Organizations have long struggled to instill shared values, behaviors and ethics that embody and validate brand platforms, personalities and promises. A tighter linkage between the CMO and the CHRO should be strongly centered on organizational branding and creating cultures that radiate and reinforce core brand attributes and aspirations. Enabling platforms and solutions that leverage the reach and vibrancy of private and public social media networks can do much to engage employees and key stakeholders in a dynamic and directed process to express and underscore the essence of a brand and the culture of a company.

This report looks at social media strategies and techniques currently being embraced by leading consumer brands to recruit and retain Millennial workers, build customer-centric cultures, recognize and reward innovation and output, as well as “gamify” the workplace in order to drive productivity, performance and motivation.