Infographic: Sentiment Scale Reveals Which Words Pack the Most Punch
I talk a lot about how a thumbnail guide to measuring your brand strength is in measuring both your reach and your sentiment. But how to measure sentiment? Here's a list of words listed by how positive and negative they describe your company.
The Portraits of Refugee Coders Are Cleverly Hidden in the Websites of the Companies They Work For
There's something to be said for employer branding existing in the details, that it is strongest when it exists in the places where you'd expect it. Which is why I love this company's example of using its own website source code to tell a meaningful story about what it stands for.
The future of brand storytelling - Think with Google
What's the future of brand storytelling? Google collected some smart thinkers and posed that question. And while there was a lot of talk of "digital-first," I wonder if their own recruiters and employer branders would 100% agree.
I continue to maintain that employer branders usually have zero functional power, so must rely on their ability to influence others. So here are seven ways to build your influence internally.
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.
More data points on how different Gen Z is from Millennials. Example, Gen Z-ers are more black and white in their thinking and that they are more inclined to look for and select a niche or specialization sooner, rather than be a generalist and see what happens.
How to Rise Above Marketing Mediocrity, According to Ann Handley
Content marketing guru Ann Handley calls out branders for building mostly mediocre marketing. And for my money, employer brand marketing can take a few lessons from this article on how to make marketing that rises above the obvious.
Great employer branding isn't just ratings and career sites. It is about the power of the experience as a whole, either at the interview, at the open house, at the career event, and event when someone asks you what it's like to work there. But experiences aren't the easiest to measure, os here are some ideas on how to show leadership the impact of intentional experiences.
Why diversity & inclusion are important - Think with Google
Speaking of diversity, are you still having conversations with people and leaders who don't see the value of intentionally targeting and attracting a more diverse talent pipeline? Would the believe an argument about the power of developing such pipelines if, say, Google was talking about it? Great. Because here's a video series where they talk about how diverse talent drives business outcomes.
When brands treat job candidates poorly, it costs them money | PR Week
Want more evidence that ignoring your employer brand's impact on corporate sentiment is costing your business sales? I thought you might. It's good stuff to keep in your back pocket when someone forces you to justify your existence.
What You're Getting Wrong About Finding Candidates of Color - Fistful of Talent
What are we getting wrong about attracting and hiring diverse candidates? That we treat them like they are special. Instead, focus on giving them a concrete and tangible reason for them to choose you. It's a pretty compelling argument.
Here's some advanced brand thinking: Is there an opportunity for you to mix high and low culture ideas to give your message more meaning, more interest? This article over at HBR looks at examples of how super luxury brands co-op super-low status ideas without losing their high-status desirability. Why care? I was struck by the idea that high-status luxury isn't really luxury anymore. I can fabricate or recreate almost anything. Brands like Zara are built on making copies of high-end pieces at affordable prices in weeks. So how to stay high status? Show your high level of taste. Show that you can put a gas station potato chip on four-star meal. Show that you can pull it off. The lesson for you and I might be that we can open up the horizon to all sorts of new ideas for our branding is we have the style and taste to pull it off. Example? If I ran the brand for a fintech brand, I might feel boxed in by who the customer base is. If I provided loans as needed, I might feel weird about providing high end swag to prospects. Maybe we shouldn't exclude these ideas out of hand, but look for ways to mix things up. Because the knock on effect of mixing the two is how... surprising and interesting these hybrids end up appearing. And isn't attracting attention and interest sometimes the point?
Why out-of-home may be the ultimate location-based (digital) marketing medium
For those with the budget, there's a huge increase in talk about digital Out Of Home (OOH) ads. Think digital display and geo-targeted ad on mobile. As it provides a measure of trackability, it might be something to get up to speed on.
Why Good Candidate Experience Matters & 3 Ways To Deliver It > Sourcing and Recruiting News
I'm glad I finally get to link to an article on "how to enhance your candidate experience" without having to complain that there's more to candidate experience than "white glove." In this piece listing three ways to support your CX, the overarching theme is to provide and deliver more useful information to the candidate. Be it social signals, formal messaging and relationship-building.
Are you ready for experiential marketing? Well, if you define it as VR goggles and pop-up shops, it may feel out of your reach. But what if you defined it as advocacy? Anything that creates a deep and immersive "moment" qualifies.
Issue #44: HR & POLI SCI 5.0: Social Contract - Signature needed? | Revue
Here's your big read for the week. From fellow talent nerd Liz Lembke's Transforming Talent, this week's newsletter got my head spinning. Why? Because we don't talk about social contracts much at all and we really should. Over the last 50 years, what we expect from each other, from our governmental institutions, and from our jobs has changed. But the systems that support our relationships with our jobs really haven't. What do you expect from your colleagues? What's worth complaining about (and what isn't)? When is it okay to ask for help and when are you expected to buckle down and figure it out? Liz collects a series of recent articles on the topic, and they are very much worth your time.
‘Without conflict, there is no good story’: Wendy’s Kurt Kane on challenger strategy — The Challenger Project | The Home of Challenger Brands
Everyone loves the Wendy's social media accounts. How does a square burger chain dance so gloriously on the line of impropriety that other brands can't even get near? They embrace their position as a "challenger" brand. Specifically, they don't shy away from the core idea that you need some kind of conflict in order to create a meaningful narrative.
How Apprenticeship Employers Can Unlock the Potential of TikTok
Is it time to start using Tik Tok for your recruiting? The answer may be yes. The reason? Well, if the off-the-wall creative thinkers over at the Association of Chartered Certified Accounts are seeing results, then I think its time for you to take it seriously.
Amazon, the 80-ton six-armed gorilla in any conversation, has been quietly shifting it's MBA recruiting strategy away from "pick a few schools and camp there" to "use digital to cherry-pick talent from more schools," according to the WSJ. Two takeaways to consider. First is the obvious one: the world has been pushing students to be more open to digital-first relationships rather than face-to-face ones that students respond more strongly to. Students have been pushing back, but it looks like Amazon is going to be the one to change the conversation again and make digital recruiting more "normal." The second takeaway is that we may be seeing the end of the "top school" hegemony. There is simply too much competition from too many companies to recruit from top schools, so unless you're a FB/G/A/Amazon, you can't expect to get anything but table scraps. So maybe it's time to target top talent at second and third-tier schools rather than spend huge amounts of cash to attract also-rans at top schools.
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.
8 Types Of Brand Extension | Branding Strategy Insider
Consumer brand folks spend a lot of time thinking about brand extension, taking a success in one product and extending it to more. There are eight defined ways of extending the brand, and while some of them don't obviously apply to EB'ers, there are some that will turn your gears quite a bit.
Interview: The True Brand Purpose, w/ Dion Hughes, HiBAR
Branding Mag (rightly) calls "shenanigans" on what feels like every company embracing the concept of "purpose" as a driver in their marketing. To the author's eyes, it is obviously self-serving and has been used to the point of uselessness. That's not good news for us employer brander folks, many of whom rely seriously on the concept of "inspiring purpose" in their EVPs (I mean, now many times in one newsletter am I allowed to use the term 'over-indexed' before this thing gets silly?). But there's some good, news, especially for brands who aren't just slapping a fresh of coat of "purpose" in the brand as the solution d'jour. Defining and proving how your company is trying to create a change in the world is the first step. Get it right, make it real, or just don't both.
Building Connected Customer Relationships | Branding Strategy Insider
The following will systematically assist you in building connected customer relationships. There are three parts. In the first part you need to diagnose The following will systematically assist you in building connected customer relationships.
Why Regeneron Pharmaceuticals bought a North Greenbush day care center - Albany Business Review
I love it when a company walks the walk. Regeneron (full disclosure, I do some with with them, which is probably why I was shown this article on LinkedIn) decided it wasn't enough to offer child care allowances or a nice mothers' room when it can to caring about their staffs' families. They went and found a child care facility by the HQ, bought it, and contracted with a third-party to run it just for their own employees' children. How cool is that? When you tell prospects that you care about work life balance, this is where the bar is being set now.
LinkedIn is testing Snapchat-like stories because that’s the world we live in now - The Verge
Welp. LinkedIn, the pinstriped social media platform, is taking cues from the cool kids like Snapchat and Instagram and developing a "stories" function on their platform. I look forward to more CEOs dancing in their offices to Carly Rae Jepsen and corporate mandates Ice Bucket Challenges...
Stop Trying to Make Your Employees Happy. Start Thinking About Their Fulfillment Instead | Inc.com
Speaking of over-indexing, I'm going to call it right now: we as an industry are over-indexing on employee happiness. So many articles and presentations that assume we all want to attract candidates who will be happy in our roles, and I think we've overshot the mark. You can't offer happiness any more than you can offer someone joy. Those are emotions people make themselves. So I was thrilled to see this piece suggesting we focus on offering professional fulfillment rather than happiness.
From Macro to Micro: Improving Candidate Experiences on a Human Level > Sourcing and Recruiting News
This article over at RecruitingDaily hit on one of the reasons why focusing discussions on candidate experience always feels like a lot more promise than outcomes. They argument is that when most people talk candidate experience, they are thinking about "macro events," the big set pieces that occur in every (if not all) interview/hiring process. But when you over-index on macro experiences, you miss the power of the macro experiences and their ability to create an emotional connection with candidates.
Are You Defining Your Employer Value Proposition in All the Wrong Ways? – ERE
In a lot of ways, an EVP is like home improvement: you start watching enough HGTV shows from your couch and you start to think, "how card could that be? Maybe I should tackle my own EVP project..." Which are some of my favorite famous last words. Now, I'm not saying you can't build your own EVP all by yourself, but watching the process from the outside misses the complex and messy things that go on during the commercial breaks where everyone's screaming at each other and that suddenly load-bearing wall has been demoed. Oops. So if you're thinking about taking the job yourself, here is a great article at ERE on some common ways that companies who try to to DIY their EVP get into trouble.
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?