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Brand authenticity, employee experience and corporate citizenship priorities in the COVID-19 era and beyond

Strategy & Leadership

ISSN: 1087-8572

Article publication date: 14 July 2020

Issue publication date: 10 November 2020




As the companies learn to operate safely and effectively, until there is a vaccine or totally effective treatment for the virus, public scrutiny of how they treat their workers and serve their communities will be intense. Given the severity of the consequences of failing to act proactively, business leaders need to identify and implement practices that elevate brand authenticity and responsible citizenry as strategic priorities.


To fulfill requirements for brand authenticity and responsible citizenry in the Covid-19 era, executives should engage three strategies: 10;1.9;Fuse external brand identity and internal organizational culture. 10;2.9;Design and manage the employee experience. 10;3.9;Evolve corporate social responsibility into creating shared value. 10; 10;


For many enterprises, the COVID-19 crisis has served as a litmus test of the true character of the company, the authenticity of its brand and the sensitivity of its leaders. 10;When a company’s brand and culture are not aligned and integrated, it can cause serious and sweeping consequences in the marketplace. 10;

Practical implications

The experience that a company provides for its employees must be as deliberately designed and managed as its customer experience.


Offers an approach leaders can use to develop and institute a values-based code of conduct – that is, a code of conduct that promotes the integration of brand, culture, core values and ethics through cohesive guidelines and clear expectations.


Yohn, D.L. (2020), "Brand authenticity, employee experience and corporate citizenship priorities in the COVID-19 era and beyond", Strategy & Leadership, Vol. 48 No. 5, pp. 33-39.



Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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