Employers want a person worthy of carrying their brand, someone that can bring more than innovative ideas and savvy problem solving skills. They want someone with their own brand that they can partake in a mutually beneficial relationship with.
If you are an employer with an employee that is a social media celebrity or a respected personal brand, wouldn't you use that to your advantage? It is the equivalent of having a celebrity endorsement without the contract and pricey compensation. By the employee being a part of the company, they unintentionally direct their followers to the company.
But what happens when your employee’s brand conflicts with yours? Twitter can be very time consuming because if the constant stream of information, which means that the co-branded employee might have trouble juggling the personal brand and the professional brand. Yes and employer may benefit from the employee’s fan base, however it may come at the cost of the employer as well. A co-branded employee may use company time to nurture their personal brand, which is a risk that the employer takes when targeting such employees.
In my opinion I think that having a co-branded employee can be a highly beneficial relationship for the company and the employee. The company receives free PR and so does the employee by attaching each other to both brands, almost like sharing a fan base. However, the relationship is only beneficial if both brands share the same values and messages.
If you are an employer with an employee that is a social media celebrity or a respected personal brand, wouldn't you use that to your advantage? It is the equivalent of having a celebrity endorsement without the contract and pricey compensation. By the employee being a part of the company, they unintentionally direct their followers to the company.
But what happens when your employee’s brand conflicts with yours? Twitter can be very time consuming because if the constant stream of information, which means that the co-branded employee might have trouble juggling the personal brand and the professional brand. Yes and employer may benefit from the employee’s fan base, however it may come at the cost of the employer as well. A co-branded employee may use company time to nurture their personal brand, which is a risk that the employer takes when targeting such employees.
In my opinion I think that having a co-branded employee can be a highly beneficial relationship for the company and the employee. The company receives free PR and so does the employee by attaching each other to both brands, almost like sharing a fan base. However, the relationship is only beneficial if both brands share the same values and messages.