Bankruptcy Attorney

binary options holy grail
stock smasher binary options signals
top us binary options sites
gsm autobot binary options trading system developed by clive hussey
top ten binary options brokers regulat
binary option signal at 2345 should be 135235
best 60 second binary option broke
late night binary options trading
how to trade boundary binary options
binary option trade revie
binary options review scams trading journal software
binary options trading grap
binaryoptionsbrokersreviews
binary trading forex review software download
go binary options trading online platform
basic concepts of binary option trading
60 second adx ema binary options strategy
how old do you have to be to do binary options
what are binary options trading tools
trading binary options in flat and volatile markets
binary options charles schwab
uk binary option trading
binary arbitrages trading softwa
binary option strategy best broker promotion of the month
net mavrik binary options
binary options signals explained
what are the best sites for binary options
binary options 120sec strategy
tag archives binaryoptionsdaily forum
are binary options on the upswing
binary signals pro review options stock signals
binary option forums
the difference between forex and binary options trading
binary options signals software free download signals top 4
opteck binary trading
profit lock binary options strategy
choose the reputed fee binary option signals service provider
sweden binary options brokers
buy binary options blueprint best price
binary option robot torre
60second binary option strategi
short term day trading strategies in binary options
earning on binary options
buy top3binaryoptionsbrokerseconomysize shopping
binary options custom indicator on the eurjpy works very well
binary option methods hair extensio
forex binary options beginners guide
binary options fund management
pros and cons of binary option trading
dogs binary option trades page 2
binary option trading ris
analytics for make a living off binary option
bollinger bands and moving averages used in analysis of binary options
binary options on nadex what strategy should i trade
binary options and online stock trading
binary options account managers and retention experts ref 35101
how to trade 60 second binary options profitab
binary option traders las vegas nv
binary trading 30 year bon
cboe credit event binary options
binary options brokers project pro brokers
the binary options ladder strategy
how to make money online trading 60 second binary options
binary option advice
binary options 10 trades 9 winners
binary options trading strategy earns 1600 in an hour
top binary trading companies
mikes binary options quick guide
binary options breaker system
binary options trading sessions 717 good end to the week
timeless simplest methods for binary options trading
binary options daily market review 1392014
binary option trading robot omni
binary trading book review trade options demo account
option mint trading binary options with mint
binary video
free risk trades at ioption binary option broker
binary options reviews a necessary tool
no deposit reward binary options buying and selling platforms i
binary options trading in
talking about the best binary options strategy
using nadex binary options to trade crude oil
binary options winning strate
binary options signals watchdog
binary options di hamish raw p
how to trade binary options against a bucket shop
forex binary option strategy review options expert signals
trade on binary options and receive instant returns
tag archives binary options regulation
23best binary options broker review and trading system 08122014
binary options win strategy
best binary trading robot
the miracle of the five minute binary option trading
bb12 gold binary option system 2014
binary options 101 home study course
best pro binary signals profit trading review
binaryoptionsnetau professional indicator tutorial
binary option autotrader review is options autotrader a scam dont buy
strategy for angler30 binary options with 30 seconds expiration by ob60
legit proofs honest review by binary option master ktre

Why your employer brand and your consumer brand should be the same

Many companies have employer brands (that part of the brand that you show to prospective talent) that are different from their consumer brands (that part of the brand that you show to customers and prospects).

In fact research that we conducted in partnership with The Society for New Communications Research found that almost 20% of companies have an employer brand that is different from their consumer brand. And almost 70% of those that said there was a difference between the brands, also said that their organization was not attempting to make them similar.

Worse than having a different brand is when organizations show prospective employees a different organizational brand during the recruiting process as compared to the brand they experience after they are hired – they account for 15% of all companies that participated in our research (1,000+).

Having an employer brand that is different from your consumer brand may in fact not be such a great idea, and here is why:

1. A consumer brand promise in embedded in a company’s culture and how they behave behind the firewall

With more and more employees interacting with customers and prospects, your internal culture will inevitably become part of your perceived brand promise.

As John Kennedy, the head of corporate marketing at IBM said during a recent CMO 2.0 Conversation: “It is this whole intersection between not only what marketers promise and how a product may or may not perform, but also what the company is like behind the brand.” Or as Phil Clement, the CMO at Aon said during another CMO 2.0 Conversation, when he described how Aon spent two years building the brand from the inside out before taking it out to the marketplace, convinced that their consumer brand is in fact an externalization of their internal values and beliefs: “And then (we) spent about two years building consensus around the company that those characteristics were true, and built credibility around them, so that when we started to talk the talk, the employees and teammates and colleagues would be walking the walk.”

And these are not the only CMO’s that believe that, so do the CMO’s at SAP, Kimpton, Con-Way, and Macys.

2. The numbers show that is a bad idea to keep them separate

The same research study mentioned higher found that companies that show a unified employer and consumer brand can expect the following benefits compared to those that maintain separate brands:

  • 1.6X higher employee satisfaction
  • 3.5X higher employee loyalty
  • 2.7X the number of self-directed employees
  • 1.7X the number of new employees who have a positive impression of the company
  • 1.5X the number of employees who are proud to tell others that they work with their organization
  • 1.5-3X being more attractive to recent college grads

Those numbers are even worse for those organizations that show a different organizational brand during the recruiting process than they really have once an employee joins the company.

It pays to have consistent brands!

0saves
If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader.

You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.



AddThis Social Bookmark Button