How closely should Employer brand align to Corporate brand?

The answer: it depends.

If you have significant equity in your corporate / consumer brand for those you seek to employ and retain, in most cases you can afford to be a bit more audacious with your employer brand; you have a lot in the bank.

If you are relatively unknown to those you seek to employ and retain, you probably need to make sure your corporate / consumer brand is pretty present.  You don’t have a lot in the bank.

There is no hard and fast rule, but that’s my tip o’ the day.

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