Building your employer brand in collaboration with marketing and HR

Building an employer brand is one of the few initiatives that require strategic collaboration between internal comms, HR and marketing. This was the seed of a robust panel discussion I had during Ragan’s Social Media Conference at Disney World this past March when I was joined onstage by three communications leaders who regularly work across functions to present an honest, accurate picture of what it’s like to work at their organizations.

Vanessa Sain-Dieguez, sr. director and head of talent attraction at Spectrum, emphasized how the new trend in employer branding is around emphasizing employee experience. “What one person can truly own employee experience?” she wondered aloud. “Really, that’s ultimately the job, I would argue, of the CEO or CHRO. So really bringing together all your partners at the table is the way that you’re going to have the most successful program.”