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Organisations are starting to focus less on the creative elements of their employer branding and more on the strategy that underpins it, a branding expert says.

"A lot of employer branding and employee value proposition development projects have, in the past, based themselves on getting a creative output, and it's generally been a [part of a] recruitment campaign," says Peak Corporate Solutions director Malcolm Peak.

This "attractive visual representation" was typically used across webpages, job advertisements, and social media channels to attract talent.

But lately there's been a move away from "pure creative work" to strategy as employers realise the importance of having a strategy in place to answer the question "why should I work with you?"...