Building an Employment Brand: Strategies and Pitfalls
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Strategies & Pitfalls of Branding Polly Pearson, Principal Pearson Advisory www.pollypearson.com Pearson Advisory. All rights reserved. Building Your Employment Brand
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Transcript of Building an Employment Brand: Strategies and Pitfalls
Strategies & Pitfalls of Branding
Polly Pearson, PrincipalPearson Advisory
www.pollypearson.com
Pearson Advisory. All rights reserved.
Building Your Employment Brand
STRATEGYThe Essential 21st Century
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#1: Be Real
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#2: Be Repeatable
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#3: Be Roving
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BUILD Relationships
TACTICSEasy to Implement
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RealAsk Your People (aka customers)
Recognize ThemesAlign & Emphasize | Market Desires
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Southwest AirlinesFacebook Photo
RepeatableStories Tell & Sell
Photo = 1000 WordsPeople are Social Animals
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Zappos Rock Wild Wellness FairFacebook Photo
RovingShare the Story: Mobile & Global
Leverage your People/Passions/Social CirclesBuild Social Media Proficiency
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RelationshipsConnection is a Two-Way Street
ListenEngage
EXAMPLESReal, Repeatable, Roving, and Relationship-Building
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Internal Photo Sharing
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Do you have an internal social network?
“REAL:” These photos are among the hundreds posted by employees globally to a “Day in the Life” photo sharing event. They made the brand personal.
Radio ShowDo you have an internal Webcast capability?
“REPEATABLE:” Radio is a story-telling platform. This example addedphotos of the guests in a slide-show experience and live interactivity via chat.
“100 Job Search Tips” eBook
eBook
“ROVING:” This e-book featured employees and went viral, providing great brand-reach and impressions. Named “Top 10 Job Search Book of the Year.”
Reality-Style “TV” Do you have an Intranet or Social Network? YouTube?
“REAL & REPEATABLE:” Short clips of leaders being “real,” sharing personal stories and perspectives, make the brand experience intimate and easy to re-tell.Post these on YouTube, and they become “ROVING” as well.
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Blogs
“REAL & REPEATABLE & ROVING:” Blogs tell stories. When written unfiltered by real employees, they become powerful, viral “reference-type” brand endorsements.
Tweets
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“REAL & REPEATABLE & ROVING:” Twitter is made to repeat a good story. Sent by real employees and real customers, your brand gets the powerful “reference sell.”
Tweets & Blogs Aggregated for SEO:“Why I work at _____”
“REAL & REPEATABLE & ROVING:” Combine real employee sentiments fromblogs and Twitter, and your brand gets SEO boost and message impressions.
Social Mass-Markets Your Brand
“Viral Fly Paper”
Share-worthy Photos
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YOURBRAND
YOURBRAND
YOURBRAND Sticky Stories
Search Magic
PITFALLSThe
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Unfounded
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Initiative-Driven vs. Values-DrivenMove your execs/company to a values
conversation or abandon ship.
Unfunded
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Subset of CompanySounds like Static to the Marketplace
Build an Alliance!
Fear sells, too: ROI = Risk of Ignoring
Untrue
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Not RealEmployees Told vs. Engaged
Include employees and SHOW they are welcome to participate. Build trust. No sticks.
Summary
Be RealBe RepeatableBe RovingBuild Relationships
…and Have Fun! Contact me if you need help.Pearson Advisory. All rights reserved.
Q & A
BLOG: http://www.pollypearson.comEMAIL: [email protected]: @PollyPearsonMOBILE: 508-314-7628
Polly Pearson, PrincipalPearson Advisory
Positive Branding is Contagious
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Pearson Advisory will help your company:
Discover and build your real employment brandCoach and guide executive teamsDeliver visible results
