I know you want to make BFFs with your marketing team, but a lot of you are having trouble making making it work. The culprit? It's that marketing doesn't understand you. They still see your team as a funnel-filler or Glassdoor review watcher. They treat your team as untested and untrained dilettantes "playing at marketing." Which is why I wrote this for you (to give to them): The CMO's Guide to Employer Branding. It's a long read, I'll grant you, but it should speak their language about your value.

I love how Forbes wrote a whole article about the power of employer brand when marketers and leadership gets involved, and then had the gall to suggest that employer brand was “territorial” about their part of the brand and didn’t want to let marketing play their game. I’ve talked with dozens (if not a hundred) EB owners and they all, to a person, would have loved for marketing to acknowledge their existence, let alone combine forces and/or resources.