Conference Board event focuses on employee branding

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Chicago—Does your company inspire its employees? That was the question posed to more than 200 marketing, public relations and human resources executives Tuesday at the Conference Board’s 2006 Extending Your Brand to Employees Conference.

Sharing strategies for brand building through employee relations were several of Fortune magazine’s 100 Best Companies to Work for, including the Mayo Clinic and IBM Corp., and companies that have leveraged internal branding to regain business, such as General Motors Corp. and Motorola.

Though each representative spoke of distinct campaigns and tips, all stated that they have succeeded in making their employees ambassadors of their brands.

“We want people who will not just show up,” said Scott Regan, senior VP-managing director of the Innovations Institute at Memorial Health. “We want people who will stand up for what they bring to us and what we bring to patients.”

Gary Grates, president-global managing director at Edelman Change, reinforced the theme in his afternoon presentation on using internal branding. “Brands are sustained through consistent employee behaviors,” he said. “It’s important that you align employees and new hires with existing company values.”

—Katherine Hand

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