A brand is the crux of what your target audience wants most that you deliver on best. And with almost any brand, your target audience isn’t a single “type” of person. We view our target audiences as diverse groups of people with some sort of a unifying mindset. This means that despite their differences, they have an overarching reason for choosing a certain company over another. This goes for...
Faced with rising R&D costs, risks and uncertainty addressing scientific breakthroughs – not to mention record-breaking unemployment rates in the US – business leaders are searching for new and innovative ways to attract, recruit and retain top biosciences talent.¹ The biosciences (biotech and biopharma) industry accounted for more than $1.3 trillion in economic output and over 800,000...
If you follow any celebrities on Instagram, you’re probably familiar with the Instagram feature Story Question Stickers. The feature allows an Instagram user to survey their audience by posting a sticker to their Instagram Story that poses a question. Followers then submit answers, which can be shared over an image of the user’s choice. While this feature is commonly used for celebrities to...
The relationship between consumer and employer brands within one organization — now here’s a topic that unfortunately doesn’t apply to every organization. But when it does, it can result in so much synergy and clarity for any branding efforts. Caveat/disclaimer: I’m going to be mentioning brands throughout this blog post, with little knowledge of the inside operations of the company — just only...
The complexity of the biosciences (biotech and biopharma) industry from the drug development process (early stage development to clinical trials and commercialization) to the increase in the number of mergers and acquisitions – all coupled with historical unemployment rates in the US – has led to a difficult talent crunch in the biosciences space. More skilled and qualified candidates are needed...
Onboarding is one of those topics that seems to go through waves in popularity in the HR community, and right now I think we’re riding a crest. This makes a lot of sense to me, as you don’t have to go very far to find some impressive statistics on the importance of a solid onboarding program. Most of the studies I’ve seen have centered around three key benefits: Effective onboarding increases...
Let’s start out with a song, I’m Eighteen by Alice Cooper (we’re not worthy). I can’t believe how fast these years have flown by. It was eighteen years ago today I sat in a small dark room in the back of another ad agency, wondering why am I doing this again? And it turns out the reason I did this again is because I love this crazy business. Through the years I’ve worked with some incredible...
We all know personas are one of the hot topics in (employer and consumer) branding right now, but not everyone knows the endless use cases for personas. Segmenting your target audiences can be done to inform: Differences in customer journeys An understanding of differing internal employee/associate dynamics Website navigation insights, including SEO Messaging nuances Even prioritization of...