by Stephanie Matthews, Director, Culture Lead, UK

A hot question is whether consumer and employer brands will merge. It’s a no-brainer for BrandCap. For as long as we’ve been advising clients, it’s safe to say we’re in violent agreement on this one – they’re two sides of the same coin. For the sake of clarity, coherence, efficiency, effectiveness and the sanity of our clients who have to activate these strategies – it just makes sense.

Research also suggests the market is moving in this direction. Research by Universum showed that while only 20% of companies surveyed had a combined strategy in place, this number is set to double by 2020.

We believe that employer branding is the focus of the CEO and the Boardroom. And success is only achieved through close coordination between Brand/ Marketing, HR and Operations – this actually allows things to happen.