What is the most important component in building employer brand equity?

A single, cohesive, consistent message.

Brand equity is a marketing term that refers to the value associated with a brand name. In terms of employer branding, brand equity refers to the effect of brand knowledge on potential as well as existing employees of an organization. Employer brand equity should encourage potential applicants to apply and candidates to accept job offers. Equally as important, however, employer brand equity should encourage existing employees to identify with support the organizations values, thereby increasing retention. All four choices are aspects of a marketing brand strategy, that need to be carefully considered. However, Option D is the most critical, and applies equally to both recruitment and retention goals. No matter how well a marketing plan is executed, an organization will need to demonstrate that it delivers what it promises to customers and employees in order to maintain positive employer brand equity. This makes it critically important to deliver the same messaging both BEFORE and AFTER the relationship begins. Therefor, Option D is the BEST answer.