Assistant Professor of Marketing
UCLA Anderson School
Offering a strong value proposition is a key component of both consumer and employee communications. In this session, we will apply ideas from consumer marketing – such as segmentation, targeting, positioning, and branding – to the question of how to better communicate with new and existing employees. By better tailoring communications to the needs of particular segments, we can build stronger employee engagement and company buy-in. We will also discuss specific communication strategies and consider how individual judgments, especially during new employee onboarding, can be affected by message content, choice options, aesthetics, and other details.