acquisition efforts.

Topics include: the maturation of employer branding as a business function, the stubborn misconception that employer brands are “created,” good and bad aspirational branding, internal collaboration (and conflict) between employer branding and consumer branding teams, how strong employer brands generate revenue and value for consumer brands, the difference between retention and regrettable loss, how supporting employees who leave for better opportunities leads to higher performing cultures, the intersection of politics and the employer branding, the impact of virtual work on employer branding, and how remote work serves as a “litmus test” for strong employer brands.

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