Why the fuss about senior leaders and employer brand? There are two parts to that answer. First, in today’s competitive labor market, companies need to differentiate their firms, and a well developed employment brand can help with that. Then, there are the leaders themselves. The same senior leaders are expected to embrace and represent the organization’s values, and they are expected to be skilled at convincing others. That’s why, in addition to the recruiting organization, it is the leadership group who should be the most prominent in promoting a firm as a great place to work.