For Brand Success, CCOs Mine Employee Input, CMOs Drive Social Media Impact

Key Insights

• Overall, 74% of chief marketing officers (CMOs) and chief communications officers (CCOs) who increased their team’s business impact over the past six months report a “strong” relationship with HR; specifically, 86% of communications leaders report such a relationship with HR while 68% of marketing leaders report the same.
• Marketing and communications leaders both collaborate with HR on internal and external brand-building efforts but in different ways: communications leaders more likely to incorporate employee insights into their work, with 67% of comms leaders doing so, compared to 28% in marketing.
• Marketing leaders are more likely to collaborate with HR on employee social media ambassador programs (72%) compared to communications leaders (43%).

A Greater Need for Collaboration Amid an Increase in Channels for Brand Exposure

Corporate branding has evolved into a team sport engaging market