Blog

Employer brand

Papirfly Picks: The best tools for talent attraction and retention

Papirfly
5 minutes read

As recruitment and brand perception continue to intertwine, the employer branding landscape is more competitive than ever. Empowering your teams with the right tools is essential for attracting and retaining top candidates and, ultimately, shaping the future of your organisation.

There are hundreds of tools out there designed to help you streamline your recruitment campaigns, boost employee engagement and increase collaboration. To narrow the list down a little, and help you understand which is best for your brand, we’ve rounded up some of our favourites.

LinkedIn Recruiter for headhunting 

With over 600 million users, LinkedIn boasts ‘the world’s largest network of professionals’. Using the LinkedIn Recruiter tool, you can quickly identify your top applicants, communicate with them directly and snap them up before your competitors.

Speed up the candidate search

With LinkedIn’s Smart Spotlight feature you can speed up your hiring times and automatically refine your search for candidates. For tailored results, the search tool will identify candidates who have already engaged with your company or those more likely to engage in the future.

It will also remove a step from the process by only presenting candidates who have switched on their ‘open to opportunities’ setting to share their availability and career interests with Recruiter users privately.

Show off your employer brand

LinkedIn Recruiter provides so many opportunities to showcase your company culture and freshen up your employer brand personality. It’s a great way to attract new candidates with news, insights and success stories, and convert company followers into new hires.

Target the most relevant candidates

To stand out among the most relevant talent, LinkedIn’s helpful ‘Jobs you may be interested in’ feature allows you to entice passive candidates by appearing in their ‘recommended jobs’. Understanding how users engage with the search feature from a candidate point-of-view is key to maximising its potential.

Recruitee’s applicant tracking system 

Recruitee is a centralised talent pool that makes it quick and easy to track and manage candidates in the hiring funnel. 

This highly collaborative tool helps large and small organisations make better hiring decisions with their entire team. As well as having an incredibly user-friendly interface, it’s also easy to optimise, and scalable for all kinds of recruiting needs.

Simplify the hiring pipeline

Recruitee’s ATS allows for quick and easy sorting of large numbers of applicants. Its visual layout simplifies hiring pipelines by giving your brand an intuitive, editable job site, capturing the information of all your candidates and helping you automate time-consuming tasks such as email responses. 

With almost every part of the recruitment process covered, Recruitee’s ATS system can help you implement clear best practices at each stage.

View tailored insights through one platform

Recruitee’s ATS gives your team a single, intuitive platform to work from. Through individual log-ins, they’ll be able to use the same shared view or, if they’re a manager or head of department, see tailored jobs that are most relevant for them. 

Optimise for your brand

Whether you need an ATS to align with your existing strategy or to launch your recruitment drive from scratch, Recruitee’s software can be customised to support your brand mission. It allows you to advertise jobs on your chosen sites, set appropriate permission levels for different users, integrate APIs and more.

BAM by Papirfly™ for campaign creation and management

We might be a little biased, but BAM by Papirfly™ easily makes the shortlist – it’s already being used by leading global brands including Unilever, Coca-Cola and IBM for employer brand campaign creation and management. It’s packed full of features that will completely transform the way you think about employer brand marketing.

Create studio-quality assets in-house

Custom design templates give you full control over your employer brand marketing materials. With an easy-to-use creative suite, your teams can create on-brand digital, print, social and video assets without having to source help from an external agency.

Be on-brand anywhere in the world

BAM allows teams around the world to view, edit and share marketing materials and brand guidelines. That means easier translation for global markets and no more lost or inconsistent assets – just a single source of truth for everything your brand represents.

Take control of your marketing materials

With a bird’s-eye-view of all your recruitment campaigns, BAM allows you to organise and edit briefs and timelines in an initiative visual planner. Analyse campaign effectiveness and add extra layers of approval that will save you time in the long run by helping your team become more autonomous.

PostBeyond for employee advocacy

Year-on-year, we’re seeing the positive impact that employees can have on employer brand marketing and their increasing potential to influence positive brand perception. PostBeyond is designed to help you empower your employees to become your best brand advocates, attract new hires, and new business. 

Turn employees into influencers

PostBeyond will help you humanise your employer brand with an authentic voice that comes from your employees. Each user can customise their homepage feed and use the ‘Explore’ feature to discover specific types of posts and branded content that resonates with them.

Make sharing simple

PostBeyond makes it easy for your employees to access all the assets you want them to share — whether that’s third-party content or branded materials like articles, videos, product releases and job postings. The software also allows you to monitor sharing and engagement with a built-in dashboard and analytics feature.

Create employee incentives

The Team Leaderboard feature incorporates a fun way to keep employees engaged using an element of gamification. They’ll get a personal score based on their activity and can see how they rank in their own department, as well as overall in your organisation.

Small improvements for employee retention 

Small Improvements facilitates two-way conversations between employees and line managers. Together, they can set objectives, monitor progression and better understand the issues affecting both sides. 

By making it much easier to manage feedback, spot high turnover in individual teams and communicate effectively with employees, Small Improvement’s user-friendly software is great for staying on top of employee retention.

Predict where to focus on retention

Small Improvement’s dashboard analytics helps you predict which employees might be leaving in the near future with colour-coded low, medium and high-risk categories. Having this valuable oversight means you can focus your retention strategy and reduce the chances of losing your best employees.

Spot trends in your turnover

Using a wide range of data, Small Improvements helps you evaluate turnover more effectively. By highlighting issues within specific teams, you can be ready to address the situation before it becomes a major pain point for employees. The software also captures data to tell you how long employees stay with your organisation on average.

Align your brand vision

To keep your employees up-to-date with your employer brand strategy, you can set email reminders and make it easy for them to create and share objectives. This feature is perfect for organising personal and professional goals that align with your overarching brand vision.

What works best for your employer brand?

All these tools and features have their place in helping you navigate the ever-changing employer brand landscape. Choosing what’s right for you will depend on how well they align with your company’s values and brand vision.

To learn more about the game-changing features from BAM by Papirfly™, get in touch to book your personal demo. 

You’ll be guided through some of our favourite tools in the creative suite, and learn about the innovative ways it can transform your employer brand and boost your success as a business.

Table of contents:

  1. Our pick for…headhunting tools
  2. Our pick for…applicant tracking systems
  3. Our pick for…campaign creation and management
  4. Our pick for…employee advocacy
  5. Our pick for…employee retention
Brand management

This is how easy brand control is with Papirfly

Papirfly
3 minutes read

With Brand Management and Papirfly by your side, you make sure you have full brand control, every day and in every channel.  

A huge challenge for many organizations is how to keep track of branded material and digital assets. The system might be disorganised, and files spread all over, and as a result, unnecessary time is spent searching. Does this sound familiar?

Then a brand management solution might be just what you need. But how easy is it to use? And what are the benefits?

Continue reading “This is how easy brand control is with Papirfly”

With Brand Management and Papirfly by your side, you make sure you have full brand control, every day and in every channel.  

A huge challenge for many organizations is how to keep track of branded material and digital assets. The system might be disorganised, and files spread all over, and as a result, unnecessary time is spent searching. Does this sound familiar?

Then a brand management solution might be just what you need. But how easy is it to use? And what are the benefits?

Continue reading “This is how easy brand control is with Papirfly”

With Brand Management and Papirfly by your side, you make sure you have full brand control, every day and in every channel.  

A huge challenge for many organizations is how to keep track of branded material and digital assets. The system might be disorganised, and files spread all over, and as a result, unnecessary time is spent searching. Does this sound familiar?

Then a brand management solution might be just what you need. But how easy is it to use? And what are the benefits?

Continue reading “This is how easy brand control is with Papirfly”

Internal Branding

This is internal employee branding and how you get started

Papirfly
4 minutes read

Your brand may be beautiful, but at the end of the day, it’s the inside that counts. It’s all about how your internal processes interact and most importantly how your internal branding actions reflect your external branding processes.

By, as we like to say, building your brand from the inside out, you’ll achieve a stronger and more distinct brand, and your employees will be unstoppable brand advocates.

Continue reading “This is internal employee branding and how you get started”

Your brand may be beautiful, but at the end of the day, it’s the inside that counts. It’s all about how your internal processes interact and most importantly how your internal branding actions reflect your external branding processes.

By, as we like to say, building your brand from the inside out, you’ll achieve a stronger and more distinct brand, and your employees will be unstoppable brand advocates.

Continue reading “This is internal employee branding and how you get started”

Your brand may be beautiful, but at the end of the day, it’s the inside that counts. It’s all about how your internal processes interact and most importantly how your internal branding actions reflect your external branding processes.

By, as we like to say, building your brand from the inside out, you’ll achieve a stronger and more distinct brand, and your employees will be unstoppable brand advocates.

Continue reading “This is internal employee branding and how you get started”

Marketing

Productivity and happiness at work: How marketing teams can strike the balance

Papirfly
6 minutes read

Whether you are in charge of a small team, multiple regions or responsible for your one-person department, you’ll understand how important productivity is in getting campaigns over the line. Through the years, the industry has earned a reputation for being tough, fast-paced and demanding.

It’s difficult to watch as some teams normalise skipping lunch, staying late and cracking the whip at all hours of the day. Mentality is important. Wanting to deliver the best campaigns possible is important. Being overworked and uninspired is not the way to achieve this.

On the complete opposite end of the spectrum, some companies confuse employee happiness with having to be completely laid back and informal, and while this is appealing for many, it’s not the be-all and end-all. In fact, being productive and feeling accomplished is often directly correlated with employee happiness.

So how do marketing teams strike the right balance? So that employees are engaged, content and happy, while delivering everything they need to meet deadlines?

Here’s a quickfire breakdown of 7 make or break factors for employee productivity and happiness. They have been selected to apply specifically to marketing teams, but the same basic principles apply across almost every area of work. 

Employees want to be…
Empowered but not overburdened

With great power comes great responsibility, but being trusted to make a decision is a lot different to giving someone more than they can handle. Sometimes employees are happy to take on additional work without understanding the full remit of what’s involved, because they see it as progression. And sometimes management teams don’t understand all the moving parts required in order to get something pushed through.

If a marketing team is empowered to make their own decisions, introduce tools and upskill where needed, the burden becomes progression. But without the support in place, the marketing production line can break down.

Here’s what you can do:

  • Make sure everyone has a full list of their job responsibilities, including who they need to go to when they need help 
  • Ensure employees get a regular opportunity to feedback on workloads 
  • Make new positions available internally before advertising the role – it will give those looking to step up the opportunity to do so

Employees want to be…
Kept in the loop

Some matters have to remain in the boardroom, but when situations affect teams on a daily basis, it’s important that communication is open and forthcoming. When people feel something is being kept from them it can create hostility. Likewise, if they play a role in marketing production, being at the end of the line can be frustrating if the brief is second or even third hand. Make sure that when information is passed through it comes in a familiar and consistent format. Having information piecemeal will likely cause frustration.

Here’s what you can do:

  • Hold confidential meetings in private – don’t have animated discussions behind glass doors as it will give other employees the chance to speculate
  • Choose a standardised way of briefing different department, and ensure the briefing documents and meetings are refined as lessons are learnt
  • Make sure any big news is communicated by senior management, preferably in person where possible 

Employees want to be…
Encouraged to work differently

“If it’s not broken, don’t fix it” has been a phrase that’s served so many, so well. But in the world of marketing this mentality can do more harm than good. If everyone followed this mantra, there would never be any innovation, improvement or new invention. New ideas, concepts and tools should be actively encouraged providing that they’re both sensible and viable. 

Here’s what you can do:

  • Put in place an employee improvement pitching day, where team members can put forward ideas up for consideration
  • Have an open-door policy, where team members can bring new solutions to managers without fear or judgement
  • Have a suggestion box that’s filtered out once a month and assessed by staff at varying levels 

Employees want to…Have the freedom to innovate

While constant innovation can be exhausting, the introduction of technology into the marketing production process is incredibly beneficial and ultimately, a necessity to keep up with demand. Looking into new tools and processes can be quite time-consuming initially, but the longer-term investment is worth it. Team managers and senior leaders should be able to request time during their working day to research new products or solutions that will streamline working practices.

Here’s what you can do:

  • When a tool or process is proposed, create a focus group that tests it out for a week – each person can provide feedback and inform any decisions about permanent implementation 
  • When senior management identifies a problem, invite members outside of this group to put forward suggestions 
  • Take time out once a year with key team members to work on the brand and company 

Employees want to…
Believe in the purpose

If your marketing team buy-in to your brand and everything it stands for, it will help forge an emotional connection with the company. This can’t just involve bringing up values and the wider purpose in an annual meeting, it needs to be apparent in the everyday, too. 

Take Papirfly’s purpose, for example, we believe in making complex marketing production simple. But more than this, we believe in doing this so that overworked marketing professionals can live a balanced life, go home on time and do all the things they want to do outside of work. If we were to ask our own marketing professionals to stay late all the time, we would completely contradict what we stand for as a brand. 

If you’re going to preach about all your great principles, make sure this is channelled across your marketing teams and beyond. A brand’s power lies within its authenticity and if employees don’t feel you are living up to it, they will become unhappy.

Here’s what you can do:

  • Create dedicated literature that’s provided to new team members upon joining
  • Get employees involved in events that authentically demonstrate your purpose
  • Stay true to the values of the brand, even if circumstances make this difficult 

Employees want to…
Contribute to the culture of feedback

It can take a long time to find your voice in a marketing team, particularly if you have joined at a relatively junior level. Ensuring that opinions and ideas are actively encouraged from the get-go will help to inspire an environment that’s open, honest and positive. 

Here’s what you can do:

  • Don’t shoot down ideas with criticism, be constructive
  • Ask employees to bring solutions to any problems they raise 
  • Encourage retrospective project debriefs to improve processes in the future 

Employees want to…
Balance professional goals and personal life

Marketing is infamous for being an exhausting industry to work in, despite its equally ‘fun’ perception. Understanding marketing starts with understanding people, and if your marketing teams only focus on work, they will lose touch with reality. It’s important they are encouraged to live a balanced life, and not be completely overwhelmed with the demands of work. 

Many professional goals can be tied with personal ones. Understanding what your teams are working towards in their personal lives can help you shape their KPIs and expectations within the organisation. For example, if you know that someone is planning to have a family in a year or so, one of their goals could be to set the team up to be more self-sufficient in their absence. They are incentivised on both a personal and professional level, as it will help ease the burden and stress of their return. 

Here’s what you can do:

  • Allow ‘personal days’ in the holiday allowance if your budget allows it
  • Give flexible working where possible (providing you have SaaS tools such as BAM in place)
  • Introduce tools that make the working day more streamlined and productive 

What do the essences of productivity and happiness boil down to?

It’s difficult to pinpoint just one thing, but ultimately if you take care of your employees they will be loyal to your brand. Creating a culture of innovation, openness, communication and understanding will put you in the best possible position to grow a happy marketing team that will evolve naturally, and without too much coercion. 

The team will develop healthy habits both inside and outside the workplace, and you should see a more productive, happy workforce that focuses on problem-solving.

BAM by Papirfly™ doesn’t claim to have all the answers. But what we do have is an all-in-one marketing creation platform that has revolutionised the way marketing teams work. Delivery increases, but workloads are eased. Quality goes up, but time isn’t stretched. Teams are empowered, not reliant upon anyone but themselves.

Find out for yourself how BAM is changing lives for the better and book a demo today.

Table of contents:

  1. Empowered but not overburdened
  2. Kept in the loop
  3. Encouraged to work differently
  4. Have freedom to innovate
  5. Believe in the purpose
  6. Contribute to the culture of feedback
  7. Balance professional goals and personal life
  8. What do the essences of productivity and happiness boil down to?
Marketing

6 realistic daily habits of successful marketers

Papirfly
4 minutes read

The exhaustive ‘success’ lists you find littered on LinkedIn are often unrealistic. If a questionable mushroom smoothie and an intense workout at 5am are NOT your thing, then read on…

As a marketer (and human in general), small habitual actions can make a large impact on your day-to-day delivery and your long-term success. The important thing is to stay focused, not put too much pressure on yourself, but continue to move forward at your own pace. 

We’ve picked some of the easiest habits to adopt and slotted them in the most convenient times of the day. We’ll break down how you can begin to introduce them into daily life and the benefits they will have on you personally, as well as professionally. 

This list gives you a selection of things you could try, but is by no means implying that without these steps, you won’t be successful – they will just give you a little lift along the way.

Getting the most out of the morning

#1 Write a priority list

This will take you less than a minute and could be the best thing you do all day. Use your phone, a bit of paper, a diary – whatever you have – and put down as much as you can that you need to get done.

Now think about what’s realistic, create a new list with all the urgent tasks and save the rest for another day. Try to put all the small tasks at the beginning of the day – allocate a set couple of hours to get them out of the way before you tackle everything else head-on. 

Why not try…

  • Getting a checklist pad 
  • Carrying around a notebook
  • Using your notes section on your phone 

What it will do for you 

  • Give you focus
  • Help you prioritise 
  • Make you feel less burdened 

#2 Check industry news

We all check the news each morning, but sometimes the stories affecting our industry only reach us in our inbox or through word-of-mouth. 

By making a conscious effort to check what’s going on in the marketing world at the beginning of the day, you are exposed to a fresh set of ideas or stories that could inspire you throughout the day. Even a small detail of a story could spark something in a brainstorming session or kick-start a topic of conversation with your team. 

Why not try…

  • Subscribing to a digital magazine or website 
  • Signing up to your favourite newsletters
  • Listening to a podcast 

What it will do for you 

  • Stimulate your brain
  • Keep you up-to-date 
  • Help you spark conversations with colleagues 

Avoid the afternoon slump

#3 Taking a break

Having some breathing space, grabbing a bite to eat and getting some screen separation can do you the world of good when you’re in a stressful marketing environment. 

If you find that you or your team is consistently working through lunch breaks, it’s important to take a step back and evaluate whether the time isn’t being managed effectively, or recognise the more likely scenario – that teams are under too much pressure to deliver without the time or resources to support them. 

If you are struggling to keep up with the demands of producing digital and print marketing materials, check out BAM by Papirfly™. Your boss and your team will thank you for it.  

Why not try…

  • Reading a book
  • Watching a series on your phone
  • Going for a walk

What it will do for you

  • Help prevent burnout 
  • Improve your mood
  • Regain your focus

#4 Look for inspiration

Take a moment during the day or in your break to get your head above water and out of your projects – this will help you stay current with what’s going on around you. 

Whether it’s checking in on the news stories dominating Twitter, or taking a wander around the office or local neighbourhood, you never know what you will see that could inspire your next big idea. 

Why not try…

  • Checking what’s trending on Twitter
  • Taking a walk through a park or green area
  • Looking at retail window displays on your break 

What it will do for you 

  • Generate ideas you may not have otherwise had
  • Provide a change of scenery
  • Keep you connected with what’s going on 

Find closure in the evening

#5 Identify what went well and what didn’t 

While you should never dwell on your day (particularly if it’s been bad), it is important to take time and think about what positives and lessons we can learn from it. If you missed a deadline, think about why, and what you could do to make sure it doesn’t happen again. 

Once you’ve identified this, move on. Likewise, if you had a really great day, reflect on all the positive things you contributed to make it happen. Once you’ve had this reflection time, make sure you move on and enjoy your time at home. 

Why not try…

  • Setting aside 15 minutes at your desk before the end of the day 
  • Reflecting on your commute home
  • Having a debrief with your team before you leave 

What it will do for you 

  • Help you address issues that may cause you stress
  • Help you separate work from home
  • Allow you to highlight positives that you’d otherwise not identify 

#6 Make sure you unwind

Many people have their work emails connected to their phones, and while it shows dedication to pick them up when you’re on your sofa, if you make it a habit it will begin to creep in on your personal life on a much bigger scale. Whether it’s a Friday evening or a week away from the office, if you’re continually being pestered for marketing materials when you’re supposed to be relaxing, action needs to be taken. 

We created BAM by Papirfly™ to help tackle exactly this. It was designed with marketing teams in mind. To help them get home on time, enjoy a full lunch break and not feel constantly under pressure. 

Now you can create an infinite amount of digital and print marketing materials, on time, every time, without professional support. No more late nights and working through your lunch. 

Why not try…

  • Meditation or yoga
  • Adult colouring or sketching
  • Watching your favourite box set 

What it will do for you

  • Keep your relationship with work healthy
  • Keep your personal life healthy 
  • Stop you from suffering from burnout 

Marketing success starts with you

If you would like to learn how you can take your global marketing in hand, produce more than you ever thought possible and do it all without having to expand your team or skill set, read more about BAM or book your demo here today.

Table of contents:

  1. Getting the most out of the morning
  2. Avoid the afternoon slump
  3. Find closure in the evening
  4. Marketing success starts with you
Brand Activation Management

Help your marketing teams beat burnout with BAM

Papirfly
3 minutes read

How streamlining your asset creation with BAM (Brand Activation Management) by Papirfly™ can prevent one of the biggest challenges facing marketing teams today.

Burnout is the result of building stress, to the point where you lose the ability to cope. It can have huge negative effects on mental and physical health, not to mention the productivity and overall well-being of your team. The World Health Organisation (WHO) describes burnout as ‘a mental health phenomenon characterised by feelings of low energy or exhaustion’.

When there are multiple projects on the go – all time-sensitive, and all needing to be delivered to the highest possible standard – burnout is going to be a strong possibility. It’s a challenge that’s becoming more and more common for people who are incredibly passionate about what they do, especially in fast-paced roles like marketing and communications. It’s also one of the top reasons that marketing teams lose their best employees to competitors.

As burnout can be due to a number of different challenges, it’s hard to pinpoint one exact cause. We’ve identified three of the biggest reasons for burnout in marketing and communications, and the simple ways that BAM by Papirfly™ can help you prevent them:

#1 Unmanageable workloads

There has never been a more interesting time to be in marketing and comms. But with more opportunities to reach consumers, come more assets, bigger workloads and shorter deadlines. For too many marketing teams, this has meant rushing through to-do lists and working longer hours to get campaigns out on time – an approach that’s never sustainable for long.

The solution? BAM’s immediately intuitive features give you the capability to organise your marketing assets, briefs and timelines using a beautifully simple campaign planner. It means you’ll never lose sight of any important details that can often slip through the net in busy times and allows your teams to become more autonomous. It’s time to work smarter, not harder.

#2 Inconsistency

When there are lots of people working on a campaign at the same time, there is always a danger that ideas can be interpreted in different ways – leading to inconsistency in your marketing materials. This adds to strain on approval processes and often means more time spent making last-minute changes before a deadline.

BAM is your single clear source for everything your team needs to create marketing materials that align with your brand’s core values, tone of voice, design guidelines, colour palettes and mission statements. It allows you to quickly educate your teams about creating on-brand assets, and provides them with the right tools to implement them effectively. No panic changes needed.

#3 Wasted time

In marketing, time is always of the essence. But too often, teams are spending their most valuable resource approving and amending routine asset creation. Working with studios and agencies is essential for every global brand, but when you’re constantly using them for simple jobs and minor updates, you begin to eat into time and budget that could have been spent on things like campaign planning, strategic thinking and creative.

With BAM, your teams have the tools they need to create studio-quality assets in-house, without any specialist training or support. The full asset creation suite allows them to produce everything from social assets, videos and emails, to posters, brochures and presentations. The suite gives you full control of templates and locks-down elements to make sure everything your team creates is 100% on-brand. Fast in-house asset creation is the key to clearing those approval backlogs keeping you up at night. 

BAM by Papirfly™ can transform costly, complicated processes into one beautifully streamlined approach.

  • Create ready-for-market assets in-house (in a fraction of the time)
  • Find all the tools they need, all in one place
  • Have a bird’s-eye-view of workflows and productivity
  • Reduce the need for outsourcing
  • Achieve work/life balance while boosting productivity

Burnout has the potential to derail the world’s best marketing teams. That’s why over 200 of them (including, Unilever, IBM and Coca-Cola) use BAM to streamline their asset creation and empower their teams with the tools for a more effective – and much less stressful – way of working. 

Table of contents:

  1. #1 – Unmanageable workloads
  2. #2 – Inconsistency
  3. #3 – Wasted time
  4. BAM by Papirfly™
Employer brand

6 common mistakes that can damage your brand when recruiting

Papirfly
3 minutes read

Employer brand marketing has the power to make or break the future success of an organisation. Whether you have a strong team of 15 or 500 employees, an effective employer brand is one of the most important investments a business can make — getting it right is crucial; getting it wrong can be devastating.

Look out for these huge, but all too common, mistakes when rolling out your next employer brand marketing campaign:

#1 Putting all your eggs in one basket 

Before you put out your employer brand marketing materials across every channel you can think of, do your due diligence on your audience… 

One size does not fit all, so it’s vital to consider how different age groups and candidate personas engage with different channels. You may need to adjust your messaging, explore different mediums or devise a new campaign strategy altogether. A simple blanket approach could result in alienating swathes of great applicants.

#2 No attention to detail on localised campaigns 

Consistency is key, but what works in one country, may not work in another. Putting out inaccurate translations or culturally inappropriate marketing materials will have a detrimental effect on your brand that can be difficult to recover from. 

Building strong relationships between teams around the world will help you gain a better insight into cultural nuances and what resonates with audiences in different parts of the world. Lack of understanding and bad communication will make employees in local markets feel undervalued and disconnected from your brand vision.

#3 Not owning your identity

Defining one golden thread that unites every employee, wherever they are in the world, isn’t easy. But, for a leading global brand, it’s probably the most important (and often overlooked) factor of employer brand marketing.

It’s what solidifies your identity as a global brand and lets consumers, employees, and potential employees know exactly what you do and don’t stand for. Find that single source of truth and make it accessible and easy to get behind for every single one of your employees.

#4 Little focus with messaging

When a brand loses control of its messaging, its communications become disjointed, contradictory, and begins to undermine the overarching brand purpose. This mistake gets worse over time, causing marketing to erode its meaning as it becomes more difficult to find the one solidified message that encapsulates your brand. 

Having a bird’s-eye-view of all your global marketing materials, and making your brand guidelines easily accessible, will bring inconsistent assets under control and streamline your output with crystal clear messaging.

#5 Overlooking candidate needs

When your teams are concentrating on putting out employer brand marketing campaigns that communicate all the amazing reasons to join your organisation, it can be easy to overlook the deciding factors for candidates as individuals. 


Understanding and catering for the different needs of potential employees are absolutely key in attracting and retaining talent. This goes back to your employee personas and defining what your brand can offer beyond a competitive salary with perks.

#6 Ignoring employee review sites 

No candidate will expect an organisation to have 100% outstanding employee reviews — a dream working environment for some could be a nightmare scenario for others. What really stands out to potential employees looking on job sites like Glassdoor and Indeed, is the way an organisation handles feedback. 


While it’s natural for employee opinions to differ, it’s important to acknowledge what people are saying about their experiences at your company. Be sure to respond calmly and take action on any recurring comments the reviews might highlight.

Take control of your employer brand 

With an all-encompassing Brand Activation Management tool like BAM by Papirfly™, you can take control of your employer brand campaigns with a bird’s-eye-view of all your marketing materials. 

Your teams will have:

  • An easy-to-use creative suite that allows them to create studio-quality print, digital, social and video assets within predefined templates for watertight consistency.
  • A local globalisation feature that makes sure your campaign translates and relates to local markets.
  • Access to assets, images and up-to-date brand guidelines in one centralised location.

Take control of your employer brand today, with the power of BAM. Book your demo here. 

Table of contents:

  1. #1 Putting all your eggs in one basket
  2. #2 No attention to detail on localised campaigns
  3. #3 Not owning your identity
  4. #4 Little focus with messaging
  5. #5 Overlooking candidate needs
  6. #6 Ignoring employee review sites
Marketing

The marketing buzzwords that are here to stay

Papirfly
3 minutes read

When you’re in marketing, it feels like there’s a new buzzword or trend you need to be on top of every week. Looking back at decades past, we’ve seen some short-lived marketing concepts. Fax advertising, chain mail and Myspace all dominated the 90s. The 2000s saw the launch of the e-book download, the introduction of podcasts and the gradual takeover of social media – all of which still very much exist today. 

So what is the next big thing? What should we stand up and take notice of? How do we separate the fleeting fax advertisements from the eternal marketing mix and only focus on what will help take a brand into the future? 

We’ve done the hard work for you, and picked out four buzzwords from the last year that are set to take a more permanent place in our vocabulary in the coming months and beyond. These four words have made it to the list because they can substantially help the way your teams work not only now but long into the future, and help you become an altogether stronger brand.

Purpose

You can’t escape it and you shouldn’t want to. Though many have been critical of some brands only taking an active role in more community-led activities and wider values promotion during the hardships of this year, the move should be seen as a positive. We’ve seen brands big and small re-evaluate who they are, what they stand for and speak to their customers in a more human way, efforts that have been maximised under the strain of global events. 

While the authenticity of some actions has been put into question, the fact is that audiences are benefitting from it, and brands are making a conscious effort to re-engage in an empathetic way. Purpose is more than a buzzword, it’s a movement. The marketing industry has undertaken a mindset shift, because the attitudes, motivations and habits of consumers have done the same. Now this emotional connection has been established, brands will need to work hard to maintain it.

Digital transformation

This has been on the lips of top speakers at events across the globe for quite some time. At its most basic level, digital transformation is about embracing tech in all areas of a business. Though many areas of marketing have been fundamentally driven by digital for many years, this year in particular has seen many other forms of tech brought to the forefront. 

Whether it’s video conferencing for meetings, more comprehensive online project management software, or other solutions that are helping brands stay more reactive with their content creation, the era of digital transformation has been rapidly welcomed as the result of so much remote working taking place. While not all technology will need to remain, we are likely to see continued investment into tools that help make collaboration, agility and creation possible – particularly when teams have become accustomed to such streamlined ways of working.

Customer experience

Traditionally a customer’s experience with retailers had been designed based around their purchasing process and the transaction itself, whether that be in-store or online. Retail brands have had to work harder than ever to keep the customer experience alive, while many stores remained closed and online purchases took over. It became more than just about making the transaction itself go smoothly, but also adopting an over and above attitude including extending returns policies, nurturing through personalised marketing as well as heavy content production and social community management.

Brands have done exceptionally well to keep the conversation open, inform customers of changes and highlight all the great things they have done to help make the world a better place, and as their physical stores open their doors once again, this is something that will be remembered.

Brand Activation Management

Brand Activation Management is much more than the latest acronym, it’s about approaching your brand and marketing in a much easier, more effective and more powerful way.

BAM by Papirfly™ centralises asset creation, brand education, campaign management and file storage into one easy-to-use portal. It gives marketing and brand teams the ability to manage the application of the brand across multiple digital and print disciplines.

Teams harness pre-defined templates to create pixel-perfect videos, social media assets, emails, brochures, adverts and much more. These templates are customisable and have been professionally designed, meaning that you can produce studio-standard marketing in a matter of minutes, without any professional design expertise. Switch out imagery, text, translations, brands, colours, layouts, sizes – you name it. Anyone can pick up a design and edit it for themselves, without compromising the integrity of the brand. All assets are stored in a built-in DAM, allowing for a bird’s eye view of what has been created in real-time.

If you would like to find out more about how BAM by Papirfly™ can transform your approach to marketing, book a demo today.

Table of contents:

  1. Purpose
  2. Digital transformation
  3. Customer experience
  4. Brand Activation Management
Display Advertising

What is digital display advertising

Papirfly
5 minutes read

1. The importance of digital display advertising

For years digital advertising has been the go-to method for businesses looking to reach a broader audience. And among the most popular tools for many digital marketers are display ads. 

While it’s easy to get caught up in what’s new, trendy, and making a splash in digital like new ad formats, channels, and targeting capabilities, it’s essential not to overlook the tried and tested digital advertising methods such as an effective display ad. 

The visual appeal, targeting possibilities and cost-effectiveness of this perennial advertising method has enabled digital adverts to reap rewards for brands across the entire omnichannel customer journey – raising awareness and attracting engagements across your target audiences.

What is display advertising?

Display advertising involves using text-based or visual ads on websites or social media networks to attract people to take action or simply raise brand awareness. The prices of these ads are most often calculated following a CPC model. That means you will be charged a specific amount whenever someone clicks on your ad.

Although display ads are most commonly used in programmatic advertising, brands also like to use them in for retargeting campaigns. That means using display advertising platforms to target users who have previously left their websites without purchasing anything. That way, you entice them to come back and reconsider.

the brand awareness stage of the marketing funnel. That means their search intent isn’t transactional, but informational. Because of that, it can take only a few display ad impressions to end up in a conversion.

2. The business benefits of display advertising

Display advertising provides numerous outstanding benefits for your business – below we’ve listed 5 of the most powerful:

1. It has outstanding reach

When you consider that Google Display Network alone reaches 90% of all internet users, the incredible potential of display advertising should be clear to see. Few other mediums can achieve the reach of this marketing medium. 

2. It captivates audiences

Instead of sticking to plain old boring text, these ads utilise engaging visuals that grab your audience’s attention and draw eyes to your brand. The best visual ads are straight to the point and convey a clear message without over-stimulating your audience. When it comes to generating a visual ad, you want to be sure that the visual portion can either stand on its own or enhances the copy and further the story you are trying to tell.

3. It gives you plenty of targeting options

The technology behind display advertising enables marketers to target specific types of audiences with their ads. That has proven to be a real game-changer in the digital realm and is the primary reason so many businesses use this type of advertising. 

At your disposal are:

  • Contextual Targeting — This option entails targeting your customers based on their search engine activity and search history. With contextual targeting, you can place your ads in front of people who have searched for relevant keywords and increase your chances of achieving conversions.
  • Placement Targeting — This type of targeting includes choosing websites you wish your ads to appear on. You can let Google ads show up on any sites you like, but having the option to restrict or even “favourite” some sites is invaluable. That way, you’ll be able to include or exclude them in your follow-up campaigns. 
  • Demographic Targeting — This option is perhaps the most useful because most brands cater to narrow target audiences and age groups. This kind of ad targeting lets advertisers distribute their display ads only to people who meet particular criteria such as age, gender, location, interests, language, etc. That allows brands to maximise the effectiveness of their advertising budget by delivering their ads only to the people most resembling their target persona.
  • Behavioural Targeting — This type of targeting uses your audience’s search history and online behaviour to serve ads to users with relevant interests. Behavioral targeting is one of the most popular targeting methods because it gets advertisers’ ads in front of the people most likely to buy.

4. There are a variety of pricing options

One of the best perks of display advertising is its flexibility in payment options and its low costs. The two most common paid search engine ads you have at your disposal are Cost Per Impression (CPM) and Cost Per Click (CPC) ads. 

The latter is more popular since you only have to pay for each person that clicks on your ads instead of on a per-impression basis. But overall, both of these methods are cost-effective compared to more traditional advertising forms.

5. It has excellent tracking options

An essential part of every marketing strategy is being able to adapt. That is why insight into your campaign’s performance is vital for success. With these types of digital ads, you’ll be able to know the exact number of impressions and clicks your ads receive. That will allow you to re-evaluate your tactics on the go and optimise your strategy over time.

3. 3 examples of effective display advertising

The Ridge Wallet

When Ridge’s advertised its RFID-blocking wallet, it hardly needed any copy at all. The Ridge puts function over style, and the imagery matches that. For good measure, there’s a brief description and a simple call to action: shop now.

Why it’s effective:
– Shows rather than tells
– Consistent visual brand

Brita

A lot of water bottles are wasted every year and Brita wants to change that. Its filter bottle is elegant, simple and offers brand consistency with the promise of great-tasting, filtered water with less wastage.

Why it’s effective:
– The value proposition is tied to a social cause
– The colour selection suggests fresh, great-tasking, filtered water.

Audible

Audiobooks are incredibly popular these days and a subscription-like service that lets book lovers listen to their heart’s content is ideal. In this ad  Audible is offerings 66% off your subscription for the first three months.

Why it’s effective:
– The ad contains an illustration of a popular book, one the potential subscriber may want to read
– The coupon immediately offers the book listener a discount, designed to get them hooked on the service

4. How your brand can take control of display advertising with Papirfly

BAM by Papirfly™ enables marketing teams to produce digital ads faster, and so you can take advantage of opportunities sooner. 

It gives you the ability to maintain consistency across your digital display assets as you customise offers and incentives whenever demand arises. Produce marketing materials in a simpler, more cost-effective way, and increase the volume and frequency of collateral to gain a competitive edge in sales and market trends.

Everything your team needs in a single online portal. BAM provides the freedom to create consistent print and digital display ads without agency support. Discover the power of our smart templates by booking your free personalised demo today.

Table of contents:

  1. The importance of digital display advertising
  2. The business benefits of display advertising
  3. 3 examples of effective display advertising
  4. How your brand can take control of display advertising with Papirfly

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Banner Ads, Display Advertising, Template Technology

This is why Display Ads give your brand superpowers

Papirfly
3 minutes read

In most industries there is fierce competition. If you want to stand stronger than your competitors, you have to stand out and preferably be one step ahead, so consumer preferences go in your favour.

One area where there is a chance to stand out is through display ads, or banner ads if that is your preferred naming. We’re taking a closer look at why you should put energy and work into display advertising and what advantages it provides, hang tight.

Does display advertising work?

The short and simple answer is: Yes. If you think about it, can you remember the last time you visited a web site where there were no display ads? When there is a mass of things, a quick rule of thumb – because it works! Display ads work very well which is part of the reason why 84% of marketers invest in display ads.

Continue reading “This is why Display Ads give your brand superpowers”

In most industries there is fierce competition. If you want to stand stronger than your competitors, you have to stand out and preferably be one step ahead, so consumer preferences go in your favour.

One area where there is a chance to stand out is through display ads, or banner ads if that is your preferred naming. We’re taking a closer look at why you should put energy and work into display advertising and what advantages it provides, hang tight.

Does display advertising work?

The short and simple answer is: Yes. If you think about it, can you remember the last time you visited a web site where there were no display ads? When there is a mass of things, a quick rule of thumb – because it works! Display ads work very well which is part of the reason why 84% of marketers invest in display ads.

Continue reading “This is why Display Ads give your brand superpowers”

In most industries there is fierce competition. If you want to stand stronger than your competitors, you have to stand out and preferably be one step ahead, so consumer preferences go in your favour.

One area where there is a chance to stand out is through display ads, or banner ads if that is your preferred naming. We’re taking a closer look at why you should put energy and work into display advertising and what advantages it provides, hang tight.

Does display advertising work?

The short and simple answer is: Yes. If you think about it, can you remember the last time you visited a web site where there were no display ads? When there is a mass of things, a quick rule of thumb – because it works! Display ads work very well which is part of the reason why 84% of marketers invest in display ads.

Continue reading “This is why Display Ads give your brand superpowers”