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A Winning Combination: Align Employer, Consumer, and Corporate Brands for Success


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Make the most of your brand by leveraging all three pillars of it: consumer, corporate, and employer. Each represents something unique and useful, but combining them will create a synchronized, powerhouse brand that is immediately recognized and valued by potential hires.

This webcast presentation explains the ins and outs of creating a strong, unified brand presence that incorporates all of your brand entities—setting your company up for even greater business success.

Learn more about LinkedIn Talent Solutions:

Published in: Recruiting & HR
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A Winning Combination: Align Employer, Consumer, and Corporate Brands for Success

  1. 1. A Winning Combination Aligning Employer, Consumer and Corporate Brands for Success
  2. 2. Your Speaker Today ​Kristin Rice Senior Solutions Consultant, LinkedIn
  3. 3. Today’s agenda 1. Defining the 3 Pillars of a Unified Brand 2. The Impact of a Unified Brand to Your Business 3. Tips for Aligning Employer, Corporate and Consumer Brands 4. Q&A
  4. 4. Determining Your Brand Essence
  5. 5. The ROI of a Unified Brand
  6. 6. Getting Started – 5 Tips
  7. 7. Embrace Your Company Culture 1
  8. 8. Don’t fuck up the culture! P e t e r T h i e l
  9. 9. Let Your Brand Story Shine 2
  10. 10. Storytelling is a Key Ingredient for These Brands
  11. 11. Storytelling is a Key Ingredient for These Brands
  12. 12. Turn Your Employees into Brand Ambassadors 3
  13. 13. 70% of customer brand perception is determined by experiences with people
  14. 14. Employees are your MOST trusted source 0 10 20 30 40 50 60 Financial Earnings & Operational Performance Business Practices/Crisis Handling Treatment of Employees/Customer Partnerships/Programs to Address Societal Issues Innovation Efforts Views on Industry Issues Company CEO Senior Executive Employee Media Spokesperson 2016 Edelman Trust Barometer Global Report
  15. 15. So, let them do the talking
  16. 16. Break Silos Between HR and Marketing 4
  17. 17. Who’s In Charge of Employer Branding? CEOs: 60% CEOs 32% HR Marketing: 38% HR 50% CEO HR: 60% HR* “Who has primary accountability for employer branding initiatives?” Source: Universum 2020 Outlook: The Future of Employer Branding *Averaged results from HR Manager/Director, Talent Acquisition Manager/Director, Recruitment Manager/Director
  18. 18. Stakeholders See Room for Improvement & Collaboration CEOs: 52% YES! Sr. MGMT: 70% YES! HR: 77% YES! “Do you see a need for closer cooperation within employer branding between executives, marketing, and HR/recruiting?”
  19. 19. Become Obsessed with Brand Experience 5
  20. 20. Who are our candidates?
  21. 21. An Integrated Approach to Marketing Build integrated media plan for all channels Compare and prioritize target audiences for Corp, TA and Marketing Switch messaging/target based on performance
  22. 22. Key Takeaways #5 #4 #3 #2 #1
  23. 23. +