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The Real Importance of Branding for CMOs
The Real Importance of Branding for CMOs
I like to keep one eye on what the consumer and corporate marketers are up to, and it turns out there's a wholesale shift happening where even the CMOs are spending more and more time working on the company's brand. Why does that matter? You know how every time someone asks you what's the ROI of employer branding? You can always say that if branding isn't important, why is the most important marketing person in the company working on it so much?
·brandingmag.com·
The Real Importance of Branding for CMOs
Fueling your company’s urge to surge
Fueling your company’s urge to surge
Is it time to surge? If you're business isn't in one of the industries being crushed by the pandemic (retail, movie theaters, travel, live events, etc), you might be surprisingly well-positioned to level up. So if you can read past the example of Southeast Asian economies, here are the seven reasons the a company will surge. Take a moment and give each of the seven drivers a few minutes of thought. I bet you can come up with a bunch of smart projects to facilitate your surge (oh, and feel free to link to the article when you discuss the projects, to show that you are taking your cues from a higher order of publications).
·strategy-business.com·
Fueling your company’s urge to surge
How to Improve Your Corporate Marketing Strategies [+ Examples]
How to Improve Your Corporate Marketing Strategies [+ Examples]
We don't talk about corporate comms much (well... we complain about it sometimes, but that doesn't count). Hubspot has a nice writeup on how to level-up your corporate comms strategies. What? You didn't know you were in the corporate comms business? You think someone else does that? Yeah, you're going to be far more effective at building internal allies and advocates once you learn to lean into the corp comms stuff.
·blog.hubspot.com·
How to Improve Your Corporate Marketing Strategies [+ Examples]
4 Reasons Employer Brand Can Make Or Break Your Retention & Post-COVID Hiring - FindSpark
4 Reasons Employer Brand Can Make Or Break Your Retention & Post-COVID Hiring - FindSpark
Even if Sally Bolig wasn't a friend, I'd still link to this article on why you need to keep up your employer brand investment even in light of the pandemic for the fact that her first main point simply asks: What are you trying to solve for with your employer brand? It's a point that tends to get skipped over, and she puts it right up front. The rest of the article is full of examples of what companies are doing well on social (many of which I hadn't seen before).
·findspark.com·
4 Reasons Employer Brand Can Make Or Break Your Retention & Post-COVID Hiring - FindSpark
5 Ways to Demonstrate Your Value — Remotely
5 Ways to Demonstrate Your Value — Remotely
Even before we were doing our jobs from our dining rooms, employer brand was its own kind of remote work: teams of one or two directly supporting teams around the world via video calls and emails. In order to make sure you are demonstrating your value when people can't always see your activity (which is good), here are some idea to consider.
·hbr.org·
5 Ways to Demonstrate Your Value — Remotely
HR from a Distance: Building Company Culture During & After Coronavirus
HR from a Distance: Building Company Culture During & After Coronavirus
By now, you're as sick as I am of the glut of "how to manage a culture virtually" articles that have come out over the last two months. But this conversation with Jane Garza of NOBL was absolutely fascinating. Bursty work, bicameral work hours (6-10 and 2-6 instead of 9-5), and the reminder that we don't need to take all our calls on Zoom (set up more meetings on the phone so you can walk and talk).
·careerarc.com·
HR from a Distance: Building Company Culture During & After Coronavirus
Why CEOs Need To Involve Marketers In Employer Branding
Why CEOs Need To Involve Marketers In Employer Branding
I love how Forbes wrote a whole article about the power of employer brand when marketers and leadership gets involved, and then had the gall to suggest that employer brand was “territorial” about their part of the brand and didn’t want to let marketing play their game. I’ve talked with dozens (if not a hundred) EB owners and they all, to a person, would have loved for marketing to acknowledge their existence, let alone combine forces and/or resources.
·forbes.com·
Why CEOs Need To Involve Marketers In Employer Branding
Leaders, Take Control of Your Employment Brand
Leaders, Take Control of Your Employment Brand
Bookmark this: Gallup, the research company, makes a pretty compelling case to your leadership on the power of employer brand. The overall focus is on how the employer brand makes a clear impact on your corporate brand (remember, businesses only speak three languages: make money, save money, extend the brand), which would be something you might want to slide under the virtual door of leadership.
·gallup.com·
Leaders, Take Control of Your Employment Brand
useful values / lower case opinions
useful values / lower case opinions
If you want to build trust, if you want leadership to be seen as trustworthy, if you are building your values into a platform on which any number of concepts and initiatives will live, it starts by defining fair. Is it fair that some workers make minimum wage and the CEO makes… sightly more? Is it fair that your company only extends the legal minimum of family leave to staff? Is it fair that there are no people of color or women in your executive suite? These are prickly conversations, all of which can be made simpler by defining what we all mean by 'fair’ (and baking it into our brand).
·lowercaseopinions.com·
useful values / lower case opinions