Many of you are using this language or thinking already. You’ve connected some dots between the work you do and how your marketing and comms team can leverage it. You’ve heard me talk about how the employer brand is the go-to crisis PR move. You’ve seen the quotes about how companies will look at Glassdoor reviews to understand company culture before buying a company.
It’s all connected. There is a single brand, and many (many!) teams use it every day to make decisions about what to build. what to say, and who to hire.
That’s the value of a brand to a company: to make better “distributed” decisions across the company, regardless of team, location, or local cultures.
This isn’t how you make the claim that employer brand is as important to the company as consumer marketing (until you generate revenue, you’re a junior partner at best). This is how you help your company, leaders, and brand teams understand the role you could be playing and the value you could be driving.
Me? I would take this and fill in the intersections of the chart: How can EB impact consumer marketing? How can EB support IR? But then take it a step farther: how are those teams impacting the company’s ability to attract and hire? Show the connections.
Think of this diagram as an eraser: it erases the lines between teams and between concepts. It erases the reporting structure that puts you in a silo sweating reviews and application rates.
If your brand isn’t anything and can be anything, make it something that allows you to grow your entire company.