As a marketer, I’ve been obsessed for the past 20 years with developing brands for clients as well as implementing programs that put those brands front and center in the minds of customers and prospects. We spend countless hours studying buyers and their motivations along with our clients’ businesses to build strong brands that link the two together. External audiences (customers, prospects, members of the press community, stockholders, etc.) are almost always our primary consideration.
Important audiences like employees and potential employees are often overlooked. So many companies recognize the critical role that the right employees play in the success of the business, and yet they aren’t thoughtful about attracting those employees. Developing and communicating your brand story to potential and existing employees requires the same attention and discipline as telling your story externally.