The Emotional Connection Between Your Brand and Employees
Creating a brand that customers can connect with and believe in is the primary function of marketing. Consistently and effectively communicating the brand internally inspires employees and boosts their loyalty and performance. The employer brand goes beyond communication: “touch-points” shape the perceptions of existing and prospective employees regarding recruitment, onboarding, career management, professional development, recognition and offboarding.
Learning Objectives:
- How to inspire teams around a company brand vision.
- How to pull brand messaging through the various stages of the employee lifecycle.
- Best-in-class examples of strong employee brands.
- How to ensure that brand values come to life at the employee level.
Dave Edelman
Dave Edelman joined Aetna as Chief Marketing Officer in September 2016, where he heads a 400-person organization, overseeing marketing strategy, creative, operations, and technology, to drive business growth and help Aetna’s 22 million members realize the joy of achieving their health ambitions.
Since Aetna was acquired by CVS Health in December 2018, Dave also partners closely with his peer CMOs who lead CVS Pharmacy/Retail and CVS Caremark, respectively. In addition to his current role at Aetna, Dave sits on the Board of Directors for the The Ad Club of Boston and the Board of Trustees for The Walnut Hill School for the Arts in Natick, Massachusetts.
Before joining Aetna, Dave was a Partner at McKinsey and CMO of its Marketing and Sales practice. He built a global practice that helped clients through digital transformation, bringing hands-on expertise in analytics, technology, program development, and process redesign.
Prior to McKinsey, Dave spent nine years at Digitas where he served as Executive Vice President for the Strategy and Analysis practice. Prior to that, he was a Partner with the Boston Consulting Group, helping to build BCG’s “Segment-of-One Marketing” and “E-commerce” practices.
Named by Forbes as one of “The World’s Most Influential CMOs” in both 2017 and 2018, Dave is a recognized thought leader and LinkedIn Influencer, and has been published in the Harvard Business Review. He speaks and writes regularly about digital transformation, agile marketing, consumer experience, and localization of health care.
Dave received his bachelor’s degree in Economics from Harvard College and his MBA from Harvard Business School. He is an avid music fan, long-time saxophone musician, and is married with three children.
To learn more about Dave, follow him on Twitter @DavidEdelman and on LinkedIn.