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The CMO's Guide to Employer Brand
Why should marketing care about its company’s employer brand?
It may suddenly feel like “employer branding” is everywhere. Even before we got hit with a pandemic, the number of people and job openings listing ‘employer brand’ has been growing exponentially for at least the last year. Maybe even two.
But employer brand “standards” have not yet been established. From what department it usually lives in, how budgets are apportioned or even what metrics should be applied, every company’s employer brand function seems to have been conceived in a vacuum, with few similarities from one to the other.
So in a world where nothing seems “settled,” why should marketing care about its company’s employer brand? If we examine what employer brand is currently and what it is becoming, then yes, marketing should care. But you might be surprised by the ways marketing and employer brand can support one another to achieve their own goals.
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