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A Unified Brand: How to Win by Aligning Your Employer and Consumer Brands [webcast]


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LinkedIn research has found that there is a very strong correlation between awareness of a company's employer brand and its consumer brand, and that companies with strong brands in both areas outperform the market.
Companies with aligned employer and consumer brands have an easier time attracting and retaining top talent. It's not enough to just have one or the other. A company's employer brand is twice as likely to drive job consideration as its consumer brand, but they have to know who you are first, and that often starts with your consumer brand.
This session, hosted by LinkedIn Talent Brand Consultant, Avani Khanna, goes through real life examples of companies doing this well and best practices for creating alignment between your own brands.

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Published in: Recruiting & HR
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A Unified Brand: How to Win by Aligning Your Employer and Consumer Brands [webcast]

  1. 1. A Unified Brand How to win by Aligning Your Employer and Consumer Brands 1 Avani Khanna Talent Brand Consultant, LinkedIn September 28, 2016
  2. 2. 2
  3. 3. Corporate Brand Customer Brand Brand Essence Employer Brand Investors Influencers Partners Customers Employees Candidates
  4. 4. Source: LinkedIn data – January 2015 – July 2015 for the top 100 companies with the strongest talent brand on LinkedIn The Rewards of The Connected Brand SALES RECRUITMENT EMPLOYEE ENGAGEMENT MARKETING 36% increase in stock price over 5 years 84% lift in engagement w/ company content when members saw a job first 6 EE shares = 6 job views, 3 company page views, 2 connections, & 1 follower 65% boost in applications after member saw company content
  5. 5. 5 « Don’t f*** up the culture! » Peter Thiel They invest in culture
  6. 6. 6 They tell great stories
  7. 7. GE
  8. 8. Trek Bicycle
  9. 9. REI
  10. 10. 10 They have C-suite alignment
  11. 11. 70% of customer brand perception is determined by experiences with people. 11 They activate their employees Employee Advocacy, Neal Schaffer & PeopleLinx, 2015.
  12. 12. They employ an integrated approach 12 Build integrated media plan for all channels Compare and prioritize target audiences for Corp, TA and Marketing Switch messaging/target based on performance
  13. 13. Questions?
  14. 14. 14