How corporate values retain customers and attract talent

1. Introduction: Why you should think sales and employer branding together
2. Identity & values: How to differentiate yourself in the market
3. How to bring marketing, HR and sales together
4. Your roadmap: How to link successfully

1. introduction: Why you should think sales and employer branding together

Customers and talents have something in common today: they are looking for brands that show attitude. Purchasing and career decisions are increasingly based on trust, meaning and values.

Especially in SMEs, where budgets are limited, every euro counts twice. That's why employer branding and sales must work together instead of running side by side. Every message, every campaign can do both - convince customers AND attract talent.

👉 Tip: Take a look at your channels: Do your website and social media show the values that you live by internally - and that you want to convey to the outside world?

2. identity & values: How to differentiate yourself in the market

Purpose is not a pretty accessory, but your differentiating factor. In saturated markets, you score points with a clear stance: on sustainability, innovation and responsibility.

These values are just as important for customers as they are for applicants. Those who make them visible attract people who identify with them - whether as buyers or employees.

👉 Best case: Encourage employees to share their own insights from projects or day-to-day work on LinkedIn - authentically, voluntarily and without marketing guidelines. This brings values to life and strengthens your visibility from within.

3. how to get marketing, HR and sales around the table

Website, social media, events, PR - customers and talents use the same channels. That's why you don't need separate messages, but a strong story that reaches both.

HR, marketing and sales must work together to achieve this. Instead of silos and individual actions, a coordinated strategy is needed that combines the customer journey and candidate journey.

👉 Tip: Get everyone around the table - with a workshop in which you define core messages, target groups and channels together.

4. your roadmap: How to link successfully

Start linking sales and employer branding with these steps:

• Do a communication check: Where do you tell which stories?
• Define core messages: Which values appeal to customers AND talent?
• Develop content formats: Content that reaches both target groups.
• Measure success: Not just leads or applications - also reach, interactions, reputation.

👉 Best practice: Tell real stories: Employees presenting projects. Customers who praise collaboration. This creates trust - internally and externally.