Employer Brand Headlines Newsletter

Employer Brand Headlines Newsletter

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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
How Brands Like Google, Twitch, and Sephora Built Brand Communities — and How You Can, Too
How Brands Like Google, Twitch, and Sephora Built Brand Communities — and How You Can, Too
Has anyone come across a legitimately good (not “good enough”) talent community? I still haven’t. But I have hope that it can be done, especially when I see consumer-side communities grow. Here are some examples on a strong community and how they got that way. P.S. the word “community” suggests two-way communication. P.P.S. If you think spamming people with open requisitions is a “valuable service,” try again.
·blog.hubspot.com·
How Brands Like Google, Twitch, and Sephora Built Brand Communities — and How You Can, Too
Why Am I Rebranding?
Why Am I Rebranding?
Brands take time to fine-tune their position, to develop enough validating and confirming evidence to even be taken seriously. But all too often, employer branders have built something more flimsy than a true “brand,” find an “issue” and try to re-brand. So ask yourself: why are you re-branding?
·brandingmag.com·
Why Am I Rebranding?
Multiple EVP Personalities — Let’s Make It an Impactful Reality — Talent Brand Alliance
Multiple EVP Personalities — Let’s Make It an Impactful Reality — Talent Brand Alliance
I’m a big fan of a modular employer brand (multiple pillars and a single EVP that you can choose from to speak to a given audience), so I have things to quibble with in Gabriela Torres’ approach to think about an EVP as having multiple personalities (usually when you have multiple, you end up seeing a doctor). But the underlying reasoning is sound: monolithic brands aren’t as agile and can’t connect with enough talent. You need to connect the brand to the person.
·talentbrand.org·
Multiple EVP Personalities — Let’s Make It an Impactful Reality — Talent Brand Alliance
Building Leading Brands With Trust And Purpose | Branding Strategy Insider
Building Leading Brands With Trust And Purpose | Branding Strategy Insider
“Brand that I can trust” has been an attribute that brands have measured for a long time. Looking back, a decade ago, it was hardly a differentiator. Since trust is built over time and can be broken overnight, it is a very fragile attribute for a brand. For the brands born in the last decade, it is the single most powerful long-term competitive advantage they can build and are building by putting social purpose in their core DNA.
·brandingstrategyinsider.com·
Building Leading Brands With Trust And Purpose | Branding Strategy Insider
Overcome a Boring Blog With These 5 Techniques
Overcome a Boring Blog With These 5 Techniques
Call me old fashioned, but I still love a good blog. And is there a cheaper way to manage a platform on which you can tell deep sharable stories that support your employer brand? I didn’t think so. Here are 5 brand-driven to make sure your blog isn’t boring.
·contentmarketinginstitute.com·
Overcome a Boring Blog With These 5 Techniques
LinkedIn: Recent Alumni | LinkedIn
LinkedIn: Recent Alumni | LinkedIn
So I was deeply impressed when LinkedIn (and I don’t often use the words “impressed” and “LinkedIn” together) posted a directory of their own alumni who were recently let go. We’re in a world where leaving is no longer the stigma it once was, but it’s rare that companies actively support their alumni. The obvious outcomes of this kind of project is that it makes LinkedIn look good, but it creates an army of people connecting with all new networks who now have very positive brand associates with LI.
·linkedin.com·
LinkedIn: Recent Alumni | LinkedIn
Why CEOs Need To Involve Marketers In Employer Branding
Why CEOs Need To Involve Marketers In Employer Branding
I love how Forbes wrote a whole article about the power of employer brand when marketers and leadership gets involved, and then had the gall to suggest that employer brand was “territorial” about their part of the brand and didn’t want to let marketing play their game. I’ve talked with dozens (if not a hundred) EB owners and they all, to a person, would have loved for marketing to acknowledge their existence, let alone combine forces and/or resources.
·forbes.com·
Why CEOs Need To Involve Marketers In Employer Branding
Your Recruitment Marketing Toolbox on a Budget | Rally® Recruitment Marketing
Your Recruitment Marketing Toolbox on a Budget | Rally® Recruitment Marketing
So, anyone who reads my blogs or follows me on Twitter will probably know two things about me. 1). I like to be practical; Blue Sky Aspirational Thought Leadership is alright on a stage somewhere but how does it translate into day-to-day "doing it" and 2). I like to look at low cost options as a lot
·rallyrecruitmentmarketing.com·
Your Recruitment Marketing Toolbox on a Budget | Rally® Recruitment Marketing
How Behavioral Targeting Gets Your Content Seen By the Right Audiences
How Behavioral Targeting Gets Your Content Seen By the Right Audiences
On the recruitment marketing side of things, we are faced with a slew of cool tools to help us place our message in front of people who just visited our career site, or are a lot like people who follow our Facebook page. There are two issues with that. One, most of us are just pushing out lame job ads to these people, as if applying for a job is the same as downloading a whitepaper (it’s not). Two, we don’t spend time thinking about how or why the tools are designed to work. We just get thrilled by the “extra clicks” or “deeper awareness” rather than thinking through how to use the tools properly. So here’s a Hubspot article on how to approach your behavior-targeted ad (I bet you didn’t even know that that was what that was called).
·blog.hubspot.com·
How Behavioral Targeting Gets Your Content Seen By the Right Audiences
Should Your Employer Brand State its Political Beliefs? | The Tim Sackett Project
Should Your Employer Brand State its Political Beliefs? | The Tim Sackett Project
Tim Sackett asks a pretty controversial question over on his blog: Should companies disclose their political leanings? Tim makes good points that just because a business might lean liberal or conservative, that doesn’t mean everyone does, or even that it’s a critical component to the employer brand. My take is simple: if it matters to leadership and staff what the political identify of an organization is, and it’s not exclusive of talent from other perspectives, there’s no reason not to talk about it. But in this day and age, where “wearing a mask” is seen as somehow “political,” the return from such a position is likely very very weak (if not completely counter-productive).
·timsackett.com·
Should Your Employer Brand State its Political Beliefs? | The Tim Sackett Project
The Power of Influence: Working with Content Creators Who Offer Emotional Engagement
The Power of Influence: Working with Content Creators Who Offer Emotional Engagement
Let’s talk about influencers. Not the Fyre Festival type, but the people in your ecosystem who are creating content to connect with internal and external audiences. The people who influence others to consider working here. This is more than simple “advocacy,” or even tactical referrals, this is about helping your own influencers these people build emotional connections, which is what sparks longer-term relationships.
·brandingmag.com·
The Power of Influence: Working with Content Creators Who Offer Emotional Engagement
Brand Collaboration & the Art of the Conceptual Land Grab
Brand Collaboration & the Art of the Conceptual Land Grab
I admit that when I read this article on “brand collaboration,” I couldn’t conceive of two employer brands collaborating and sharing ideas and identities. But then it hit me: Many of us have staff who have their own brands. Call them thought leaders or influencers, they are resources that you can use and support to drive your own brand. Like Michael Jordan and Nike, how are you going to collaborate your brands to mutual success?
·brandingmag.com·
Brand Collaboration & the Art of the Conceptual Land Grab