1.
A Winning Combination
Aligning Employer, Consumer and Corporate Brands for Success

2.
Your Speaker Today
​Kristin Rice
Senior Solutions Consultant, LinkedIn

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.
Determining Your Brand Essence

5.
The ROI of a Unified Brand

6.
Getting Started – 5 Tips

7.
Embrace Your
Company Culture
1

8.
Don’t fuck up the culture!
P e t e r T h i e l

9.
Let Your Brand
Story Shine
2

10.
Storytelling is a Key Ingredient for These Brands

11.
Storytelling is a Key Ingredient for These Brands

12.
Turn Your
Employees into
Brand Ambassadors
3

13.
70% of customer brand perception is determined by
experiences with people

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.
So, let them do the talking

16.
Break Silos Between
HR and Marketing
4

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.
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.
Become Obsessed
with Brand
Experience
5

20.
Who are our
candidates?

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.
Key Takeaways
#5
#4
#3
#2
#1

23.
+