Employer Brand Requires a Team
Updated: Nov 5, 2021
Marketing is at the heart of employer branding. Don't be fooled.
Each of the marketing sub-expertises requires a different skill set, knowledge and mastery.
In spite of the realisation that a great and successful marketing department cannot be run by only one person, it seems that this insight has not been adopted in regards to employer branding.
The first employer brand revolution has already occurred in the technology industry, and it was accelerated in this Corona year: it seems that every employer, from the smallest company to the biggest corporation, knows that their story must be managed strategically and consistently. When I began my love affair with employer branding six years ago, it was still a blue ocean (paraphrasing Renée Mauborgne and W. Chan Kim's blue ocean strategy). Today, this metaphoric ocean is starting to turn red.
It's time for the second revolution. Employers that change their way of thinking and invest in employer brand departments instead of one employer brand manager will leave their competitors in the dust.
The individual who can do everything, be an expert at everything, always and simultaneously, has yet to be born. Do not let anyone tell you otherwise.