Integrate your brands

Employer branding is a dependent marketing tool: it’s influenced by the company’s corporate and consumer branding strategies. Yet to integrate the brands is a challenge to manage and communicate effectively to employees, customers and investors.

Companies with strong consumer or corporate brands often have an advantage in employer branding. However, a consumer brand might skew the employer image and lead to misconceptions. Or a strong consumer brand might inflate expectations amongst candidates, meaning that the company instead faces the risk of disappointing. To believe that a strong consumer brand will automatically translate into a strong employer brand is chancy.

You should:
• Use Common Messages
• Dare to differentiate
• Track expectations

To be continued…

Re-published: “Integrating your brands”, by By Annika Lagerholm, Universum Quarterly, 2006, Issue 1