The meaning corporate branding is the image or identity of a company and the way an organization presents itself to customers. It is about using the organization’s brand name and corporate identity in all communications. It is the a much broader concept compared to promoting the company’s products and services

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Importance of corporate branding

Corporate branding is important because it allows you to define the company’s personality, characteristics, values and purpose. This can lead customers to prefer your product or service over others because they admire your purpose, believe in it and share similar values. By relating to a company, you can use emotional marketing, which encourages customers to trust and commit to the company. Building these strong bonds through corporate branding can lead to strong customer loyalty and increased sales. Having trust in a brand is a critical factor for both individual consumers and corporate customers when considering a purchase. 81% cite trust in a brand as a deciding factor in purchasing decisions

Relationship corporate branding and employer branding

Some companies do not sufficiently realize that with their focus on the company brand, the corporate brand, they are neglecting or even missing an important component: their employer branding, or employer brand

An employer brand and a company brand differ primarily in the value proposition they create. An employer demonstrates their brand through the job opportunities and work environment they provide to employees, while the general corporate brand focuses primarily on the products and services they market

Difference corporate branding and employer branding

Target group

One of the clearest differences between corporate brand and employer brand is the target audience. For the corporate brand, your primary target audience is potential consumers of your products or services – and possibly investors, partners and other stakeholders

For the employer brand, the intended audience is much more specific: the candidates who best fit the organization’s current and future job openings

Communication channels

With corporate brand vs employer brand, communication is another area where the corporate brand has a broader scope. You want to promote your brand everywhere customers go, both in physical and digital spaces. Communication channels for corporate messages can range from posts on social channels and e-mail newsletters to television advertisements and white papers

Some of these communication channels examples are also used to promote the employer brand. For example, social media can be a particularly effective way to reach both job seekers and top talent who may not be actively looking. However, the contexts for employer brand messaging are more limited and focused on specific areas such as career pages, job postings and reviews

Customer experience

Customer experience is one of the most discussed concepts in marketing and sales for a reason. Whether your organization offers a physical product, a personalized service or a fully digital offering, the experience leading up to and after the sale all contribute to business success. A positive experience leads to more satisfied customers who are not only more likely to return, but will recommend the brand to others

When comparing corporate brand and employer brand, the employer brand experience will be much more focused on digital channels and experiences when it comes to potential employees. Recruiters need to be aware of how job postings, company reviews, candidate evaluations and the recruitment process reflect the employer brand. We detailed some tips for this in our article on candidate engagement. After the contract is signed, that experience shifts to all elements of the work environment, including the work atmosphere and the resources and opportunities offered to employees

Involvement

Involvement is another factor that gets a lot of attention from a corporate brand perspective, but also deserves attention from an employer brand perspective. Consumer brand marketers strive to engage their audiences through posts and comments on social media, as well as through email and advertising campaigns. The goal is to build a relationship – and brand trust – that produces loyal customers

When looking at corporate brand versus employer brand, employee engagement, while a similar concept, takes a very different form because it is based primarily on team member interactions. Corporate culture, including management structure, employee compensation, feedback systems and learning opportunities all play a role in the level of engagement of current employees

Harvard Business Review has studied that when organizational values and actual culture do not match, it leads to tensions and reduces employee engagement

Competitors and challengers

The final distinction between corporate brand and employer brand is the competition it faces. Regarding the corporate brand, it is usually easy to compile a list of key competitors offering similar products and services. Analysis of the competition can provide important insights to improve the corporate brand and customer experience

The competition for the employer brand is less easy to determine. Since similar positions are found in a wide range of industries and companies, competition as an employer is basically any organization with similar job openings. However, each company has unique facets and advantages, and therein lies the strength and opportunity of your employer brand. Understanding the current landscape and offering a competitive compensation package, along with a strong company culture, can help differentiate your brand from other employers

Benefits strong corporate and employer brand

A strong corporate and employer brand has several advantages for a company:

• • Attract and retain top talent

• • Higher employee satisfaction

• • Increasing brand awareness

• • Improve brand image

• • Improve financial performance

For inspiration, a company with a strong corporate and employer brand

A well-known example of a strong corporate and employer brand is Google. The company is known for its excellent work environment, innovative products and technologies and a unique corporate culture. Google strives to create an excellent workplace for its employees, making them an attractive employer for top industry talent. This is supported by a clear vision and mission, and various programs and initiatives focused on employee issues, such as flexible working hours, free meals and healthcare benefits. As a result, they have a strong and positive image as an employer, contributing to their reputation as a company that puts people and performance first