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Confessions of an HR and Tech Marketer: the Key to Success is Narrowing the Gap Between Company Culture and Brand
Finding your authentic voice via podcasting
Hosting a couple of podcasts is a refreshing departure from my marketing work, particularly as it puts me on the other side of the conversation — where I get to be the one asking the questions vs. the one having to have all the answers! In actuality, they are both different sides of the same coin, as having the answers is a function of asking a lot of questions. The roles complement each other and I enjoy shuttling between them.
There is, however, a more fundamental difference: as a marketer, my focus is chiefly on what the market wants and figuring out the competitive angles and niches. On the podcasts, our conversations often turn inward, as we often find ourselves talking about company culture: how it’s defined, its practical importance, how it’s maintained, etc.
When my company is engaged to develop — and implement — a strategic marketing and communications plan, we typically discuss target markets, company/product differentiators, messaging, media outreach, metrics and overarching goals. A key component of this process is dissecting, distilling, and capturing the company brand, which should, in principle, be an organic outgrowth of the company’s culture…
