1270 Broadway, Suite 1110 New York, NY 10001 T 212 947 1001 F 800 304 4891

Here’s the first thing you need to know: There’s no such thing as an employer brand. In reality, your company only gets to have one brand. It’s not as if you can have a consumer brand that targets consumers, an employer brand that targets employees, an investor brand that targets investors, and a vendor brand that targets vendors. You can’t simply build a different brand with a different meaning for each audience.The reason? No one thinks that way. You only get one reputation. We don’t isolate our opinion of a company as an employer from our opinion of it as a product maker or service provider. We balance everything we know about a company and determine one attitude towards it. Wal-mart’s reputation as an employer doesn’t just hurt its talent acquisition; it deters some people from shopping there. Conversely, Oldsmobile’s inability to create desirable cars didn’t just hurt its sales figures; it made attracting top engineering talent very difficult. Not surprisingly, employee loyalty and customer loyalty are highly correlated. It only makes sense to think of the brand holistically. * Studies show a high correlation between consumers’ admiration for a company’s product and their willingness to work for that company and vice versa. Since there’s only one brand for many targets, every department from HR to PR is thus a stakeholder in your brand. They all have a responsibility to hold up their part of your company’s reputation and their cohesion is critical. We can’t have the HR people scurrying around building a brand that clashes with what the marketing people or the PR people are doing. The term “employer brand” merely speaks to HR’s responsibility as a stakeholder for the overall brand. HR owns the task of conveying the brand in a compelling way to the labor market. It’s important to remember that your brand already exists. Employer branding is not about starting from scratch – trying to conjure up some positioning that you think employees will find engaging. You already have a culture, a vision, and values (and they’re all already being communicated by other departments). Your employees already have a certain attitude towards the company. Jobseekers already have preconceptions. The first step is simply to figure out what these things really are. A little hint for you … it’s not what’s written on your website. ** For help, BRANDEMiX is here.

Brand vs

Employer Brand

1270 Broadway, Suite 1110 New York, NY 10001 T 212 947 1001 F 800 304 4891

BRANDEMiX (http://www.brandemix.com) provides branded communications support for employee initiatives.

What truly distinguishes us is our knowledge of both Human Resources and Marketing and we work hard to create, deliver and manage end-to-end programs from strategy through launch.

Our capabilities span the entire spectrum of Employee Communications:

• Employer branding • Recruitment marketing • Benefit communications • Website development (intranet/extranet) • Orientation, onboarding and Best Practice Candidate Care • Employee referral programs • Change management communications • Research and focus groups • Newsletter design, and article submissions (online and print) • Recognition and Reward Programs • Training programs • Promoting HR as a strategic resource to internal partners • Branding engagement and other surveys to encourage participation