Buzzwords are impossible to avoid when you work with marketing and brands. Sometimes you might know the meaning of them, while other times you use them daily without being sure what they exactly mean.
One buzzword you should know is DAM, or Digital Asset Management. But what does it mean? Take a look at our definition and explanation as to why it’s an important subject.
Buzzwords are impossible to avoid when you work with marketing and brands. Sometimes you might know the meaning of them, while other times you use them daily without being sure what they exactly mean.
One buzzword you should know is DAM, or Digital Asset Management. But what does it mean? Take a look at our definition and explanation as to why it’s an important subject.
Buzzwords are impossible to avoid when you work with marketing and brands. Sometimes you might know the meaning of them, while other times you use them daily without being sure what they exactly mean.
One buzzword you should know is DAM, or Digital Asset Management. But what does it mean? Take a look at our definition and explanation as to why it’s an important subject.
Are you responsible for your company’s brand and digital assets? Do you have a proper system for this, or is it a bit messy and unclear where all files are stored?
These are matters that may steal a lot of your time. Lets take a closer look at time thieves in regards to brand management and how you can arrest these thieves.
Are you responsible for your company’s brand and digital assets? Do you have a proper system for this, or is it a bit messy and unclear where all files are stored?
These are matters that may steal a lot of your time. Lets take a closer look at time thieves in regards to brand management and how you can arrest these thieves.
Are you responsible for your company’s brand and digital assets? Do you have a proper system for this, or is it a bit messy and unclear where all files are stored?
These are matters that may steal a lot of your time. Lets take a closer look at time thieves in regards to brand management and how you can arrest these thieves.
KPIs are key metrics that help you set goals and follow up measurements on your marketing efforts. You need this in place in order to see know and evaluate if your branding efforts are going as intended and keep you on track with your brand development strategies.
KPI stands for Key Perfomance Indicators and is a term commonly used in business to measure how things are going. For business goals KPIs represent a metric that is used to gauge how well you perform.
KPIs are key metrics that help you set goals and follow up measurements on your marketing efforts. You need this in place in order to see know and evaluate if your branding efforts are going as intended and keep you on track with your brand development strategies.
KPI stands for Key Perfomance Indicators and is a term commonly used in business to measure how things are going. For business goals KPIs represent a metric that is used to gauge how well you perform.
KPIs are key metrics that help you set goals and follow up measurements on your marketing efforts. You need this in place in order to see know and evaluate if your branding efforts are going as intended and keep you on track with your brand development strategies.
KPI stands for Key Perfomance Indicators and is a term commonly used in business to measure how things are going. For business goals KPIs represent a metric that is used to gauge how well you perform.
Great talent is hard to come by. Likewise, great employers can be hard to identify. Behind the fantastic perks and benefits lies the essence of a company – what it is they stand for and the kind of people they are looking to attract.
Having a proposition that helps define the two-way narrative between a brand and its employee is a great way to inspire, educate and create a working environment that is truly aligned to the same values, goals and future vision of the company.
Think of it as a mixture of what potential employees might want to see and what you want to communicate to them. What can you offer them and what attributes do you expect them to uphold in return? It’s a mutual understanding and direction for both parties and a single set of statements or documents that help keep your global brands on the same page in terms of offering.
A strong employer value proposition (often referred to as an EVP) should deliver 3 core outcomes:
Your EVP will be unique to your business, but there are several steps you can take in helping to establish it. If you have a dedicated employer branding team, they should ensure they carry out the following exercises, being sure to include both high-level decision-makers as well as a cross-section of opinions from various departments.
This is because it’s easy to become subjective when you’re embedded into the employer branding team – people who help deliver the work every day should be able to provide an authentic insight into what it means to work there.
Your mission is your reason for being as a company. While it needs to remain true to what you deliver each day, try not to get bogged down too far in the technicalities of what you do and think about the wider impact your brand has.
For example, if we were to take a company that sells hair dye, their EVP mission isn’t to sell as much hair dye as possible, but it might be to continue spreading positivity by ensuring everyone in the world can express their individuality.
If you are struggling to get to the bottom of what your mission is, use these questions as prompts:
Your vision is a source of inspiration for your employees. It’s a common long-term view that outlines exactly where your company is heading, and hopefully makes them want to stick around for the journey. A vision statement tends to be emotive and thought-provoking, so try not to include too much corporate-speak – keep your audience in mind at all times.
Most companies will already have their values determined from the outset, but ensuring these are reflected in your EVP is integral for showing people what it is your company believes in. Take a look at these values (usually between 3 – 7) and really scrutinise whether they are upheld. If they are – how? If they’re not – why not?
Once you are happy that your values are an accurate reflection of who you are, look to refine these to appeal to a broader audience. Your values are essentially your ‘guiding principles’, and anyone who you look to hire must share these in order to make it at your company.
Your strategy talks about how you intend to achieve your goals and objectives. It can sometimes be called a road map, and details your individual tasks and action points to reach your vision. In its simplest form (and if you have limited time and resources), you can just create bullet points. This strategy is usually part of your 3 to 5-year business plan, and helps new recruits, as well as existing employees, understand what they are becoming a part of.
Now you have laid the foundation and scratched much deeper than the surface of your company, you can look to create your EVP. This can be a statement or a fuller document that delivers the following things:
Some companies have an EVP that is a few sentences, others have full booklets dedicated to explaining every facet of their employer branding.
While an employer value proposition will incorporate a number of key things, how this is communicated and presented will vary greatly depending on your company’s budget and the importance it places on exercises such as these. Ultimately, as long as your EVP communicates why someone should work for you in a clear and concise way – you’ve nailed it.
An employee value proposition is purely focused on the individuals they are aimed at. An employer value proposition aims to bridge the gap between what the employer wants from the employee and vice versa. It helps to communicate internally and externally while differentiating you from your competitors.
Now you have your EVP in place, it’s important to make sure this is communicated effectively across your countries and territories. If you can afford to, taking a day to re-educate employees on the newly aligned employer value proposition will really help to embed it into your culture, as well as prepare employees for any recruitment activity moving forward. Investing in a DAM can help you keep all documents accessible to teams anywhere in the world. BAM by Papirfly™ gives you the power to create printed and digital assets using smart templates, educate teams with your branding documents, guidelines and assets, and allows you to store and share absolutely any digital file.
To align your employer branding across the globe, get in touch today.
The term brand building is not unfamiliar to marketers, however many struggles to have control and keep up with their brand and also lack a seamless system that ensures brand consistency. The result is a messy brand that lacks structure and control.
There are many initiatives that will lead you on the right path towards brand control, but let’s start with the basics. You need to get control of your assets, let’s take a look at why and how you need to organize your digital assets.
The term brand building is not unfamiliar to marketers, however many struggles to have control and keep up with their brand and also lack a seamless system that ensures brand consistency. The result is a messy brand that lacks structure and control.
There are many initiatives that will lead you on the right path towards brand control, but let’s start with the basics. You need to get control of your assets, let’s take a look at why and how you need to organize your digital assets.
The term brand building is not unfamiliar to marketers, however many struggles to have control and keep up with their brand and also lack a seamless system that ensures brand consistency. The result is a messy brand that lacks structure and control.
There are many initiatives that will lead you on the right path towards brand control, but let’s start with the basics. You need to get control of your assets, let’s take a look at why and how you need to organize your digital assets.
In all honesty, does everyone in your organization know where they can find marketing collateral? Do they understand the look and feel of your brand and adhere to brand guidelines?
The answer is more often than not, no. It’s also one of the most common causes of unnecessary strain on the marketing department. Improper brand usage and endless questions about finding certain marketing assets or sending this or that file is a cause for marketing inefficiency and brand inconsistency.
But there is hope…
The benefits of a brand portal
In all honesty, does everyone in your organization know where they can find marketing collateral? Do they understand the look and feel of your brand and adhere to brand guidelines?
The answer is more often than not, no. It’s also one of the most common causes of unnecessary strain on the marketing department. Improper brand usage and endless questions about finding certain marketing assets or sending this or that file is a cause for marketing inefficiency and brand inconsistency.
But there is hope…
The benefits of a brand portal
In all honesty, does everyone in your organization know where they can find marketing collateral? Do they understand the look and feel of your brand and adhere to brand guidelines?
The answer is more often than not, no. It’s also one of the most common causes of unnecessary strain on the marketing department. Improper brand usage and endless questions about finding certain marketing assets or sending this or that file is a cause for marketing inefficiency and brand inconsistency.
But there is hope…
The benefits of a brand portal
The corporate communications team are an integral cog in the well-oiled machine of any organisation, but sometimes the full scope and effort of what they deliver can be misunderstood or underappreciated.
In the last couple of decades, we’ve seen an explosion of choice in available marketing channels and with increasing competition, the need to maintain a rock-solid reputation across your customers, employees and the general public – the role of communicators has never been more important.
Consider the typical functions and purposes of a corporate communications team:
That is a significant amount of responsibility placed on one department. It is no wonder that the communications industry is valued at £14.9 billion as of the close of 2019, and that the size of these teams is increasing overall.
However, like any strand of your company, without clear goals and objectives, your corporate communications team might lack the focus, understanding or direction needed to fulfil this ever-growing list of responsibilities.
And that is the aim of this article – to establish the importance of corporate communications in all organisations, and present 5 potential goals that will help yours perform at the levels needed to support your company’s reputation.
Above we’ve already highlighted some of the key functions a corporate communications team will be expected to fulfil. But beyond that, this team is responsible for defining how people inside and outside your business envision your brand. For keeping a credible reputation in an ever-fluctuating world.
These obligations can be further divided into external and internal communication tasks:
Communication leaders and their teams have a lot to juggle, and achieving under this pressure is a challenge that is only becoming greater with the rise of social media and the immediate spread of information. At this point, only 9% of these leaders believe they currently have the ability to shape company culture, which is especially challenging in a multi-location organisation.
With this constant pressure being applied to corporate communications teams across the globe, establishing well-defined objectives early is essential to maintain focus and direction.
An important aspect to note here is that it should align your overall business strategy – giving your Director of Communications direct access to your key executives is vital to ensuring everything their team delivers is in accordance with your brand vision and guidelines.
Here, we outline our 5 top tips for goals to support your team and drive results.
Measuring how well you are achieving these aims has been a challenge for corporate communications teams over the years, as there are many variables that play a role in their aims. So, underneath each overarching goal we’ve identified several corporate communication metrics you should factor in when judging if your team are fulfilling each objective.
At the heart of your communication team’s strategy is building the reputation of your brand in the eyes of your audiences. Setting this in stone as a goal from the get-go is key to ensuring that this focus never wavers, and is central to every message and asset that goes out.
Metrics to track
Primarily, one of the objectives of your internal communications team should be to increase employee engagement in your organisation and brand. Engaged employees are motivated employees, and are more likely to perform at their very best when they feel connected to their company.
Metrics to track
Another aim of your corporate communications team should be to inspire wider employee advocacy. It is no secret that people are more likely to listen and respond to the testimony of people over brands. Therefore, a communication goal should be to inspire your team to readily share company news, successes and more on their personal platforms.
Metrics to track
Fundamentally, your corporate communications team should be making some impact on your ability to attract leads, spur traffic and generally build interest in your brand, products and services. Whilst they certainly won’t be the only members of your organisation responsible for this, setting goals such as these will ensure they are aligned with your overall business and marketing strategies.
Metrics to track
A final goal for your corporate communications team to consider is gradually improving the efficiency of your crisis communications. The span of social media allows for negative stories to rapidly spread and cause damage to your reputation, and these can come from customers or employees. How quickly your team can respond is a clear priority that is more crucial than ever.
Metrics to track
We hope that this breakdown of how a corporate communications team functions and the goals that they should be achieving will help your team realign and give your employees clarity of what success looks like.
This department will only continue to become more relevant and significant as marketing platforms evolve and companies expand worldwide. Giving your team clear objectives from the outset will make them aware of the areas they’re looking to impact, so they can pursue this with direction and purpose.
Of course, the difference between having these goals and realising them is having the right tools and processes in place.
No matter how big a retailer grows, the way consumers think and behave should always shape the way they adapt their communications, stores and customer journeys. Consumers are overwhelmed with choice; buying decisions are becoming harder to make and shopping experiences are becoming ever-more sophisticated both in-store and online. Introducing marketing personalisation into the mix is something that was once considered complex and costly, but today personalisation isn’t just a benefit to consumers – it’s an expectation.
Furthermore, 49% say they have purchased a product that they did not plan to buy after receiving a personalised recommendation from a brand.
Think of each personalisation as an interaction, each one slowly building a relationship with the consumer. As more is learnt about the individual, their experience becomes heightened both online and offline. The brand becomes familiar, a trusted ‘face’ amongst the noise that always appears to have their best interests.
Soon familiarity turns into purchases, and as the post-purchase communication continues, this breeds loyalty. But how far exactly does personalisation need to go in order to achieve this? Where is the line drawn between meeting customer expectations and perhaps a step too far?
When data is used responsibly – and for the benefit of the consumer – retailers can create a seamless, enjoyable shopping experience. Whether it’s building brand, making recommendations, or ‘handholding’ the customer through their purchasing journey, small yet significant touches can work wonders to make the user feel special, understood and encouraged to buy a product.
Collating information about an individual such as age, location and shopping habits can help you shape their experience. Many of these experiences are now the norm, and those who aren’t implementing them online are missing out on some great opportunities.
Here are our top 5 tips for personalising your customers’ online experience:
Having a customer’s name present in your navigation not only makes them feel acknowledged, but assures them that their experience is going to be tailored to them.
Reduce abandoned purchases by giving your customers a second chance to see their desired products on other sites they visit.
Send offers and products relevant to the individual, notify them when their favourite items are back in stock and send follow-up emails post-purchase to make sure they’re happy.
Amongst all the other data that can be collected about a user, one of the easiest to obtain is their location. Firstly, a user shouldn’t ever have to select which country they’re from – it’s simple enough to recognise and prevent them from having an additional step to reach the website. Secondly, being able to promote location-specific offers can be valuable. For example, if an area is affected by torrential weather, you might look to promote your wind-proof umbrellas on the homepage as opposed to sun cream.
There’s nothing worse than making carefully curated selections, getting distracted and then coming back to an empty basket. Keeping products available to a user reduces the chances of them abandoning the purchase altogether.
According to a Salesforce study, 51% of consumers expect that companies will anticipate their needs and make relevant suggestions before they even make contact. This is where hyper-personalisation will likely take centre stage, and consequently take personalisation in retail to the next level.
Hyper-personalisation uses insights from user behaviours and artificial intelligence to interpret real-time and historical data about an individual. Ads, emails, website content and in-store experiences can all be hyper-personalised with relevant content based on individual browsing history, location, CRM data and more.
It’s worth mentioning that, even though hyper-personalisation in retail can and will be incredibly effective, it’s not something that can be implemented overnight. Your organisation will need to have the right skills to hand, an effective way of centralising and managing data flow, and have plans in place for ongoing maintenance of these intricate marketing efforts.
The level of thought, planning and management is extensive, and though the results will justify the expense for many, it has left lots of industry experts asking is retail really ready for hyper-personalisation AI at all?
Despite the cries of the tabloids, many retailers are managing to entice customers to their physical stores and bringing different levels of personalisation along with them. These opportunities may be viewed as restrictive compared to the digital world, but there are many ways to keep people engaged in-store. In some ways, the physical environment provides a much more effective space to convert. The customer is right there in the flesh and the marketing materials are supported by real salespeople.
Here are our 5 tips for in-store personalisation marketing:
The more you understand your stores’ locations, the greater the opportunity to enrich the shopping experience. Too often, retailers try and fail to bulk send marketing promotion materials from their head office. Harnessing detailed data such as weather reports can ensure stores present relevant promotions. But when you have hundreds of stores in locations across the world, it’s a monumental task to stay on top of this.
What many big retailers are choosing to do is put the power back into the hands of individual stores with brand activation software, which provides pre-defined on-brand templates for digital signage, printed materials and POS, so that stores can react accordingly to topical and local events.
Encourage managers and employees to walk in the shoes of customers – give them scenarios they can re-enact to test whether signage and wayfinding are sufficient. Introduce customer surveys to see whether they noticed certain products or promotions as they navigated the store and incentivise them with offers or prize draws.
Additionally, you could assess product placement by A/B testing your displays. For example, if you keep your merchandising blueprints on record, by changing it over time you can monitor how many products were purchased based on each display over a certain period and analyse why you think this could be. These are just a few ways you can help to validate your store layouts and campaigns.
Technology makes it fairly straightforward to send personalised offers or information when a customer enters your store. If they have your brand’s app installed, are connected to the store’s WiFi or they are on your SMS geofencing list, you can instantly know when they are near or in the area. How much data you hold about the individual will dictate whether you can send them a generic offer or a more personalised recommendation.
There are lots of different ways to introduce multichannel marketing to your customers, and two effective ways of getting physical visitors into the funnel is by introducing email-based receipts and electronic loyalty/points cards. The virtual receipts enter customers into an ‘opt-in’ email marketing funnel, while a loyalty card allows you to learn about their buying habits to further tailor your promotions.
Utilise collective data about your online audiences to adapt in-store promotions. For example, if a specific trend is selling well online in Edinburgh, it could be worth exploring this further in-store.
Either bringing personalisation into your existent marketing and customer journey or elevating what you already have will only serve to help you connect even further with your audience. The perception of a retailer can switch in an instant, from a negative encounter with a sales assistant through to a discount code being invalid, every element of a retail experience – online and in-store – will shape the way people feel about your brand and your products, and ultimately whether they go on to buy them.
Brick-and-mortar retailers need to do the best they can to ensure that they can be both proactive and reactive in their in-store marketing. As previously mentioned, personalisation in retail is no longer a point of differentiation, but an expectation. And as technology becomes more sophisticated, so will the consumer.
The key to success is insight, and having the tools in place to effectively act on this insight. Brand Activation Software makes it possible for businesses to create pre-defined templates that can be tailored by employees with specific messaging, imagery and more. These marketing materials include everything from website banners, digital in-store signage, email templates, social media assets – the list goes on. Tools such as this one make the seemingly impossible task of personalisation in retail not only achievable, but simple.
Brand Management can be a lot to handle, and marketers are often stuck in a time squeeze where daily tasks such as brand maintenance have the tendency of consuming more time than you have. Instead of spending time on value-added brand strategy tasks you know are necessary if you are going to reach your brand goals and growth, you are stuck in an ad hoc loop.
Luckily there is hope. With the right branding tools in place, working with brand management strategies becomes easy and efficient.
Every day we are in contact with hundreds of different brands. Either through websites, TV, social media platforms or in stores, brands and content take up space – both consciously and unconsciously.
Continue reading “Branding 101: the importance of brand management”
Brand Management can be a lot to handle, and marketers are often stuck in a time squeeze where daily tasks such as brand maintenance have the tendency of consuming more time than you have. Instead of spending time on value-added brand strategy tasks you know are necessary if you are going to reach your brand goals and growth, you are stuck in an ad hoc loop.
Luckily there is hope. With the right branding tools in place, working with brand management strategies becomes easy and efficient.
Every day we are in contact with hundreds of different brands. Either through websites, TV, social media platforms or in stores, brands and content take up space – both consciously and unconsciously.
Continue reading “Branding 101: the importance of brand management”
Brand Management can be a lot to handle, and marketers are often stuck in a time squeeze where daily tasks such as brand maintenance have the tendency of consuming more time than you have. Instead of spending time on value-added brand strategy tasks you know are necessary if you are going to reach your brand goals and growth, you are stuck in an ad hoc loop.
Luckily there is hope. With the right branding tools in place, working with brand management strategies becomes easy and efficient.
Every day we are in contact with hundreds of different brands. Either through websites, TV, social media platforms or in stores, brands and content take up space – both consciously and unconsciously.
Continue reading “Branding 101: the importance of brand management”
Your global employer brand is the core of how you attract, recruit and retain top talent worldwide. It is the message, value and vision that tell your target audience why they would want to work for you over your competitors.
For the top global companies, developing an effective employer brand strategy is essential in connecting with potential recruits and your existing team members on a global scale.
With so much choice of workplaces available to today’s skilled employees, having a global employer brand that truly connects and resonates with your preferred target audience is how the best global brands reap the most talented recruits.
Take Vodafone for example -nan organisation we’ve been proud to work with for several years now to deliver greater, more consistent employer branding. One of the most recognised brands around, they have devoted a lot of time and effort in crafting their global employer brand identity to appeal to their ideal employee persona.
From transparency over their vision as a company to creating aspirational employer branding materials, Vodafone recognises the advantages clear strategy gives them in how they acquire talent. And this also takes into account how they interact with their local markets.
Unquestionably one of the greatest challenges facing top global businesses is communicating and disseminating their central brand and identity to their employees and prospective recruits worldwide. Crossing boundaries means new cultures, new languages and new customs.
Employees are individuals, and never is that more apparent when you move from country to country. Brands that take a “one-size-fits-all” approach to their global employer brand strategy risk alienating individuals whose needs, motivations and cultures differ from the messages they are putting out there.
Nowadays, job seekers need to be treated like consumers, and the cost of an employer brand that doesn’t consider their distinct customs and traditions will:
While the essence of your brand values shouldn’t change from location to location, as this will undoubtedly cause confusion as to what your global employer brand stands for, it needs to have been framed in a way that engages your local audiences.
For instance, say part of your company’s core values is an approach that’s incredibly team-oriented and encourages collaboration. That might be more significant to your market in one country than in another. Instead, you should adapt your messages to champion a different core value that is more relevant to that specific audience – that’s part of a good employer branding strategy.
Your global employer branding team should be given time to develop a clear understanding of the local markets that you operate in, performing whatever external surveying work and analysis necessary to understand what they want out of a workplace culture and how your brand can accommodate this.
As mentioned, thorough research into the individual markets you operate in is essential to discover the cultural considerations affecting the area. This will take time, but it’s vital in identifying elements that your target audiences consider crucial in the work environment of an employer of choice.
Remember, your global employer brand strategy towards your local markets should begin and end with the employee experience. Most employees will look to have their own individual needs met, and an appreciation of a market’s culture and society gives you a greater chance of meeting their requirements.
Take time to break down the persona of your ideal team member:
Once you’ve determined a top-line understanding of this through interviews with staff members and qualitative research, go to the extra level in referencing the various cultural nuances and features that distinguish one location from another. That way, you will be able to attract talent in a much more effective way.
Next, the best global brands will utilise their existing employee base as brand ambassadors to connect with local audiences in an organic, natural way. Content shared by employees typically receives 8 times the engagement of content on a brand’s official channels, largely because it feels more personal and credible.
Global businesses with the best employer branding – encouraging and rewarding a company-wide culture of employee advocacy – stand to receive the greatest benefits when appealing to other team members and prospective recruits across their local markets. As your employees promote and interact with others in a meaningful way, others will gain a stronger appreciation for your identity and values.
Whether this is achieved by an incentive programme or by adjusting your marketing strategies to incorporate more “team-focused” content, inspiring your current employees to spread your brand’s message can be a powerful way of attracting candidates.
Brand consistency and frequency are also key to translating your global employer brand to your local markets. While you will likely need to make alterations in terms of language and imagery used, the essence of your brand identity should never waver. Honesty and transparency are important in developing a genuine connection with your target markets.
Therefore, the ability to create and share marketing materials that consistently communicate your brand’s personality to each of your local markets is crucial. Having access to a sophisticated brand management solution makes a real difference in maintaining the core elements of your brand’s identity across all locations, with the function to tailor the imagery, language and layout as necessary to a specific audience (something our systems at Papirfly are capable of providing).
This branding software will also ensure that your local teams can frequently craft and create collateral from the ‘single source of truth’ found in your brand guidelines. This is vital in maintaining regular engagement with your audiences – not just to those you are interested in recruiting, but in reinforcing the shared familiarity with your brand among your existing employees. If these communications are not actively maintained, you risk missing out on attracting top talent and reducing your employee retention.
Essentially, when it comes to protecting and maximising your global employer brand, it is a case of think globally, act locally. By taking the time to address cultural nuances in each of your markets and adapting your marketing to appeal to these, as well as harness the power of your existing employees to reach these groups, you place your organisation in a much better position to attract, recruit and retain talent against other top global companies.
So, how are some of the best global brands appealing to their local markets? Here are some examples that might inspire your approach:
As highlighted earlier, Vodafone in recent years has placed a deeper emphasis on pushing their global employer brand as a means of attracting top talent. After conducting extensive research, they identified eight ‘proof points’ that give people worldwide a fundamental picture of what it’s like to work at Vodafone. From there, this core message is adapted to each market to effectively translate the message, with the company utilising our own brand management solution to create and disseminate this material.
Utilising a hero campaign on being ‘more than just your job title’ on a worldwide and local scale, Unilever’s global employer branding team work closely with their local outlets to tailor their messages most effectively and inspire their current staff members to push their identity out on their own personal channels.
L’Oreal’s innovative approach to a transparent, consistent and candidate-driven recruitment strategy allows them to compete with the top global companies in securing talent. They present universal employee value proposition pillars to their markets worldwide with an appreciation of the cultural disparities.
Dell has committed to recruiting to recruiting an employer branding team, with leads in each of their regional markets, giving them a clear indication of the cultural nuances, trends and events that will inform how their materials will work in those areas. By receiving this insight and experimenting and analysing their campaigns, they are constantly refining how to tap into their local audiences.
Finally, Verizon’s employer brand marketing takes an unwavering approach to championing the achievements and happiness of team members in all local markets, to present everyone in their organisation is engaged with their brand. This magnification of their brand presence through organic, employee-driven content and diverse, current-event messages helps them stand out among the best global brands for prospective job seekers.
We hope this article has helped you recognise the value of adapting your global employer brand around your local markets. While we live in a world that is globalising more and more each day, being able to adapt your message to appeal to the specific cultures, languages and traditions of each market will give your organisation added impetus in your mission to acquire talent and improve employee retention.
Your global employer brand is an investment in your company’s future, and it’s crucial you give it the capacity to fully engage your existing and prospective employees. With our brand management platform for employer branding teams, we empower your teams to go after their local markets frequently, consistently and successfully, with the option to tailor each message for each audience. All with no specialist expertise.
Start empowering your workforce and connecting with your audiences across the globe today.
