Sorry – I couldn't resist the dramatic title for today's post.But it's true.Employment branding as we know it is gone.消费者品牌也是如此。They are being merged together tocreate one company brand.一个用来吸引和留住客户的品牌，候选人，and employees.
Some might argue that their organization already has one brand.But under that one brand,the organization creates specific marketing materials to attract customers.以及吸引候选人的具体抵押品。Also,一些组织创建marketing stuff for employees like t-shirts,等.It promotes the company and instills pride.
我今年的一大收获Great Place to Workconference was the move away from that type of one brand with three different types of marketing collateral.Organizations are creating a single brand and integrating all of their messaging into their marketing collateral.A terrific example is this video from GoDaddy.
If I'm a customer,我很清楚戈达迪将如何支持我和我的事业。If I'm a candidate,I understand the GoDaddy culture – the everyday hard work that's expected to keep customers' business dreams alive.如果我是雇员，I'm proud to be a part of that success.一个品牌。One video.对于多个访问群体。
To help build this winning message,I saw human resources and marketing attendees from the same organizations attending sessions and comparing notes during the conference.There was a tremendous amount of cross functional collaboration on how organizations should convey one brand.Not"我们可以为客户做些什么”and"我们可以为候选人做些什么。”"
我们过去说过human resources needs to adopt a marketing mindset.It was exciting to talk with some marketing professionals who were trying to adopt the HR mindset.Think of the possibilities when it comes to resource sharing and communication.
It's going to be a challenge to blend messaging,但我相信这是可以做到的。When it works,it will elevate the entire organization.因为，就像在Godaddy视频里一样，每个人都能看到自己的身材。That's what engagement is all about – engaging customers,候选人，and employees.