How the Role of Corporate Real Estate has Evolved to Incorporate Branding, Marketing, and HR

How the Role of Corporate Real Estate has Evolved to Incorporate Branding, Marketing, and HR


October 2019

The role of the corporate real estate professional is dramatically changing. Today the job has evolved to a position that increasingly requires knowledge of branding, marketing, and attracting new talent. To that end, CRE execs are now harnessing the power of their valuable asset, the corporate campus, and transforming it into a powerful communications platform. Leaders have an influential role in creating the workplace brand experience, transforming the humble office into a dynamic tool for communications, recruitment and retention. They are using the corporate campus as a physical manifestation of corporate culture and a huge opportunity to promote learning, discovery and social interaction in the workplace. Corporate headquarters can now be a powerful canvas for communications, seen in examples like eBay's Main Street on its Silicon Valley headquarters, and even become a must-see destination for customers and tourists like the new Apple Park and Visitor Center in Cupertino.

Keywords: Communication Effectiveness; Technology; OrangeCounty2019

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