If you've explored the Employer Branding Academy blog in the past, it's likely because you're involved in the world of Employer Branding or have an interest in learning more about the topics associated to the complex world of Employer Branding. While the majority of our articles tend to focus on topics like Employer Brand and Employer Value Proposition, it's also important to realize the connection that exists between the Employer Brand and the Corporate Brand of a company. In this article, we'll not only distinguish between these two brands but also describe the relationship the two have, and how one can impact the other if it is not performing well.
What is a Corporate Brand?
A corporate brand is the outward-facing identity of a company. This can include many things like values, mission, vision, products, and services, marketing campaigns, company logo and more. This side of your brand is what customers and the general public see and identify with – and it is also what makes your company easily recognizable. Your corporate brand plays a role in building awareness and credibility for who you are, and is essential for attracting customers, investors, and partners to your company.
What is an Employer Brand?
The Employer brand is then the internal identity of the company. It is the way in which the company is perceived by its employees, both current and future. This is based on things like culture, benefits, work-life balance, pay, and opportunities for growth and development. An employer brand that is positive and appealing can attract, recruit, and retain top talent.
While corporate and employer brands may seem different and unique, they are significantly connected, and have influence over each other in several different ways:
Employee Advocacy: Employees who are proud of their organization's corporate brand are more likely to become advocates for the company, in turn increasing the strength and appeal of their employer brand. When they speak positively about their products and services, they contribute to the company's overall image in the eyes of customers and the general public. Having a strong corporate brand with employees who believe in it can make the creation of a strong employer brand easy.
Recruitment and Retention: A strong employer brand and corporate brand can influence each other and make it easier to attract top talent. Potential employees are often drawn to companies with a positive public image and a strong sense of purpose. Once hired, employees with a positive perception of their employer brand are more likely to stay with the company, reducing turnover rates, and increasing the chances of recruiting top talent who want to be part of a strong corporate and employer brand.
Consistency: When the values, culture, and messaging of the corporate brand align with the employer brand, it creates consistency that can be felt both internally and externally. This consistency enhances trust and credibility in the eyes of both customers and employees.
Loyalty: A strong employer brand leads to employee loyalty. Employees who believe in their company’s Employer Brand are more likely to be engaged and motivated, which can result increase loyalty to the products and services offered by the company. This, in turn, strengthens the corporate brand.
Authenticity: In today's transparent and socially connected world, authenticity is crucial for brand success. A disconnect between the corporate and employer brands can damage a company's reputation. Companies that genuinely live their values and treat their employees well are more likely to be seen as authentic, which is highly valued by customers and employees alike.
These are just some ways that the relationship between a company's employer brand and corporate brand are deeply connected. Both brands influence and shape one another, ultimately affecting the overall reputation and success of the organization. To build a strong brand identity, companies must ensure alignment between the two, fostering a workplace culture that reflects the values and mission of the corporate brand. In doing so, they can attract and retain top talent, create engaged and motivated employees, and build trust and credibility with customers, investors, and partners. Developing this relationship is crucial to achieving success in today's business landscape.