Employer Brand Strategist | Insight-Led EVP Architect | Workforce Behaviour Specialist
Charu Khurana is an employer branding and brand-building strategist with over 20 years of experience shaping consumer and employer brand identities across India and Malaysia. She has partnered with leadership teams across FMCG, automotive, retail, real estate, fintech, manufacturing, and technology—helping organisations articulate who they are, what they stand for, why consumers choose them, and why people build their careers with them. Her work bridges brand strategy, culture insight, and talent behaviour, creating employer brands that are credible, distinctive, and rooted in organisational truth.
Charu’s employer branding approach is deeply insight-led, grounded in real environments, real people, and real context. She believes that strong employer brands are discovered—not invented, emerging from a close understanding of the workforce mindset. Over the years, she has conducted extensive qualitative and quantitative research across rural, industrial, and corporate ecosystems—observing behaviours, motivations, aspirations, and the decision-making patterns that define how people choose employers. These insights form the foundation of her work in EVP evolution, culture narrative development, talent segmentation, and employee journey design.
Certified in Fingerprint Analysis, Charu brings a unique psychology-led layer to employer branding—mapping innate strengths, motivation drivers, and natural tendencies at an individual and collective level. This capability enhances her ability to design authentic EVPs, people propositions, leadership communication themes, and culture-aligned talent experiences that align personal aspiration with organisational intent. Her work consistently enables organisations to build trustworthy employer reputations, strengthen talent pipelines, and articulate their identity with clarity both inside and outside the company.
