American Express recently reinvigorated its employer brand based partly on feedback from job candidates and new hires.
In 2014, the 166-year-old multinational financial services company started to notice a disconnect between its reputation and reality. Certain talent pools, particularly individuals on college campuses and in certain niche talent channels like technology, viewed the company as more traditional and stuffy than it really is, according to Christy Mommsen, the company’s director of marketing and communications. “The perception was that [the American Express] culture was too ‘formal,’ ” she said.
