Differentiating employer brand, corporate identity

Overlapping goals

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According to a survey just released by The Conference Board Inc., New York, the goals of corporate brand and employer brand have significant overlap at about 90% of all companies.

However, the survey indicated that employer brand efforts ought to have their own objectives.

For instance, employer branding should help employees internalize a company's values, recruit and retain employees and install brand values in business processes, according to the communications and marketing executives who responded to The Conference Board.

While the corporate identity campaign may also help employees internalize corporate values, its objective should be to recruit customers and promote customer service, The Conference Board said.

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