Are you disconcerted by the gap between your awesomely well-defined employer brand and your job advertisements? Do you struggle to align your corporate values with the need to clearly guide unruly employees in your HR memos? Do you wonder how to convey your company culture in legal documents? Here are some pitfalls to avoid and ways to keep step with the employee journey.

When the pandemic was declared, communications suddenly became important, beyond clever media campaigns, branding, and strategy. Organizations still needed us to convey business messages, but they wanted it to be done in an empathetic, understanding way. In short, they needed to show they were human. But what does that mean, why is it important, and is it just a sales or HR tactic?