Kamyar Shah: Employer Branding from a Marketing Perspective: CMOs & Marketing Experts Share Advice on How to Balance Consumer Brand and Employer Brand
Kamyar Shah, Fractional CMO
1) How should companies be treating their employer brand, especially in comparison to their consumer brand?
The differentiation between employee and employer brand is futile; those two have a symbiotic relationship. The same goes for consumer brands.
2) Do they both matter?
Of course both matter. Positive branding from any aspect and any level usually has a positive impact on overall brand perception. The brand value is transferable both in-depth and breadth.
3) How should companies balance both?
It needs to be a cumulative effort that enables branding from any/every level. The benefits are mutual to all; employee, employer and the company. The storytelling portion of a brand can work its way all the way up to the corporate level.
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