Employer Branding. Chapter II. 👉 Read Part I here
In Part I, we asked the real question behind the buzzword: “Employer Branding – whose job is it, really?” We introduced a new character – the Chief Happiness Officer – and sparked a few raised eyebrows, nods of recognition, and even a little hope.
But that was just the beginning. This… is Chapter II.
Spoiler: it’s not a remake. It’s the turning point.
🎭 The plot thickens
Since we last spoke, the workplace has morphed faster than you can say “employee engagement”. Here’s what we’re now facing (source: Gallup State of the Global Workplace 2025):
- Millennials & Gen Z now outnumber all other generations in the workforce.
- Just 1 in 4 employees trust their direct manager.
- Just 1 in 3 feel someone cares about their development.
- Only 23% are actively engaged at work.
It’s not just a leadership gap. It’s a trust crisis. And if we want to keep up, we don’t need another marketing campaign. We need a new lead character.
🧭 Enter the CHO – not a guru, not a clown
Forget yoga mats and cupcakes. The CHO is not a cheerleader in sneakers. They are the architect of trust, curator of energy, and the emotional GPS of the company.
The Chief Happiness Officer brings:
- Real-time pulse checks & eNPS tracking
- Internal rituals that actually foster belonging
- Hybrid workspaces designed for human connection
- Programs for growth, safety, mental health and meaning
No fluff. No hollow “Happy Monday” gifs. Just the kind of invisible leadership that transforms cultures from the inside out.
🎥 A different kind of movie
Imagine this like a blockbuster: 🧑💼 CEO: leads the ship 🎯 CMO: drives perception 👀 CHO: creates the feeling you never want to leave
On the other side of the frame: 👩🏻 Millennials 🧑🏽🦱 Gen Z 🧒🏼 Gen Alpha (soon)
Each of them demanding something our old systems were not built to offer: meaning. And when people feel like extras in a workplace where no one really sees them? They leave. Quietly. Loudly. Emotionally. Financially.
🌍 Real companies, real moves
Some companies already get it.
FLIGHTSTORY – Steven Bartlett’s brand agency hired Harri Walsh as “Head of Happiness & Health” out of 16,000+ applicants.
“Brains literally function better when people are healthy, connected, purposeful.” → Source
She wasn’t a vibe manager. She designed wellbeing rituals, reconnection days, and energy loops between leadership & young talent.
More and more progressive brands are investing in happiness as a strategy – not a perk.
As for me? I still dream of joining the @CHO Academy in Denmark this November, Led by @Alexandre Kjerulf, CHO pioneer, building Nordic-style strategies rooted in science & belonging. Let’s see if the stars align. 🤞
If you’re curious about the certification: look up Alexander Kjerulf – a voice worth listening to.
✨ Final shot
Employer branding is not a logo. It’s not a tagline. It’s not even a LinkedIn post (ironic, I know). It’s what your people feel about working with you – even when they’re not at work. And that feeling is shaped every day, in every meeting, by every choice.
Maybe it’s time for someone to own that. To give happiness a seat at the table. Not as a gimmick. But as a growth strategy.
🎬 End of Part II
If it made you think, save it. If it made you smile, give it a like. Because Part III… might just flip the script. 😉
