How to Tell the Story of Your Brand

If you’ve heard it once, you’ve heard it a hundred times: Your employer brand is key to your recruiting success.

Countless articles have been written on the subject, many of them posted right here on But for anyone not steeped in marketing, branding can be a fuzzy concept, easily confused with symbols and marks.

As Chad Norman, chief marketing officer of Catch Talent, told a DisruptHR audience in Raleigh, N.C. last spring, “Brand is not Twitter blue or Coca-Cola red.”

“You can’t design a brand, because branding is all about how it feels to use our product how it feels to use our service,” he explains in his 5-minute talk. Employer branding is about “how it feels to work somewhere.”

Employer branding reflects the culture of an organization. It is not a story that can be or should be told by the marketing team. Rather, says Norman, it’s a story best told by the people who work there.

Candidates — the candidates you want to hire — “They want to hear from other people who work at the organization… That is the story that moves people.”

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The organizations who bring them on to tell their story and do it well, those are the ones, he says, who will win the talent war.

Note: In partnership with DisruptHR, TLNT presents some of the best Disrupt presentations from events across North America and now the world. Disrupt talks are modeled on the TEDx concept: Short, to the point talks on all things HR — talent, culture and technology.

DISRUPT is an information exchange designed to energize, inform and empower people in the HR field.

Founded by Disrupt's CEO Jennifer McClure, events are organized by volunteer teams working with Disrupt staff who assist in the planning. Events have a maximum of 14 speakers, who get 5 minutes and no more than 20 slides for their presentation.

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