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CHROs have a growing influence on branding

November 01, 2019 / Valerie Bolden-Barrett

CHROs are among the execs with whom chief communications officers (CCO) works most closely when it comes to branding, a new Page survey revealed. CCOs named only chief marketing officers (CMOs) and CEOs more frequently. Page, a global organization for communication executives, said that the growing influence of CHROs in organizational branding is due to potential employees’ stands on societal issues and a growing focus on leveraging culture to attract and retain talent. The report, The CCO as Pacesetter, connected the CHRO role in branding to a shift in management that considers increasingly outspoken employees in an organization’s commitment to values; a dual investment in talent and technology; and the formation of dedicated teams that can be formally trained in soft skills like agility and hard skills like technology.