Trust, advocacy and remixes 📋 EBH
If it’s Friday, it must be time for some links!
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This weekend is your last chance to register for the next EVP workshops.
Click here and build your own employer brand.
Use code EBH and get 20% off the price.
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📋 Your job just got harder. After layoffs, people are even LESS likely to trust what businesses say. That means you need to double down on what you do to build credibility with candidates and target audiences.
📋 I’ve often said that employer branding is the most human aspect of marketing, or that it “owns” the human side of marketing. Now that marketing are seeing their work less about the application of the 4 Ps (product, promotion, price, placement) and more in terms of leveraging the 5th (people), employer branding has a great opportunity to make friends and influence branding.
📋 Just like employer branding, employee advocacy is an all-encompassing initiative and mission. Here are 13 people in your company and what they can be doing to promote your brand.
📋 Are you remixing your own employer brand work? You should.
📋 Brand work is often indirect. You can’t “tell” someone what your brand is, as it is how they perceive you. The work is to influence and shape that perception. To do so, make use of signals, symbols, and support.
📋 I’m of two minds about the power of “purpose” in marketing. On one hand it can align and connect people, but on the other hand, it has becoming over-used, treated like magic pixie dust that makes everything better. But if you see opportunity in leveraging your company purpose, it is critical that your CEO be part of that purpose.
📋 (this is said out of love and respect!) Many companies see TA as not being connected to the business. The short hand is to call it a “cost center” (rather than a profit center), but it is more than that. TA metrics don’t correlate to business metrics. What TA cares about isn’t usually what the business cares about. If you want TA (and EB) to have more impact, you need to align your work to the business.
📋 Your employer brand is great! Cool! So does your company “buy” it?
***This Newsletter Contains No ChatGPT***
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