A Unified BrandHow to win by Aligning Your Employer and Consumer Brands

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Avani KhannaTalent Brand Consultant, LinkedInSeptember 28, 2016

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Corporate Brand

Customer Brand

Brand Essence

Employer Brand

Investors

Influencers

Partners

Customers

Employees

Candidates

Source: LinkedIn data – January 2015 – July 2015 for the top 100 companies with the strongest talent brand on LinkedIn

The Rewards of The Connected Brand

SALES RECRUITMENT

EMPLOYEEENGAGEMENT

MARKETING

36%increase in stock price over 5 years

84%lift in engagement w/ company content when members saw a job first

6EE shares = 6 job views, 3 company page views, 2 connections, & 1 follower

65%boost in applications after member saw company content

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« Don’t f*** up the culture! »Peter Thiel

They invest in culture

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They tell great stories

GE

Trek Bicycle

REI

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They have C-suite alignment

70% of customer brand perception is determined by

experiences with people.

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They activate their employees

Employee Advocacy, Neal Schaffer & PeopleLinx, 2015.

They employ an integrated approach

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Build integrated media plan for all

channels

Compare and prioritize target

audiences for Corp, TA and Marketing

Switch messaging/target

based on performance

Questions?

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