The Crucial Alignment Between Corporate and Employer Brand | Relancer Podcast #10

In today's episode, we peek into Corporate and Employer Brand with Nadia Vatalidis, Interim Director, Talent Acquisition at Camunda.

Eero and Nadia discuss the importance of aligning corporate and employer brand. They emphasize the need for authenticity and transparency in storytelling to attract and retain the right talent. They also explore the role of marketing in shaping the employer brand and the importance of collaboration between talent acquisition and marketing teams. The conversation highlights the need for a strong and consistent boilerplate story that evolves as the company grows.

They also discuss the signs of misalignment between corporate and employer brands and the negative consequences it can have on attracting and retaining talent. Employer brand is closely tied to culture and should be intentional. It is about defining core components such as mission, values, principles, pay, diversity and inclusion, and operating model. Flexibility and transparent pay are important factors that people care about. Leadership behavior and alignment between corporate and employer brand are crucial. Successful examples include HubSpot and Nike. It's important to be authentic and transparent in employer branding to attract the right talent and create a positive candidate experience.

00:00 Introduction

01:45 The Benefits of Authenticity and Transparency in Employer Branding

09:18 Aligning Corporate and Employer Brands

14:08 The Evolution of Employer Brand

15:56 The Signs of a Misalignment Between Corporate and Employer Brands

20:22 How to Come Up With a Boilerplate for the Brand: the 5 Core Elements

25:57 The Misalignment Caused by the Lack of Transparency

30:37 Defining Core Components of Company Culture

35:47 Culture Beyond Pool Parties and Ping Pong Tables

43:55 Leadership Behavior: Shaping Company Culture

46:44 The Growth of a Company Affecting the Corporate and Employer Brand

49:51 Benefitting from Creating Communities

54:34 The Companies Who Have Aligned Their Brands Successfully

58:06 Nadia's Final Tip: Leaning Into Customer Stories

59:30 Outro