Employer Brand Headlines Newsletter

Employer Brand Headlines Newsletter

1419 bookmarks
Custom sorting
8 Types Of Brand Extension | Branding Strategy Insider
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.
·brandingstrategyinsider.com·
8 Types Of Brand Extension | Branding Strategy Insider
Interview: The True Brand Purpose, w/ Dion Hughes, HiBAR
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.
·brandingmag.com·
Interview: The True Brand Purpose, w/ Dion Hughes, HiBAR
Building Connected Customer Relationships | Branding Strategy Insider
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.
·brandingstrategyinsider.com·
Building Connected Customer Relationships | Branding Strategy Insider
Why Regeneron Pharmaceuticals bought a North Greenbush day care center - Albany Business Review
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.
·bizjournals.com·
Why Regeneron Pharmaceuticals bought a North Greenbush day care center - Albany Business Review
LinkedIn is testing Snapchat-like stories because that’s the world we live in now - The Verge
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...
·theverge.com·
LinkedIn is testing Snapchat-like stories because that’s the world we live in now - The Verge
Stop Trying to Make Your Employees Happy. Start Thinking About Their Fulfillment Instead | Inc.com
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.
·inc.com·
Stop Trying to Make Your Employees Happy. Start Thinking About Their Fulfillment Instead | Inc.com
From Macro to Micro: Improving Candidate Experiences on a Human Level > Sourcing and Recruiting News
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.
·recruitingdaily.com·
From Macro to Micro: Improving Candidate Experiences on a Human Level > Sourcing and Recruiting News
Are You Defining Your Employer Value Proposition in All the Wrong Ways? – ERE
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.
·ere.net·
Are You Defining Your Employer Value Proposition in All the Wrong Ways? – ERE
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
SmashFly_2020_RM_Benchmarks_Report.pdf
SmashFly_2020_RM_Benchmarks_Report.pdf
Tom Peters (one of my professional heroes) once said to a room full of executives, "Benchmarking is stupid. You pick the current industry leader and then launch a five-year program, the goal of which is to be as good as whomever was best five years ago five years from now." (He once told a room full of American automotive executives that, having spent millions in design and research to launch the Dodge Neon, "Congrats, you invented a 1986 Honda Civic.") So you have a sense of my bias against benchmarks: They care pictures of the past and too many people seek only to recreate someone else's past. That said, SmashFly just launched its own benchmarks for recruitment marketing. (Fair warning: you get to the top of their benchmarks by doing all the things they think you should do, not because you necessarily do it well). Takeaways? Engage with candidates honestly, transparently and deeply and you'll always be ahead of the curve.
·dropbox.com·
SmashFly_2020_RM_Benchmarks_Report.pdf
Rethinking emotion in marketing to deepen engagement
Rethinking emotion in marketing to deepen engagement
You can't convince anyone of anything using only logic (see: reddit political forums, twitter political chats, et al). You need an emotional reaction, after which, the listener will find the logic to justify their new position. I ended up podcasting a bit about this idea, but here's a solid article if this is a subject that interests you.
·marketingland.com·
Rethinking emotion in marketing to deepen engagement
4 Ways to Capitalise on Rejected Candidates
4 Ways to Capitalise on Rejected Candidates
Maybe we simply reject the concept of "rejected candidates" and think of it as "talent recycling." Maybe changing the label will get companies to start to realize that the process of enraging a hundred people (who talk VERY LOUDLY to their own communities, I assure you) just to find one person to whom to make the offer (which will be rejected 40% of the time!), is insane. To that end, FireFish has some rudimentary (and yet somehow NOT standard practice in most companies) ways to get more out of your recycled talent.
·blog.firefishsoftware.com·
4 Ways to Capitalise on Rejected Candidates
When Community Becomes Your Competitive Advantage
When Community Becomes Your Competitive Advantage
I have yet to find a professionally satisfying "talent community." Why? Because "community" speaks to two-way conversation and most talent communities are email blasting tools with new labels on the tin. But I have to imagine that we must (by now) be on the precipice of actually getting talent communities right. Why? Because companies around the world are finding the value of building communities of customers and prospects, so that thinking will trickle down to us at some point. Right?
·hbr.org·
When Community Becomes Your Competitive Advantage
A hitchhikers guide to employer brand excellence | LinkedIn
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.
·linkedin.com·
A hitchhikers guide to employer brand excellence | LinkedIn
How Love Empowers a Disruption Strategy with Charlene Li | The Love Quotient
How Love Empowers a Disruption Strategy with Charlene Li | The Love Quotient
Big Read of the Week: Employer brand walks a tightrope between reflecting what it and influencing it towards where it should be. To that end, we need to be a little big disruptive all the time. But the word "disruptive" tends to scare people (especially people in HR). Which is why I really enjoyed this article on how love (yes "love") can and should be used to empower your disruption strategy.
·thelovequotient.org·
How Love Empowers a Disruption Strategy with Charlene Li | The Love Quotient
What Job Crafting Looks Like
What Job Crafting Looks Like
Let me ask you a question: would your overall employer brand be better/stronger if everyone felt like they had a hand in crafting their own jobs, if they were able to shape the tasks, people and purpose of the job to better match who they were? The concept of "job crafting" (new to me) has been studied for the last 20 years and the impacts are very interesting. While the article is geared towards, "you should try to craft your job," what if you started to think how you support and encourage others to craft their jobs to make them feel more satisfied and fulfilled at work? That sounds like an interested employer brand strategy to me.
·hbr.org·
What Job Crafting Looks Like
Video data shows changing YouTube habits - Think with Google
Video data shows changing YouTube habits - Think with Google
Google released a whole lot of insights around how and why people watch video online. The data, based on 12,000 people on YouTube, shows why people watch video online, broken down my age ranges and geography. Some takeaways? No one cares about your production values if the content is interesting and/or teaches something. Feeding audiences' passions is a much better driver than celebrities or is mobile-optimized (turns out having a good concept and purpose beats polish and optimization tricks). It turns out that while you're competing with Ryan Gosling for attention, you can still win. Great stuff here.
·thinkwithgoogle.com·
Video data shows changing YouTube habits - Think with Google
Embedding Brand Purpose Enterprise-Wide | Branding Strategy Insider
Embedding Brand Purpose Enterprise-Wide | Branding Strategy Insider
What if you had to solve employer branding challenges and had no idea what employer branding was? You'd probably end up re-inventing it yourself. Which is effectively what this article does. But it's interesting to see how someone outside the space would approach the same issues we wrestle with ever day.
·brandingstrategyinsider.com·
Embedding Brand Purpose Enterprise-Wide | Branding Strategy Insider
Building Valuable Brands In Uncertain Times | Branding Strategy Insider
Building Valuable Brands In Uncertain Times | Branding Strategy Insider
How does your brand change what it values? Here are six possible ways to approach how you change in light of the crisis (based on a study of how brands changed in 2009 after the initial housing collapse). Thinking through these ideas is how to position your brand to be far more effective and valuable once things calm down.
·brandingstrategyinsider.com·
Building Valuable Brands In Uncertain Times | Branding Strategy Insider
Your Employees Are More Loyal Than You Think
Your Employees Are More Loyal Than You Think
I'm really surprised I haven't heard more chatter about this essay at HBR. They suggest that one strategy to encouraging retention is to focus on hiring women. They also bring up data suggesting employees (even millennials) want to be loyal. As someone who is marries to a career coach, I can affirm that NO ONE likes or wants to look for a job unless they absolutely have to, so maybe companies don't really have to bend over backwards to increase retention.
·hbr.org·
Your Employees Are More Loyal Than You Think
How brands are encouraging social distancing – Econsultancy
How brands are encouraging social distancing – Econsultancy
We probably all have favorite ways companies are changing what/how they are working because of CV. Here's a great wrap-up of how 50+ companies companies are changing their products and internal processes. (Keep this list handy when your leadership is talking bout what changes you can make and you'll look like a genius when you can name other companies making similar changes.) And here is a list of brand who are going a step further to change their comms to encourage social distancing.
·econsultancy.com·
How brands are encouraging social distancing – Econsultancy