How do you keep your culture strong after years in which job-hopping became the norm and loyalty wore thin? We’ve moved from the War for Talent to a highly opportunistic job market (2020–2025), with turnover hovering around 20–25%. That surge is cooling, but a new shift is underway: talent isn’t chasing openings anymore, they’re looking for fit, meaning, and shared values that often extend beyond the job itself. In this masterclass, Publicis Groupe looks back at three decades of change and explores what it demands of CHROs today. Success now depends on clarity and consistency: defining what your employer brand stands for, expressing it internally and externally, and shaping the experience to reflect it. You’ll leave with concrete ways to define “added value” within your organization: to attract the right people, increase retention and strengthen culture. Turn your employer branding into the foundation of a resilient workforce.