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BRANDE : blog archives for November 2013

November 25, 2013

Giving Back at Thanksgiving, with Kiva

 

All it takes is one person to believe in you.
Organizations across America have believed in Brandemix to develop branded communications that attract, educate, and engage their target audiences.
During this time of year, we feel it’s important to give thanks for that trust and to give back as well. That’s why every year for Thanksgiving we make contributions to Kiva, a nonprofit organization that enables people like you and me to extend microloans over the web to low-income entrepreneurs in struggling communities, whether as far away as Africa or as close as Staten Island and New Jersey.
We chose Kiva out of many other microlending sites because eighty percent of its recipients are women, who are sometimes single-handedly supporting large families. As a certified woman-owned business enterprise, we believe in strengthening women around the world.
No matter how difficult our lives at the moment, people are suffering far more in many places – too many – across the world. Please take the time to visit www.kiva.org and give to the worthy cause of your choice. It’s not charity; it’s a loan, and more than 98% of Kiva recipients repay the loan with interest.
Lending through Kiva creates desperately needed capital in some of the poorest parts of the globe. It bypasses corrupt governments and predatory banks and ensures that the money goes directly to those who will use it. When the loan is repaid, you can give the money to another entrepreneur, donate it to Kiva’s general fund, or simply withdraw it. It’s a great way to give. And while you’re there, join the Brandemix lending team.
We hope you’ll join our efforts to fight poverty around the world and here in the US. From all of us here at Brandemix, happy Thanksgiving.
November 21, 2013

Employer Branding: Telling The Right Story

Right now, the biggest trend in recruiting is employer branding, crafting the promise your company makes to its employees. And the biggest trend in marketing is brand storytelling, using content, examples, and experiences to bring your brand to life in the mind of consumers.

Combining these trends can bring a powerful presence to your talent acquisition. But it’s not always straightforward. Harnessing the best of employer branding and storytelling means sharing not only the story you want to tell but also integrating the story your best candidates want to hear.
For example, your company may have a customer-service focus — but that’s not necessarily part of a compelling employment offer. That sort of disconnection happens all the time: Many employers think that recent college graduates are concerned about the environment, but a recent NACE study showed that working for a “green” company was last on their list of desired employer qualities.

And don’t mistake storytelling for content. You may have a regular blog, Pinterest boards full of photos, and a YouTube channel with lots of videos, but if none of it emotionally connects to job-seekers, you won’t move the needle. As Momentum Worldwide’s Jon Hamm put it in Adweek, “Audiences have always asked for stories. They’ve never asked for content.”

To most effectively integrate storytelling with employer branding, I recommend that the HR department — and even the C-suite — become best friends with recruiters, because they’re the ones “selling” your company and know what resonates with job-seekers. You’ll have to go beyond a few casual conversations, too. Conducting independent focus groups with your recruiters allows you to marry what your company offers with what people want. It also lets you create counterpoints to what people are saying about your company “behind your back.”

Another successful hire!


The result? You’ll build a compelling employer value proposition that resonates with desirable workers in the job market. They’ll be the right cultural fit, too, which means you’ll decrease hiring times, hiring costs, and turnover while increasing retention, referrals, and productivity.
The best branding involves storytelling, and employer branding is no different. Good employer branding is easy to spot — Southwest Airlines, Taco Bell, Deloitte. Bad employer branding…well, those companies never seem to become household names.
It just so happens that Brandemix specializes in brand research and employer branding, so we’re an ideal partner for determining what top talent is hearing from your company and what they want to hear. If you’d like to stand out from your competition, I’d love to hear from you. Write to me or read about our successes on the Brandemix website.
November 12, 2013

Branding, Marketing, and Web Design Trends

With the holidays fast approaching (such as Thanksgivukkah in just two weeks!) we thought we’d share some of our branding, marketing and web design predictions for 2014. 

Branding: Clean-Slate Brands
According to Trendwatching, new is good, less is more, and sometimes true is better than tried. Consumers are seeking greater control, choices de-simplified, and upstarts on a mission. 2014 could be the year of the entrepreneur with a great product and an inspirational mission.

Web Trends: Start with Small
Begin your design phase of every project with an eye on how it will look on a mobile device. Then branch out to tablets and PC’s. It will help you frame your content by what’s important and build an architecture based on best-practice.Less is more. Just as we saw above, the trend is moving to simplification: large images, parallax effects, and one-page websites organized into blocks of content inspired by Pinterest. The only thing that will get more complex is the choice of web-friendly fonts you can use.

Video is surging in popularity. A June 2013 survey conducted by AOL showed that almost three quarters of marketing professionals plan to increase their spending on branded video content or video ads in 2014. Same rules apply: keep it short and simple, and make it good. 

Social Media Marketing: Diversify Your Strategy 
As we saw from investors’ show of support for Twitter’s IPO, social is only getting bigger and more relevant. As choices expand and audiences fragment, it gives marketing professionals the opportunity to create meaningful content that creates affinity for your brand’s voice. Once you build out a brand framework and architecture, drill down your value proposition for each audience and demo you’re looking to reach.

  • Google+ will continue to grow in size and influence and should no longer be thought of as a second-tier site. Delete that joke on the famous “Donut List.”
  • Image is everything and make it fast. Think Vine, Instagram, Pinterest. The popularity of these sites shows us that appetite for bite-sized chunks of content is growing. Say it in 6 seconds – and go! 

As always, it’s best to have a strategy and never too late to download our free Social Media Marketing Strategy Guide

What are your marketing predictions for 2014?  We’d love to hear them. As an agency that specializes in branding, marketing and web design, we love staying ahead of the curve. 

November 4, 2013

Busting Employer Branding Myths

Considering how important employer branding is, I still encounter a lot of confusion and misinformation about it. So, as a public service, I thought I’d bust some of the myths about employer branding.


Myth #1: Employer branding is unnecessary
Some clients tell me, “We’re an employer of choice; great candidates will find us.” And yet you never hear executives at Apple or Disney or Coke say “Everyone knows our products; customers will find us.” In fact, those brands have massive marketing budgets. You can’t assume that your exact desired demographic, whether it’s MIT grads or truck drivers, will actively seek you out. Or think about this: What if great candidates do know you — and don’t like what they see? Employer branding can increase awareness and engagement by refocusing your messaging on your company’s mission, vision, values, and business strategy.
Myth #2: Employer branding is expensive
Good employer branding actually saves you money, through lower recruiting costs, higher engagement, and increased productivity/sales. Depending on the plan goals, a basic research project can be launched for as little as $10,000. You can start small with communication audits and internal surveys, and then add executive interviews and employee focus groups. If you can secure a larger spend, we recommend surveying external constituents to provide context to your internal findings. 


Myth #3: Employer branding is completely separate from consumer branding
It better not be! An employer brand must be absolutely aligned with and inspired by the consumer brand. After all, candidates are customers, investors, and influencers. One of the first things we do on any employer branding project is break through organizational silos and align the employer brand with the company’s current messaging. We try to get all stakeholders — Marketing, HR, Internal Communications — into the same room to make sure we have a consistent brand that’s authentic on both sides of the house. Along the way, we often help Marketing and HR become friends!

Myth #4: Employer branding research can be done in-house
It can, but it’s much more difficult. Employees are reluctant to share their true feelings with their HR department for fear of reprisal. Executives interviewing each other often leads to an “echo chamber” effect, where no one advocates change. And external constituents, such as customers and former applicants, think surveys are a marketing ploy and stay away. Brandemix is a neutral third party; we take empathetic listening to the next level by listening, probing, and processing. An outside set of eyes can reveal things about your employer brand that you never saw.


Myth #5: Employer branding only helps the hiring managers
Au contraire! The entire company benefits from a strong employer brand. You’ll attract employees who are a good fit for the culture, who stay longer, perform better, and recommend the company to others. More referrals and lower turnover makes for a happier, more stable workplace. HR will have more time to work on other initiatives, like workforce planning, talent management, or diversity. Eventually, you’ll have weeded out the underachievers and filled your roster with satisfied employees, which studies have shown create more profit for the entire organization.

Don’t let these myths fool you. Employer branding is crucial to the success of any company, from a nonprofit to a regional chain to a global corporation. It cuts costs, generates profits, and can turn your company into a true employer of choice.

Any other myths you want busted? Drop me a line.