When Marketing met HR

…the quiet revolution began.

In 2023, I was Director of Sales & Marketing at Baur au Lac, a renowned 5-star hotel in Zurich. In the middle of a full rebranding, another initiative landed on the table: Employer Branding.

At first, I thought I understood what it was.
But only as the process unfolded did I realise how deeply it connects to leadership, trust, and the culture we shape- every single day.

Self-reflection has always driven me. And yes, I know I’ve been a challenging boss- not just because I set the bar high, but because I often brought impulses, asked questions, and encouraged self-reflection- not only in myself, but in my team and the people around me.

That’s when I began to ask:
Where does Employer Branding actually come from?

And what was it meant to be before it became an overused term?

Enjoy the read!