Making the Workplace a Brand-Defining Space

Engaging Employees in Shaping Corporate Culture and Brand Personality

In partnership with:


Organizations have long struggled to instill shared values, behaviors and ethics that embody and validate brand platforms, personalities and promises. A tighter linkage between the CMO and the CHRO should be strongly centered on organizational branding and creating cultures that radiate and reinforce core brand attributes and aspirations. Enabling platforms and solutions that leverage the reach and vibrancy of private and public social media networks can do much to engage employees and key stakeholders in a dynamic and directed process to express and underscore the essence of a brand and the culture of a company.

Big changes are underway in the make up of the workforce and the requirements to satisfy younger, social media-minded and technically savvy workers. Millennials, also known as Generation Y, are entering the workplace in record numbers. They are idealistic, diverse, digitally enabled, social and perhaps, most importantly, ambitious. According to insights aggregated by UNC’s Kenan-Flagler Business School and the Young Entrepreneur’s Council, one in three Millennials prioritize social media freedom, device flexibility, and work mobility over salary in accepting a job offer. It’s research notes that “Millennials can be a social media megaphone for your company…friends of fans represent a set of consumers 34 times larger than fans themselves.”

In partnership with CultureSphere, the CMO Council is engaging in a thought leadership initiative titled “Making the Work Place a Brand-Defining Space” that will explore where and how marketing and HR leaders are collaborating on new ways to organizationally reinforce and reflect their brand values and qualities. It will look at social media strategies and techniques currently being embraced by leading consumer brands to recruit and retain Millennial workers, build customer-centric cultures, recognize and reward innovation and output, as well as “gamify” the workplace in order to drive productivity, performance and motivation.

The CMO Council's resulting white paper from this initiative will feature key insights based on qualitative conversations with marketing and HR leaders to explore how they are collaborating on new ways to organizationally reinforce and reflect their brand values and qualities throughout their organization.



Studies & White Papers

Canada Millennials: Understanding Their Media Habits and Preferences - eMarketer

How Sodexo Does Recruitment and Employer Branding on Social Media [Case Study] - Link Humans

Kraft Foods – Employer Branding [Case Study] - Futurestep

Internal Branding Best Practices Study - Odditie

Employer Branding - Slideshare

3 Employer Branding Case Studies - Glassdoor

Recruiting Practices and Employer Branding - HRM Guide

Why Branding Needs Organizational Development - Slideshare

Internal Branding, A Human Resources Perspective (CMA) - Odditie


Millennials Evaluate Corporate Reputation Through a New Lens - Media Avataar

How Starbucks, Walmart And IBM Launch Brands Internally And What You Can Learn From Them - Forbes

Three Steps For Transforming Employees Into Brand Ambassadors - Forbes

6 Tips for Building a Brand Culture and Improving Internal Communications - The Financial Brand

The Three Dimensions of Internal Branding - Social Media Explorer

Why Social Media Marketers and Brand Managers Should Care About Employee Advocacy - MarketingProfs

Social Media Training 101 for Bank & Credit Union Employees - The Financial Brand

Strategies for Internal Corporate Branding - Chron

Internal Brand Building: The Strength Within - Branding Strategy Insider

Why Internal Branding is Central to Customer Experience Management - Clear Action

The Brand Audit: Key For Determining Brand Health - Branding Strategy Insider

Brand Strategy: Rethinking Brand Differentiation - Branding Strategy Insider

The New Rules of Branding Your Business Online -


Employee Branding: Enterprising selves in service of the brand - Authentic Organizations

The Mambo brand: from local to global - Brandmatters

Workplace Branding: Four Ways To Use Culture To Recruit And Retain - Glassdoor

Defining Your Workplace Culture - Workplace Insights

Six Proven Ways to Strengthen Your Organization through Building Your Brand - Getting Attention

Internal Branding - Creative Intelligence Blog

Living the Brand: Developing an Internal Branding Campaign (Part 2) - The Social Workplace

Is Your Personal Brand Affecting the Organization’s Brand? - Personal Branding Blog