How Retailers Can Reach Consumers Who Aren’t Spending
Feeling like you're behind the curve (and the 8-ball) on adjusting to the new reality? Don't feel confident taking a big leap forward? Don't feel like your leadership knows how to help you change? Take some queues from consumer brand shifts as they try to figure how to reach customers who aren't buying.
Brand Equity Measurement For B2B Brands | Branding Strategy Insider
Before I roll out some cool new stuff (I'll be able to announce it in a few weeks, I hope), I've been thinking about metrics a lot. So this article on how to think about and measure your brand equity really stuck with me. (Pro tip: use the term "brand equity" more at work to elevate your own personal brand.)
COVID-19 stories: Marketers are using this time build community
I will admit right now that I have yet to see a "talent community" which is actually more than just a mailing list and job posting spam. A community is a place where there is two-way interaction including between members, not just a set of targets to blast with email. (By the way, if you read that as "that's why I shouldn't build a community, you're missing the point: there's a huge opportunity here to build a community because everyone wants one and no one's done it right yet!) So it might make sense to take this opportunity, as you pivot the brand and figure out your strategy going forward, to think about getting serious about your own community.
Is it time to surge? If you're business isn't in one of the industries being crushed by the pandemic (retail, movie theaters, travel, live events, etc), you might be surprisingly well-positioned to level up. So if you can read past the example of Southeast Asian economies, here are the seven reasons the a company will surge. Take a moment and give each of the seven drivers a few minutes of thought. I bet you can come up with a bunch of smart projects to facilitate your surge (oh, and feel free to link to the article when you discuss the projects, to show that you are taking your cues from a higher order of publications).
I loved this piece from Branding Mag on "upbranding," the process of elevating your own brand relative to the competition. The goal is help your brand stand out and appear more valuable (something we probably all would like) by tapping in emotional and rational drivers. The kicker for me was the idea of working t appear more exclusive, something not everyone could have. As our brands hire on quality instead of quantity, exclusivity is a close cousin.
Content is king in Covid-19 world as brands make themselves useful – Econsultancy
There are some nice examples here, but the real power is in the headline: Content is king as brands make themselves useful. Useful?!?! Wow. But it's a fair shot. Brands are so often seen as fuzzy-bunny nice-to-haves, the thing you invest in once things are nice and cushy. True of consumer and employer brands, the Covid pivot means brands themselves are reinventing what they can be to the company. And for us, it is absolutely true.
Brands in the Boardroom: The Business Side of Branding
This might make you feel good (or at least a slight twinge of schadenfreude) to see that marketing likes to complain about how it isn't take seriously in the board room, much like how many of us feel disrespected by marketing. Strangely, the solution to both problems is to stop relying on internal metrics and focus on real business metrics.
Future of Branding: Brand leadership in the COVID-19 era
Some great quotes from business marketing leaders on how COVID has changed their view of how they can market their business to the world. It doesn't take much to read between the lines and see all the room for employer brand to be a strategic partner to marketing. But don't wait for them to come to you: go make that appointment to chat right now!
Identify Your Value Proposition with This Mathematical Concept
I loved this article on how "combinatorics" (that term had to have been invented by an MBA with a math background) can help find tune your value proposition. If you ignore the jargon, there's a heck of pitch here: because you don't really understand what your talent prospects want (because you haven't tightened your focus enough), you can't differentiate.
We all know how COVID is changing work, but it is time to stop thinking about "work" in terms of a "job." Our jobs are going to be more fluid and driven less by tasks and much more by outcomes. Add to that disconnection from a core office, and technology that allows anyone to tap into more remote systems and we're entering a time when the very concept of a job will be re-thought.
4 Forces Shaping Your Employer Brand — and How to Leverage Them During the Pandemic – ERE
Last week I had some crazy technical issues. which is why the newsletter went out a day and a half late. In all the chaos, I didn't link to an article on how you can use the four drivers of your employer brand to better respond to the pandemic.
Guessing Games Are for Suckers: The Case for the Data-Driven EVP > Sourcing and Recruiting News
And if you'd like to understand how data can underpin a stronger, more resilient employer brand, I wrote something up to try and put it all together and create a string business case for data investment, even when everything seems "up in the air."
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.
A lot of very smart people I read were talking about an article that came out from Marc Andreessen (co-writer of Mosaic browser, and all-around smart VC guy) saying that now was the time to build. The argument is obvious: when things are down, smart money takes the opportunity to surf the new wave of change, and the only way to be ready for that wave is to have the idea/business/product/model/function started before the water swells.
Anchor launches a video conference-to-podcast conversion tool
Cool tool: Take a conference call or webinar and turn it into a podcast. Anchor (which is owned by Spotify), can take your recorded call, strip out the audio and host it as a podcast for you. It something you could do with some other tools, but a one-stop process might get our company interested in getting on to the podcast train.
I've been thinking about recruiting in closed/finite tale pools (people with security clearances, veterinarians, clinical researchers with MDs, aeronautics engineers, etc) lately for the podcast and I was wondering if this is a situation ripe for micro-influences. Vets know vets. If you want vets (et al) to get interested in you, get a vet to say nice things about you.
Training Your Workforce for Data-Driven Decision-Making - TalentCulture
Over at TalentCulture, there was a nice interview about how important data is going to become to all of HR (yes, it was sponsored by SAS, who deal exclusively data, but the interview was solid). I was struck by the idea that rather than focus on "here's how data will help you!" kind of conversation, it was really about how once everyone is trained and versed in seeing and thinking with data, the solution doesn't change, the whole question changes.
The Most Important Metrics You’re Not Tracking (Yet)
Think about all your metrics. How many are based on your company how your recruiting is "performing?" But how many are around what candidates think about you? Funnel metrics are about how people act, but do you know why they apply? What are your Candidate Performance Indicators?
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.
Remote Persuasion: How to Be a Successful Communicator While Working From Home
Speaking of communicating, Recruiter buried the lede over on this article on how to be a better communicator when everything is Zoom/Teams/Hangouts-based. The best part is at the bottom, where they talk about the importance of being memorable. While i'm enjoying my tour through everyone's dining rooms, it is hard to tell one conversation from the next these days. So yes, spend a few minutes thinking of (on-brand) ways you can be more memorable in your conversations.
How to Improve Your Corporate Marketing Strategies [+ Examples]
We don't talk about corporate comms much (well... we complain about it sometimes, but that doesn't count). Hubspot has a nice writeup on how to level-up your corporate comms strategies. What? You didn't know you were in the corporate comms business? You think someone else does that? Yeah, you're going to be far more effective at building internal allies and advocates once you learn to lean into the corp comms stuff.