Best Practice Report

CMOs Must Take A Leading Role In The Employee Value Proposition

Responsibility Extends From Development To Execution

November 3rd, 2023
Karen Tran, Principal Analyst
Karen Tran Principal Analyst
David Parry, null
David Parry
With contributors:
Matthew Selheimer , Shannon Colford , Julia Swerdlow , Kate Pierpont

Summary

To recruit and retain the best talent, engage employees, and inspire brand advocacy, it is critical for B2B companies to express their employee value proposition clearly and authentically as it also serves as a driver for improving employee experience (EX). The employee value proposition encapsulates the why, what, and how a company provides value to its employees. In this report, we discuss why CMOs must understand why their involvement in its development and execution ensures the integrity and effectiveness of corporate and brand messages and builds value for the organization through employee and customer experiences.

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