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Data Shows How Coronavirus Has Influenced Employer Branding | LinkedIn Talent Blog
Data Shows How Coronavirus Has Influenced Employer Branding | LinkedIn Talent Blog
Let's talk data. First, ignore the misleading title of how COVID has impacted employer brand, but this article from LinkedIn shows how companies are changing their messaging strategies to reflect the new reality their employees and prospects are facing. I was interested in what content was getting the most engagement, but be aware that often a post talking about how a company is taking care of its employees is going to get more engagement because employees are effectively endorsing and upvoting the concept.
·business.linkedin.com·
Data Shows How Coronavirus Has Influenced Employer Branding | LinkedIn Talent Blog
People choosing trusted brands, but marketers are pulling brand campaigns
People choosing trusted brands, but marketers are pulling brand campaigns
Need to ask for budget? Right now, many companies are shutting down anything without a clear ROI (meaning: brand marketing is going dark to make room for more "butts in seats" pushes). So here's some data that shows that consumers still want brand marketing to help answer their "bigger" questions. It's an easy leap to say that candidates already know how to find the jobs, but they will likely have "bigger" questions around the brand they need answered before they will ever think of applying.
·marketingland.com·
People choosing trusted brands, but marketers are pulling brand campaigns
Six Rules For A Post Virus Brand Revitalization | Branding Strategy Insider
Six Rules For A Post Virus Brand Revitalization | Branding Strategy Insider
These six rules for revitalizing your brand are written about consumer/corporate branding, but terms like Culture, Experience, Trust and Relevance shouldn't require any translation. The net: your brand exists and lives, even when things seem "down." The companies that continue to invest in the brand are the ones who will escape the pandemic positioned with the talent to succeed.
·brandingstrategyinsider.com·
Six Rules For A Post Virus Brand Revitalization | Branding Strategy Insider
The Law of the 9 - A Sourcing Philosophy > Sourcing and Recruiting News
The Law of the 9 - A Sourcing Philosophy > Sourcing and Recruiting News
We don't talk much about sourcing here, and it might be obvious why. But this article on the Law of the 9 just hit me hard. If you have a sourcer on staff, do you know what they are saying to prospects? Do you know what they are doing with prospects who aren't ready to engage that moment? This article is big on slow-playing the prospect with content until they are ready to bite, which sounds like something we should b very involved in.
·recruitingdaily.com·
The Law of the 9 - A Sourcing Philosophy > Sourcing and Recruiting News
Understanding the Difference Between Brand Equity & Awareness
Understanding the Difference Between Brand Equity & Awareness
Sure, you might be measuring your brand awareness, but are you measuring brand equity? I've been thinking that the killer metric might be how much value does a candidate place in your brand. Are you able to offer a salary discount because everyone wants to work for you, or do you have to pay a premium to get talent in the door to overcome that brand sentiment?
·brandingmag.com·
Understanding the Difference Between Brand Equity & Awareness
ATAP Whitepaper_Attract_C Spilka
ATAP Whitepaper_Attract_C Spilka
Employer brand is still seen purely through the lens of "filling the funnel" at too many companies. And while EB should be showing it own impact across every aspect of what the business does, it will always need to remember that until it fills the funnel, other things can't get done. To that end, here's a great white paper ATAP put together on creating, executing and managing a talent attraction strategy.
·atapglobal.org·
ATAP Whitepaper_Attract_C Spilka
5 Reasons Empathy Drives Business Success | Branding Strategy Insider
5 Reasons Empathy Drives Business Success | Branding Strategy Insider
You might assume that HR is in the "people" business. That's partially true. They are on the rules side of people: what the staff can expect from leadership, what staff are allowed to do, arbitrating disagreements, etc. But HR isn't often in the "empathy business." And I would suggest that that's exactly what you do: understand why people like (and don't like working somewhere, extracting it, distilling it, reflecting it and amplifying it. So when I see articles about how businesses need to embrace empathy to succeed, I think, "How can EB'ers use this idea to make a bigger impact on the business?"
·brandingstrategyinsider.com·
5 Reasons Empathy Drives Business Success | Branding Strategy Insider
The 16 Rules of Brand Strategy. How to radically assert your position… | by Jasmine Bina | Medium
The 16 Rules of Brand Strategy. How to radically assert your position… | by Jasmine Bina | Medium
In a similar vein, here are the 16 rules for brand strategy. Yes, they are about consumer brand strategy, but you should be able to take rules like, Lead with the Story, Look for the Subtext, and Empathize with your [Candidate]. These are not the typical "rules" you've seen before. For example, I adore rules like Speak Your Secret Language and Create Tension. Author Jasmine Bina also runs one of my favorite podcasts, Unseen Unknown. All of her stuff is amazing.
·medium.com·
The 16 Rules of Brand Strategy. How to radically assert your position… | by Jasmine Bina | Medium
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
Truth – the Anchor of Luxury
Truth – the Anchor of Luxury
What can employer brands learn from "luxury brands?" To understand their own truth. Beyond this article, I think there are a lot of interesting parallels between EB and luxe brands. Exclusivity: There's only one open role so only one person can have it. Identity-signaling: People judge you on where you work and you derive self-work from where you work. Cost: No one's ever had an easy job search, no matter how good they are. Just something to consider.
·brandingmag.com·
Truth – the Anchor of Luxury
SG_FINAL_JC_Whitepaper_200520.pdf
SG_FINAL_JC_Whitepaper_200520.pdf
This list of five things every brand marketer needs to be doing right now is focused on consumer brand, but you don't even need to translate ideas like Lean Into Purpose and Rethink Your Brand Culture into employer brand terms to see the thought processes.
·siegelgale.com·
SG_FINAL_JC_Whitepaper_200520.pdf
61 Ways To Differentiate Your Brand | Branding Strategy Insider
61 Ways To Differentiate Your Brand | Branding Strategy Insider
I've talked before about how much I love Oblique Strategies and how I would one day write my own deck for employer brand (tangent: the above article, which you should read all the way through because it talks about the weird shit Brian Eno came up with while recording Bowie's "Heroes," starts with a quote that should be tattooed on our collective hands, "Stop thinking about art works as objects, and start thinking about them as triggers for experiences." Anyway...), but this article does a pretty solid job listing 61 ways to differentiate a given brand. A great exercise would be to list all 61 (or maybe just 30) and then list all the ways you could differentiate your own employer brand with that strategy. Congrats, you now have a LOT of good ideas you didn't have before.
·brandingstrategyinsider.com·
61 Ways To Differentiate Your Brand | Branding Strategy Insider
The CMO’s Guide to Employer Brand | LinkedIn
The CMO’s Guide to Employer Brand | LinkedIn
I know you want to make BFFs with your marketing team, but a lot of you are having trouble making making it work. The culprit? It's that marketing doesn't understand you. They still see your team as a funnel-filler or Glassdoor review watcher. They treat your team as untested and untrained dilettantes "playing at marketing." Which is why I wrote this for you (to give to them): The CMO's Guide to Employer Branding. It's a long read, I'll grant you, but it should speak their language about your value.
·linkedin.com·
The CMO’s Guide to Employer Brand | LinkedIn
The Shift In Shaping Brand Perceptions | Branding Strategy Insider
The Shift In Shaping Brand Perceptions | Branding Strategy Insider
There are a lot of little tidbits of concepts in this article around brand perception (neuron mirroring, framing, cognition, etc), so don't expect a deep dive. But taken together, it felt like there were a lot of good ideas around identifying your brand perception issues might be, and how you might be able to solve for them.
·brandingstrategyinsider.com·
The Shift In Shaping Brand Perceptions | Branding Strategy Insider
The real value of brand purpose emerges
The real value of brand purpose emerges
The word "purpose" gets attached to so much of what we do, these days. Our EB should provide purpose for employees (which is crazy, as purpose comes from inside people) and that the key to successful companies is a shared sense of purpose (which is always framed in "we save the world" language rather than "we retire early" language). But as EB gets closer to corporate brand, and as corporate brand understands how to leverage the people to support the brand, the conversation around brand purpose gets louder, but mushier. Which is why I thought this article on brand purpose was a good read: it talked about how to think beyond "use some sense of purpose to get more out of your employees" blah blah, and instead use a real sense of purpose to breakthrough roadblocks and see new possibilities. (includes some nice examples)
·siegelgale.com·
The real value of brand purpose emerges
Why Professional Development Must Be A Core Element of Your Employer Brand > Sourcing and Recruiting News
Why Professional Development Must Be A Core Element of Your Employer Brand > Sourcing and Recruiting News
I have mixed feeling about this article on why every company should make professional development a core element of their brand promise. One, yes, many many many candidates and employees want development, but even when they want it, they don't want/value it the same way. Some want classrooms and certifications. Some want mentoring and coaching. Some want the freedom to experiment and fail. And yes, there are some great talents who don't look to their employer as a source for development. Over at the day job, we have lots of data that lots of people want development, but it is by no means universal. Development is popular among some talent, but to say that every brand should define their brand around it is a little myopic. That said, it's an area where many companies ignore to their detriment.
·recruitingdaily.com·
Why Professional Development Must Be A Core Element of Your Employer Brand > Sourcing and Recruiting News
How to Do an Employer Competitive Analysis - Business 2 Community
How to Do an Employer Competitive Analysis - Business 2 Community
I really believe that the biggest mistake in company's employer brands is that they skimp on doing their competitive analysis. Sure, you can say that you're innovative, but if you're competing against SpaceX (Mars!) and Boston Dynamics (creepy robots!), the bar is a little different than if you're competing against governmental agencies or deeply regulated industry sectors. Just saying. So here's a good primer on doing your own competitive audit.
·business2community.com·
How to Do an Employer Competitive Analysis - Business 2 Community
Employee Advocacy: How to Create your Most Powerful Branding Channel | LinkedIn
Employee Advocacy: How to Create your Most Powerful Branding Channel | LinkedIn
Allison Kruse has really carved out her own space on how to effectively use content marketing in employer brand communications. So when she writes a big ol' article on how to use content marketing thinking to address and overcome employee advocacy challenges, I have to share it.
·linkedin.com·
Employee Advocacy: How to Create your Most Powerful Branding Channel | LinkedIn
The Purpose of Brand Purpose, w/ Robert Hoppenheim, Kindustry
The Purpose of Brand Purpose, w/ Robert Hoppenheim, Kindustry
More and more businesses are looking to their own brand purpose to create a stronger brand foundation as everything seems to change every second around it. If your company is thinking about purpose (or you’re starting to spark those conversations), it might help to understand how purpose works and how businesses can leverage purpose strategically (also, companies don’t have purpose, people have purpose, and you’re in the people business, remember?).
·brandingmag.com·
The Purpose of Brand Purpose, w/ Robert Hoppenheim, Kindustry
Work is something you achieve, not somewhere you go
Work is something you achieve, not somewhere you go
I’m not pointing fingers, but let’s be honest: its easy to define an employer brand when we treat work as a place to go and not as a thing you do. (This article on the future of working kind of made me realize how much we define the issues we solve to make the answers easier to accomplish. Turns out people are messy, and when you can’t just focus on the place, it gets messy to try and explain why people do what they do.)
·strategy-business.com·
Work is something you achieve, not somewhere you go