The Consumer and Employer Brand Relationship

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Consumer and Employer Brand Relationship

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The need to create a solid consumer brand has been an initiative long before employer branding came into play. Creating a positive emotional connection between an organization’s products, services and consumers to fuel sales and brand recognition that cannot be swayed and aligns with corporate objectives is imperative, and a major differentiating factor among companies. Meanwhile, as the battle to become the employer of choice rages on, organizations have to work harder to attract top talent, even for household names. A good employer brand helps to bring in qualified candidates who are pre-sold with your organization’s mission, vision, rewards, and culture, helping to make the recruiter’s job easier. How are these two types of branding are related and how can they affect each other?

A positive consumer brand, especially coupled with a great product can create momentum and excitement and attract candidates to the company. On the flip side, a negative consumer brand can create disgruntled job seekers who don’t believe the employer brand. What are the advantages and disadvantages of combining branding strategies? Should they be? How deeply are the two related? How can companies tap into their consumer brand to find top candidates and create brand ambassadors?


evan guzman
Evan Guzman
Head of Military Programs & Veteran Affairs, Global Strategic Talent Acquisition, Verizon
Evan offers two decades of experience in human resources with strong expertise in talent acquisition, strategic development, and marketing.   Evan’s three keys to success are creativity, innovation and building partnerships. These essential elements resulted in successfully attracting, supporting and hiring thousands of Veterans and Military Spouses throughout his career.
Currently with Verizon, Evan’s responsibilities include creation, development and oversight of Verizon’s new Military Programs and Veteran Affairs.  In leading the Veterans employment initiative, he is responsible for managing public and private sector partnerships to help veterans and their families transition from military service into civilian/corporate life. Evan has also leveraged internal partnerships with Verizon’s Foundation and Veteran Advisory Board in collaborating with external partnerships such as the White House – Joining forces and the US Chamber of Commerce – Hiring Our Heroes to ensure strong and effective outreach in an effort to employ, support and integrate Veterans and Transitioning Military into sustainable and successful talent pipelines for the business.

His strategic approach has been recognized by other industry leaders and has earned multiple recognition awards for his diversity efforts specifically in recruiting Veterans, Military Spouses and Wounded Warriors; including the Department of Defense- Freedom Award and Work Life Legacy Military Award.
Evan has dedicated his personal and professional career to service. From his first experience working as a volunteer with Meals on Wheels, where he delivered much needed food to the elderly many of whom were WWII Veterans to transporting his local cancer patients, American Legion and Veterans of Foreign Wars members to appointments and setting up for parties and local events.  But the true satisfaction he found was meeting and guiding Veterans, Transitioning Military, Military Spouses and Wounded Warriors in finding civilian careers.

Prior to Verizon, Evan was hired by the American Cancer Society and charged with starting up brand new diversity recruitment department and onboarding program that is still in place today nationwide. During his career with the cancer society he was appointed as the Regional Vice President to represent the Bronx, New York; an area with the largest Latino population to deliver life-saving services, workshops, fundraising events, research and translating information into Spanish to those in need and providing transportation for cancer patient appointments . Still today, he supports the fight against cancer as a volunteer in his NJ community raising thousands of dollars to fight cancer each year and outreach to Latino and other diverse communities.

Evan’s passion to help others especially Veterans,  lead him to become a Military Outreach Coordinator for the Department of Defense –Employer Support of the Guard & Reserves (ESGR). In this volunteer role he meets with businesses of all sizes to share on the value of military talent and how they impact the bottom line of businesses. He also began a social networking group on LinkedIn called – Recruiters 4 Veterans as a “Call to Action” for recruiters who are committed in supporting Veterans around the world through their power of influence even if their employers have not adopted a dedicated approach in hiring Veterans.

Evan has owned and operated his own business in Security and IT recruitment and has been hired to assist multiple start-up businesses in developing specific strategic recruitment and onboarding programs for various industries.