Bridging HR and Marketing: Mastering Personal and Employer Branding in the Modern Workplace
Executive Summary:
In the latest episode of the All About Marketing podcast, Amey Asuti interviews Devashish Chakravarty, a distinguished entrepreneur and former Indian Army Major, on the nuances of employer branding, personal branding and how these concepts intertwine with HR and marketing. Devashish provides actionable insights on building authentic brands - both individual and organizational - highlighting the importance of intentionality, consistency and delivery. This article explores his step-by-step frameworks for crafting personal and employer brands, offering valuable lessons for professionals and businesses.
The Importance of Branding: Personal and Employer Perspectives
Branding isn’t just about logos or taglines; it’s a promise of value. Devashish Chakravarty challenges traditional notions by asserting that everyone has a brand - whether they know it or not. He emphasizes, “Your brand is your reputation. The question is: Is it serving you?”
Personal Branding: A Five-Step Framework
Devashish introduces the "BRAND" framework to help individuals create a strong personal brand:
Build: Identify who you want to serve, what you promise to deliver, and how this impacts you. "Your promise must align with what you can consistently deliver."
Reflect: Ensure your actions match your brand vision. If they don’t, adjust your career or responsibilities accordingly.
Amplify: Communicate your brand through consistent messaging across social media and personal interactions.
Nurture: Cultivate relationships with those who believe in and support your brand.
Deliver: Actions speak louder than words - consistently meet or exceed expectations.
Devashish stresses the importance of intentionality in personal branding: "Your brand should work for you even when you’re sleeping."
Employer Branding: Crafting a Magnetic Workplace
Employer branding, often overlooked, is vital for attracting and retaining talent. Chakravarty’s "IMAGE" framework offers a structured approach:
Inspire: Cultivate an environment that motivates employees to excel.
Maintain: Communicate transparently and consistently across all channels.
Attract: Provide a seamless and positive candidate experience, from application to onboarding.
Guide: Train leadership to align with and promote the brand.
Engage: Foster employee connection to the company’s values and promises. He points out a common pitfall: “Announcing achievements isn’t enough. Employees judge you by their lived experiences, not PR statements.”
Marketing Meets HR: The Generation Gap
As Gen Z enters the workforce, their expectations differ from previous generations. Raised in a world of self-promotion, they value authenticity in both personal and employer brands. Devashish warns, “Self-promotion might gain attention, but authenticity builds trust.”
Key Takeaways:
- Personal Branding is about aligning promises with delivery. A strong brand works 24/7 to support your goals.
- Employer Branding extends beyond achievements to create authentic, inspiring, and consistent experiences.
- Authenticity is the currency of trust in an era dominated by self-promotion.
- Whether you're an individual looking to elevate your career or an organization seeking top talent, Devashish’s frameworks offer actionable paths to success.