An “Apple” video positioning the company as a place to work was being discussed on one of the LinkedIn groups a while ago. For a moment the members seemed to have forgotten that was a recruitment ad as comments were abundantly eulogizing the company products; in other words, their experiences of the company as customers and users. One hears about the link between or what is often called the cause-effect of the corporate brand on the employer brand. In this case, for a corporate brand that has astonished, dared, broken format in product and communication; the same brand attributes are expected to reflect in the employer brand communication. When that is missing, it creates dissonance for the viewer.
