agency relationships

3 Things Successful Client-Agency Relationships Have in Common

 

Building an effective agency relationship is a two-way street, and it takes a lot of work from both the client and the agency to develop and maintain a successful partnership. According to AdWeek, there are four types of agency relationships, but today we’ll focus on those between great companies and great agencies. We don’t know everything that enables companies like Apple, Coca Cola, Fedex and Adidas to maintain positive relationships with the same agencies for an average of 22 years. But, like our top clients, they all do these three things:

Set Clear Expectations

Right from the start, take the initiative to clearly articulate your goals – both for any specific project at hand and for your company in general. Whether you do this verbally or in a focused, written creative brief, you’ll want to provide easy-to-follow guidance, while also clarifying information about your target audience, key messages, timing, expectations, and the relationship of projects to each other and other initiatives. Either way, the goal is to make sure your agency clearly understands the specific reasons why any given project is important to the business, and what will determine its success.

Communicate, Communicate, Communicate

A successful client-agency relationship is like a happy marriage. You both need to feel like you are accessible and available to each other. And that means defining what, when and how much you will need to share with each other – and sticking to those parameters. Don’t expect each other to know what kinds of communication work best for you. Expect a learning curve as you each learn how the other operates. You’re trying to balance marketing initiatives with internal procedures and politics. Likewise, your agency is trying to filter your input and preferences through marketing best practices. When in doubt, ask questions and err on the side of courtesy and respect for each other’s time, opinions and areas of expertise. Treat standing meetings with the respect they deserve, respond promptly to questions, and provide feedback and approvals in a timely manner.

Evaluate and Adjust

As projects are completed, take the time to review what went well and where there are opportunities for both sides to improve the relationship. If certain goals weren’t achieved, work with your agency to explore why and decide how to avoid similar issues in the future. Take advantage of the opportunity to provide open, honest feedback – and to gain insights into your own ways of doing things, as well. Turn that feedback into specific, measurable action items that both sides can commit to, going forward. And above all, do this repeatedly. After all, as both companies evolve and grow, so should their relationship.

In short: Well-aligned expectations, strong communication and the ability to evaluate and adjust can go a long way toward success. Great client-agency relationships will yield brilliant results for both partners – as long as everyone is willing to work together toward excellence.


At Relish Marketing, our fusion of creative and strategy unlocks your brand and propels it forward.
Savor your brand. View our client work. Work with us! Contact here.
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Digital Marketing Trends for Dental Practices

Six Dental Marketing Trends to Boost Your Digital Strategy

 

The dental industry – like all of healthcare – has seen a lot of technological changes, from paperless offices to digital impressions and 3D printing. And let’s not forget the overall impact of the Internet on consumer behavior. More than ever, people rely on the Internet for information, education, and reviews before making buying decisions, especially in healthcare. This trend is only going to rise, which means you have to stay competitive in the digital space to build brand awareness and attract new patients. You could just throw money at digital ads, add content to your website and post more often on Facebook, but smart dental practices are realizing how six key trends can contribute to a much more effective approach.

1. Capitalize on Local Search Engines

The “near me” phenomenon has driven huge growth in location-based searches year over year, and the search for “dentist near me” was at the top of the list. But even if you’re technically closest to the address of any given searcher, a few extra steps can give you an advantage.

Most important, make sure your practice is accurately listed on all search engines consumers might use. Google searches rely heavily on NAP (name, address and phone number) information, so be sure that it is up-to-date (if you’ve ever changed your office location, it might not be). Otherwise, your practice will be less visible and your search rankings will suffer.

2. Manage Your Online Reputation (it’s way more than Yelp)

Your online reputation is as important as your real-world reputation and is largely shaped by what comes up when someone searches your practice on the Internet. Research shows that 85% of people trust online reviews as much as a personal recommendation. Google, Yelp, and Facebook are only the most popular of the many platforms where customers will rate their experience with your practice. Reviews play a role in where you appear in search results, too. The 10 most recent reviews can move a business from the second page of search results to the first page. And if you have 50 reviews or more, that alone can yield more than a 250% increase in click-through rates, according to Reputation.com.

The rise of smart speakers like the Amazon Echo (“Alexa”) and Google Home adds an additional challenge to your online reputation. And this is different from using an intelligent personal assistant like Siri, where the results are visibly shown. Smart speakers simply announce the top result – and if your online reputation is negative or not optimized, you may never be mentioned. Worse, if a negative review is the first thing that consumers hear, they’re unlikely to dig deeper to learn more. When creating any digital content, work to include phrases that your potential patients might use to search for your practice. Beyond that, keep an eye on your online reviews and do what you can to promptly resolve patient misperceptions.

3. Master the Art of Social Media

Social media is now a critical marketing tactic that can help all businesses – including dental practices:

  • Increase brand awareness
  • Drive traffic to your website
  • Generate qualified leads
  • Boost patient engagement
  • Build credibility
  • Grow revenue

All social media platforms have characteristics that set them apart from each other, which is why it’s important to engage on multiple platforms to effectively reach your target audience.

Social Media Monthly UsersSource: TechCrunch, June 2017

With over 2 billion active monthly users (as of January 2018), Facebook is the largest social media platform and it continues to grow at an exponential rate. Using Facebook can help you improve patient retention, boost referrals and better your online reputation.

Twitter’s microblogging platform makes it great for quickly sharing information, establishing your practice as an expert in the dental field, and increasing traffic to your website. The challenge, of course, is that your tweet must be seen as one of 500 million tweets per day. Twitter users search for topics using hashtags – so, you should use them, too. This enables your posts to target anyone seeking information on specific topics and reach a wide audience beyond your direct followers.

Instagram is a visually-driven platform, which is perfect for dentists with a wealth of imagery and videos. The catch is making sure your content is engaging to your audience. You may be fascinated by a clinical process diagram, but your consumers will be more interested in before and after pictures, as well as videos of successful procedures and happy patients.

4. Don’t Forget About Email Marketing

Email is still one of the best ways to attract new patients and improve patient retention. In fact, it’s still 40 times more effective than social media for acquiring new customers, which makes it the online marketing channel that generates the highest ROI.

Big surprise: most patients don’t like going to the dentist, and it’s likely that they will forget to schedule appointments for their six-month checkups. Making an appearance in their inbox is a simple and effective way to stay top of mind. Start by asking your patients for their email addresses to send appointment reminders. Once they’re added to your subscriber list, you can also keep them aware of your practice with promotional offers, surveys, holiday emails, targeted campaigns and other messages.

5. Make Sure Your Ads are Geo-Targeted

We’ve already mentioned optimizing your website for local search engines, but if you intend on implementing a paid marketing strategy (e.g, Facebook Ads, Google Ad Words, promoted posts, etc.), you’ll also want geo-targeted advertising. Geo-targeting allows you to deliver specific content to a particular geographic area. Again, any new dental patients who don’t find you via referral will do what most people do, search online. And they’ll probably be searching for a dentist close to their home or their job. Bonus: Geo-targeted ads can cost less than broadcast advertising, which is designed to appear anywhere and everywhere.

6. Invest in Video Marketing

85% of Internet users in the U.S. watch videos online, and video continues to be an important medium for companies looking to engage their audience, grow brand awareness and build trust with customers. Just look at the numbers:

  • Almost 50% of Internet users look for videos related to a product or service before visiting a store (think with Google)
  • 45% of people watch more than an hour of Facebook or YouTube videos a week (Wordstream)
  • Marketers who use video grow revenue 49% faster than non-video users (Vidyard)

Dental practices can supercharge their video strategy by creating videos and sharing them on social media sites like Facebook, Instagram, and YouTube. Your videos can showcase the culture of your team and office environment, cover popular topics in dentistry, or simply offer a little fun entertainment around birthdays and holidays – the possibilities are endless. Just be sure to keep the content relevant to your current and potential patients. Likewise, follow the same guidelines above for hashtags to tag your videos with helpful keywords (like your city and state) so that search engines can connect them to relevant searches.

Clearly, there are many components of a successful digital marketing strategy to attract patients and reinforce your practice’s brand. And it isn’t a “one size fits all” situation, even within your specific field. The good news is that you don’t have to do everything all at once. Start with tactics that are manageable for your current resources, then build on as you grow. Likewise, you can avoid making mistakes by taking advantage of a digital marketing and branding consultant’s expertise. Either way, the time to wait and see if digital advances will impact your practice is over, and the time to drive your online brand forward is here.

 


At Relish Marketing, our fusion of creative and strategy unlocks your brand and propels it forward. Savor your brand. View our client work. Work with us! Contact here.


talent acquisition checklist blog

Measure Your Talent Acquisition Strategy with Our Free Checklist

You already know how important it is to attract the right talent to your organization. Great hires set the pace for product innovation, creative problem solving, successful client relationships and other advances. Likewise, the wrong hires can be detrimental – hindering, halting or even setting back progress. But attracting and hiring the right talent is largely a matter of luck, right?

Of course not. You have to define and implement a talent acquisition strategy to reap bottom line rewards, such as:

  • Making your job easier with more effective recruitment processes
  • Improving the quality of applicants
  • Increasing offer acceptance rates
  • Reducing recruitment costs
  • Strengthening higher internal hiring rates

The question, of course, is how to unlock those opportunities, strengthen your talent acquisition strategy and hire for ongoing success.

The specific answer is different for every organization, but certain best practices can be the difference between spinning your wheels and achieving success. Which is why we created a quick, easy-to-use (and free!) resource – the Talent Acquisition Checklist for Success – to help you evaluate and improve your strategy in three critical areas:

  • Awareness – how familiar people are with your organization as a potential workplace
  • Attraction – how well you and your employees tell the right story to reel in top talent
  • Recruitment – how you close the deal when ideal candidates are found

talent acquisition checklist download

We use this checklist with our own clients and want it to help you, too. Download it, use it – and please tell us how it works for you.

P.S. Your approach to talent acquisition is one key component of your employer brand strategy, but keep in mind that these aren’t one and the same. In case you missed it, check out The Employer Brand Guidebook: How to Attract, Engage and Retain Top Talent, another great tool, which can help you evaluate your messaging, channels and practices to uncover opportunities and get proactive.


At Relish Marketing, our fusion of creative and strategy unlocks your brand and propels it forward.
Savor your brand. View our client workWork with us! Contact here.

 


relish professional services blog header

Seeking Top Talent? Do What These Professional Services Firms Do Online

Every company’s success depends on the quality work of employees – and nowhere is this truer than in professional services. After all, in legal, accounting, finance, consulting, architectural and engineering firms, people essentially are the business. Which is why successful professional services organizations can teach a lot about how to communicate an employer brand to attract, hire and retain top talent.

Scouring the web for examples of excellence, we found six professional services firms that really get it – from strong messaging on strategically designed career sites to well-leveraged social media and alumni network engagement. No surprise, these same firms have been recognized for employer excellence, by Fortune Magazine among many others.

 

Cooley – Legal

Innovation is a core component of Cooley’s identity, as can be seen in both their client-facing brand and their employer brand. The firm’s careers site is engaging and easy to navigate, with lots of great video featuring employees. All of these components come together to make it clear that Cooley expects collaboration, diversity, creativity and passion from its people – all of which are critical for an innovative, cutting-edge law firm. Pro bono work is meaningful, not just a business requirement. And, the path to partnership is clear, as are opportunities to connect with others through internal “affinity groups.”

Most professional services firms leverage LinkedIn in some way. But Cooley extends its social media presence, incorporating Facebook and Twitter into its digital strategy, as well. The firm’s presence on each platform features a rich balance of industry news, events, client successes, featured employees and “what it’s really like to work here” topics. The seamless connections between the firm’s overall and employer brand messaging reinforce the idea that the firm truly does prize innovative approaches from employees, for the benefit of their clients.

Finally, Cooley understands the value past employees bring to the firm and uses its online presence to engage them via their alumni network. Cooley encourages alumni to stay connected through alumni events and no-cost CLE (Continuing Legal Education) courses, leaving the door open for ongoing networking and opportunities with this valuable audience.

 

Deloitte – Consulting, Tax, Audit and Advisory

Deloitte is one of the world’s oldest and largest professional services organizations, recognized by many as a top employer brand. While the firm’s career website arguably could be slimmed down and organized to be easier for job seekers to follow, it does a lot of things right. Deloitte understands that visitors to their careers site aren’t a single, homogenous group – they can be experienced professionals, students or recruiters, and their career expertise could be in any of Deloitte’s key business areas. Accordingly, its careers site includes helpful information based on each audience’s needs. The site uses video effectively, too, with employees from multiple demographics and business areas sharing authentic stories of why it’s great to work at Deloitte.

We love Deloitte’s focus on career journeys that include all of life’s important moments, not just professional milestones. For instance, in the image below, you’ll see that Devon is more than just an audit and assurance professional – she’s also a mom who has trekked to Mount Everest’s base camp in Nepal. These kinds of stories show that Deloitte team members aren’t expected to check their individuality at the door each morning – an empowering message, to say the least.

deloitte-devon-konikow-career-journey

 

Protiviti – Business Consulting

For Protiviti, employer branding messages on the careers website for this global consulting firm extends naturally from the key messaging on their solutions pages. Indeed, on almost every page, visitors can see that when you work at Protiviti:

  • You will grow
  • You will make an impact
  • You can be your best

These ideals of development, higher purpose and empowerment are important to employees, particularly millennials looking for the next step on their career path.

Protiviti’s careers website wins with strong overall organization and flow, too. Its highly visual approach divides the firm’s key focus areas into large image blocks for easy navigation and interest. Videos authentically capture what it’s like to work there, emphasizing the firm’s appreciation of individuals who bring unique strengths and abilities to the organization. The recruiting process page reinforces this powerful message with language like “Bring your whole self to work. That’s Protiviti” and, “All we ask is that you be yourself.” Protiviti also understands the value of its alumni network with a page dedicated to upcoming alumni events, ways to stay in touch and a quick link back to the careers page.

In short, when it comes to clear, authentic, and powerful career communications, this firm nails it.

 

Crowe Horwath – Accounting, Consulting & Technology

Crowe Horwath LLP, a global public accounting, consulting, and technology firm, has a comprehensive careers website with distinct sections for students and for experienced professionals. The student section is particularly strong, highlighting campus events as well as opportunities to learn about internships and the firm’s hiring process. These clear expectations are critical for – and appreciated by – top candidates just entering the workforce or those advancing their careers through post-graduate studies.

That said, Crowe Horwath’s content is where the firm’s online employer branding truly shines. Through the careers blog, the recruiting team regularly highlights important events and timely news while also featuring employees and showcasing employer awards. Equally important, they leverage this great content across all social platforms, reaching their audiences anywhere they might be.

Having your employer brand messaging nailed down, and told in an authentic and clear way is vital. But continuing to tell the story again and again from different perspectives and across multiple channels is what will move the needle in achieving your goals.

 

Morrison Foerster – Legal

We have to love a firm that affectionately refers to itself as “MoFo” (and if the acronym made you giggle, too, you’ll enjoy learning about the reason the firm uses it). We’re so impressed by Morrison Foerster’s inviting, visually appealing, minimalist careers website. Its overarching employer brand messages are clear and include targeted messaging for students, experienced lawyers and business professionals. And, as with all of our favorite careers sites, videos of associates sharing their own stories reinforce MoFo’s employer brand identity, in which passion makes all the difference.

Perhaps most significantly, MoFo’s careers site makes it easy to view current openings and apply. So many employers bury this call to action when they really need to make it as prominent and persistent as possible. The Apply page clearly explains what job seekers can expect in their interview – and they can schedule own interviews with people in key specialty areas, female lawyers, lawyers of color, etc. This clearly shows candidates that a mutual commitment to cultural fit is important here.

 

Baker Tilly Virchow KrauseAccounting and Advisory

From the moment visitors arrive at Baker Tilly’s careers site, they can see and hear employees speaking about the firm, their experiences, development opportunities, work-life balance and the firm’s growth. From there, they can quickly navigate to additional videos focused on how the firm helps employees grow their expertise in the areas that interest them most.

Baker Tilly’s careers site also wins in the area of candidate engagement. Job seekers don’t have to apply for specific positions to connect as “Talent Insiders.” This makes potential candidates feel like they have an inside edge on firm opportunities, with alerts for new job openings, and information about future events and industry news. These last two features go beyond those of a typical Talent Management System (TMS), enabling Baker Tilly to engage with people who may be interested in joining the firm and keep the conversation going, reinforcing its attractiveness as an employer.

Baker Tilly does a great job extending its employer brand messaging seamlessly across social media platforms, namely Facebook and LinkedIn. A dedicated Facebook page for careers offers potential employees opportunities for direct engagement, as well as an easy place to find newly announced job openings. Likewise, Baker Tilly uses its LinkedIn presence to express general thought leadership and reinforce what makes the firm unique. This approach bolsters Baker Tilly’s identity as a place that values individuals and encourages employees to grow.

 

The Upshot

Did you notice some commonalities among these successful employer brands? All of them use clear, consistent messaging across their digital platforms. All of their employer brand components feel like they belong with their overall, client-facing brands. And let’s not forget about video, which isn’t a fleeting trend or something “nice to have.” It’s an essential component of any authentic, employer brand storytelling. After all, unless your employees are professional actors, it’s hard to fake passion, enthusiasm and connection.

Follow the lead of these firms – who clearly get what it means to establish a successful employer brand online – and you’ll be well on your way to attracting, hiring, retaining and engaging the right talent to help you take your business forward.

 


At Relish Marketing, our fusion of creative and strategy unlocks your brand and propels it forward. Savor your brand. View our client work. Work with us! Contact here.


website refresh relish marketing

Time for a Website Refresh? 9 Smart Questions to Ask.

Website technology and trends change constantly, and consumer expectations are rising at an even faster pace. So, it’s a common question – how often should we refresh our company’s website? Some in the industry will say anywhere between two to five years.

Rather than answer the question with an arbitrary date, you should evaluate whether your website is performing well, delivering on your business objectives and meeting the needs of its users (including your sales and marketing teams). If it isn’t, there’s no time like the present for a refresh.

The answers to these 9 questions can help you decide if now is the right time to redesign your website.

  1. Are you making the best first impression?

You only get one chance to make a first impression, and in today’s digital world, that’s often your website. Outdated and unappealing designs or difficult, clunky navigation will leave customers confused or turned off – and some will never come back.

One common mistake is to jam-pack everything on to the home page. Today’s digital trends lean toward a minimalistic style with a simple, clean design and short copy blocks with limited text. Consider the home page as the cover of a book. It should be visually appealing and say just enough to motivate someone to open the book and read more. Even better, they should want to buy it.

  1. Is your site responsive and optimized for desktop, mobile and tablet?

In 2015, Google determined that for the first time, more searches in the U.S. were being done on mobile devices than on desktops.[1] And that trend hasn’t slowed down. Smartphones and tablets have changed when and where people consume information. A responsive website design will allow visitors to experience your website intuitively and easily, no matter what device they are using, with layout, content, imagery and other design assets appearing and functioning in ways that make sense for each device.

Many designers design for mobile first. Designing for a small screen format will force you to focus on what’s most important and the easiest ways for users to access it (think like a minimalist!). Once you’ve prioritized these key elements, the desktop design will come naturally.

  1. Is your site’s design and messaging consistent with your brand?

If you’ve recently gone through a rebrand, you’ll want to make sure you’ve scrubbed your website thoroughly to ensure it reflects your new brand. Likewise, your business strategies may have shifted since the last update. Have these updates been incorporated throughout your website?

Make sure your online presence fully represents who you are as a company and what you want to be known for – including your business strategies, product offerings and key messaging. Not only will it help you convert more visitors into customers, it also will ensure that you’re attracting the right customers and setting the right expectations about what they can expect from your business and your products or services.

  1. Is your website generating revenue, converting sales or attracting leads?

Conversions are the actions you want your website visitors to take, whether that’s making a purchase, filling out a contact form, or anything in between. If you haven’t looked at your website’s analytics lately (or if you haven’t set up analytics yet), do this now. If people are finding your site but quickly leaving (high bounce rate and low average time-on-site) or not visiting many of your pages (low pages-per-visit), your visitors either aren’t finding your website useful or are unable to locate what they want or need. 

  1. Does your site rank high on search engine results?

Gone are the days where simply loading your site with keywords would improve your search ratings. Google algorithms are constantly changing and they reward websites that keep up. If you haven’t touched your site in a few years, you may not be showing up high enough in search results, which can keep people from finding you online.

Keep an eye on the most up-to-date SEO best practices to optimize your site structure while delivering fresh, quality content that’s easy to find. And, if it gets too technical or you need some additional help developing or implementing a more sophisticated digital strategy, enlist the help of a partner with SEO optimization expertise. They’ll know the latest trends and will have experience with what works and what’s a waste of time.

  1. Is your site loading quickly?

And by quickly, we mean about 3 seconds. If your site is slow, visitors won’t wait, and your first impression will be blown. Some quick troubleshooting can pinpoint where the problems are – and whether they warrant an immediate redesign or can be managed with some quick fixes until you’re ready.

  1. Does your website stand apart from your competitors?

How often are you perusing your competitors’ sites? Once a year? Less? Things move quickly in the digital world, and those who stay “on-trend” will stay ahead in the market.

Does your website design stand out from competitors or does it look outdated or cluttered? How do competitor’s sites appear on mobile devices? Where are they showing up in search results? Understanding your competitors’ digital presence and where you stack up against them should be major drivers of your own site design.

You can easily set up ongoing alerts to help keep track of the changes your competitors are making to their websites with a service like VisualPing. Set up some dedicated time on an ongoing basis to review what your competitors are up to. And (hint) do it more than once a year.

And, don’t be shy to look outside your industry. Think about what sites you absolutely love – and consider how you could incorporate their style, structure or functionality into your company’s website. You may not be an online retailer, but there is something to learn from businesses who live or die by their website.

  1. Are you using rich media like video and audio?

Let’s face it, our attention spans are shrinking. We want to consume as much content as we can, as quickly as we can. Not only are videos eye-catching, if done right, they can convey your messages in a more powerful and compelling way than standard text.

Think about what type of content you can provide in a non-text format. If your site doesn’t support rich media yet, a site redesign is probably in order and you’ll want to build it on a content management system (CMS) that you can easily manage. Speaking of which…

  1. Is your site easy to update and maintain?

If you need a developer or specialized coding expertise to make simple content changes to your website, stop. What you really need is a web design built on a user-friendly and robust CMS. The easier and user-friendly the CMS, the more likely you will be able to keep content fresh, remain consistent with your brand and support your content marketing strategy – all of which are good for SEO and good for business.

The Right Time

There’s no tried and true date for a website refresh. If you answered no to any of the questions above, you may want to consider a redesign or at least some incremental changes to tide you over until a complete overhaul is needed. If you answered no to more than four, we strongly recommend taking action sooner rather than later.

Redesigning a website is no small feat and it requires commitment and resources on your part whether you’re leading the charge or enlisting experts to help with strategy, design, content and execution. But if your website isn’t meeting the needs of your users, you’re not attracting the right customers, not achieving your business goals, or your competitors are leaving you behind in the dust, there’s no better time than now to get started.

[1] https://www.statista.com/topics/2479/mobile-search/

 


At Relish Marketing, our fusion of creative and strategy unlocks your brand and propels it forward. Savor your brand. View our client work. Work with us! Contact here.


relish-marketing-recruitment-strategy

Is Your Recruitment Strategy Chasing Away Top Candidates?

Job hunting has become a buyer's market, putting you as a business on the offensive. With unemployment numbers dropping to a 16-year low, and growing competition amongst employers, attracting top talent has become increasingly difficult. According to a study conducted by the Society for Human Resource Management (SHRM) of over 3,300 HR professionals, more than two-thirds reported problems filling vacancies.

The way you present open positions at your company could make a difference. A job posting is often the first impression potential employees have of your company, which means your employer brand is more important than ever. Here are three things to remember about how your employer brand can impact your recruitment strategy, ensuring that you attract not only top talent, but also the candidates most likely to benefit your business.

1. Engaging Job Posts Attract More Engaged Employees

Think of a job posting as you would any other form of sales material. You need to sell your company to the applicants; and, in order to do this, strong employer branding is imperative. Boring, generic job posts make you seem like a boring and generic company; let your company's personality shine through. Interesting and engaging posts will attract like-minded applicants.

2. It's Not All About The Money

Unlike previous generations, Millennials value the opportunity to learn and grow in a job they find interesting more important than monetary compensation. This doesn't mean you can skimp on the compensation package, but it does mean you need to explain what your company can offer besides a salary and 401K. Continued learning opportunities, career advancement options, and workplace culture help sweeten the deal. Your corporate culture, values, mission, and messages help define your employee value proposition. Use them to help your job posting to stand out in the crowd.

3. Experience Isn't Everything

An employee's potential can be a better indicator of future success than past experience. But, neither potential nor experience matters if the candidate doesn't mesh well with your corporate culture. Limit the hard skills listed in your posting to those most essential to the job, and list soft skills and personality traits necessary to thrive in your work environment. This not only reinforces your employer brand, it also paves the way to long-term job satisfaction for the employee, which leaves you with a happier – and therefore more productive – new addition to your team.

Before you can attract top talent to your company, define what top talent means to you, not only in terms of skills and experience but also in terms of the best fit with your company's personality, opportunities, and culture. When you know what qualities define your work environment, it will be easy for you to recognize who your ideal employees should be – and for candidates to recognize you as an ideal employer.


At Relish Marketing, our fusion of creative and strategy unlocks your brand and propels it forward. Savor your brand. View our client work. Work with us! Contact here.


3 Recruitment Strategies Focused on the Candidate Experience

A positive candidate experience has become the pinnacle of effective recruitment practices. With unemployment rates at historical lows, recruiters are operating in a candidate-driven market.

A positive experience with your organization can be the difference between hiring the right candidate and one who's "good enough." Or between positive and negative online reviews.

Improve the Candidate Experience

The perfect candidate for your business is likely talking to several companies. In order to differentiate yours and sway the candidate in your company's favor, it's critical that he or she has a great experience at every opportunity.

Fortunately, there are a few ways to make this happen.

1. Use a simple and responsive recruitment process

Companies and more specifically, management, often get caught up in tedious recruitment practices. From overly detailed applications to outdated, often irrelevant interview questions like "Where do you see yourself in five years?"...this level of minutiae can derail a prospective candidate - in part because it lacks personality and fails to convey why anyone would want to work there.

Consider streamlining your processes with a simpler application followed by a personal invitation for an interview. Then, be sure that the interview focuses on the individual's talents and how well they would connect with your corporate culture. After all, in order for the candidate to thrive within the company, they need to be a good fit and share common goals.

2. Treat candidates like potential customers

When the consumer brand matches the employer brand, candidates get the sense that the company values its employees. Just as happy employees create a better experience for customers, they can also make a difference in the experience of their potential colleagues. Treating candidates with the respect typically offered to customers can significantly improve the candidate experience. And, regardless of whether the candidate is actually hired, a positive experience is likely to leave a positive impression of the company - which is likely to be reflected in posts on review sites.

3. Pay attention to your employer brand

Employers should never underestimate the power of a positive (or negative) reputation. From the get-go, a candidate should feel engaged and excited to learn more about the employer. Genuine relationships build businesses, period.

In addition, a well-designed job description should not only list job responsibilities and requirements, but should also provide a sneak peek into the employer's culture. Introduce the values of the company and how it stands out from competitors. Don't be afraid to reflect the personality of your company.

These strategies can help any organization improve the candidate experience, attract more positive reviews, engage top talent and strengthen the overall employment journey.


At Relish Marketing, our fusion of creative and strategy unlocks your brand and propels it forward. Savor your brand. View our client work. Work with us! Contact here.


Relish-Links-We-Savor-Millennials

EMPLOYER BRANDING LINKS WE SAVOR: THE LATEST RESEARCH, MEASURING ROI, MYTH-BUSTING AND MORE!

Randstad | Who’s Standing Out in Employer Branding in 2017?

The Annual Randstad Employer Brand report – one of the most robust employer brand research reports of its kind, is out with this year’s global insights with a particular emphasis on automation in the workforce. Includes interviews with six HR executives from companies who have consistently scored high on Randstad’s rankings (Randstad Awards Survey).

Glassdoor | 7 Great Employer Brand Videos

If a picture’s worth a thousand words then a video must be worth a million! See how seven companies use storytelling by real employees and a variety of creative approaches (even puppets!) to effectively communicate their employer brand.

Lighthouse Research | Global Talent Acquisition Sentiment Study

Learn about this year’s top priorities and challenges from HR and recruiting professionals around the world (spoiler alert: employer branding is #3) as companies continue to find creative and effective ways to attract, engage and retain top talent.

42Hire.com | Employer Branding Myths

Eight top hiring leaders let you in on common misconceptions of employer branding and key takeaways for success. Take it from those who have been there, done that, seen it all – success starts with a well-thought out strategy plus activation infused with insights from the breakroom, not the boardroom.

Indeed.com | Employer Brand versus Talent Brand – What’s the Difference Anyway?

If what your company says about what it’s like to work there doesn’t align with what employees think and feel, you may have misalignment between your “employer brand” and your “talent brand.” Understand the difference between the two and what the overlap (i.e. sweet spot) can mean for bolstering your employer brand strategy.

ADP | Measuring the ROI of Your Employer Brand

True measurement of the impact an employer brand has on the business goes far beyond an increase in submitted applications and visits to a career website. Consider the quality of candidates over quantity, how your employer brand is powering your recruiting efforts and ultimately what “good” hires do for your bottom line.

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P.S. In case you missed it, we just published The Employer Brand Guidebook: How to Attract, Engage and Retain Top Talent. It’s full of information for companies looking to retain, engage and retain top talent, whether evolving an existing employer brand or just getting started. And it’s free when you download it now.


At Relish Marketing, our fusion of creative and strategy unlocks your brand and propels it forward.
Savor your brand. View our client work. Work with us! Contact here.


employer brand times of change

Make Your Employer Brand Work for You in Times of Change

When it comes to running a business, change is inevitable – and it can come in many forms, such as mergers or acquisitions, significant growth, budget cuts, downsizing, new leadership, restructuring and transformations. Most business leaders naturally respond to these types of changes by planning their operational response. However, it is equally important to consider the impact these kinds of changes can have on a company’s employer brand, as well as the opportunities that arise to strengthen and revitalize it.

Your Employer Brand Matters More in Times of Change

According to the Society for Human Resource Management, 70 to 90 percent of all mergers and acquisitions fail to meet anticipated financial and strategic goals. In many cases, HR-related issues are part of the reason why. A time of change can hinder an employer's ability to attract new candidates and retain existing employees. Likewise, significant changes can spur negative buzz from employees who either leave because they feel alienated or who stay but still feel insecure or threatened by rapidly shifting circumstances.

A study by the American Psychological Association showed that employees who were facing changes at work were twice as likely to have work-related chronic stress and three times as likely to consider looking for another job. If employers are not careful, employees can start to feel underappreciated, isolated and as if they are no longer part of a team. In addition, employees may worry about their future career with the company or believe that their growth and development will falter.

Make Your Employer Brand Work Harder

The good news is corporate turbulence can offer companies with a strong employer brand a natural opportunity to evolve and strengthen it further. There are specific steps that employers can take to help minimize negative effects and even re-energize employees who may be feeling apprehensive in a time of change:

1. Be Aware of Your Employees' Needs

Employers can offset employee concerns by ensuring an ongoing focus on the things that are most important to them:

  • Control – Feeling like they are involved rather than the change just happening to them
  • Capability – Continuation of skill growth and development
  • Career growth – Continued and clear career path
  • Connection – Personal connections with co-workers and leaders

In general, these “4 Cs” are important to employees at all times, however, they are even more important during times of significant change.

2. Reinforce Employee Value

Employers should take specific actions to ensure their employees feel valued and that opportunities for continued career growth are still available. Re-evaluate your employee value proposition. Consider the perks, benefits, and other value you offer, as well as how they reinforce the reasons why people should feel good about working for your company.

3. Infuse Internal Communications with Inspiration

Clear and transparent communication is critical during times of change – but it isn’t enough. True, if communication between employer and employee breaks down, trust will erode, leading to high turnover rates. But even with clarity and transparency, internal communications during change must do more than merely inform. This is the time to re-energize team members, to inspire them, to help them feel that amidst all the change, they still belong. So, yes, be clear and transparent. But also, be engaging, inspiring and authentic.

4. Manage External Communications with Engagement

Make sure that stories told in public don’t undercut your key messages. Train your executive spokespeople to talk about the changes in your organization in ways that support your employer brand. Review your external blog posts. Monitor social media and other channels for language that could cause alarm among prospective candidates as well as employees, partners, recruiters and others whose opinions could sway candidates one way or the other.

5. Don’t Do It Alone

There are so many things to consider when going through a change that employers often have a difficult time identifying major employee issues. Working with a partner who specializes in employer branding can help employers recognize these issues and find opportunities to make their employer brand work harder for them.

In times of change, a well-developed employer brand can easily be strengthened to support and encourage employees. However, significant business changes also can be a perfect time for any business to cultivate a strong employer brand that transforms times of change into opportunities for revitalization and new success.

P.S. We invite you to take advantage of The Employer Brand Guidebook: How to Attract, Engage and Retain Top Talent. It’s full of useful information and tools to support businesses as they evaluate, cultivate and evolve their employer brands. And we’re offering it free when you download it now.

 


At Relish Marketing, our fusion of creative and strategy unlocks your brand and propels it forward.
Savor your brand. View our client work. Work with us! Contact here.


employer-branding-trends

Top 5 Employer Branding Trends You Don’t Want to Miss

At Relish Marketing, we help clients of all sizes develop, build and strengthen their employer brands. Our work requires us to stay on top of employer branding best practices, common pitfalls, what’s working and what isn’t. So we’re constantly looking at businesses that do it right, as well as those who may have missed the mark – and in doing so this year, we’ve noticed five clear trends in the employer branding space that companies need to take stock in:

1. The Merging of Employer Brands with Consumer Brands to Improve ROI

Internal and external perceptions rapidly become part of a company’s overall image, and that’s never been more true than with the prevalence of social media in our daily lives. When consumers have a good experience, they have good reasons to believe that the company treats its people well. When employees are treated well, it shines through in their customer interactions – and positive customer interactions feed back into a positive experience for the employee. The trend toward more closely aligned consumer and employer brands is likely to continue to rise, as research indicates that companies with well-aligned employer, consumer and corporate brands see a 35 percent increase in sales.

2. Multi-Generational Workforce Diversity

Today’s workforce is more with Millennials and Gen Xers leading the workforce in numbers and Baby Boomers nearing retirement. Pay close attention to the specific work expectations and preferred method of communication for each generation.

At the same time, remember that all individuals are different and people of all generations reject stereotyping. So, while it is important to be aware of the general preferences of different generations, it’s always best to get to know the employees within your organization on a personal level to best understand their needs, desires and expectations. And gathering employee feedback on an ongoing basis helps too.

3. The Power of Employees to Convey (or Destroy) Your Employee Brand

In a world of social media, company review sites and the easy-to-obtain sentiments of former employees, opinions are everywhere. These tools can be an effective way to market your organization and leverage positive reviews. For this reason, it’s important to engage not only current employees but also former ones. Consider the role that online alumni communities and special events play in keeping perceptions of your company positive. Candidates trust the company's employees three times more than the company to provide credible information on what it's like to work there, so their opinion is extremely important.

4. The Gig Economy

Companies likes Lyft, Uber, Upwork and Fiver are a growing, public face of the independent contractor-driven “gig economy,” but businesses in virtually every sector are increasingly relying on contractors to support their workforce, as well. It’s therefore important for employers to enable contractors and other associate workers to see themselves as valuable and important to the company, while also strengthening the employee value proposition for full-time workers.

5. Authenticity (Still) Rules

Authenticity has been a key buzzword for employer brands for quite some time now – but that doesn’t make it outdated or irrelevant. Trust is one of the most essential components of any employee value proposition. And authenticity is critical to ensure that employees both trust their employer and feel trusted in return. Tell true stories. Enable communication to be a two-way street – and communicate clearly with your employees, using real-world language and examples more than euphemisms and jargon. Above all, ensure that your employer brand and employee value proposition reflect the actual experience that employees have at your company.

The diversity and fluidity of today’s workforce mean that your employer brand must work harder than ever to attract, retain and inspire your employees. Pay attention to the trends driving successful employer brands – and capitalize on them to generate the results your business needs to thrive.

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P.S. We invite you to take advantage of The Employer Brand Guidebook: How to Attract, Engage and Retain Top Talent. It’s full of useful information and tools to support businesses as they evaluate, cultivate and evolve their employer brands. And we’re offering it free when you download it now.


At Relish Marketing, our fusion of creative and strategy unlocks your brand and propels it forward.
Savor your brand. View our client work. Work with us! Contact here.