Saturday, December 19, 2009
What Would Your CEO Say?
BRANDING AND THE BOTTOM LINE
Branding, just as any other strategic endeavor, is about bottom line business results.
A brand makes attracting new customers and holding onto current customers cheaper.
Employer Branding does the same thing. It makes attracting talent cheaper and inspires turnover-cutting loyalty. Suddenly HR looks like a moneymaker.
So what would your CEO say to that?
“Why does our company need more than one brand?”
The answer, of course, is that you don’t.
The finer points of how the brand is communicated obviously differs from consumers to employees, as do the specific value propositions, but the core of the brand does not. It’s the still the same personality, the same voice, the same values.
HR is merely one of many stakeholders in an organization’s overall brand. It’s their role to communicate the brand in a compelling way to current and potential employees. Similarly, the CFO’s role as a brand stakeholder is to communicate the brand to the financial community. Marketing communicates the brand to consumers. PR communicates the brand to the media. But you never hear terms like “financial brand,” or “PR brand.”
Does HR really need its own term for this responsibility? I can deal with it if you can, so long as we don’t lose sight of the fact that it refers back to the same brand that everyone else in the company is talking about.
If everyone is striving for profitability then having just one brand is only natural. Just ask Phil Knight or Steve Jobs. Nike and Apple, two of the most desirable places to work, don’t do “employer branding.” They don’t have to. Their brands are so well integrated throughout every department that employees and consumers alike are attracted magnetically.
Whether you call it employer branding, employment branding, or just plain branding, your CEO still only wants to know how it can save money or make money for the company.
For more perspective, call BRANDEMiX.