Everybody wants to believe they work for brands that are among the best. But just as marketers are in the business of telling others stories, they also tell themselves stories about the brands they work for. And some of those stories are just not good.
Any chief brand officer, director or strategist who still thinks social media is solely an amplification tool that helps connect with an audience are missing five other spokes in their wheelhouse.
If I told you that the consumer to brand relationship has undergone significant change, I’m sure you would reply and say, “Tell me something I don’t know.”
A 2012 LinkedIn White Paper, ‘Why Your Employer Brand Matters’, found that a strong employer brand (as indicated by an individual having a positive impression of a company) is twice as likely to be linked to job consideration as a strong overall brand.
So, what goals and objectives should marketers adopt as they take on disruptive marketing or look to strengthen it within an organization?
