We have just watched this inspiring video from James Victore where he shares his thoughts on the value of the creative voice. Thanks James, you really have summed up what we have been going on about for years, the importance the of creative thinking. Thank you.
With so much technology at our fingertips, the ease in which we communicate is something that many of us take for granted. Our worlds are thrown into chaos and we realise just how dependent we are on technology when our email is down or a mobile phone is lost. Imagine if, until recently, you were unable to communicate freely or effectively. Imagine what social media sites like Facebook and Twitter would mean to you if you were deaf or unable to speak. The new ways in which we communicate are giving people a voice that, until recently, they did not have. We think that’s pretty magical!
Now, more than ever, government organisations and businesses, need to look at how their target audience communicates and ask themselves “is our message being heard? or is it falling on deaf ears?”
With increasing competition to secure skilled workers what does your business do to get the best staff and keep them?
Creating a strong employer brand requires a virtuous circle from external reputation to internal recognition and engagement, and viceversa.
Employees need to become empowered to become brand ambassadors. In addition to the role of employees as brand ambassadors, there needs to be a formal strategy for communicating the employee value proposition externally. Social media and your company website are great tools to help promote your internal culture. Check out the video in the link below from another local Australian company that is doing it right Atlassian.
Big companies understand the importance of brands. Today, in the Age of the Individual, you have to be your own brand. Here’s what it takes to be the CEO of Me, Inc. It’s a new brand world…
Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.
It’s that simple — and that hard. And that inescapable.”
Wow, this gives a new dimension to branding. Even though this article was written over a decade a go, the idea of ‘being a brand’ was ahead of its time… but it fits much more readily into today’s world. We are all walking brands.
I love employer branding and when done well it can revolutionise Government Departments, large and even small businesses.
Always on the look out for businesses doing this well, I was excited to find this fantastic presentation by Elaine J0bson, where she shares the principles on how Virgin successfully took the old Health and Raquet club brand and changed it to be part of the distinctive Virgin family.
The key take aways for me from this presentation that can easily be applied to your business or department are:
1. Good is the enemy of Great. You can have a good business but unless you do something different and push the boundaries you will never have a Great business.
2. Culture is everything. People will be attracted to your business because of your culture.
3. Combine Employer Branding strategies. The service and people strategies need to be combined in order to create a great culture.
4. Create an over arching theme. For Virgin, they started by having an overarching theme that they called their Love Strategy with a goal to be the ‘Worlds Most Loved’. They then changed their language around each part of the employee process / experience. All employees were refereed to as humans and the Virgin brand was in a ‘relationship’ with everyone of them.
• The recruitment process is called Flirting.
• Falling in Love with the brand is the first 90 days.
• The Being in Love phase is where the employees are looking for substance – asking themselves, is this somewhere I would want to stay long term.
• Staying in Love – 12 months plus – is the brand taking their humans for granted?, are they still helping nurture learning and growth?
• Happily ever Active – is a place Virgin have created for people who are scoring a 9 or 10 promoter score and have been with the business over 12 months. It is a place where things just happen – random acts of love.
Very inspiring and very achievable. All we need to do is stop and define the strategy that will take our employer brand to the next level.
If used to its full potential, LinkedIn can be a powerful tool in your recruiting process. If you’re not already using LinkedIn for your company, why not?
Setting up a company page on LinkedIn allows another avenue for you to represent your company culture and employee brand. Once that presence is set up and running, you are already in a prime position to reach out to the employees that are already attracted to you and want to work with you. Having team members on board who actually want to work with you in your business because they have been following what you do makes everything so much easier and cheaper in the recruitment process.
One of the best things about attracting team through LinkedIn is you can see the details and interactions of potential candidates also. And if they are already ‘linked’ to your company page you have an opportunity to even choose someone to chase after before there has even been any advertising of positions. So there’s another clue for candidates, follow the companies you want to work for!
Don’t get me wrong, using LinkedIn will not magically solve your recruitment and employee branding overnight. There will still be the need for screening, phone calls, handshakes and interviews but it will make a noticeable difference to the way you ‘used’ to do recruiting.
Recruiting new employees? Have you thought of building a Graduate Program?
Earlier this year we assisted Brisbane City Council in conceptualising their image for this year’s Graduate Program.
We built on their messaging and captured the essence of their responsibility to the graduates as well as the opportunities available to them.
This employee branding embodies the Brisbane City Council brand moto: ‘Dedicated to a better Brisbane’. We pushed their logo tagline and created imagery representing the Council as shaping the candidates to:
• create a better Brisbane
• get better opportunities
• gain better skills
• gaining a better career
Brisbane City Council has welcomed new technology and are opting to utilise QR codes throughout Council programs which drives target audiences to the website quicker and is accessible to Gen-Y.
The interchangeable bright and dynamic stand has been a success in attracting the right candidates who are ready and willing to be ‘Dedicated to a better Brisbane’.
For those slightly unsure, employment branding is a key part of the equation for long term recruiting and talent management. It’s important that when dealing with any element of your brand that there is a clear and defined strategy to what your brand is and how you communicate this not only to customers, but also to those you will employ. After all, these people are extensions of your brand and at times can act as the face of the brand. With a clear employer brand you can ensure you are attracting not only the best people for the job, but also for the company.
In today’s ever developing world, it’s important to think about the ways in which you can recruit and show your employer brand. Recently here is Australia, IKEA, one of the world’s 20 most attractive employers in 2011, worked with an agency to come up with this brilliant recruitment campaign. The result sure is outside the box and had some amazing results.
In short, they had a new mega-store opening in Sydney and needed to hire quite a number of staff, as you can imagine. A simple ‘career instructions’ was developed and placed into all of their flat packs. Customers literally delivered the mailer to themselves. They could then also share it with friends and family. What I love about this concept and what works so well, is the fact that straight away IKEA are targeting those that already love them. After all when you’re looking to hire employees that live and breathe your brand then it’s essential to ensure that your recruitment process identifies who will be a brand advocate and great hire and that is what IKEA has done. I also love how this simple flyer plays on the IKEA brand at the same time. We all associate IKEA with assembling the furniture with their instruction flyer and this continues the brand essence in a quirky and fun way.
With $0 spent on media and 4,285 applications, resulting in 280 hires, the results speak for themselves.
If you are not already aware, we here at Brio are proud supports of Hear and Say. It is an honour for all of us here to be sponsors of Rhylee, who last year through the help of our donation, was given the gift of a cochlear implant. This of course was all made possible by the wonderful organisation, Hear and Say.
Hear and Say is one of the leading non-profit Paediatric Auditory-Verbal and cochlear implant centres in the world. Since 1992 the Centre has taught children who are deaf or hearing impaired to listen and speak.
In this time they have seen incredible growth in the numbers of children and families that come through their programs. As the numbers grow each year, the current Hear and Say Centre location in Brisbane is reaching full capacity and the team want to help as many as they can. Looking to the future and thinking big are key ideas that Hear and Say live by. With this in mind they decided that to keep up with the growth, they needed a new premises to support them now, and into the future. Thus came about the ‘Project Possibility: Under Construction’. With new premises found and purchased, their aim now, is to raise the funds needed to build their dream Centre.
Through our relationship with Hear and Say it’s exciting to see their ideas for the future grow and become a reality. At the same time, it has been fun to work on the look and feel of this booklet which aims to inform who Hear and Say are, what they do, their dreams for the future and how you can help them reach their goals (see image samples above). Our aim was to develop the branding of Hear and Say to be fun and inspiring, because that is what the experience is to be a part of Hear and Say. Whether this experience is as a child and their family within the program, a team member of Hear and Say, or the experience of being a sponsor, it is inspiring and amazing.
So as we have done, we encourage you to help Hear and Say build a future that helps give the gift of speech and sound to so many, by donating here.
Well designers, it’s that time of year again! Have you got your tickets for Semi-Permanent yet?
Semi-Permanent is a world leading design conference that to date has hosted 29 events in 9 cities, covering 5 countries, with over 200 speakers and 50,000 attendees. In 2012, Semi-Permanent celebrates ten years of events – that’s a decade full of stories and wisdom from industry idols.
The event covers all disciplines of design, including graphic design, film, fine art, illustration, web design, interaction design, photography, visual effects, animation, graffiti, motion graphics, stop motion, and architecture, and much more.