Social media has become such a permanent and vital part of business that the bar is being raised daily. This whole process begins with a clearly defined brand and strategy.
With hundreds, maybe even thousands of communications tools at your disposal, what in the world do you do? It will certainly feel overwhelming unless you have a strategy for dealing with the noise level.
Employment Branding is the craft of being so completely organized that you are ready with the right message for the right person when she comes along. Let’s take that a bit further.
Great employment branding is job and market specific: acknowldedges the company’s realities (in size and reputation); understands the supply and demand variables and maximizes share of voice.
Brands only matter to the people who care about them. Mention the brand name outside of the circle of people who have the relationship and you will receive shoulder shrugs. Mention it inside the circle and you can spark a conversation full of passion and opinion.
Transparency and accountability arrive in the form of a smart phone. Companies can no longer get away with bad bosses, sketchy ethical practice or mediocre working conditions. Everyone has comprehensive recording technology all the time everywhere. The new normal is “how will this look on YouTube?
Do you recall the story of the blind wisemen and the elephant? It’s a great explanation of how the same thing can look very different depending on your perspective. Each of the wisemen is sure that he has the explanation of the total elephant. In fact, they each understand an aspect.