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Employer Brand Archetypes

Personality is the foundation of your brand.

What’s Your Employer Brand Archetype?

You’re here because you want to build an employer brand that engages people, makes deep human connections and builds a following. Ultimately, to ensure you have a competitive advantage when looking to hire talent.

You want to build an employer brand that engages with people on an emotional level.


Gerald Zaltman, Harvard Business Professor

In the digital age, our attention is spread thinly. Consumers are now connecting with brands that connect on a “human” level and engage with them through “emotion”. This is exactly what’s happening in the talent market too.

You want strategies that allow your employer brand to look, feel, sound, behave, think and act differently to the competition.

This all starts with brand personality...

Personality is the foundation of your brand.

How would you prefer your employer brand to be defined if it had a personality?

A rebel or an explorer?
A lover or a creator?
A comedian or a hero?
Your employer brand has a personality whether you’re aware of it or not.

For candidates looking to join a new company, the personality archetype of your employer brand can have a bigger impact on their decision than you initially think…

If you’re new to this subject, here’s a brief summary - Psychiatrist and Psychoanalyst Carl Jung, (founder of analytical psychology!) defined 12 personality archetypes that represent the range of basic human motivations.

Jung found that every individual typically has one dominant archetype that drives their personality. It just so happens that brands do too.

The issue is, most businesses don’t address the psychology behind their brand or employer brand and, when they do, it’s probably retrospective.

Knowing which personality archetype that your brand fits into, means recruiters can control their messages and conversations to convey that personality in a clear and consistent way.

It should always be the starting point to gain key insights, prior to any creative work commencing.

The 12 Archetypes

Jungian archetypes are representations of the different personality types.

Most people can consciously or unconsciously identify with these personality types based upon their life experiences and shared cultural consciousness.

Individuals are more complex than simply being defined as a ‘good’ or ‘bad,’ therefore, Jung created 12 archetypes to represent a wide variety of traits, which most people will fit into. So will most brands.

  • The Innocent
  • The Everyman
  • The Hero
  • The Outlaw
  • The Explorer
  • The Creator
  • The Ruler
  • The Magician
  • The Lover
  • The Caregiver
  • The Jester
  • The Sage

Example of a strong brand archetype

Nike is a great example of a Hero archetype. Every advertisement Nike produce is about rising to the occasion, triumphing over challenges, and being your best - with their help, of course.

The next time you see an advertisement for a consumer brand, see if you can identify the brand’s archetype.

Want to uncover your employer brand archetype?

You’re in luck! We’ve developed an online tool to assess your core traits to ascertain your core employer brand archetype.

Want free access?

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