Rolebot’s Top 3 & 3: Employer Brand vs Consumer Brand

May 18, 2021

When you hear branding, we usually think of logos, mascots, and other signifiers of a company’s values, mission, and identity, ie. the consumer brand. Traditional branding embodies a company’s set of values and beliefs aimed at influencing buyer behaviors and triggering consumer emotions.

An employer brand, on the other hand, is similar, but more focused on how your company is perceived by a potential employee with a strong focus on alignment and emotional well-being.

It’s easy for employers to assume that employer branding is more important for hiring than consumer branding, but is it really..?

Avoidances/ Suggestions

1. A 1st Impression is a 1st Impression

  • Avoid sharing different narratives in the public domain. It doesn’t matter whether it’s directed at employee prospects or on the consumer side.

  • Suggest aligning your consumer brand and internal hiring brand; This narrative should be an extension of the other, not two different messages.

2. Brand is Reputation

  • Avoid taking 2 different approaches, one towards your customers and another towards your employees or prospects.

  • Suggest delivering sincerity across all interactions internal and external. Always go above and beyond to make it right. It’s important to remember: customers become employees, and employees become customers.

3. Customer Success and Talent Acquisition Collaboration

  • Avoid operating departments independently. Organizations should have a team and/or a member of the leadership team responsible for overseeing conformity and/or accordance across all departments focused on delivering a consistent brand perception (eg. Chief Accordance Officer, or Brand Accordance team);

  • Suggest creating a company-wide strategy around brand conformity and accordance between all departments, internal ops, and consumer ops.

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