Different audiences, different competitors.
Another big differentiator between your corporate and your employer brand is your competition. Who you’re competing with for customers, versus who you’re competing with for talent.
For example, we do employer brand work with one of the top online travel websites. Their consumer competitors are, of course, going to be other travel websites. But their competition for talent is mainly large tech and social media companies, because they’re going after the same caliber of product and engineering talent.
So when we consider this client’s employer brand, it’s not a matter of differentiating them from other travel companies—the real opportunity is to help them shine when they’re up against some of those bigger, flashier tech companies.
To sum it all up, there’s very good reason to have a corporate brand AND an employer brand, as they’re designed to help you engage with and compete for two very different audiences, in two very different spaces.
And when you do it right, you’ve got a powerful one-two punch for your business—you’ve got a healthy conversation with your consumers, and a healthy conversation with your people.
And that’s a great way to build a healthy business.