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Are internal brands harder to manage than external ones

July 1, 2010

I spent the first six years of my career working at Bernard Hodes Group, if you don’t know them check them out: www.hodes.com. I learned valuable lessons in what it takes to build internal brands that assist in recruitment and retention of employees.

And it amazed me at the reaction I got when I stepped from a human resources communications agency into the traditional marketing communications world. Concerns I didn’t understand metrics, how to deliver a brand promise, and how difficult it is to maintain ongoing relationships with consumers.

In both situations you are dealing with volumes of competition, outside influencers negatively affecting your brand, and the small window to hit someone with your message. The difference for me is what you do with your time and/or money compared to what you want to do with your life.

Once you recruit them, you better retain them. It is a very expensive process to deal with a large number of turnovers, not only from a cost and loss of time standpoint, but an external perception as well. Ad agencies can be like this too. We all know the firm that seems to burn through creative directors like cheap tires and the water cooler discussions about why. That can be as damning as roaches at that hamburger joint.

It is one thing to market a one-dollar hamburger; it is another to sell a career path that starts with flipping them.

What do you all think?

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