Brands are valuable. And organizations spend nearly half a trillion dollars every year to introduce, promote and manage their brands. In 2012, Procter & Gamble spent over $4.8 billion on advertising. Selling is an expensive proposition. But it doesn’t have to be. Brands are finally starting to reap the value of social media and, as the 2013 Super Bowl proved, the brand value of one tweet can exceed the $3.5 million per-commercial ad spend.
Traditional advertising isn’t dead, but brands continue to look for ways to save money and use existing assets creatively.
Enter the workforce. Talent and HR leaders know the value of an employer brand—essentially the reputation of your brand as a place to work. But in my previous role leading the employer brand function for Marriott International, I had to do much more that that. Branding the workforce is telling a great story and getting future employees to want to be a part of the tale.