In the third installment of his CMO ot CEO column, Paul Evans ponders how putting marketing strategy at the heart of his business makes for better leadership.

You know that my feeling is that the platonic ideal of employer brand isn't to be a silo, but rather a single perspective through a shared brand for the entire company. Ignoring how surprised I was that a marketing/branding magazine even know what employer brand was, here's a great article geared towards marketers on how to leverage a stronger employer brand.

What's the hardest part of getting your employer brand ideas off the ground? Building a business case. Very few of us were taught this skill, so my friend Mezjan wrote up his own process for business case development perfect for EB pros.

I've got an open call for podcast and article ideas (feel free to chime in), and one of the big asks is more discussion on how to work with recruiters and other teams. While I try and put together my own thoughts, here's an article from HBR on how culture differences should be considered when building trust with other business units.

Our jobs often feel lonely in a sea of people (because we're the only ones who understand what we do). So essays that discuss what someone has learned in their job and journey are so valuable. Here are two: Lilian Mahoukou talks about his work at Mondelez,

What does it take to build a strong employer brand? Well, you need to know how to execute projects (tactical mind). You also need to be able to select and prioritize your projects (strategic mind), but theres something still missing. If you want your brand work to achieve maximum impact, you need to know how to tap into a third mind: the political mind. The Three Minds of Employer Branding over at ERE.

I continue to maintain that employer branders usually have zero functional power, so must rely on their ability to influence others. So here are seven ways to build your influence internally.