We Prefer One Brand Tuned By Audience
We absolutely support and require HR’s voice in the branding process. Their input is critical as they represent the incredibly important audience of current and future talent.
Right now, brands are doing the work to determine their behaviors around diversity, equity, and inclusion. Employees (current and future) are demanding transparency and accountability that go beyond pithy slogans and sunny social media campaigns. How a company uniquely does this work says a lot about brand values.
And absolutely a company’s culture and employees are one and the same, no? So being intentional about how you tend to that culture is nothing if not both strategic and humane.
That said, we’re NOT fans of the development of an “Employer Brand” that is defined and stewarded by HR in a process that is separate from the brand. This makes no sense to us when the very thing that branding requires is stewardship and unified communication across all touch points.
What we’d rather do is work to get at the heart of your brand and bring it to life in a way that profoundly inspires your talent as they move your business forward and gets the attention of new talent, compelling them to want to contribute to your growth and culture.