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This presentation was delivered at the HR Leaders Summit in Toronto on November 17, 2016 -- www.hrleaders.ca. During the course of the Summit attendees will have learned about how to build world class organizations. Topics relating to performance management to data analytics to workplace culture, and everything in between, everything we do on a day-to-basis boils down to one thing. That thing is “brand”. When you ask yourself which organizations have strong external brands (product or employer), you immediately think of several. Perhaps you think of Apple, Google, Lululemon or Hootsuite. For their own unique reasons people gravitate towards them, buy their products, seek employment opportunities and willingly promote them to their networks. But when we overlay the notion of an “internal brand” we get confused. What does this mean? Why does it matter what employees think? In the age of employer-rating websites, such as Glassdoor, and rapidly shifting labour markets, aligning your external brand with internal brand is more important than ever to generate long-term employee loyalty and engagement. In this session, Jeff Waldman will share best practices, including: - How the different types of brands interconnect. Why the employee voice matters more than ever, and what to do about it. - Using the concept of customer experience to help shape the brand: customers of business and employment. - A model for building an effective employer brand strategy. - Programs and tactics to cultivate and build a strong internal brand. - Best practices in leveraging technology and working with marketing to build and promote the brand, internally and externally.

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