“…Content becomes a by-product of reality”
TOM LAINE
Tom Laine works at the intersection of recruitment, employer branding, marketing, and LinkedIn-based professional communication.
His background combines hands-on experience in recruitment and marketing with extensive work as a trainer and advisor. Over the years, he has trained and coached literally hundreds of organizations, recruiters, leaders, and jobseekers on topics such as employer branding, recruitment marketing, LinkedIn, and job search practices. Over 70.000 attendees have joined Tom’s live and/or virtual sessions across Europe, Middle East, Asia, Australia and North America.
Tom’s approach to employer branding is practical and operational. Rather than treating EB as a standalone activity or HR’s communication exercise, he focuses on how employer branding connects to recruitment processes, internal / external communication, marketing, leadership, and candidate experience.
The Employer Branding Workbook reflects this perspective by bringing together recruitment, marketing, and employer branding into a single, structured framework with numerous practical exercises, canvases, templates and checklists. The book is designed for practitioners who need tools, models, and exercises that support real-world decision-making and implementation.
In addition to his advisory and training work, Tom has developed several practical employer branding concepts and frameworks over the years. These include earlier models such as the Employer Brand Journey and recruitment- and EB-related metrics published through Recruiting Daily, as well as newer tools introduced in this book, including employer branding canvases, EB growth hacking, EB diagnostic models, and the Employer Brand Pyramid. Together, these frameworks aim to support clearer thinking, better alignment, and more structured employer branding work in practice.
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