Baker creates new employer brand and employee engagement program for Disney ABC Television Group

Santa Monica, CA (July 20, 2008) — How do you attract, engage and retain top talent in a competitive marketplace? Heather Rim of Disney ABC Television Group turned to Baker Brand Communications for a solution that would resonate with current and future employees.

Baker set out to find the common thread connecting 27 highly diverse business units and reveal what employees cared about most. The result was an employer brand platform that captured a shared passion: creating and delivering innovative, quality content. A rich program emerged and united the company’s many voices into the rallying cry, "create what’s next." From a culture guide, video and employee T-shirt to posters, collateral, and HR and recruitment materials, this program has built positive momentum. Disney ABC plans to use "create what’s next" throughout the employee journey, during recruitment and on-boarding, and in other training and recognition programs.

An employer brand is important because it is "a story told in the marketplace for talent," explains Gary Baker, President and Executive Creative Director for Baker | Brand Communications. "It outlines why people want to work for us and why they stay. And it captures functional, economic and psychological employment benefits."

For more information, read "Disney Uses Employee Brand To Inspire Creativity" in Society for Human Resource Management,

About Baker | Brand Communications

For 25 years, Baker has partnered with leading corporations to achieve their strategic imperatives and engage stakeholders — to win. We position and amplify a company's competitive advantage by creating meaningful brand experiences. Our multidisciplinary teams draw upon new media and proven methodologies while offering clients relevant insights, expertise and dedicated support.

Gary Baker
President and Executive Creative Director
800.939.5008 x308
g.baker@bakerbrand.com