How Confused.com rebuilt its brand through customer insight, doing things differently and taking a long-term view | Econsultancy
CMO Samuel Day explains how the marketing team took a long-term view and was committed to getting things right, even when it meant not seeing a return on their efforts as quickly as they might want to.
Whether you consider your brand building exercise a refresh, evolution or revolution, the logo is likely to command a healthy portion of the conversation. Crafting a new brand identity requires vision, restraint and execution—a combination only the most capable brand stewards achieve. Some of the process comes down to an indefinable magic—a meeting of designer and strategist; a striking of creative oil. But there are key qualities for which a team should strive for during the creative process, and by keeping them in mind, can ensure an impactful outcome.
Improve Your Employer Brand by Improving Candidate Confidence
Conventional thinking says that a good interview is a pressure-cooker situation, where candidates are put to the test. But at Atlassian we’ve realized that the traditional way of doing things is not the best way of doing things and we’ve begun to ask ourselves some questions. How well have we set candidate expectations? How prepared […]
Former Away employees describe a toxic work environment at the luggage company - The Verge
If you've got the time (and the outrage), here is the big article on the internal comms and culture of Away. Why is this worth your time? It is an amazing example of how tools and processes (Slack! Value-driven culture!) that were launched to help us change work, can still be used to badger, belittle and abuse staff (someone in a forum called it "weaponizing values" and I can't get that out of my head). There's are a million quotes I could use, but I suggest you watch to see how "open communication" can be used to instill fear, how "embracing values" can be corrupted to build a cult of personality.
Valve's 'Handbook for New Employees' leaked, hilarious illustrations included - The Verge
Consider how many people applied to Valve after seeing this viral employee handbook (which was designed as a public-facing document because it has a section on what it is looking for in new employees). If you read it, it is filled to the brim with so many little touches and brand-specfic in-jokes that it REEKS of publicity stunt, but an insanely specific one.
Over at Branding Mag, there's an interesting conversation about how to create a sense of brand without a visual identity. The idea being that the experience itself is the brand. Can the experience of working somewhere be a clear brand? It's an interesting thought.
The big conversation this week (ignoring the global news stories, that is) is about Apple's new employer brand video. The animated video features about a hundred different variations of the famous Apple logo morphing from one to another while a female voiceover tells "constant beginners who sing off key" that "all are welcome." Visually, it is gorgeous (but really, Apply making an amazing commercial is no surprise). But the question is: is it effective?
I was really impressed by this employer branding manifesto from Spotify (While I'm a customer, I have no other relationship to Spotify). Why? While it is effectively selecting pillars you'd see in many other companies, the way it expresses and things about those pillars says more about what it's like to work at that company as the pillars themselves. Like Tony Bennett or Aretha Franklin, it's the singer, not the song. While I get to talk/think about EB data all day, people are sometimes troubled by the fact that company EVPs are often little more than carbon copies of other companies. But this is when creativity, based on a platform of solid data, can really sing. Like two houses with the same floor-plans, it is the upkeep, location and decoration that makes one house feel sterile and cold while another can feel cozy. The data creating the pillars doesn't make creativity, but they provide certainty on which bold creative decisions can be made.
Tesla's 'Anti-Handbook Handbook' for New Employees Just Leaked. It's Pure Elon Musk, and Your Business Should Definitely Copy It | Inc.com
I'm loathe to point to anything Elon Musk companies are doing in employer branding (when your CEO/Founder has developed a massive cult of personality, it's like having EB cheat codes). But I did like to see this example of how they use their employee manual to instill and reinforce the brand.
The concept of "newsjacking" isn't new to my content marketing folk. It's the process of finding a timely (and aligned) way to jump on a current story in the next and ride it's coattails. Doing it right requires speed and guts (see: Oreo and Super Bowl blackout, or pretty much anything Wendy's does), which isn't easy. So here are some great examples of the best instances of newsjacking in 2019 you can learn from.
A hitchhikers guide to employer brand excellence | LinkedIn
To steal a line from David C. Baker, you can't read your label if you're inside the jar. If you are trying to see and distill your own employer brand, your biggest obstacle is you (and your biases you can't see). By way of example, my colleague Dennis Billgren reminds us that you might "know" that what US tech workers want is more work-life balance and autonomy. So why does Tesla and SpaceX (notorious for NOT having those things) consistently rank at the top of most desired employers? What you think you know isn't the same as objective knowledge, especially in employer branding.
How Amazon Thrives On Being Misunderstood | Branding Strategy Insider
We're all so primed to being "understood," that in a lot of ways, it limits our thinking. If you care most about being understood, you end up softening or dumbing-down your strategy or idea, sometimes negating the idea altogether. So maybe being "misunderstood" is an interesting litmus test for your idea. Example: the history of Amazon, who has been misunderstood its entire corporate life.