When a crisis of trust hits the organization, the public relations machinery swings into top gear and tries to tame the media before they go on a rampage. In this mayhem, it is easy to forget that the bruises and dents also affect the employer brand. The most valuable employees of the organization may worry about future prospects and jump ship. Potential candidates may think harder before joining the firm. I was with a food and beverage company during such a controversy. That crisis taught me powerful lessons on how to protect the employer brand during a crisis. Leaders need to address this from two perspectives – the head and the heart.