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to do to deliver on the company's external promise.
Also, brand extends to the organization's image in the employment marketplace, to ensure a pipeline of talent capable of delivering on the promise.
Critical to the overall success of a branding strategy is that all of these aspects of branding be aligned with one another, because brand alignment has apositive impact on consumers, employees, and financial results.
Wachovia's specific challenge was that, after its merger with First Union, they had developed a robust external brand, but still needed to develop the brand internally and in the employment market -- a combined concept they called their "employer brand." They wanted to align the employer brand with not only their external brand but with their organizational identity, their strategic plan, company values, and customer service phoilosophy.
company’s initiative to drive business strategy through development of a comprehensive employer brand. This article summarizes some of the key points in this presentation. Representing Wachovia was Kim Spivey, Senior Vice President, Director of Employee Engagement, and presenting for Right was Chris Gay, Senior Vice President, Consulting and Practice Leader, Employee Engagement and Communication.
The importance of branding.
We're all familiar with the concept of branding as applied in the marketplace. Increasingly, however, organizations are seeing the importance of focusing on how their brand is manifested internally --how the brand is made operational and what employees are required to do to deliver on the company's external promise.
Also, brand extends to the organization's image in the employment marketplace, to ensure a pipeline of talent...
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