Product Development
In consumer branding, even a so-so product can stick around for a while if the branding is on point. But if the communication is off? Even the most beloved brands can take a nosedive. The real winners, though, are the companies that offer quality products because, eventually, those cheap or low-quality options get replaced by something better. So, marketing can’t do all the heavy lifting – the product has to live up to the hype.
The same goes for employer branding. Just because your company is a household name in the consumer world doesn’t mean people are automatically lining up to work for you. Just like consumer branding, where everything has to come together seamlessly, employer branding is about having a clear strategy, staying consistent, and making sure your internal culture matches the image you’re putting out. Otherwise, you’re just doing a lot of talking without backing it up.
Measuring Success
When you want to improve a product, it’s pretty easy to tweak things like ingredients, packaging, or even launch a whole new product with a fresh look and name. Product development always starts with research, surveys, and market testing – figuring out what customers actually want. You need to do the same with your employer brand. Your company’s actual operations have a direct impact on how people see you as an employer. If you say you’re “innovative and inclusive,” but the reality feels like a bad episode of The Office, you’ll just end up with a lot of turnover and a bruised reputation. First, find out what your current employees think about the company (don’t worry, they’ll tell you). Then, figure out what job seekers think. Most people don’t have direct experience with your company, so they judge based on what they’ve heard or how they feel about your brand. The more you understand these perceptions, the better you can tweak your strategy to make sure it hits the mark.
The Ingredients
When you buy food, you check the label, right? You want to know what’s actually in it before you commit. Same goes for employer branding – potential employees want to know what’s in it for them before they sign on the dotted line. They’ll check out things like the work environment, pay, benefits, and what you’re promising as an employer. But one of the most important ingredients? The team. Sure, you can shape your company culture and structure, but the real magic comes from the people who make up the company: your employees, your leaders, and the way you work together. Every company wants top talent, but building a great workplace and a standout employer brand means carefully choosing who you bring on board. To get the right people, you need to involve your current employees in the process – after all, they know what it’s really like.
So, while employer branding and consumer branding share a few similarities, there’s a key difference. A consumer brand is a polished identity a company creates and uses to shape its products or services. Employer branding, though, isn’t just about a shiny image – it’s about building an authentic reputation based on what your company actually offers. If the reality doesn’t match the brand, you’ll quickly lose credibility and talent. Bottom line: be real, be consistent, and always live up to your promises.
