The proverbial “chicken or the egg” thing has nothing on #TChat. The real question is, What came first, the employee or the brand? It was the question of the hour this week — well, five of them, to be exact, and they all sought to end the elusive, great debate on corporate vs. employment in the branding arena.

Game, Set, Match

What kind of match is this anyway? Not one made in heaven was the sentiment of many, many of whom likened it to “The Odd Couple.” The argument here is that corporate brands are constructed out of goals and gains (some may even say games). Employment brands on the other hand, are organically co-created as the lovechild of attraction and engagement.

Do they still work together? That depends: Are they in collusion, working together under separate cover, but with shared elements, goals and vision? Or are they on a collision course, unfolding separate agendas without regard to one another? There’s nothing James Bondish about authentic branding, where leadership gives shape to the organization through an identity based on values that are rooted in collaboration and nurtured with human care. There’s that word again that keeps popping up — human, branding’s oxygen supply. It’s because employees breathe and give breath to a culture that collectively owns reality rather than resigning to its manufacturer’s suggested “re: tale” price. People, connected as a community, not corporate entities, tell the story. And the best stories are ones that everyone can relate to.

When Two Roads Don’t Diverge as One

What happens when a corporate brand and employment brand go their separate ways? We get the hamster wheel: The company runs in place and makes no significant tracks; the spectators all leave, at the end of the day. It’s a novel, but futile, exercise. You can’t build a solid enterprise on a “brandfill.” You need substance, a solid foundation that starts with meaningful engagement by employees and service to something beyond the borders of the bullpen. You don’t need to send a pair of shoes to Africa. Just find a pair that fits and walk the talk in them.

All’s Fair in Love and War

Did you miss the preview? It was a great chat this week moderated by special guest Cyndy Trivella (@CyndyTrivella), a #TChat community rock star and professional who always puts the human before the resources. Check out the slide show below of Wednesday’s choicest tweets. And don’t bet on a quick annulment on this one. It looks like reconcilable differences are at play between this power couple.

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#TChat INSIGHTS: When Business Vision and Brand
Unite

Storified by TalentCulture · Fri, May 25 2012 15:40:32

Author: Salima Nathoo

Salima is Founder & Chief Igniter at GLOW Consulting where she powers clients with social-savvy workplace & HR solutions. As an Authentic Leadership Conversation Facilitator™ Salima designs simple ways to invite authenticity with ease into social media engagement to ignite the 21st Century organization. She integrates these passions to lead next generation learning as a Volunteer with Social HR Camp, a globally unprecedented camp event for the Human Resources profession. Salima is fascinated by the role that authenticity plays in cultivating communities and cultures that flourish beyond physical borders and into the social space. She sees organizational excellence as an evolution from 2.0 to YOU.0™ where the “crowd” connects the dots between enterprise & employee engagement through socially sourced intelligence. As a member of the Talent Culture Social Team, Salima collaborates on developing innovative community engagement strategies.

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