HubSpot Video

There’s no such thing as an employer brand

August 8, 2019

bev-attfield Bev Attfield

Director of Brand, CX, EX at Jostle

Michel Hogan Michel Hogan

Independent Brand Counsel

The idea of an employer brand diverts attention from the very things that you need to focus on in your business. This is frustrating since employer brand is a myth. The organization only has one brand and it’s a result of the promises you keep. All of them, including the ones you make to employees. So how can you achieve a brand result people can get behind?

In this session, leading brand counsel, Michel Hogan, will share her formula for achieving a brand result that’s robust and resilient, connecting what people across the organization care about and helping organizations withstand the rapid shifts of today’s work environments.

In this session, participants will:
  • How experience makes you the keeper of your brand, whatever your role is. 
  • How that thing you thought wasn’t a promise, actually is a promise. And how to repair broken promises the right way.
  • What it takes to achieve a brand result people want to stick with.
Presenter bio
Michel Hogan

Michel Hogan

Independent Brand Counsel

An Independent Brand Counsel, Michel advises on the risk to your purpose and values of making promises you can’t keep. For over two decades, she’s helped organizations build alignment between who they are, what they say, and what they do. 

Michel works with small-to-medium size enterprises, individuals, larger corporations, and nonprofits. Some are laying the foundations for new ventures. Others are responding to changes in the marketplace. Still others are in the process of re-inventing themselves to take advantage of new opportunities.

She’s a regular contributor to print and online publications including where her bi-weekly articles and practical advice offers a secret weapon to people grappling with their brand results. Click here to get Michel’s ebooks: “The Unheroic Work” and “Between Making Money and World Peace”.

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