To brand or not to brand?
That's not even a question... the real question is who defines the employment brand
"By thy brand, shall thy company be known, For in thy employees, thy worth is shown. Be not idle in shaping thy fate, Lest thy brand be owned by those who hate." ~ William Shakespeare (probably)
Photo by Hulki Okan Tabak
As a human capital consultant with experience across industries and company sizes, I have had the opportunity to work with many CEOs and senior leadership teams on various aspects of their business. One area that I find particularly important, yet often overlooked, is the employment brand. CEOs need to think carefully about their employment brand, understand why it matters, and align it with but differentiate it from their product brand.
In an inspired discussion, I once told a skeptical CEO that they cannot choose to have an employment brand. That decision is not up to them. They already have one. The CEO's choice is to either shape and own it or let it evolve naturally. If the employment brand evolves naturally, it is often owned and shaped by the people the CEO would…