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AlphaSights CMO on building an authentic employer branding strategy

Radically Transparent Published: January 27, 2022
Jen Gutman
AlphaSights CMO on building an authentic employer branding strategy

Gabriela Henault, CMO of AlphaSights takes the hot seat.

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Episode summary

AlphaSights CMO, Gabriela Henault, takes the hot seat on this episode of Radically Transparent. According to Gabriela, it’s no secret people are the lifeblood of every business. But when it comes to building an authentic employer branding strategy, it can be challenging to align the expectations of what new and existing talent want with what a brand can realistically offer.

Holding back nothing, Gabriela focuses on how organizations can do recruitment marketing authentically. She outlines how marketing has become central to B2B organizations and how her team gets involved in every aspect of problem-solving– which has a massive, company-wide positive impact. And most importantly, she speaks candidly about how she is meeting employees and candidates where they are in their expectations by asking herself difficult questions about what candidates want vs. what they need.

Meet Gabriela Henault

Gabriela Henault is Chief Marketing Officer at AlphaSights, a global knowledge on-demand platform that connects investment and business leaders seeking to make more informed decisions. With her deep experience in brand building and developing marketing strategies that drive commercial impact, she’s played a pivotal role in scaling the marketing function to support the needs of a growing business, and sharpen AlphaSights’ proposition across its key stakeholders.

After starting her career in advertising at AMV BBDO, Gabriela joined Prophet, a brand and marketing consultancy where she advised Fortune 100 companies spanning B2B and B2C. She studied political sciences at Georgetown University, and now lives in London.

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Radically Transparent is a podcast geared towards the modern-day B2B marketer. Host Jennifer Gutman and her guests are a mixture of renowned marketing and sales leaders from B2B marketing organizations around the globe.

Each episode shines a light on the inner workings of B2B leadership– including what keeps successful CEOs, CMOs, VPs, and social media teams up at night, professionally. The conversations are real, raw, and authentic all while revealing to listeners the unfiltered, not-so-known truths of today’s most interesting marketers.

Quickly becoming one of Oktopost’s most popular original podcast shows on the internet, new episodes air every Thursday on Radically Transparent, a podcast channel, built for marketers, by marketers.

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Frequently Asked Questions

How can B2B organizations develop an authentic employer branding strategy?

Developing an authentic employer branding strategy in B2B requires genuinely understanding and aligning what new and existing talent expect with what the brand can realistically offer. This involves asking difficult questions about candidate needs versus wants, and integrating marketing into company-wide problem-solving to reflect a true and consistent brand experience.

What is the key to authentic recruitment marketing for B2B companies?

The key to authentic recruitment marketing in B2B, as highlighted by Gabriela Henault, is to acknowledge people as the lifeblood of the business. This means transparently assessing and bridging the gap between candidate expectations and the organization's genuine offerings, with marketing playing a central role in problem-solving and communicating the company's true value proposition.

Why has marketing become central to modern B2B organizations?

Marketing has become central to modern B2B organizations because it actively gets involved in every aspect of problem-solving, leading to a massive, company-wide positive impact. This expanded role allows marketing to influence areas like talent acquisition and employer branding, aligning internal and external perceptions of the business.

How do B2B companies effectively meet candidate and employee expectations?

B2B companies can effectively meet candidate and employee expectations by candidly evaluating what talent wants versus what they truly need. This involves an honest assessment of the organization's offerings and a strategic effort to align these with talent expectations, ensuring a realistic and appealing employer value proposition.

What primary challenges do CMOs face in building effective employer branding strategies?

CMOs face the primary challenge of aligning the often-divergent expectations of new and existing talent with what a B2B brand can realistically offer. This requires strategic marketing involvement in defining and communicating the brand's authentic value, ensuring consistency and transparency in its employer proposition.

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