Your B2B growth plans are only half-covered when you focus all your effort on sales and customer success.
You wouldn’t saw off one leg of a table and then expect it to hold the weight of your future growth, would you?
Yet this is precisely what many B2B companies do when they pour all their brand and marketing firepower into customers, while remaining blind to how irrelevant or unknown they are to the talent market.
Ignoring talent as a strategic audience isn’t just a missed opportunity; it’s a strategic mistake and a slow, yet certain, downfall.
The Dangerous Assumption: “Our B2B Growth Brand Covers Talent Too”
Many B2B growth companies believe that building a powerful B2B brand and executing solid B2B marketing will naturally attract and appeal to top talent.
Let me be clear: it doesn’t.
Your carefully crafted customer-facing message is invisible, or worse, confusing, to the very people you desperately need to hire, retain, and inspire to grow your business.
Talent isn’t following your product launches.
Your go-to-market strategy does not move them.
And that brilliant whitepaper on enterprise architecture? It means nothing if I’m a DevOps engineer wondering if I’ll be treated like a human.
This blind spot creates a dangerous illusion: your B2B brand is working for everyone.
In reality, one of your most important target audiences doesn’t even see you. And that’s costing you not just recruitment success—but future innovation, competitiveness, and leadership continuity.
It’s time to remove the blinders.
Your B2B Brand Isn’t Broken, It’s Incomplete
Here’s the truth: B2B growth marketing and employer branding are not competing priorities. They’re two lenses into the same powerful story.
Your company’s strategic culture, mission, vision, and values should be the spine of all your messaging—whether you’re speaking to a CFO customer or a future team lead.
But while your B2B brand talks about what you sell and how you solve customer pain points, your employer brand tells why it matters to be part of that mission, who makes it happen and what the future looks like for your talent, the customer, and even society when they become part of your B2B growth story.
If you’re only telling the story from one angle, you’re not just leaving talent in the dark—you’re building a lopsided brand that can’t hold your ambitions.
The Other Leg Of Your B2B Growth Plan: Story-Driven Employer Branding
That’s where story-driven employer branding becomes your secret weapon for B2B growth.
In my book, Story-Driven Employer Branding: Introducing The Magnetic Employer Branding Method, I guide business leaders in combining business strategy, organisational culture, and narrative communication into one cohesive, scalable employer brand story; one that matches minds with mission and aligns your external and internal messaging.
Using the same narrative structure across customer marketing, leadership communication, and talent branding means that everyone hears one story told in a way that speaks directly to their needs, desires, and challenges.
It builds trust faster.
It creates relevance immediately.
And it turns your company into a human-to-human brand people want to buy from and work for.
What Success Looks Like (and Feels Like)
Imagine this:
- With story-driven branding and marketing, your customers feel emotionally connected to your vision, not just your product.
- Your employees speak like brand ambassadors, not because they’re told to, but because they believe in the story.
- Talent starts showing up already aligned, inspired, and curious about the role they could play in your B2B growth journey.
Now that’s brand equity that compounds over time.
You don’t need separate stories. You need a strategic, story-driven communication model that speaks to both your key audiences: those who buy and those who build.
But If You Ignore This…
If you continue to treat talent as a secondary audience, you’ll continue to pay the price.
Recruitment will stay reactive and expensive.
Internal engagement will suffer.
Your leadership narrative won’t resonate outside your boardroom.
And the brand you worked so hard to build for customers? It will become a shiny shell with no real culture inside.
In short, your table will keep wobbling, no matter how many legs you saw off and screw back in.
The good news? You don’t need to rebuild your brand—you just need a new plan.
Let’s build a story that grows your business and attracts the minds who’ll drive that growth from within. That’s the Magnetic Employer Branding Method™ in action.
👉 Book a discovery call with us to explore how we can craft your business-led, story-driven employer brand today.
Susanna
