Employer branding is not a fully independent marketing tool. By being one of the brand components,  it’s still influenced by the company’s corporate and consumer branding strategies. To integrate your employer brand with your consumer and corporate brand is a challenge that companies have to manage to communicate effectively with employees, customers and investors.

Companies with strong consumer or corporate brands often have an advantage when it comes to employer branding. However, a strong consumer brand might sometimes skew the employer image and lead to misconceptions among the recruitment target groups. In this case, the company needs to establish an employer brand that differs to some extent from the corporate and/or consumer brand.

In other cases a strong consumer brand can inflate expectations among candidates, which means that the company faces the risk of falling short of expectations and thereby undermining the employer brand. Believing that a strong consumer brand will automatically translate into a strong employer brand is very risky.

It is wise to:
Use Common Messages
Dare to differentiate
Track expectations

To be continued…