The days of working to collect a paycheck are gone. Anyone who is talented can choose where they want to be and anyone who can’t choose won’t make a meaningful difference in our bottom line.

Which is why we need to start asking “why?” We need to ask our employees why they work here. We need to ask the leadership why the business exists. We need to ask managers why they hire who they hire.

Employer brand helps you get past decades-old recruiting processes and HR structures to realize that business success starts with the why, that it gives you the power to change entire cultures and businesses, that it allows you to compete and win against any other business.

Yes, that sounds like a lot. But it is something you can do starting right now.