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Over the last two years, companies have become more focused on employer branding, but determining the one meaningful brand message to communicate remains a challenge. Companies contend with cynicism, inertia, and fatigue and struggle to make employees understand that the brand promise is not just another “nice to do” activity. Employees must be persuaded to be the ambassadors for the brand and encouraged to make decisions based on this mission. One way to do this is to focus on the unique qualities of the solutions or products the company offers.