The key to authentic employer branding starts inside

A company’s employee culture and its employer brand are tightly linked to one another. If culture falters, employer brand can suffer. But when communicators put in the effort to tell the story of a robust culture, employer brand can soar to new heights.

At Ragan’s Employee Experience and Culture Conference in Chicago earlier this year, Carrie Cruz, vice president of operations and employee experience, customer acquisition and marketing platforms at JPMorgan Chase, said that culture and employer brand should exist in a way in which each function serves to make the other one stronger.

“It’s not just about marketing for your employer branding — it’s about creating a genuine representation of who your company actually is,” she told the audience. “The relationship between your culture and your brand should be very symbiotic — strengthening each other, creating a powerful and dynamic scenario that resonates both internally and externally.”

She added that both internal and external communications considerations need to be made.