Kamyar Shah, Fractional CMO 

1) How should companies be treating their employer brand, especially in comparison to their consumer brand?
The differentiation between employee and employer brand is futile; those two have a symbiotic relationship. The same goes for consumer brands.

2) Do they both matter?
Of course both matter. Positive branding from any aspect and any level usually has a positive impact on overall brand perception. The brand value is transferable both in depth and breadth.

3) How should companies balance both?
It needs to be a cumulative effort that enables branding from any/every level. The benefits are mutual to all; employee, employer and the company. The storytelling portion of a brand can work its way all the way up to the corporate level.

Originally published at https://b2b.kununu.com/blog/marketing-and-hr-employer-branding-from-a-marketers-perspective