Human Resources Today

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employer brand research

3 Consumer Marketing Lessons for Every Employer Brand Leader

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3 Consumer Marketing Lessons for Every Employer Brand Leader

Consumer marketers know brands require consistency to be successful. 

It’s how customers get to know their organizations’ products, services and purposes. It’s how brands build trust, reinforce their market position, communicate their value, and get their audience thinking and talking about them. 

Marketers also know brandsand connecting brand messages to peoplerequire up-front and ongoing research. As your company builds and refines its employer brand strategy, here are three consumer marketing lessons to help you succeed.

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“Practice What You Preach, Sister” and Other Lessons in Selling the Job

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“Practice What You Preach, Sister” and Other Lessons in Selling the Job

Some of you may have heard about the Lilly Pulitzer partnership with Target and the mayhem that ensued when it was launched. I shamefully took part in the mayhem. I’m not a die-hard Lilly Pulitzer fan, but fell victim to their marketing. They had countless media plugs, a pop-up shop in NYC, and a glamorous marketing campaign that consisted of 3-D snapshots sprinkled with models and celebrities oozing the Palm Beach life. My intense desire to take part in this lifestyle mimicked an eight year old child walking down the candy aisle of a grocery store. I had to take part. I scoured the collection and researched blogs with the best strategy to ensure I ended up with my most coveted pieces. On the day of the launch, my friend and I waited in line for the store to open with about 50 people in front of us and 80 more behind us. 

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HR and Talent Weekly Roundup: Brand Building Edition

With the end of the year approaching, you're thinking about wrapping things up or budgets for next year. What if instead, you started thinking innovation? If you've struggled this year making a name for your company in the talent market, it's time to determine what you can do differently next year to build your employer brand.

This week we've rounded-up some posts to get you thinking--can't 2014 be the year of the creative? First things first: you've got to define your employer brand. But once you've done that, here are some ways to jumpstart your brand:

1) 17 Employer Branding Strategies for 2014 from SocialTrex

"Start with the loudest part of your brand, the career landing page and create a visually appealing and near textless career portal [and] ensure your talent community is worth joining.  Does it provide something your job notifications, social channels and ATS don’t?  If the answer is yes, then you are doing it correctly."

2)  HR Evolving To Become The Marketers Of The Employer Brand from SAP

"How is the role of HR changing? HR is moving from the department that finds talent, vets candidates, hires and administers benefits to a group that is responsible for Marketing the brand to the best of the best potential candidates.  They are now in charge of customer experience for the first customer of any organization which is its employees."

3)  Employer Branding – What Matters To Your Organization?  from Arlington Transportation Partners

"The perception and image of a company to outsiders is often based around the organization’s culture, how well they treat their employees, and how these factors are made public through a company's website, social media, and external resources. While there are many issues that can have an impact on an employer brand, addressing topics such as employee health, commuting concerns, and environmental impacts can play a major role in recruiting and retaining today’s top talent."

4) Four Ways to Build Your Brand in 2014 from Branders.com

"The winter holiday season is a time for looking back and looking forward. As you review the past year and make your resolutions for 2014, consider these four ways to become a better marketer and boost your brand.: 1. Audit your brand, 2. Broaden your scope, 3. Spark your creativity,  [and] 4. Shake things up."

Susan LaMotte is the founder of exaqueo, a workforce consultancy that helps startups and high-growth companies build their cultures, employer brands and talent strategies. Contact exaqueo to learn more about how we can help you build a workforce that’s aligned with your company culture and develop an employer brand that will allow your business to scale the right way.

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