Best Practice Report

It’s Time For CMOs To Pay More Attention To Employees

The CMO And CHRO Relationship Grows In Importance As Crises Continue To Emerge

July 27th, 2020
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
With contributors:
Keith Johnston , Dipanjan Chatterjee , Katy Tynan , David Brodeur-Johnson , J. P. Gownder , Mark Brandau , Anjali Lai , Nick Monroe , Lexie Lawhon , Rachel Birrell

Summary

Brands hold as much meaning for employees as for customers, especially in a crisis. CMOs play a key role in shaping and communicating the company culture, which helps acquire, inspire, and retain talent and, importantly, engage employees so they are true brand ambassadors. Today’s crises will accelerate the need to transform brand values into authentic customer and employee experiences. This report explores why and how the CMO and the chief human resources officer (CHRO) must partner to improve the employee experience and drive employee engagement.

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