Fool Me Once…
Playwrights call audiences knowing something the characters don’t “dramatic irony” and it’s worked since Shakespeare’s time. But be careful: Ads like this can come off as mean-spirited tricks. Luckily, these two ads stay on the right side of the line.
Tug the Heartstrings
Extra Gum’s “Origami” ad had another moving premise. It told the story of a father who makes origami cranes out of gum wrappers for his daughter over her entire childhood. As he packs her things for college, he finds a box full of the cranes; she kept all of them through the years.
Many of us remember the most funny or shocking or raunchy ads, but pure, unironic emotion can also be very effective. Especially when combined with…
Length doesn’t seem to be a factor in creating shareable content. For example, Dove released a six-minute version of its “Real Beauty Sketches” that was almost as popular as the three-minute version. While the longer version never aired on TV, availability doesn’t seem to be factor in viral ads; But Geico’s “Hump Day” was on TV all the time — yet it was the second most-viewed internet ad of the year.
As 2012 comes to a close, let’s take a look back at the year’s most popular blog posts. The topics range from telling your brand story to embracing new technologies to engaging your employees. I hope these articles will help you become an employer of choice and attract top talent — and avoid some of the biggest social media mistakes.
Here are the BrandeBlog’s six most-read posts of 2013.
How to Become an Employer of Choice
A recent Gallup study found that only 47% of American workers are completely satisfied with their jobs. A MarketTools study found that 21% of employees had applied to another job in the past six months. Clearly, many employees are ready to look elsewhere for the next step in their careers. To attract the best of these workers — and make your current employees stay with you, follow these steps to become an employer of choice.
Social Media PR Disasters: Applebee’s Wild Night
If it’s true that you can learn more from failure than from success, then there’s a lot to learn from Applebee’s mysterious midnight meltdown. After the restaurant chain’s controversial firing of a waitress, critics took to Applebee’s Facebook page to complain. In the early hours of Saturday, February 2, someone from Applebee’s tried to fight back. What happened next is a perfect example of what not to do in a PR crisis.
Recruiting with Google Glass
Google’s new wearable technology may change recruiting forever. Why? Because, as the economy improves and the competition for talent increases, Google Glass will allow organizations to show a job listing and a corporate culture instead of telling. From talent acquisition to employer branding, here’s how this amazing visual device can be used to engage job-seekers in several new and exciting ways.
Thanks for reading and happy holidays.
I don’t say this very often, but it’s possible that recruiting is going to change forever, thanks to the “wearable visual technology” known as Google Glass.
Why? Because, as the economy improves and the competition for talent increases, Google Glass will allow organizations to show a job listing and a corporate culture instead of telling. From talent acquisition to employer brand, this technology can be used to engage job-seekers in several new and exciting ways:
A Day in the Life of an Employee
What does, say, an “associate director of strategic communications” actually do? A job posting for a position like that will likely have a long list of “Responsibilities,” “Requirements,” and “Qualifications.” But pictures can be worth a thousand words. Instead of a confusing job title followed by a page of unexciting text, companies can allow an employee to shoot a video of their daily routine using Google Glass. Job-seekers could see all the interesting, challenging, unexpected aspects of the job, which might not come across in a listing. A first-person video allows job-seekers to envision themselves working for the organization, a very powerful experience.
Meet Your Recruiter
Some brands, like Taco Bell, showcase their recruiters, putting a human face on what can be an intimidating process. Google Glass will let companies take that strategy to the next level, by showing what daily life is like for a recruiter. Job-seekers will get a behind-the-scenes look at the application and interview experience, seeing where to park, how employees dress, what the interview room looks like — even where the restrooms are. This sort of advance knowledge does wonders for nervous applicants who usually have no idea what to expect at an interview.
|Your recruiter in her “natural habitat”!
Inside the C-Suite
At Brandemix, we sometimes have the pleasure of producing company videos that star the CEO. But not all business leaders are comfortable with the spotlight. Google Glass can put camera-shy executives at ease by letting them wear the camera! Job-seekers love sneak peeks and inside information, so the unprecedented access allowed by a CEO wearing Google Glass is sure to be a hit. And the executive doesn’t have to take time out of her day to recite lines under hot studio lights. Everybody wins.
Welcome to the Neighborhood
Some employers, like Ann Inc., make a point of showing off their office’s neighborhood. Google Glass gives employers a chance to move beyond photos. Videos can show what restaurants are nearby, how easy the commute is, and area secrets that only locals know. If job-seekers perceive a company’s location as a disadvantage, a Google Glass video can be an effective way to change their minds.
|Ann Inc.’s “NYC Office Guide” board on Pinterest|
As you can see, Google Glass can have a major effect on recruiting for any employers who adapt it early and use it wisely. After all, many people, including job-seekers, would rather watch than read. If your office is lovely and your employees are friendly, you should show them off!
Want to learn more about Google Glass and other innovative talent acquisition strategies? Write to us.
Which short-form video platform is best for your organization’s branding, marketing, or recruiting efforts? Director of Interactive Branding Jason Ginsburg explains the key differences between Vine and Instagram.
Special guest Ed Barzilaij, CEO of Maximum, explains how the new online tool his agency has created helps employers measure the engagement, interactivity, and reach of their social media recruiting efforts.