An employer brand describes the essence of what it means to be an employee of your company. Your employer brand sets your company apart from all the other employers out there. The purpose of an employer brand is to describe the type of employees who will be successful at your company, and the kinds of employee traits you want your employees to encompass. It also serves to describe why your company is a great place to work.

For Apple, the “Think Different” commercial presents an emotionally compelling story, clearly identifying Apple’s employment brand. Who fits in at Apple? Those who have a rebel streak. Creative people who take risks. People who do things against the grain, somewhat counterculture. Those not defined by failure. Essentially, people who think different.

Required:

Explain what is meant by internal marketing and evaluate how it enables companies like Apple reach their goals. (hint: benefits of internal marketing)