There is a huge subtlety between the branding of your products and services to consumers and/or businesses and the development of your employer brand to engage with your employees and target talent audiences. There are many parallels but there are also come key differences and they have totally different goals. Apart from the obvious differences which is that they speak to almost entirely different audiences (let us not forget that many consumers are also potential candidates) the area for reflection is how a marketing function thinks and invests to develop long term brand engagement vs HR teams where too much of the investment is stuck to vacancies making the investment in long term engagement too low with the goals to fill a vacancy ASAP. A shift of that investment over time would create more strategic engagement with the target talent groups who would become brand aligned to the organisation.
Corporate Brand vs Employer Brand While your audience for your consumer brand is people who buy your product, your employer branding audience is your employees (both current and future). A much broader range of people will likely work at your company than those who buy your product. In fact, they may not be in the target audience for your company’s product at all. Not everyone who works for a children’s brand has children, not everyone who works for a medical device company uses that medical device. The audience for your employer brand is also much smaller than your consumer brand. A food brand may sell millions of packages of food per year, but may employ only thousands of people and need to make only hundreds of hires per year. Your employees need only to believe in your product and mission.