In reality, your company only gets to have one brand. It’s not as if you can have a consumer brand that targets consumers, a talent brand that targets employees, an employer brand that targets candidates, and a shareholder brand that targets investors. The reason? You only get one reputation.
We don’t isolate our opinion of a company as an employer from our opinion of it as a product maker or service provider. It’s proven that a negative candidate experience has negative financial consequences on an organization, and the same is true the other way around. Brand reputation shapes career decisions. Every department from HR to PR is thus a stakeholder in your brand. They all have a responsibility to hold up their part of your company’s reputation and cohesion is critical and profitable, so consider building your narrative collectively.
Hear more from Jody OrdioniBrandemix Chief Brand Officer, and author of the Talent Brand
ABOUT THE AUTHOR
Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.
