--- title: Tonic Thinking description: Tonic is an award winning communications business. We help employers to communicate better with their people. These are our thoughts. --- [![Tonic logo master 2020-2](https://blog.tonic-agency.com/hubfs/Tonic%20logo%20master%202020-2.png "Tonic logo master 2020-2")](https://blog.tonic-agency.com/) Filter by Category [show all](https://blog.tonic-agency.com/blog) [Content](https://blog.tonic-agency.com/blog/topic/content) [D & I](https://blog.tonic-agency.com/blog/topic/d-i) [EVP & EB](https://blog.tonic-agency.com/blog/topic/evp-eb) [Early Careers](https://blog.tonic-agency.com/blog/topic/early-careers) [FutureWork](https://blog.tonic-agency.com/blog/topic/futurework) [Insight](https://blog.tonic-agency.com/blog/topic/insight) [Social](https://blog.tonic-agency.com/blog/topic/social) [Strategy](https://blog.tonic-agency.com/blog/topic/strategy) Filter by Category - [Show All](http://thoughtmate-1.hs-sites.com/orange-blog) - [Content](https://blog.tonic-agency.com/blog/topic/content) - [D & I](https://blog.tonic-agency.com/blog/topic/d-i) - [EVP & EB](https://blog.tonic-agency.com/blog/topic/evp-eb) - [Early Careers](https://blog.tonic-agency.com/blog/topic/early-careers) - [FutureWork](https://blog.tonic-agency.com/blog/topic/futurework) - [Insight](https://blog.tonic-agency.com/blog/topic/insight) - [Social](https://blog.tonic-agency.com/blog/topic/social) - [Strategy](https://blog.tonic-agency.com/blog/topic/strategy) ### Posts by Topic - [EVP & EB (73)](https://blog.tonic-agency.com/blog/tag/evp-eb) - [Insight (70)](https://blog.tonic-agency.com/blog/tag/insight) - [Strategy (49)](https://blog.tonic-agency.com/blog/tag/strategy) - [Content (35)](https://blog.tonic-agency.com/blog/tag/content) - [FutureWork (34)](https://blog.tonic-agency.com/blog/tag/futurework) - [Social (16)](https://blog.tonic-agency.com/blog/tag/social) - [Tonic On Tour (14)](https://blog.tonic-agency.com/blog/tag/tonic-on-tour) - [Early Careers (10)](https://blog.tonic-agency.com/blog/tag/early-careers) - [Events (8)](https://blog.tonic-agency.com/blog/tag/events) - [D & I (6)](https://blog.tonic-agency.com/blog/tag/d-i) - [EmployeeX (5)](https://blog.tonic-agency.com/blog/tag/employeex) - [Humblebrag (5)](https://blog.tonic-agency.com/blog/tag/humblebrag) - [Digital (3)](https://blog.tonic-agency.com/blog/tag/digital) - [Read More 20 Aug ![Hiding weak ideas](https://blog.tonic-agency.com/hubfs/The%20evolution%20of%20employer%20brand-3-2.jpg) Content Social Strategy Social didn’t get harder. It just started hiding weak ideas. AI has made targeting smarter, production cheaper and content easier to create. That sounds like progress. But when everyone has access to the same machinery, the machinery stops being an advantage... Kylie Harries](https://blog.tonic-agency.com/blog/social-didnt-get-harder.it-just-stopped-hiding-weak-ideas) - ### [Read More 29 Apr ![](https://blog.tonic-agency.com/hubfs/The%20evolution%20of%20employer%20brand-5.jpg) Early Careers Strategy Application Inflation Isn’t a Volume Problem. It’s a Design Flaw. Early careers recruitment has a volume problem. That’s how it’s usually framed, anyway. More applications than ever. Bigger funnels. Greater reach. On the surface, it looks like success. The numbers.. Tom Chesterton](https://blog.tonic-agency.com/blog/application-inflation-isnt-a-volume-problem.-its-a-design-flaw) - [Read More 09 Apr ![The value of work](https://blog.tonic-agency.com/hubfs/The%20evolution%20of%20employer%20brand-3-1.jpg) FutureWork Insight The value of work: why attraction starts long before a job ad ***If engagement is falling and burnout is rising, recruitment may have a deeper challenge on its hands: helping people believe that the work itself is worth doing.*** Alexis Drake](https://blog.tonic-agency.com/blog/the-value-of-work-why-attraction-starts-long-before-the-job-ad) - [Read More 05 Mar ![Confusion about Apprenticeships](https://blog.tonic-agency.com/hubfs/The%20evolution%20of%20employer%20brand-2-1.jpg) Early Careers Insight Apprenticeships Don’t Have an Interest Problem. They Have a Clarity Problem Having spent a day this week at the ISE’s Apprenticeships Conference in London, I couldn’t help noticing a recurring theme across the industry: confusion. Sarah Wardle](https://blog.tonic-agency.com/blog/apprenticeships-dont-have-an-interest-problem.-they-have-a-clarity-problem) - [Read More 26 Feb ![](https://blog.tonic-agency.com/hubfs/The%20evolution%20of%20employer%20brand-3.jpg) Content Insight Strategy Targeting has had its moment. Creativity is now your unfair advantage For fifteen years, marketing has worshipped at the altar of programmed precision targeting. But now creativity has become the last bastion of unfair advantage. Fergus O'Connell](https://blog.tonic-agency.com/blog/targeting-has-had-its-moment.-creativity-is-now-your-unfair-advantage) - [Read More 16 Feb ![An office space covered in equations and binary data](https://blog.tonic-agency.com/hubfs/The%20evolution%20of%20employer%20brand-1.jpg) Insight EVP & EB Strategy AI Isn’t Brand Magic. It’s Brand maths. AI is already shaping your employer brand. Josh Tindell](https://blog.tonic-agency.com/blog/ai-isnt-brand-magic.-its-brand-maths) - [Read More 05 Nov ![AI is not killing the graduate jobs market](https://blog.tonic-agency.com/hubfs/The%20evolution%20of%20employer%20brand-29.jpg) Early Careers D & I Strategy AI isn't killing jobs for graduates The headlines seem to be writing themselves: “AI is killing graduate jobs.” Tom Chesterton](https://blog.tonic-agency.com/blog/ai-isnt-killing-jobs-for-graduates) - [Read More 04 Oct ![](https://blog.tonic-agency.com/hubfs/The%20evolution%20of%20employer%20brand-26.jpg) Insight EVP & EB Strategy Employer branding, minus the fluff, part three A little while ago, a very well-connected friend of mine applied for a new role at a business that says it’s “people-first”. I could name names, but being brutal wins no friends and although there’s.. Tom Chesterton](https://blog.tonic-agency.com/blog/employer-branding-minus-the-fluff-part-three) - [Read More 05 Sep ![](https://blog.tonic-agency.com/hubfs/The%20evolution%20of%20employer%20brand-24.jpg) Insight EVP & EB Strategy Employer branding, minus the fluff, part two Tom Chesterton](https://blog.tonic-agency.com/blog/employer-branding-minus-the-fluff-part-two) - ### [Read More 18 Aug ![Some fluff. Not employer branding.](https://blog.tonic-agency.com/hubfs/The%20evolution%20of%20employer%20brand-21.jpg) Insight EVP & EB Strategy Employer branding, minus the fluff, pt.1: **The Most Underused Efficiency Tool in Your Business** Most people think of employer branding as something you put on the business. Tom Chesterton](https://blog.tonic-agency.com/blog/employer-branding-minus-the-fluff-pt.1) - [Read More 30 Jul ![A surreal warehouse of faces](https://blog.tonic-agency.com/hubfs/The%20evolution%20of%20employer%20brand-20-3.jpg)](https://blog.tonic-agency.com/blog/youre-not-inventory.-youre-influence) ### [EVP & EB You're not inventory. You're Influence **Matt Charney has written something rather brilliant, and vaguely terrifying.** [He argues, quite persuasively, that recruitment is essentially a logistics function](https://mattcharney.com/2025/07/22/youre-not-talent-youre-inventory/). Less a noble people calling, more a..](https://blog.tonic-agency.com/blog/youre-not-inventory.-youre-influence) Tom Chesterton - [Read More 11 Jun ![A priest, playing saxophone, in church](https://blog.tonic-agency.com/hubfs/The%20evolution%20of%20employer%20brand-20-1.jpg) Insight EVP & EB Strategy How to Align Your EVP Across Global Markets (Without Losing Local Credibility) Let’s begin with a heresy: consistency is overrated. Tom Chesterton](https://blog.tonic-agency.com/blog/how-to-align-your-evp-across-global-markets-without-losing-local-credibility) - [Read More 15 Apr ![](https://blog.tonic-agency.com/hubfs/The%20evolution%20of%20employer%20brand-20.jpg) EVP & EB Strategy Start with Brand, Not with Bots We’re living in an age where AI can write your job ads, draft your social posts, ping personalised outreach messages to candidates. All before you’ve had your morning coffee. Sounds brilliant,.. Tom Chesterton](https://blog.tonic-agency.com/blog/start-with-brand-not-with-bots) - [Read More 20 Mar ![](https://blog.tonic-agency.com/hubfs/The%20evolution%20of%20employer%20brand-19-1.jpg) Insight EVP & EB Strategy When Culture Hijacks your brand Branding is about control. You spend years crafting your image. Shaping perception. Then a TV show comes along and rewrites your story overnight. That is what happened to Lumon Group. Tom Chesterton](https://blog.tonic-agency.com/blog/when-your-brand-gets-hijacked) [1](https://blog.tonic-agency.com/blog/page/1) [2](https://blog.tonic-agency.com/blog/page/2) [3](https://blog.tonic-agency.com/blog/page/3) [4](https://blog.tonic-agency.com/blog/page/4) [5](https://blog.tonic-agency.com/blog/page/5) [...](https://blog.tonic-agency.com/blog/page/6) [9](https://blog.tonic-agency.com/blog/page/9) ## Subscribe To Blog ### Get in touch Tonic Agency Ltd Runway East 18 Crucifix Lane London, SE1 ### Recent Posts ### The Socials @ 2020 Tonic Agency Ltd