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Maren Hogan

Maren Hogan is a seasoned marketer and community builder in the HR and Recruiting industry. She leads Red Branch Media, a consultancy offering marketing strategy and content development. A consistent advocate of next generation marketing techniques, she has built successful online communities, deployed brand strategies in both the B2B and B2C sectors, and been a prolific contributor of thought leadership in the recruitment and talent space. Find her at or on Twitter -- @marenhogan.

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When Your Consumer and Employment Brands Don’t Synch

by Mar 7, 2012, 5:27 am ET

Employment branding has pretty much been accepted as part of the best practice cadre in the recruiting and HR field, and the standard thinking is that if your company has a strong and positive consumer brand, then it must be simpler to create a strong following for your employment brand. Employment branding, once a maligned fad, has come to the forefront of many talent acquisition strategic plans, with Blackberry-maker RIM using employment branding to prop up its shaky standing with consumers and financial markets alike. Billed as the solution for increased engagement, better cultural fit, reduced time to fill, and more, organizations have significant reason to build out their employment brand initiatives.

Make no mistake: the branding race has begun, and companies with a killer consumer brand have a leg up. Sometimes. I mean — what do you do if you have a great consumer brand that doesn’t align with your talent acquisition needs? keep reading…