Ep. 62: How to bring a consumer brand mindset to your HR function.


In the past, successful companies used to focus mainly on and put a lot of efforts into building their consumer brand. For decades, a strong consumer brand was essential for any product or service to differentiate itself from the competition and build an army of loyal advocates and buyers/users. Having a strong consumer brand is longer synonymous of market relevancy and success.
Although the notion of employer branding has been around since the 1990s, a sense of urgency has emerged in the past few years as (some) employers understand that competition is now more about talent than it is about products. Organizations that have built a thriving culture and created a highly attractive employer brand are the ones who’ve been applying proven product branding principles to the employee experience.

Anheuser-Busch carries many successful consumer beer brands in its portfolio. Three years ago, the company created its first team dedicated to employer branding. Alexis Smith is the Director Employer Branding & Digital at Anheuser-Busch North America. She came into the role at its inception. Leveraging her product marketing experience, she is on a mission to manage the company and employer brand the same way Anheuser-Busch manages their beer brands: with great story telling, memorable experiences and consistency, both internally and externally.

Today with Alexis we talk about:
– What are the similarities and differences between a product brand and an employee brand, and how some of the tactics defer.
– Where she started, what she focused on early on, and how the EB function has evolved the past 2 ½ years.
– What are some of the key metrics she has put in place to measure the success of Anheuser-Busch’s employer brand.
– How she works with more traditional HR professionals in the employer branding space.
– How she leverages technology, automation and social media in her role.

Note: you can follow Alexis on LinkedIn and Anheuser-Busch’s Careers on LinkedIn, Twitter, Instagram and Facebook.

This episode is brought to you by Spring International. Spring is a woman-owned boutique firm that focuses on performance-based employee engagement and people analytics. From on-boarding to exit, Spring uses proven techniques to help companies improve the employee experience and calculate the ROI of HR programs and initiatives.
Spring can help you on your human capital analytics journey – visit their website at www.springitl.com or email info@springitl.com.

If you want to send me feedback, suggestions for future topics or guests, you can reach me at svincent@exsummit.com or on Twitter @eX_Summit.

Thanks for listening.

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