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Employment Brand
Inside Out
Valerie Kennerson
@valkennerson1
Company Brand vs. Employment
Brand
Company Brand is……your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.
Employment Brand is…..your promise to your employee. It tells them what they can expect from you as an employer, and it differentiates your employment opportunity for others. Your brand is derived from who you are, who you want to be and how people perceive you as am employer.
Company Brand vs. Employment
Brand
Apple
By keeping consumers at the center of everything it does,
Apple is able to anticipate what they want next and break new
ground in terms of both design and performance.
Apple treats its customers as if they are modern day deities
…promise to
your employee.
It tells them what
they can expect from you as an
employer, and it
differentiates
your
employment
opportunity for
others. …who
you want to be
and how people
perceive you as
an employer.
Company Brand vs. Employment
Brand
the Swoosh as one of the
most recognizable logos
that symbolizes athletic
excellence, a spirit of
determination, hip
authenticity and playful
self-awareness. Nike’s
logo has encompassed a
brand that reflects
aspects that people strive
for in their lives:
dominance, authenticity,
innovation, winning, and
performance.
Consumer Brand vs. Employment
Brand
The American Cancer
Society is the
nationwide, community-
based, voluntary health
organization dedicated
to eliminating cancer as
a major health problem
by preventing cancer,
saving lives, and
diminishing suffering
from cancer, through
research, education,
advocacy, and service.
Employment Brand
• One size does not fit
all
• Know your market
and its motivators
• Know your
influencers
• Adjust
Adjust Your Message
Frugally Fabulous
• Brand ambassadors
• EEG – Use them!
• Press releases and PR – aren’t just for
news about your product
• Alumni of colleges/universities as
employees
• Recruiters and Hiring Managers
Brand Ambassadors
• Feature your employees !
Keep an Eye on Brand health
• Brand health – add some employment questions
• Employee engagement
• Candidate experience – needs to reflect your brand through and through
Others are impacting your brand…
• YouTube
• Reputation sites
Glassdoor
• Myth – Its just the “bad
stuff” - 70% of raters are
satisfied – average rating
is 3.2/5
• Best Defense is a Good
Offense
• Ask your employees to
participate
• Feature positive reviews
on your career site
• Respond
Get Social with it…
• Handle – unique for careers
• Retweet with a employment
spin
• Mentions – talkwalker.com,
Topsy , Hyperalert.
Get Social with it…
