Posts Tagged ‘employee communications’

  • March 14th, 2017 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Employee Voice and Employer Brand

  • March 8th, 2017 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    The Power of All-Way Brand Alignment

    (The following is excerpted from our published white paper, The Power of All-Way Brand Alignment.)

    The worlds of consumer and talent engagement are changing, due in large part to what we call consumer-driven communications. It’s the state of communications behavior where every notion is digitally searched, researched and reviewed within minutes. And, it’s where brand impressions are formed and solidified.

    The point is that this behavior isn’t confined by distinct areas of investigation. Whether we are looking for a new car, the menu of that hot new restaurant, or a new job, our communication behavior is the same. And, as we are investigating every notion in this way, we create heightened experience expectations. We have brand allegiance to those experiences we like; we quickly move-on from those we don’t.

    But, we want to take it a step further. The implication that people approach interest investigation in a consumer way is much more than just making sure that the careers site is as cool as the commercial site; it represents the blurring the lines between external brand and employer brand experiences.

    We see the opportunity for organizations to create a branding platform where the brand is “lived” by employees, future employees and customers. Employees who live their organization’s brand tend to be highly engaged. Organizations can leverage these high engagement levels to create better and longer-lasting customer relationships. Those opportunities can be found by aligning your external and employer brands. And it all starts with your employee value proposition. Here’s our All-Way Brand Alignment methodology. Click here to download the full white paper.

  • November 28th, 2016 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    The Power of Purpose-Driven Employer Branding

    Quick Look

    • All generations of the workforce are looking to connect in a deeper, more meaningful way with their employers.
    • Candidates’ need for purpose-driven connection to companies is a trend that will grow and continue.
    • Individuals will connect when there is alignment between their own values and a company’s values.
    • This puts pressure on a company to define and articulate its culture, mission and values through its employer brand.
    • Those organizations who do align purpose-driven messaging and their employer brand will stand out in a crowded consumer-driven communications marketplace.

    The availability of qualified candidates in all labor sectors is growing more competitive. Employers are seeking more focused and effective methods to increase their talent success. One current approach, connecting candidates and employees to career meaning, is demonstrating its power to:

    • Attract top-performing job candidates and build employee engagement with greater efficiency;
    • Endear high-value talent audiences more strongly to organizations;
    • Increase employee retention and decrease hiring costs; and
    • Improve overall business profitability.

    It is universal: people are always searching for deeper meaning, for a closer sense of “fit” in all aspects of their life. This is especially true when it comes to careers.

    Research shows that Millennials (today’s most active hiring audience) are drawn to companies that match their own values, whether this match is found in the products a company produces, the customer it touches, the culture it espouses, the societal commitment to ‘give something back,’ or any combination of these. Baby Boomers and Gen Yers are also valuing meaningful career connectedness. As they age they are changing their priorities and being drawn more strongly to purpose-focused employers.

    In short, it is more important than ever for employers to speak to purpose-seeking individuals in their recruiting and engagement practices.

    Materials

    White Paper: Connecting Purpose-Driven Messaging to Your Employer Brand. Click here.

    Webinar Replay: Connecting Purpose-Driven Messaging to Your Employer Brand. Click here.

    Webinar Presentation: Connecting Purpose-Driven Messaging to Your Employer Brand. Click here.

  • October 25th, 2016 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Connecting Purpose-Driven Messaging to Your Employer Brand

  • September 27th, 2016 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    What Is a Purpose-Driven Company?

    In October, we will be talking a lot about purpose and employer branding. I will be facilitating a webinar  on the topic. We will be publishing a position paper, Connecting Purpose-Driven Messaging to Your Employer Brand, as well as related blog entries. Finally, I hope that we can engage in a conversation about your company’s purpose and ways to infuse it into your employer branding efforts. But, let’s first define what we mean by a purpose-driven company.

    We think the purpose-driven company is one where a company’s purpose is a core driver of strategy and decision-making. The purpose-driven company rallies its people around a purpose or mission. The purpose-driven company stands for something.

    In the past, we might have thought of the purpose-driven company as being tied to a humanitarian purpose like “being green” or corporate sustainability. We think, however, that purpose, at least within the context of recruitment, employer brand and internal communications messaging, has evolved.

    Thus, we think more broadly about what constitutes purpose-driven messaging. We are thinking of companies like EY. The global professional services firm has undergone a purpose-led transformation culminating in a new organizational, and employer branding, platform: “build a better working world.” EY applies its purpose to engage their people to achieve higher levels of business performance for their clients and themselves. The employer branding implications and opportunities, as showcased by EY’s transformation, are dramatic. In EY’s case, we clearly see that connecting purpose to employer brand makes the employer brand stronger. (Click to see EY’s Brand Guidelines)

    It is our hope that our conversation on purpose will challenge, inspire and prompt you to think about your organization’s purpose and its connection to your people and your employer brand, wherever you may be in your purpose-journey.

    It’s also my hope that you will challenge us as well. Read our upcoming position paper and blog pieces. Attend our free webinar on October 25th. But, as you do, please challenge us with your questions and reactions to the ideas presented in this conversation. Share your perspectives on the role of purpose in your organization and your organization’s employer brand. We will all be stronger for it.

    Materials

    Connecting Purpose-Driven Messaging to Your Employer Brand webinar replay: Click here. Webinar presentation: Click here.  White paper: Click here.

  • June 14th, 2016 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Employer Branding in Transitions