1. Shouldorganisations manage the employee experience andcustomerexperience separatelyoras
one?
A brand’s value proposition and its relevance to customers can form the basis of a relationship
between customers and the brand (Aaker, 1996). For the employer brands, “customers” are
existingand prospective employees,forwhom,a discrete value proposition applies. This school of
thought is supported in the broader literature. According Moroko and Uncles (2008, p.1689)
successful employer brands have a value proposition that is relevant to, and that resonates with,
their prospective and current employees. Employees, especially valued/talented ones, have a
choice to join, engage, commit or stay with organisations just like valued customers have a choice
(Minchington 2013, p.29). It should therefore not only be trendy to manage the employee
experience and customer experience as one, but very critical for business success, given the war
for talent.