Employer Brand Headlines Newsletter

Employer Brand Headlines Newsletter

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Redefining employee experience: How to create a “new normal”
Redefining employee experience: How to create a “new normal”
We have to face it: all "employee experience" conversations HAVE to start with a conversation around "are we doing enough to make our people feel safe?" That's why I thought this article was better than most of the "we need to make people feel valued and appreciated" conversations you get here (Maslow was right with that hierarchy stuff).
·strategy-business.com·
Redefining employee experience: How to create a “new normal”
5 Reasons the TikTok Model is Here to Stay | LinkedIn
5 Reasons the TikTok Model is Here to Stay | LinkedIn
Let's talk Tik Tok! Or maybe we shouldn't! Just as the all-dancing, all-singing social platform starts to gain traction as a legitimate branding platform, it gets branded as a state agency intelligence operation. But when has a little espionage stopped "the kids" from singing? (That's the entire plot of Val Kilmer's Top Secret, btw.) So if you're ready to ignore potential Trump/Bezos bans of the social channel, here are so suggestions on how to do it right. My favorite? Think of it as an education platform first.
·linkedin.com·
5 Reasons the TikTok Model is Here to Stay | LinkedIn
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
Does Your Company Have a Long-Term Plan for Remote Work?
Does Your Company Have a Long-Term Plan for Remote Work?
Speaking of remote work, I admit I started reading this article on building a long-term remote work plan to see how we EBers could influence the process, but I was struck by their process. They start with an ideal end in mind and think backwards on how to achieve it. Have any of you considered what your ideal EB situation would be and worked backwards from there? I might be trying this soon.
·hbr.org·
Does Your Company Have a Long-Term Plan for Remote Work?
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
How to Brainstorm — Remotely
How to Brainstorm — Remotely
One of the challenges EB is grappling with in the face of mandated remote work is how to collaborate, brain-storm or just workshop an idea together. EB, because it connects all the parts of the company, is inherently collaborative, and Zoom (et al) doesn’t really get many people’s creative juices flowing. So here are some ideas on how to brainstorm when no one can share a room with a white board and those massive post-it notes.
·hbr.org·
How to Brainstorm — Remotely
When It Comes to Culture, Does Your Company Walk the Talk?
When It Comes to Culture, Does Your Company Walk the Talk?
The danger of building your brand around your stated values is that what you say your values are and how you live them are often very different. Proof? MIT Sloan’s study of 700 large companies found ZERO correlation between what a company says its values are and what it’s work culture actually is.
·sloanreview.mit.edu·
When It Comes to Culture, Does Your Company Walk the Talk?
10 of the best brands on Instagram right now – Econsultancy
10 of the best brands on Instagram right now – Econsultancy
I get a lot of gruff when I say this, but. firmly believe it. When you’re posting to Facebook and Instagram, you aren’t competing with their employer brands, but with Ryan Gosling and 90 Day Fiancé memes. So if you want to stand out, you have to raise your sights higher. So here are 10 (non-EB) Instagram accounts who are killing it. These brands are telling compelling stories in a single image, and that’s what you’re up against. Suddenly, that pick of 20 employees standing next to each other in two rows like it’s 2nd grade picture day doesn’t cut it.
·econsultancy.com·
10 of the best brands on Instagram right now – Econsultancy
The Formula For Business Model Innovation | Branding Strategy Insider
The Formula For Business Model Innovation | Branding Strategy Insider
We don’t talk much about “business model” here on the newsletter, and really, it’s because we aren’t treating brand management as a business. But business model thinking and brand architecture have a lot of similarities, and the fact that you need to sell your brand to business leaders who think in business models suggests that there might be something interesting in the intersection here. It’s not just how you make money, it’s how you use everything in your ecosystem and how you differentiate yourself (sound familiar?). Anyway, here’s the formula for business model innovation.
·brandingstrategyinsider.com·
The Formula For Business Model Innovation | Branding Strategy Insider
Five ecommerce personalisation tactics to increase your conversion rate – Econsultancy
Five ecommerce personalisation tactics to increase your conversion rate – Econsultancy
Too many employer branding CRM strategies and campaigns feel like extensions of boring job postings. But outside of the EB world, the industry is learning how to optimize conversion rates by providing compelling micro-experiences. A big part of that is personalization, which means a lot more than “Dear [First_Name],”.
·econsultancy.com·
Five ecommerce personalisation tactics to increase your conversion rate – Econsultancy
Remote Managers Are Having Trust Issues
Remote Managers Are Having Trust Issues
Sure, working from home, and the increasing likelihood that is it here to stay, might be great (for some of you). As many candidates want remote work, and remote work allows you to hire the best matching candidate from pretty much anyway, its a chance to really level-up your talent. But there’s a downside: management isn’t always comfortable with remote workers and are distrusting of their productivity. When one company proclaims its love of remote work, many people will see that as a red flag, an excuse to install spyware and implement “always on” expectations for remote. So how will you talk about your remote work brand when there isn’t always a lot of trust in the room?
·hbr.org·
Remote Managers Are Having Trust Issues
Create a Sense of Belonging Within Your Organization
Create a Sense of Belonging Within Your Organization
As a perpetual “outsider,” I struggle with the power of belonging when it comes to brand building (and advocacy, retention et al), but I have to assume there are many companies who actively want to create more sense of belonging as well as telling stories about what that means at that company.
·theundercoverrecruiter.com·
Create a Sense of Belonging Within Your Organization
One Strategy For Restoring Brand Relevance | Branding Strategy Insider
One Strategy For Restoring Brand Relevance | Branding Strategy Insider
Brooks Brothers a brand that has lasted for two hundred and two years, and was floundering well before coronavirus hit may be finished. The pandemic gave The main reason for Brooks Brothers' demise is that the brand lost relevance. It lost touch with customers, their changing needs and changing tastes. What could they do to restore brand relevance?
·brandingstrategyinsider.com·
One Strategy For Restoring Brand Relevance | Branding Strategy Insider
The two most important letters missing from your job postings | by Ryan Porter | Ruutly | Medium
The two most important letters missing from your job postings | by Ryan Porter | Ruutly | Medium
Hung Lee dug up this oldish article about better job postings, but I’d never seen it and I thought it was amazing. Remember: job postings are your #1 channel for creating first impressions (and they are all but free). Doing them right really makes a difference in setting the frame on your employer brand. What’s the secret? The article suggests it’s the word “if.” I’d suggest the real change agent here is knowing what a good job posting even looks like.
·medium.com·
The two most important letters missing from your job postings | by Ryan Porter | Ruutly | Medium
Why Employee Engagement is the New Content Marketing Strategy – Marketing Insider Group
Why Employee Engagement is the New Content Marketing Strategy – Marketing Insider Group
Further evidence that you and your marketing team should be spending more time together and occasionally taking long walks on the beach: employee advocates are the new “influencer.” In a lot of ways, influencers made a kind of sense in a world with a million options (or products, services, lifestyles, etc) because they acted as a kind of “native guide” to these things. A Kardashian can point to weight loss products and fashion because it’s something they know about. But as influencers as a celebrity become stale, the new advocate is the insider, someone with the inside view on things. They have a more credible voice and are seen as more real than marketing and can change people’s minds about your company (both as an employer, and as a vendor).
·marketinginsidergroup-com.cdn.ampproject.org·
Why Employee Engagement is the New Content Marketing Strategy – Marketing Insider Group