Insights
Why corporate and employer brands must work together
Your Brand Isn’t Two Brands. It’s One. Too often, corporate and employer branding live in silos—developed by different teams, measured by different metrics, and activated in different ways. But here’s...
The employer branding playbook: What’s changed and what hasn’t
This Isn’t Just a Talent War. It’s a Trust Crisis. Today’s workforce is navigating more than career choices — they’re navigating uncertainty, anxiety, and burnout. Pandemic recovery, AI disruption, generational...
How are you navigating reputation risks?
In Today’s World, One Headline Can Define You We live in an era of instant information and even faster judgment. One viral post, misstep, or misunderstood message can unravel years...
Navigating the DEI backlash: Lead with values, not fear
In a time of cultural tension and amplified scrutiny, brands are rethinking how they communicate their values—especially around inclusion and belonging. The conversation around Diversity, Equity, and Inclusion (DEI) is...
How leading brands use employer branding to attract, engage, and retain talent
In 2025, a strong employer brand isn’t a “nice to have”—it’s a core business driver.
Trust is the new brand equity: Why it matters now more than ever
In today’s climate of skepticism, polarization, and AI-generated everything, one intangible asset is proving to be more valuable than ever: trust.
The DEI dilemma: Why strong brands can’t afford to retreat
Why DEI is Essential for Corporate and Employer Brand Longevity Diversity, Equity, and Inclusion (DEI) is no
The Business Case for DEI: Why Companies That Double Down Will Win
The Business Case for DEI: Why Companies That Double Down Will Win
Crafting compelling employer brand narratives
In the ever-intensifying war for talent, standing out as an employer is more crucial than ever.
Prioritizing mental health and well-being
In today’s workplace, employee mental health and well-being have become central to building a resilient and attractive employer brand.
Building a thriving hybrid workforce
The hybrid work model is no longer just a temporary solution—it’s become a foundational element in the way businesses operate today.
AI in talent management: Recommendations for enhancing efficiency without losing the human touch
Artificial Intelligence (AI) is revolutionizing how companies manage their talent. From improving recruitment efficiency to enhancing employee development, AI offers a host of opportunities.
Design your ESG story for maximum effectiveness
Eight tips to make your report more readable, transparent, and engaging
Sustainability and ESG reporting must be prioritized
The world has changed in business and people's expectations of companies.
Managing an ESG report doesn’t have to be a bumpy road
Creating an ESG report is a daunting task — you're not alone in thinking it. Assembling the necessary resources to craft a report that showcases your story isn’t for the faint of heart.
How to create attraction and differentiation with your corporate brand
Drowning in a sea of sameness Powerful corporate brands are courageous, creative, and committed. Unfortunately, too many companies rely on conventional wisdom and are risk-averse when it comes to their...
Performance from purpose
I wrote our manifesto in 2012. As I read it today it seems more relevant than ever, especially within the context of the past eighteen months. Only the example companies have been updated. See if you agree.
5 steps to creating and living a true values-based culture
Core values are a powerful set of core beliefs that shape your culture, attract the right talent and customers—and let the world know the true character of your organization.
5 top qualities of highly effective employer brands
Many companies find it challenging to develop an authentic employer brand. Those who do it right tend to possess these five noteworthy qualities that set them apart.
The 21st-century worker
Most of your employees have similar desires — flexibility, growth opportunity, fair compensation and a purpose beyond profit. These are the needs of the 21st Century worker. Though millennials paved the way, yesterday’s status quo no longer attracts the best and brightest from any generation.
CSR — an untapped resource to recruit and engage
Given today’s increasingly competitive talent market and associated labor shortages, you can and should also evolve your CSR efforts to strike a chord with current and potential employees.
How to attract and retain top talent if you’re not a household name
As the demand for high-quality talent intensifies, organizations must be able to communicate to current and potential employees how they stand out from the competition in a compelling, succinct, and consistent way.
The magic of employee workshops
In this Q&A, Gary Baker and Jill Stephens discuss how workshops with employees inform the brand strategy, employee value proposition, and more.
Know the competition
Creating and sustaining market advantage requires constant monitoring, awareness and anticipation of the companies in your competitive set. At Baker, we use these studies to inform our thinking and ensure the ultimate end product is unique and engaging.
What’s your rallying cry?
A powerful tagline can connect employees with your brand’s promise and purpose.
What’s so funny?
To boost employee engagement, leverage entertainment and humor in your corporate communications.
The truth about corporate values
In this Q&A with Gary Baker we discuss how a company can uncover its shared beliefs and most effectively bring them to life.
What partner dancing can teach us about employee engagement
The essence of employee engagement is where both parties know the rules and you are dancing to the same tune — your brand purpose and values. One party leads and the other follows, yet both are free to interpret and express themselves in synch with the rhythms of the music and the beat of the brand.
Cultivating your corporate culture
Fact: companies have personality, norms, habits and desired behavior. You know it the minute you walk in the door. Smart companies turn this into a priceless asset — something that draws talent and customers.
“Don’t move. He can’t see us if we don’t move.”
Take your employee messaging from Jurassic to fantastic! The use of motion/video will capture the attention of a jaded audience habituated to ignoring static messaging.
How stories work: The brain and corporate storytelling
Why do our ears perk up and our bodies come alive when hearing a story?
Demystifying brand positioning
In this Q&A we demystify brand positioning, explain how to uncover a strong positioning, talk about the benefits and more.
Once upon a time: the power of story
An authentic and unique brand story creates emotional connections that inspire love and loyalty.
The key to better B2B communications: brand platform and messaging
In today's content-centric world, every company is in the business of communications — but not all communications are created equal.
Contemplating ideas
Ideas live at the intersection of experience, process and intuition. Sometimes they come from concerted effort and other times they are the fruit of sub-conscious cogitation.
How to encourage action among your employees
The barrier to execution has little to do with lack of awareness or good intentions.
The case for shared purpose
To be a market leader, you need a shared purpose.
Hiring for cultural fit
Matching your culture with prospective employees is a business imperative for winning companies.
Three imperatives for successful brand delivery
A brand’s delivery is empowered through three essential elements — processes, tools and culture.
Gamification as a brand-building engagement tool
There’s an evolving trend in companies today — the use of game thinking to enhance customer and employee engagement.
Seeing the familiar in new ways
As a problem-solver and story teller, one must try to avoid turning into a creative zombie by seeking new sources of inspiration at the well of the familiar, even as it often runs dry. Revisit, recalibrate, retool. Refresh.
Embedding brand behaviors
One way to more effectively introduce desired brand behaviors and make them stick is by respecting the way our brains work.
Purpose & passion
Passion and purpose for one’s work is something we find incredibly inspiring here at Baker. Here’s the story of an individual whose passion and purpose are reflected in every aspect of his work.
The neuroscience behind employee engagement
Let’s dive beyond ping-pong tables, team huddles and on-site massages to a deeper conversation about employee engagement—namely, its biological underpinnings.
Create a brand people love
What it boils down to is quite simple: these companies have unparalleled relationships with their employees, customers, partners and shareholders.
How higher purpose drives business performance
The Container Store is a worthwhile experience. In fact, it’s the sort of exceptional brand experience every company should strive for.
Pay attention to me
You don’t have to be in the high math group to figure this out. I firmly believe that the only way you get great employees is by hiring the right people and then paying real attention to them.
Change management
A standard communication project focuses on knowledge — what the audience knows today and what you want them to know tomorrow. A standard change management project focuses on behavior.