#207 This is What B2B Leaders Get Wrong About Their Products and People
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#207 This is What B2B Leaders Get Wrong About Their Products and People
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Most business leaders dismiss employer branding because they think it's a recruitment tool.
In this episode of the Story-Driven Business podcast, Susanna Rantanen (the innovator and leading global expert in story-driven employer branding) reveals why that assumption is costing B2B companies growth, trust, and stability.
Discover why your employer reputation is the foundation of your B2B business brand, and why customers buy based on their belief in your people, not your product or services.
This episode reframes employer branding as a strategic leadership discipline and introduces the core philosophy behind Susanna's book, Story-Driven Employer Branding: Introducing the Magnetic Employer Branding Method™.
You'll learn:
- Why employer branding isn't an HR initiative
- Why B2B leaders must see their people as the real product
- How customer trust depends on employee commitment
- What a story-driven approach unlocks for growth, retention, and performance
- The mindset shift every modern leader needs
Find the episode shownotes here: https://modernemployerbrand.com/podcast207