Every organisation has an employer brand - whether they realise it or not. But how many actually own it, live it, and use it to attract the right people?

In this episode of Future People, Dan sits down with Mark Puncher, Founder & CEO of Employer Branding Australia, to unpack what employer branding really means beyond glossy campaigns and polished job ads.

Mark brings more than two decades of experience helping organisations tell their story honestly - building brands that are as real on the inside as they look on the outside. Together they explore:

• Why your employer brand isn’t a marketing exercise - it’s leadership in action
• The three essentials of powerful employer branding: proposition, strategy, and storytelling
• How authenticity and imperfection drive connection (and why scripted videos kill it)
• The CEO’s role in shaping culture and reputation
• The “magnet, compass, and blade” test every brand should pass
• And what the age of AI means for human storytelling and trust

If you lead people, hire people, or care about culture - this one’s for you.

Links from the Episode:

• https://www.linkedin.com/in/markpuncher/
• https://www.employerbrandingaustralia.com/

This episode was brought to you by:

Thirdway Advisory www.thirdwayadvisory.com.au

Host: Daniel Moussa - Founder, Thirdway Advisory Dan Moussa is the founder of Thirdway Advisory and one of Australia’s most connected talent advisors across real estate development, critical infrastructure, and sustainability. He hosts Future People, where leaders share how they are redefining value, legacy, and the future of work.

Connect on LinkedIn: linkedin.com/in/daniel-moussa-1307a522

Please contact us if you:

• Want to come on board as a show sponsor
• Are interested in joining the show as a co-host
• Have feedback or suggestions on how to make the show better

Produced by The Podcast Boss