Using Vacation Policy to Promote Your Culture & Brand

Your company culture and your employer brand can be pulled through to any part of your organization that touches your employees, including a vacation policy. A company’s vacation policy, and how you promote it, can say a lot about your culture and brand.  The spectrum is broad – from no vacation for the first year of employment to unlimited vacation. Some industries – such as the financial industry – require two weeks (to be taken all at once) for legal ...

“And the Winner Is”…One Way to Create Employer Brand Awareness

Last night millions of Americans tuned into the Oscars to find out who the most talented people are in show business. Why do these awards matter to us so much that we even broke Twitter from excessive retweeting? Awards mean credibility. It’s a way for industries to call out excellence and inform the public of the best of the best. The actors, writers, and directors who were nominated and won last night worked hard to get to that point. The ...

The Value of Culture and Employer Brand in High Turnover Industries

Over the weekend, I was explaining what I do to a few friends. In describing what we do, I emphasized the need for strong company culture, employer brand, and talent strategy because these elements of a business affect the bottom line in the long run. By not caring about these things, companies risk high turnover, among other consequences. Costing between 25% and 250% of a single employee’s annual salary, high turnover has a profound effect on the bottom line.  While ...

What Happens When Marketing and HR Fall in Love

Brands are valuable. And organizations spend nearly half a trillion dollars every year to introduce, promote and manage their brands. In 2012, Procter & Gamble spent over $4.8 billion on advertising. Selling is an expensive proposition. But it doesn’t have to be. Brands are finally starting to reap the value of social media and, as the 2013 Super Bowl proved, the brand value of one tweet can exceed the $3.5 million per-commercial ad spend. Traditional advertising isn’t dead, but brands continue to look for ...

Connecting Employees to a Purpose and Employer Brand Loyalty

We now live in a world where consumers are more connected than ever before, and a small customer complaint can go viral. As a result, companies need to be just as connected to not only their customers, but also to their own employees to stay ahead. This is the basis of a book I recently read, “The Connected Company.” A part of the book that really struck me comes from this exerpt: “Since 1960, services have dominated US employment. Today’s ...

The Physical Candidate Experience and Your Employer Brand

While I do adore online shopping and its convenience, I don’t think I could give up an afternoon of walking into physical retail shops – feeling the clothes, smelling the perfumes, or testing out make-up – it’s part of the experience that stimulates the senses. Part of what makes me enter into some stores and not others is the physical experience. Some stores have thought of everything, and I get a warm feeling when I go into them. That’s just ...

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 ...

HR and Talent News Roundup: Brand Basics Edition

In order to really understand employer brand, you have to start with understanding the concept of brand, so this week we bring you some brand basics.

When it comes to “employer brand,” most people either don’t know the term or completely misunderstand it. Employer brand is not social recruiting or posting jobs online. And it’s not slapping the consumer brand on a careers site and calling it a day.  It’s what the employment experience is known for, it’s reputation. It’s actually just like the consumer brand, but instead of the product or service a company is selling, it’s the employment experience. In order to really understand employer ...

Employer Brand Measurement: Introducing Source of Brand

If there’s one thing that corporate America drills into your head again and again, it’s ROI. Especially during budget season. And while I don’t miss those complicated Excel models, I’m constantly reminded of the importance of measures. You need an argument for making one investment choice over another. As a former boss always reminded me, “data drives decisions.” The problem in our line of work? The data is often flawed. For example, human resources has been relying on “source of ...

Startup Employer Branding: Why You Need It

A few weeks ago, I was chatting with the uber-smart co-founder and CMO of Piston Cloud, Gretchen Curtis. Gretchen was fresh off a panel I hosted for HR-types to help them understand why they should care about marketing. It reminded me to turn the tables and ask “why should startups care about HR and talent?” The answer: You’re dead if you don’t. In the Fortune 500 world, companies pay big bucks for employer branding. An employer brand is just like ...