January 30, 2012
Want to go deeper into the client-agency relationship? Take a few tips from Brandemix’s own Kathryn Wandling, Director of Client Services. Here’s what she’s gleaned after a decade of successful experience “in the trenches”.
Secrets of Great Client ServiceI’ve found every client to be very understanding and appreciative of the load we take off their backs. Though we may sometimes disagree, my clients and I share the same goal: To produce great work that solves business objectives.
My philosophy boils down to these points:
Build Brand Equity at Every Touchpoint
While the client is the keeper of the brand, they may not always be keen on the best way to promote it. My job is to keep the brand top-of-mind.
Know the Client’s Business
This is critical when making marketing recommendations. Only through truly walking in their shoes, can I research and present best practice, and act as an advisor and consultant. I do my best to make sure I understand their industry, along with their industry-speak as quickly as possible. We carefully review everything that I think they should do, but I also listen to what they want to do and attempt to understand all the factors that led to their decisions. It is through this collaboration, that consensus emerges.
Teach Clients the Agency Business
Any learning that I can impart to my clients makes them look good and makes my job easier. While it’s not important to know what a vector file is, or the difference between an .ai and .psd, it’s important to understand our process and strategy, and how their goals have impacted the creative decisions we’ve made.
Learn the Rules
Every channel of communication has their own rules, and it’s my business to know them. If we’re building a new website, important items should never be more than three clicks away. If I’m executing a social media campaign, I need to discuss metrics for success — whether it’s likes, retweets, mentions, hires or sales. Our goal is always measurable success.
Hold their Hand and Watch their BackMy client’s feel like I have one client, and it’s them. I attempt to be the “level head” when dealing with the creative people on my side, and the crazy pressure from the CEO on their side. I can be a therapist, a policeman, a bean-counter, a devil or saint, depending on what’s called for in each unique situation. It’s not always an easy job, but I always have my client’s back. That’s why they come back.
Got a question? My virtual door is always open.
January 24, 2012
After years spent studying how brands communicate their mission, vision, and values through messaging and design, here’s the Golden Rule: Whether speaking to shareholders, management, employees, new hires, or job applicants, a brand must be consistent and compelling to be effective.
You’ve seen how I’ve highlighted companies that make great use of branding. In contrast, here are two brands that might be missing great opportunities to extend their brand within their careers site:
NBCU is a media powerhouse with a century of history. Universal produced the classic 1930s horror films and has created some of most beloved film franchises of all time: Jaws, Back to the Future, Jurassic Park, and the Bourne movies. NBC’s contribution to television includes Friends, The Cosby Show, Cheers, Seinfeld, ER, and Law & Order – not counting the shows from its cable channels USA, SyFy, and Bravo. The combined company also includes five theme parks that feature attractions based on Harry Potter and Shrek.
With all that entertainment history, what might they show on their careers site? Are you thinking movie stars, rides, aliens, dinosaurs, or monsters? Nope. Just plain text.
Compare that to CBS, which provides five images of its entertainment properties.
This publishing house brings you a wide array of magazines: Vogue, Glamour, GQ, Architectural Digest, Wired, Vanity Fair, and The New Yorker, to name a few. In all, Condé Nast publishes two dozen magazines that feature amazing photography, beautiful locations, and cutting-edge fashion. The titles cover architecture, food, and travel. The company must have millions of visual assets from almost 30 years of publishing.
A single window of ten rotating images, which are supposed to evoke passion. I’ll let you decide.
What about your brand? Are you showcasing your brand’s assets on your careers site? Are you displaying your products, exhibiting your office space, presenting your history, or showing off your employees? What do applicants see when they first encounter your brand?
If not, we’d be happy to help. At Brandemix, we love branding.
January 16, 2012
As many of you know from my speaking engagements around the country, I like to discover brands that are using social media in innovative ways. I honor these organizations with the name “SoMe Superstars.” Recent winners include PepsiCo
Today I’d like to recognize a company that’s using social media for recruiting: State Farm. I like how the insurance company recently rebranded with its clever “Magic Jingle” commercials
, alongside funny ads featuring everything from falcons to giant robots. But the company has continued its transformation with a big push in social media and interactivity as well. Here are the three superstar ways that State Farm engages job applicants:
First, State Farm has a dedicated careers Facebook Page
with more than 16,000 Likes, featuring lots of interesting content from both the corporate communications department and individual agents. Responses to questions and grievances usually come within 24 hours. The page’s admins go beyond typical stories of disaster recovery to include posts that are useful to job-seekers, such as asking “What’s the strangest thing you ever sent a recruiter?” and giving “Tips for networking at holiday parties.” This makes the Page a destination for anyone looking for employment, even outside the insurance field.
Second, the State Farm careers site includes eight videos under the title “See For Yourself.” These feature testimonials from agents and employees and great photography of the State Farm headquarters. The company offers a section called “Meet Our Interns,” with videos, written interviews, and “Advice and Guidance from Real Interns.” This is a powerful way to reach out to young people by providing content that’s educational but also fun. It also shows an awareness that Millenials would rather watch a video than read a long corporate mission statement.
Third, State Farm offers a unique interactive website, exploresfagency.com, which the company calls a “virtual job tryout with real-world scenarios.” Job-seekers are put in situations faced by real insurance agents, from marketing a new office and handling staff to dealing with customer complaints. There are no wrong answers; users simply pick the action they’d most likely take, and the one they’d least likely take, from four options. State Farm then evaluates what sort of agent they’d be. It’s a job preview unlike anything I’ve ever seen.
Finally, these career sites add to the overall State Farm online presence, which includes branded accounts on YouTube, Twitter, and Flickr – and an interesting Facebook Page called State Farm Nation, “where fans can get helpful tips, be inspired, and have fun connecting with others.” That Page has more than 1.3 million Likes.
What can you learn from State Farm? First, set up a dedicated careers site, preferably accompanied by a careers Facebook Page and Twitter profile. Then post content that’s useful to anyone looking for employment, not just posts about how great your organization is. Offer photos and videos, showing job-seekers what your office looks like and what your employees love about working there. And, if you really want to stand out, invest in something unique like State Farm Nation on Facebook or the revolutionary “Day in the Life” interactive site.
For communicating with talent in smart, fun, and interactive ways, I name State Farm Insurance a SoMe Superstar!