I’ve always said that employer branding has a lot in common with consumer branding. That includes a memorable tagline that engages an organization’s ideal candidates. Here’s a sampling of some of my favorite employer branding taglines, including why they work, how they stand out, and why they send the right message to top talent.
Google
Tagline: Do cool things that matter
Why it works: Only a cool company like Google could get away with putting the world “cool” in its employer branding tagline; most firms would go with “exceptional” or “remarkable.” That word alone conveys a young, hip atmosphere. But I like all five words, since it contains two of the job traits most desire by workers: challenging work (“cool things”) and a sense of purpose (“that matter”).
How it can work for you: As the word “cool” shows, it’s not just what you say — it’s how you say it. Are you speaking the language of your employees and ideal candidates? Is there a way to express that your employer brand, without changing the meaning, that conveys a different personality?
Southwest Airlines
Tagline: Welcome on board the flight of your life.
Why it works: This is an extension of Google’s tagline above. Southwest uses the language of their industry, “Welcome on board,” along with the word “flight” (instead of “company” or “career”). “The flight of your life” has a dual purpose — it implies that the employee will be with the company for a long time, and it sounds exciting. Who wouldn’t want to take the flight of their life?
How it can work for you: Think about words, phrases, and sentiments that you can “own,” which can set you apart from other companies and maybe even competitors in your field. Another good example is ESPN’s employer brand, “Together we triumph,” a reference to sports that wouldn’t make much sense at, say, Protcer & Gamble.
EY
Tagline: Whenever you join, however long you stay, the exceptional EY experience lasts a lifetime.”
Why it works: I’ll admit this is a little longer than the usual tagline. But it’s hard to argue with the results: The firm formerly known as Ernst & Young won ERE’s 2014 Creative Excellence Award for best employer brand. The ERE judges (I was among them) decreed that the tagline’s message is “that you can learn at EY, lead at EY…and there is a culture of inclusiveness, flexibility, and giving back.” I like the implication that workers are welcome to come to EY mid-career (“whenever you join”) and aren’t faulted for eventually leaving (“however long you stay”). In my mind, the E’s of “Exceptional experience” go with “EY” very well.
How it can work for you: Don’t be afraid to include more than one thought in your tagline, even if that makes it a little longer. You also don’t have to “judge” your employees, as EY’s “whenever, however” conveys. Like other organizations on this list, EY doesn’t talk about “careers” or “companies” — it’s “the EY experience.” That’s a lot more than just a job.
IBM
Tagline: What will you make with IBM?
Why it works: Here’s a tagline that, instead of reinforcing a company’s image, defies it. For a long time, IBM had none of the cool cachet of Apple or Google. It was viewed by many as boring, rigid company with little to offer in terms of corporate culture. This tagline reverses all that. The use of “you” instead of “us” shows the emphasis on the individual over the company. The idea of “making” something, like a factory or a workshop, counters the perception of IBM’s office as rows of cubicles. And the fact that the tagline is in the form of a question, rather than a blunt, confident statement, shows indicates flexibility, exploration, and an inquisitive spirit. It’s a bold choice and I love it.
How it can work for you: Sometimes you have to challenge the perceptions of your company, your industry, or even your location. Maybe you’re a large non-profit but have the culture of a start-up, or maybe you’re a small business with ambitions to cover the country. Just as your mission statement reflects what your firm wants to be, your tagline can sometimes reflect where you’re going, not where you are. Put your goals into your tagline and you’ll attract workers with similar goals.
Putting it all together
All these taglines work on another level as well, by connecting to each company’s larger strategy and goals. Google shows it’s looking for cool people to do not just cool things but cool things with a purpose. Southwest Airlines and EY are both looking for lifelong employees, with Southwest providing “excitement” and EY offering an “exceptional experience” far beyond that of a professional services firm. IBM is trying to alter its antiquated image and keep up with the latest tech companies — both in consumer perception and in talent acquisition. The best taglines aren’t just catchy or clever; they also reinforce a brand, an employer brand, or both.
My agency, Brandemix, specializes in employer branding. We’ve crafted employer value propositions, missions statements, and taglines for organizations large and small. Through surveys, group sessions, and one-on-one interviews, we determine what sets you apart as an employer and create an employer brand that engages top talent and energizes your current employees. Want to see how we can help you? Contact me for more information.
Jody Ordioni is President of Brandemix.
ABOUT THE AUTHOR
“Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.”
