Employer Brand is the missing piece in RPO.

Towards the end of last year, McKinsey released its State of Marketing Europe (2026) report, and one insight stood out. Employer brand now ranks among the top priorities for CMOs across Europe.

This is a significant shift. Employer brand is no longer seen as something owned solely by HR or Talent Acquisition. Instead, it’s now recognised as a critical part of how organisations attract, engage, and compete for talent.

‘Employer branding remains a priority and mirrors the broader shift toward authenticity. Today’s job seekers look for meaningful insights into what a company truly stands for.’

McKinsey, State of Marketing Europe (2026)