United We Brand. Divided We Stall: #TChat Recap
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
How does business leadership’s vision translate into internal and external brand? #TchatCyndy
Trivella
Dahlby
must listen + adjust vision 2 mktDef of brand #TchatLee Bogner
achieved then external will be complemented and supported… #tchatRichard S Pearson
Focus groups and creative workshops are a good way to help clarify and articulate employer brand.
#tchatBeverly Davis
creating, communication, its not a static piece #tchatJen Olney
leadership’s vision lierally defines internal/external brand. #tchatMark Salke
leaders nurture positive employee values – and build great Companies – Zappos, OPower, etc. #tchatKC
@UpwardlyMe
mission. #culture #3PCconnect #Tchatprettypinkponies
vision IS your brand, both internal & external #TchatClaire Crossley
direction. Brand is the vehicle that carries you to that vision. #tchatAndrew Grossman
The brand itself should be about leadership. #tchatSalima Nathoo
negative term – buy in to a phony culture or vision… they need buy in of the “real deal”
#tchatRichard S Pearson
employee values that will be shared positively in #SoMe land! #tchatKC @UpwardlyMe
all activities leadership performs should build, promote, support, enhance brand #TChatStephen Van
Vreede
#tchatJoshua Barger
Friends and Influence People about 100 years ago, more DC than #MadMen #TchatLee
Bogner
industry and business topics are exchanged. #TChatJon M
business vision verbally and by being an example internally. Once internal it will be mirrored externally
#tchatBeverly Davis
Internal Brand to the world… #tchatKC @UpwardlyMe
series of departments. They see a brand as a whole entity. #tchat #socbiz #bizforumCheryl K.
Burgess
naturally #tchatHusamettin Erciyes
must reflect culture of co. for that to happen to create internal brand. #tchatRichard S
Pearson
Ryan, SPHR
#SoMe #tchatKC @UpwardlyMe
action and products, that defines the brand. #tchatPatrick Harris
the same. If an org’s vision is truly authentic, it should be demonstrated both internally and externally
#tchatJoshua Barger
communication and culutre. #tchatJen Olney
with Q1! #tchatELiz Dexter-Wilson
and FB’d and LI’d and G+’d…to the world! #tchatKC @UpwardlyMe
business vision does correlate with internal & external brand; if so, everyone is
“branding” the vision #TchatClaire Crossley
& Value. A defined Brand Promise Well executed messaging. Repitition Consistency Just for to start
#TChatGeorge LaRocque
objectives- each should support the other #TchatWendy Beecham
for the company – let the workforce set the tone – and let the marketplace listen for the message
#tchatKC @UpwardlyMe
Mass
action/engagement (or lack thereof) #tchatJen Watkiss
externally unless it communicates internally #tchat #branding #socbizCheryl K. Burgess
There are slight differences, but overall we’re talking stakeholders who touch the company.
#TchatCyndy Trivella
very different messages #TchatGuy Davis
MT @UpwardlyMe A2 Corporate Branding represents the Employees… #tchatWendy
Beecham
McGahen
parents. 3rd stakeholder employers/recruiters #TchatGuy Davis
best products sold at best price-Employee could be best customer service. NOTE COULD #tchatSimon
Harvey
leads to conversions and retention. #tchatAndrew Grossman
reality, two roads diverged…and sorry I could not travel both… #TChatStephen Van
Vreede
driven from culture, drives customer (external) brand #TChatMeghan M. Biro
Corporations are now people in the United States, so no. #tchatRob McGahen
Branding represents the Employees…it reflect what they do and who they are – they’re making them!!
#tchatKC @UpwardlyMe
needed for global buy in #TChatSean Charles
humanized attract and sustain communities of real live people. Recruit to Retain Talent. #TChatMeghan
M. Biro
Work For’ are often very successful businesses? #tchat”Claire Crossley
with common values. Employer brand driven from culture, drives customer (external) brand #tchatPam
Ross
products (SouthWest Air, Patagonia, etc.) #tchatKC @UpwardlyMe
diagram! A2: The company and personal brand should be overlapping circle …should be a common
ground branding spot. #TChatPatrick Harris
engaging, the vision should shine through whether from ee’s, CEO, or customers #TchatClaire
Crossley
Harvey
brand symbiosis #tchatAlere Wellbeing
that personal branding? #TchatLee Bogner
always treated separately… #tchatKC @UpwardlyMe
should be overlapping circles… there should be a common ground branding spot. #TChatJon
M
Both Corp & Emp brands should be rooted in the same values although branching at times in
various directions. #tchatSalima Nathoo
is more visionary. Both can correlate though. #tchatPlatinum Resource
Executed upon diferently internally vs. Externally. Two sides of the same coin. #tchatGeorge
LaRocque
of employees. Slowly the two are becoming one. #tchatBeverly Davis
exerted by the company culture which should ideally is successfully fostered by employees.
#tchatChristopher Nguyen
tied to one another- both should stem from the overarching company vision #TchatWendy
Beecham
for external customers to believe in it #tchatRichard S Pearson
both should come from the same foundation; leverage the same strengths. #TChatMark
Babbitt
businesses? #tchatMark Salke
through every level of the company. #tchatHusamettin Erciyes
brands around their employee voices they will differentiate and win HUGE! #tchatKC
@UpwardlyMe
being marketed – rather than the product/service of the co. #tchatJoshua Barger
should be awesome. #tchatJustin Mass
engaging companies live external brand internally too. #tchatPam Ross
difference between employment branding and corporate branding? And should there be one? A2 =
NONE & NO #TChatSylvia Dahlby
internally, ee’s should still care *why* you make them. #tchatJen Watkiss
culture drives employment branding. Why or why not? #TchatCyndy Trivella
of organizations change and evolve – as should the culture of the co. – great leaders sell the evolved
vision… #tchatRichard S Pearson
up or down. #tchatSimon Harvey
great fit with engaged employees. This results in a unanimous brand image #TchatLinda
Jonas
you.Culture puts the brand vision/identity in action #tchatJen Olney
the brand (hopefully nicely est by leadership) but where do clients sit, don’t they *determine* the
brand? #TchatClaire Crossley
recruiting/hiring. Culture is essential to establishing job roles .#tchatMark Salke
Workplace culture can be amazing for employee branding when you capture it on social media
#TChatSean Charles
with this brand = efficiency and productivity. #tchatAndrew Grossman
evolving fusion of executed leadership principles & employee engagement (not just employee
existence). #tchatSalima Nathoo
culture, team culture is huge part of that #TchatLee Bogner
direction to EEs and they drive the company brand voluntarily #tchatHusamettin Erciyes
culture drives brand in service biz as culture is customer exp and becomes brand
#TChatJeremy_Snell
#tchatELiz Dexter-Wilson
retain. #tchatRob McGahen
community at large. We have all heard…”I want to work
there!”#TChatHBAnetMA
Workplace culture “should” drive employee
branding – should being the operative term and if the culture follows the vision of co. #tchatRichard S
Pearson
environment of the company. #tchatEmilie Mecklenborg
culture is reality…employment branding is delusion…er…image comp trying to portray #TChatStephen
Van Vreede
environment drives behavior. #tchatSimon Harvey
Employment Brand – whether a company’s leaders say so or not… #tchatKC
@UpwardlyMe
different, u will attract wrong pple, they will fail. #tchatPam Ross
Why? This chicken came before the egg. Culture not a separate ‘tack on’ #TChat #HR #CultureFaronics
HR
#TchatCyndy Trivella
who should B the experts on corporate branding. Should be a team effort.strategic HR,
inc.
#tchatSalima Nathoo
#jumpinginDustin Haverkamp
executional success… top, down. Everyone has responsibility owning brand. #Tchatavery
block
Ross
Comm, CIO etc #TchatGuy Davis
culture hostage, which is why training and cultural reinforcement are critical. #tchatPatrick
Harris
integrity of that ideal by the whole company. #tchatAndrew Grossman
Brand is not managed by anyone…most companies ignore it..wish it were other wise… #tchatKC
@UpwardlyMe
#tchat spirit! ;) #tchatPlatinum Resource
branding is owned by the company culture. Leadership actions set the culture. #TChatJon
M
leadership is the bridge. #tchatSimon Harvey
#tchatMark Salke
with shared ownership of brand prowess & resiliency. #tchatSalima Nathoo
and simple: The people. #tchatRob McGahen
Leaders. #TChatMeghan M. Biro
@UpwardlyMe
do is try to guide it where you want it to go. #tchatJen Watkiss
Mecklenborg
SPHR
employment brand? Why or why not? #TchatCyndy Trivella
engagement in these activities has to be with purpose, not just to follow a trend or for appearances.
#TChatMeghan M. Biro
just to follow a trend or for appearances. #tchatJen Olney
their own vision, self. There is no amount of money you can giveaway that makes up for not being you
#tchatJen Olney
kindness, innovation, history, etc. Think economics! #tchatAndrew Grossman
great deal of flack for it’s China factories – but from my exp. Chinese workers love the job: can’t impose
our values #tchatRichard S Pearson
It’s abt having “impact” “meaning” being “purpose” driven, not just
“green” #tchatPam Ross
really good culture can be created with “we take damn good care of our people”.
#TChatAnita
brand) , and not selling out to the latest fads. #tchatPlatinum Resource
“impact” or “meaning” or being “purpose” driven, not necessarily
just “green” #tchatChristine McLeod
one that was created by them, not handed down from corp 2b adopted. #tchatSimon
Harvey
#tchatKC @UpwardlyMe
consumers understand and feel good about #tchatBurke Allen
company states that as part of their vision & *brands* as such, absolutely … but if not, no!
#TchatClaire Crossley
want authentic brands! They’ll take those to the grave #tchatPlatinum Resource
employment brand isn’t made up of on only 1 thing. Should be holistic representation of all values
& in alignment w/ corp brand. #TChatavery block
“negative” employee brand or it will eventually translate to negative consumer brand.
#tchatRichard S Pearson
Works Inc.
culture can be created “we take damn good care of our people” #tchatKC
@UpwardlyMe
and the community. #tchatAnita
@rmcgahen: A5: Just do the right thing. Thats all that matters. #TChatMeghan M. Biro
changed my mind …NO not really but it probably helps. #TchatDave Ryan, SPHR
it helps morale and employment branding to see a company “giving back”.
#TChatHBAnetMA
care about what matters to gen public. #TChatMeghan M. Biro
receive. #tchatSimon Harvey
support to positive emp values and get out of the way… #tchatKC @UpwardlyMe
the right thing. That’s all that matters. #tchatRob McGahen
show they care about what matters to gen public. #tchatSimon Harvey
but give me something to fall in love with. #tchatJustin Mass
people- the consumer, the employee. Successful brand cares about both. #tchatEmilie
Mecklenborg
donate shoes to Africa #TChatMeghan M. Biro
culture can be created with “we take damn good care of our people”. #TChatMark
Babbitt
Ross
build a solid brand with. #TChatJon M
(client privacy = discretion) ; The brand is it’s own being. @CyndyTrivella
#Tchatprettypinkponies
Ryan, SPHR
genuine or not. #tchatBright.com