Is employer brand HR or marketing?
Both. It applies marketing craft to an HR audience — candidates and employees — and works best as a genuine partnership.
It is genuinely both, and it works best when the two disciplines respect what each brings. It applies marketing craft, such as audience insight, positioning, storytelling and channels, to an HR reality of real jobs, real managers and real employees. HR and talent own the truth of the experience and access to the audience; marketing owns the discipline of making that truth clear and compelling. Treating it as purely HR tends to produce accurate but flat messaging; treating it as purely marketing risks polished promises the workplace cannot keep. The most effective setup is a standing partnership with a shared brief, not a hand-off, so authenticity and craft reinforce rather than fight each other.