Posts Tagged ‘retention’

  • 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.

  • 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

  • March 23rd, 2016 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Webinar Replay: Employer Branding for Talent Retention