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    A Strategic Approach to Employer Reputation Management

    What makes your campaigns instantly recognizable as belonging to your brand? When your employees talk about your brand online (and they do), do you know how and where? Your answers to these questions paint a picture of your brand consistency, a crucial element of a unified employer brand.

    These are also the questions Kirsten Bethmann has been asking as Global Employer Reputation Lead for Mars, Incorporated. Mars has set an inspiring goal for itself: to become one of the most attractive employers in the world by 2025. Achieving this goal, Bethmann believes, requires a renewed focus on brand consistency.
    Why Brand Consistency Is So Important to Growth
    The journey toward greater employer brand consistency supports greater brand awareness—often the biggest ongoing talent challenge organizations face. Unless you’re a beloved consumer brand with widespread name recognition, your employer brand team is likely all too familiar with this struggle.
    Establishing a Shared Vision
    A clear employee value proposition is the cornerstone of a consistent employer brand. For Mars, that EVP is built on three pillars: people, purpose, and development. The employer brand team took this EVP development a step further by adapting the Mars statement of purpose (“The world we want tomorrow starts with how you do business today”) into a tagline: “Your tomorrow starts today,” which personalizes and transforms the Mars mission into a call to action for its employees.
    Standardizing Brand Guidelines
    Companies that operate in multiple markets must walk a fine line between enforcing brand guidelines and empowering markets to represent themselves authentically. Mars began this work by creating a central platform for its guidelines, a “one-stop-shop” for learning how to use color, messaging, and more.
    Leaving Room for Personalization
    Within these brand guidelines, employer brand teams in each of Mars’ markets have the flexibility to make campaigns their own. Brand guidelines dictate certain standards for social media messaging, but Mars’ employer brand leaders recognize that messaging from sales employees may sound different from engineering’s messaging. Bethmann and her team welcome those differences.
    To follow Kirsten Bethmann’s work in employer brand, connect with her on LinkedIn. For help building your EVP, the foundation of your employer brand, get in touch with us.

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    Creating an EVP with Design Thinking

    In building an EVP for Ritchie Bros, an online auction platform for heavy equipment, Employer Brand Specialist Thomas Reneau drew from his experience with design thinking firm IDEO. Reneau saw an opportunity to marry this innovative perspective with the company’s employer brand strategy and, in the process, enhanced the Ritchie Bros’ voice, values, and culture.
    A more traditional approach to EVP might assume your team is already crystal-clear on what your company offers to candidates and what your ideal candidate is looking for. A design thinking approach to EVP, however, flips that on its head.
    Design thinking encourages continually asking questions, rather than assuming your employer brand team already has all the data it needs. Design thinking highlights the difference between saying, “We need to attract this specific demographic,” and turning to current employees from that demographic to ask, “Why did you choose to work here?”
    “Think of it as reverse engineering,” says Reneau. “We need to enable the team to attract the right candidates.”
    Empathy and comfort with vulnerability are critical to this approach. When asking a colleague, “How does it feel to be in your shoes?” employer brand teams must be ready for honest and personal answers. They’re also responsible for creating channels and nurturing relationships where that kind of trust is possible.
    Listen on Apple Podcasts, Spotify, Stitcher, or Soundcloud.

    To follow Thomas Reneau’s work in employer brand, connect with him on LinkedIn. To get started on your EVP, get in touch with us. We’ll help you identify the values and culture you want to create in your company.

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    Leading a Company Through an Employer Brand Refresh

    Allianz is a European multinational financial services company headquartered in Munich, Germany. Its core businesses are insurance and asset management. The organization is undergoing major transformations, including a global refresh of its employer brand. Here’s how Kara McLeod, the company’s employer brand head in Asia-Pacific is leading the way. Have a listen to the episode […] More

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    Your Employer Value Proposition and COVID-19

    A pandemic, or any crisis, will be an acid test for your corporate furniture such as purpose, values, principles, behaviors, etc. In the employer brand world, we have to ensure our EVP is robust and is delivering what it promises, in good times and bad. An EVP positioning will typically consist of three to five […] More

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    Strategies for Attracting Top Talent in a Competitive Industry

    To catch the eyes of top talent, this telecommunications company revisited and revamped its EVP, generating innovative strategies for reaching prospective candidates. Sarah Dovlo is VP Global Employer Branding & HR Marketing at Deutsche Telekom. Have a listen to the episode below, keep reading for a summary and be sure to subscribe to the Employer Branding […] More

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    Sparking Dynamic Internal Support for Your EVP

    Allowing your employees to speak for themselves can be one of your most powerful tools when building a compelling EVP, as this telecommunications company knows well. Alannah Green is Employer Brand Consultant at Optus. Have a listen to the episode below, keep reading for a summary and be sure to subscribe to the Employer Branding Podcast. […] More

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    Designing an EVP That Resonates Locally and Globally

    This established tech consultancy is differentiating itself from its younger competitors by crafting the most personal EVP possible to reach both local and global talent. Anouska Ramsay is Group Talent Director at Capgemini. Have a listen to the episode below, keep reading for a summary and be sure to subscribe to the Employer Branding Podcast. Listen […] More