Stand for Something: How Strong Employer Brands Thrive in a Crisis

Let’s be honest: if the last few years have taught us anything, it’s that employer branding is no longer about a sleek “Careers” page and pictures of the office dog. In an economy swinging between tariffs, recession talk, and headlines that sound like rejected dystopian novels, candidates are watching how companies behave when the heat is on, and they remember everything.

It’s not the market dip itself that scares off talent. It’s how you react to it.

Do you stay silent while your workforce spirals into anxiety? Do you drop your DEI commitments at the first sign of controversy? Or do you stand for something, communicate with transparency, and double down on your people?

The answer becomes your reputation. And reputation, friends, is the currency of modern recruiting.

The Costco vs. Target Reality Check

Let’s take a walk down PR lane:

• Target: In early 2025, the company quietly (then not-so-quietly) dismantled its DEI initiatives. Cue the backlash. Boycotts erupted, brand trust crumbled, and oh yeah, they lost $12+ billion in revenue. Oops.

• Costco: Meanwhile, the team at Costco said, “Yeah, we’re keeping our DEI efforts, thanks for asking.” Result? 13 straight weeks of foot traffic growth, and a whole lot of applause from Gen Z, women, and communities of color. Oh, and did we mention a 9% revenue boost?

Moral of the story: standing for something is ethical and it’s profitable. And it’s employer branding in action.

Here’s what job seekers are really thinking when they browse your careers page or stalk your LinkedIn:

Do they actually live their values, or is it all PR fluff?

Would I feel safe and supported here if the economy turns again?

Is this a company that talks about people or invests in them?

Brands that cut DEI programs or stay silent during turbulent times may think they’re avoiding risk, but from a candidate’s POV? That silence is deafening.. and disqualifying.

Employer Branding in 2025:

• Reaffirm your commitments, especially around DEI, work/life flexibility, and mental health

• Share stories that show what your culture looks like in action

• Get your leadership aligned on messaging. (One rogue quote in a press release? Yeah, that lives forever.)

• Train your hiring managers and people team on brand consistency

Ultimately, employer branding is about showing up with transparency and authenticity. Be the brand that leads with purpose and you’ll be the one that attracts and keeps the talent everyone else is scrambling for.

Stay tuned. May is just the beginning.