Communicating Your Employer Brand to Segmented Audiences

By on April 19, 2019

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...

Employer Brand: Leverage Your Consumer Brand

By on April 11, 2019

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...

Candidate Personas: Where to Start

By on March 27, 2019

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...

Loyal or Comfortable

By on October 25, 2018

Lately, I’ve heard more and more conversations, among friends, about people who are just comfortable at their job. They like the pay, they can work from home, their work/life ‘balance’ is unbalanced — in a good way. But in our client research, among employees, we hear about how staff is very loyal to their company because they are “proud” to work there (whatever that means). Our branding...

Job vs. Career: Part One

By on May 30, 2018

Have you ever been to a BBQ (or other social event), with acquaintances, and been asked this question: “What do you do?”? How do you answer? You could answer with your hobbies, but most people know to answer with their current vocation. Please note, that no normal person asks “What is your career?”. That’s intimidating, assumptive, but also sounds awkward … in my opinion. This blog is going to...

Too Many Cooks in the Kitchen Spoil the Broth … Maybe?

By on January 24, 2018

The beginnings of an employer brand recipe Well, is it truly because of the amount of cooks or is it because of the personalities of the cooks? I haven’t figured that out yet, but I feel like it’s a bit of both. We all know that, in general, when less people are involved in a project there’s less of a bottleneck. But at what cost? What if we are missing out on key insights by not including...

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