You may have recently noticed a podcast renaissance of sorts. The success of Serial woke many brands, marketers, journalists, and more up to the power of the podcast. As a result, podcasts are popping up in almost every facet of business with renewed purpose, and targeting new audiences. (more…)
Archive for the ‘Internal Communication’ Category
Marketing: It’s Not Just For Getting New Customers
Tuesday, September 19th, 2017
When businesses think about marketing, it’s typically and understandably in the context of attracting business. People who will pay you money. But marketing your business to potential employees — those you will pay money — can be just as important. And yet, so many employers overlook the importance of such marketing. As Wes Gay writes for Forbes, “Businesses are familiar with investing in consumer marketing, yet rarely consider investing in marketing for new employees. This is especially important for companies looking to recruit top millennial talent, as reaching the millennial generation can be challenging for older companies.”
With that in mind, we thought we’d provide some tips on how to market yourself to potential employees. The process is very much the same as any form of marketing. Here’s what you need to know. (more…)
Your Website and Your Employer Brand
Tuesday, June 6th, 2017
Since the dawn of the Internet Age, businesses have been quick to see the benefit of a company website to attract customers; however, a company website, like any communication channel, should be thought of in the context of all of an organization’s stakeholders. This includes business partners and potential business partners, as well as employees and – the focus of this blog post – potential employees. (more…)
Engaging Employees Productively in Social Media Marketing Efforts
Tuesday, February 7th, 2017
It’s not always easy to tie marketing spend to an increase in revenue — even defining a standard way to measure return on marketing investment (ROMI or MROI) can be difficult — which can often mean that marketing managers struggle to increase their budgets. While we wholeheartedly stand by the fact that a well-crafted and well-implemented marketing strategy will bring in far more revenue than it costs to put in place, there’s always room for low-cost or no-cost strategies. And, as we’ve stressed before, employees can be great brand ambassadors. (more…)
Two Must-Haves for a Strong Employer Brand
Tuesday, November 8th, 2016
When we talk about branding, we focus a lot on an organization’s corporate image, the impression the market has about its service, the quality of its leaders and key or, if a service organization, the personal touch its employees provide. These are certainly important areas of focus for branding; however, in a service-driven marketplace, employers are becoming more and more aware of the importance of human capital. From senior leaders to front line employees, organizations need to attract the best and brightest to remain competitive for the long run. There are plenty of strategies and tips for effective employer branding, but here we focus on two: (more…)
5 Steps to a Strong Employer Brand
Thursday, November 3rd, 2016
We’ve written previously about the importance of employer branding and why consistency and coordination between the marketing arm and the HR arm are crucial to ensure alignment. In this post, we’re going to look at a practical, step-by-step approach to building that brand by applying some fundamental branding tips in the context of employer branding.
Generally, in working with organizations on these types of projects, the steps are: (more…)
A Step-by-Step Process for Evaluating Your Employer Brand
Tuesday, September 27th, 2016
In a previous blog post, we talked about the importance of employer branding and why consistency and coordination between the marketing arm and the human resources arm are crucial. In this post, we’re going to look at a practical, step-by-step approach to building that brand by applying some fundamental branding tips to the employer branding context.
Generally, in working with organizations on these types of projects, there are five steps: (more…)
Maximizing the Impact of Your Employer Brand: Yes, You Have One!
Thursday, September 22nd, 2016
When we talk about branding, we focus a lot on a company’s corporate image: the impression the market has about its products or how its audience views its services. These are certainly important areas of focus for branding. One area that often gets overlooked, though, is the employer brand: how do current and potential employees view your organization?
Why does it matter? For a couple of reasons: (more…)
Branding “From the Inside, Out”: Two Important Considerations
Tuesday, May 24th, 2016Generally, we advise clients to view their organizations, products and services from the “outside in.” In other words, they need to put themselves in the position of their desired audience and consider what is important to their audience, rather than what is important to them. Too often organizations talk about how they need to “communicate our value proposition.” The truth is, it’s not their value proposition that matters– (more…)
Managing and Monitoring Your Social Connections
Thursday, April 28th, 2016Many small businesses understand the importance of social media for their marketing efforts. Their owners or managers may be active on a variety of platforms — from Facebook and LinkedIn to Twitter and Instagram — and many run blogs with information relevant to their target markets. At the same time, many small business owners are close socially with their employees. They may play on common recreational league teams, go out together for happy hours, etc.
Just as there should be boundaries in your social interactions with employees, there should be certain ground rules for engaging with employees on social media. Here are some key considerations. (more…)
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