- 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.
- 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.
- 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.Source: Kamyar Shah: Employer Branding from a Marketing Perspective: CMOs & Marketing Experts Share Advice on How to Balance Consumer Brand and Employer Brand | Fractional COO - Fractional CMO - Kamyar Shah
