Are you leaving your employer brand out in the cold?

It was reported recently that Chelsea’s prolific goal scorer, Cole Palmer, at just 22 years old is looking to trademark "Cold Palmer?" across nine major categories. This move, while undeniably commercial, is also deeply strategic. It highlights how footballers—and professionals in general—are thinking beyond their immediate careers and taking control of their personal brands.

Football is a phenomenal career for those who make it to the top. Players like Palmer achieve multi-millionaire status in a few short years. But the risks are enormous. Injuries, suspensions, managerial changes—any one of these could cut a career short. By building a brand, Palmer is safeguarding his future for a time when running up and down the pitch is no longer an option. He won't always be the top dog, so how does he create a lasting legacy? It’s not just about making money; it’s about creating something enduring, something people can buy into.

And here’s why there’s a lesson in this for all of us, especially in the working world. Just as Palmer’s trademark builds his legacy, businesses can create a buzz around their employer brand—and it’s becoming more critical than ever.

Why employer branding matters now, more than ever

Let’s talk numbers. By 2030, Gen Z is expected to make up around 30% of the workforce. This generation is fundamentally different from those before them. They value inclusivity, accountability, and social responsibility. They’re looking for employers whose values align with their own, who invest in their career development, and who genuinely support their ambitions—whether that’s financial success or the dream of an early retirement.

If businesses fail to appeal to these priorities, they risk losing out in the ongoing war for talent. The UK’s labour market is already competitive, especially in key skill areas, and standing out as an employer of choice is no longer optional. A strong employer brand isn’t just a nice-to-have; it’s a must-have.

Building your employer brand

1 > Start with Authenticity

Authenticity is non-negotiable. Claiming to value hybrid working while forcing employees into rigid schedules won’t cut it. Saying you have an inclusive culture without providing genuine channels for feedback and collaboration can actually be damaging. Take a step back and define what your business truly stands for. Why do you make the decisions you do? Are they rooted in evidence, or are they simply what feels comfortable?

Once you’ve outlined your core values, challenge them. For example, if you’re committed to office-based working, ask yourself why. Is it because it genuinely benefits the business, or is it about maintaining control? It’s so critical to really be clear on the kind of leader you are and want to be before you ask others to come along on the ride.

2 >Translate values into behaviours

Values are meaningless without actionable behaviours. If you value respect, define what that looks like in your workplace. Is it about fostering honesty? Encouraging collaboration? Clarity is crucial here. Employees need to understand what’s expected of them and, just as importantly, what behaviours are unacceptable.

3 > Embed values into the everyday

If Cole Palmer was regularly arguing with referees, slide tackling his opponents, crumbling under pressure - well the cool, calm Cold Palmer brand just wouldn't make sense. Similarly, your business values must align with day-to-day practices. If you claim to value openness but dismiss employee concerns, your actions contradict your messaging. Consistency builds trust, and trust builds loyalty.

Why all of this matters: The cost of misalignment

When employees don’t feel aligned with your brand, they leave. It’s as simple as that. And high employee turnover hurts. Recruitment, training, and lost knowledge cost your business money. Worse still, when a key employee leaves for a competitor, they often inspire others to follow—taking talent and expertise with them.

Think about it: just as we choose brands based on how they make us feel, employees choose jobs for the same reasons. A misaligned or insincere employer brand will drive talent away. On the flip side, a strong, authentic employer brand can transform your business into a destination for top-tier talent.

Don’t get left out in the cold

The Cole Palmers of the corporate world understand the power of branding. They know it’s not just about selling a product but about creating an emotional connection. As we head into 2025, businesses must do the same with their people. Take the time to build an employer brand that resonates, one that employees and potential hires can truly believe in. If you don’t, you might find your business left out in the cold.