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.


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Build an Employer Brand Worth Savoring - We're Sharing the Recipe

We're Sharing the Recipe!

The economy is booming, and we continue to see the unemployment rate drop.[1] While that’s great news for job seekers, it’s increasingly more challenging for companies to find and hire top talent, particularly in more specialized skill areas. The top companies will stand out in this candidate-driven market to attract – and retain – talented employees by putting their employer brand to work.

There is no one-size-fits-all approach to creating an exceptional employer brand. But, the best share a few key ingredients. Start with an authentic employee value proposition, genuine relationships with your various audiences, and a well-rounded strategy for getting the word out. Spice it up from there by mixing in your company’s unique culture, values, history, and of course, employee input along the way. When done right, your one-of-a-kind employer brand will be well worth savoring.

So, how exactly do you cook up a compelling employer brand that’s authentic, fresh and enticing?

Our new guide, The Employer Brand Guide: How to Attract, Engage and Retain Top Talent, is a great place to start. Packed with advice, strategies, tools and resources, it will help guide you through the employer branding process – from start to finish (and well beyond!) as you define, develop, launch and manage your unique employer brand.

What’s Included

Here’s a peek at what’s inside:
•  How employer banding affects your bottom line
•  Who must get onboard with your employer brand (hint: it’s not just employees and candidates)
•  The nuts and bolts of building a brand that resonates with your target audiences
•  What keeps your employer brand dynamic and alive (spoiler: great planning is a great start)
•  When it is – and isn’t – the right time to change your employer brand

Whether you’re developing the first employer branding campaign for your business or you have a longstanding brand in place, this guide has important content for you. Need to get different team members on the same page about what your employer brand is or isn’t? Check out Chapter 1. Ready to scale up? Chapter 6 has you covered. Feeling like maybe it’s time to make a change? Go directly to Chapter 7 with a quick quiz to help you decide.

More Than Just Advice

Cultivating an impactful employer brand can feel like an ambitious undertaking, but the numbers prove that it’s well-worth tackling. We’ve packed this guide with step-by-step advice plus tried-and-true best practices and we didn’t stop there. Helpful self-evaluation and planning tools embedded throughout can help you jump-start your employer brand initiatives and tailor it’s use on your organization’s goals.

What Are You Waiting For?

The benefits of a well-crafted employer brand are compelling. Whether you’re looking to increase job applicant quality or offer acceptance rates, improve employee satisfaction and retention, grow your audience engagement or bolster your image, creating an authentic employer branding program can help you get there. It’ll also have a positive impact on your bottom line. And, if you ask us, that’s an investment worth making.

Download The Employer Brand Guide here! It’s useful. It’s informative. And it’s free. So, what are you waiting for?

 

 

[1] Source: US Department of Labor, Bureau of Labor Statistics


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 employer branding partner

Employer Branding: What to Look for in a Partner

Cultivating a comprehensive employer branding program from the ground up or refreshing an outdated employer brand can be quite an undertaking. And while going through the process of assessing, crafting and implementing your employer brand can be an invaluable internal exercise, you may find that an external perspective can help immensely. So, how do you know when it’s time to bring in the experts, and how do you find the right partner for you?

When to Engage an Employer Branding Partner

If you’re on the fence about whether to explore working with an employer branding partner, it may help to review some of the most common reasons we’ve seen when companies reach out for help.

Save Time

Your internal team already has full-time jobs, and employer branding can be a lengthy and time-consuming endeavor. Companies often engage a partner to make sure that nothing slips through the cracks or drags on for indefinite periods of time, which in turn, saves countless hours.

Get Fresh, Objective Perspectives

How objectively can you evaluate your existing employer brand or envision what it realistically can, should, or could be? The right partner will see your organization as you see it yourselves, but also from the perspective of an outsider. This allows them to identify and bridge gaps where necessary.

Save Money

Yes, you will pay for employer branding services, but the right partner can actually save you time and money, by cutting out the back-and-forth, artfully navigating internal politics, and taking extra work off of your team’s plate.

Get Better/Faster Results

The right employer branding partner will deliver a powerful blend of strategic alignment and objectivity, not to mention creative and implementation guidance. Engaging the right branding partner can yield rapid, tangible results – without all the trial and error of a do-it-yourself approach.

What to Look for in an Employer Branding Partner

Employer branding is a specific niche, so make sure you find a partner who knows their stuff. Full disclosure – this is a significant area of expertise at Relish. But regardless of who you’re considering, here are some qualities to look for:

A Full-Scale Approach

You’ll want to find a team with the vision, creativity and strategy to take your program to the next level. Seek out experts who deliver a full-scale approach from brand definition all the way through implementation and evaluation.

Expertise

Verify that your employer branding partner can demonstrate excellence in:

  • Strategy. Look for a partner that understands the strategic nature of your employer brand, as well as how to measure it and use those metrics to achieve results over time.
  • Branding. An engaging team with strong leadership experience in the employer branding space is essential. Even better if they have consumer branding experience, as the two should be cohesive.
  • Research. Gathering honest, constructive feedback about the current state of your employer brand from your internal and external audiences is an essential piece of the larger puzzle. Working with experts who have the resources to obtain unbiased feedback and turn that data into actionable advice will help you get it right the first time.
  • Creative and Design. Hiring a partner with a talented, in-house design team will ensure project and messaging cohesion. Working with a one-stop-shop agency will also save time and headaches – no need to coordinate with multiple vendors when all the experts are in one place!
  • Messaging and Content. Developing cohesive, engaging content that is on brand and strikes the right note can be a real challenge. Experienced writers will ensure message consistency – and make your own life easier, as well. This will come naturally to the partner who’s already spent the time understanding your goals and business and helped you develop your strategy.
  • Digital. The digital ecosystem is as vast as it is complex. Look for partners with web, SEM, SEO, social media, marketing automation and blogging expertise to be sure that you develop the strongest, most effective digital presence possible.
  • Implementation. Developing your employer brand is a big job, but the work doesn’t stop there. To cultivate that brand and infuse it throughout your corporate culture, you need a successful implementation program – one that the right partner will be prepared to help you navigate.
Honesty and Integrity

Seek out a partner who will be truly objective, and will identify your strengths and opportunities – even if it’s not always what you want to hear. We all have employer branding blind spots, so finding a partner who is not just willing to point them out, but also offer tangible advice for improvement is essential.

If you find yourself talking to an expert who tells you nothing but complimentary things about your current employer brand and strategy, you may want to keep looking. You know there are things you can do better, and you need a partner who can level with you.

A Proven Track Record

Engage employer branding experts with something to show for their work – client references, compelling case studies, thought leadership, industry awards and recognition are all good ways to vet your prospects.

 

Employer Branding Partner Checklist

As you begin evaluating prospective employer brand partners, use this checklist to make sure you find an expert that can help you accomplish your goals. And don’t be shy about putting your prospects through their paces. Any qualified expert should be able to answer your questions and address concerns that your employer brand may need to address.

Experience

☐ A solid track record of similar employer branding projects
☐ Client references
☐ Client case studies
☐ Industry recognition
☐ Thought leadership in employer branding
☐ Established industry presence, well-connected across the space

Expertise and Full-Scale Approach

☐ Employer branding, consumer branding and alignment
☐ Strategy including research, analysis, insights and action plan
☐ Creative and design combining deep creativity with the discipline of brand adherence
☐ Content creation including career sites, social posts and blogs
☐ Digital including web, organic search, paid SEO, marketing automation and social media
☐ Video development implementation planning and launch guidance
☐ Program analysis, evaluation and recommendation
☐ Resource management and utilization to ensure timely ROI

Integrity

☐ Clear, regular and accurate communications
☐ Realistic deliverables
☐ Honest assessment and input
☐ Adherence to timelines and scheduling
☐ Defined SOWs/estimates and on budget delivery

 

THE UPSHOT

You know your business better than anyone else. But you don’t have to pursue your employer brand strategy and communication plan alone. The right partner can make a difference in your efforts – and your results.

 


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.


The Role of Digital Marketing in Your Next Medical Device Launch

The process of launching a medical device has changed dramatically over the past few years. While press tours and launch events still exist, today’s press has expanded to include bloggers and trade journalists, as well as major media. So, the flow of news has shifted from daily to by-the-second. If you want your product to garner the attention it deserves, you need to start early – and think creatively and digitally.

Reach Out to Influencers Early

Introducing a medical device today requires a consistent effort to generate buzz for your new device well before the launch date. Start with industry analysts and influencers, making your device available for them to examine and use. If you plan to launch at a key trade show, make sure you’re engaging with the people who are most likely to generate reviews, articles and posts about your new product.

Capture New Stakeholders

Start conversations with physicians, clinicians, hospital executives, purchasers, or in some cases, consumers – people who should be excited about what your device can do for them. Begin with social media. You could distribute key clinical research findings along with patient and clinician testimonials of the new product. Share product images and descriptions on your website and social media platforms as well as in discussion boards, user groups and forums where you can answer questions and provide advance information.

Above all, don’t be afraid to step outside of your normal spheres of influence. The idea is to get people talking about your product. Just make sure you’re reaching your potential clients with the right message at the right time. Medical device marketing isn't only about positioning your product; it's also about helping people to recognize your expertise and the value of products and technology that come from your company.

Generate Trust with Microsites

Microsites offer a great way to target specific audiences by addressing their needs, pain-points and common concerns. The basic content for each site is essentially the same but is filtered through the lenses of each targeted group. For instance, for physicians, you might focus on the clinical issues that your product addresses. For hospital executives, you might emphasize the financial concerns that will drive their decision to purchase your device.

For consumers, keep in mind the degree to which many people actively conduct their own internet-based research on devices that can help them manage their health. In those cases, direct-to-patient marketing campaigns can elevate awareness and drive consumer interest in a new product. Consider developing a website that offers valuable information, technical resources, and practical guides for managing certain conditions.

You Don’t Have to Do It All

The wide range of channels that should play a role in your digital marketing may seem daunting – especially if your internal marketing team doesn’t have the expertise or bandwidth to deliver on your launch needs. Seek a partner with both medical device and digital marketing expertise to help you define a strategy what will help you achieve your product launch goals, as well as understand the right channels to support your timeline and budget. Your knowledge and experience combined with a digital marketing partner who knows the nuances of medical device marketing may be the powerful combination you need for a truly successful launch.

 


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.


Launching a New Medical Device? Tackle These 5 Trends

Medical device launches in the United States have become increasingly complicated. Regulation and competition are up. Investments and sales growth are down. To make the most of your product launch, you'll need to get serious about five key trends:

1. Mine Your Big Data

Nearly every industry has jumped on the big data bandwagon, collecting massive amounts of information on people who purchase and use their products and services. Unfortunately, the process of analyzing and cleaning up that data can take up huge amounts of time.

Alere, a rapid diagnostics device manufacturer, was spending close to 500 hours a month manually processing sales data supplied by its distributors. The company created a master data management system capable of processing the figures automatically. The system generated immediate financial results, saving the company $400,000 in monthly expenses. Strategically, it offered a faster, easier window on where and how specific data related to actual sales.[1]

You probably have access to a vast amount of data from your internal teams, partners and customers. Put it to work generating insights that can make a difference in the success of your new products.

2. Support Telehealth Capabilities

According to a recent study, 75 percent of all physician, urgent care and emergency room visits could be handled by phone or video. Laws in 29 states require insurance companies to cover telehealth services, and another 70 percent of employers plan to add teleservice benefits to their compensation plans by the end of 2017. Because they present an easy way to reduce the costs of health care, these types of services are exploding. The downside? Learning curves have left health care providers and their patients wary.[2]

If you are launching a device with a teleservice component, your tasks are clear: emphasize concise training modules for providers and users. And assist them with reliable, ongoing technical support.

3. Speed Up Development

Today's device market calls for quick movement from initial planning to product distribution. Investors are becoming more cautious and are less likely to continue funding projects without demonstrated progress. Likewise, if your development process is slow, copycat products made for cheaper prices can swoop in to water down product appeal – and your brand – while capturing your market ahead of you![3]

This trend has paved the way for an explosion in outsourcing to Asia Pacific countries, such as China, with the professionals, facilities and workforce to handle the business at a fraction of the cost when performed elsewhere. Industry estimates expect medical device outsourcing to top $88 billion by 2025 as companies struggle to stay competitive.[4] Evaluate your product development lifecycle, determining areas where an outside party can help you can be more nimble.

4. Ensure Offshore Production

If you do move production offshore, the greatest risk could be in achieving consistently high-quality production. Protect yourself and be cautious. You should not inherently trust an overseas manufacturer to have the same commitment to quality, integrity and precision as you do. Especially as quality standards can vary from country to country, be sure to validate and implement third party work according to U.S. standards and regulations to ensure product integrity. Recall data shows that the majority of product failures are due to mistakes during manufacturing,[5] so perform extra due diligence before moving your processes overseas.

5. Emphasize the User Experience

In every branch of medical device marketing, we're seeing a need for heightened user experience (UX). A positive UX sets you apart from the competition – and encourages adoption and retention by end-users. Frequent feature updates tell customers that you are listening to their feedback and giving them what they need. Likewise, convenient training and support modules help providers and patients adopt new devices.[6]

The market for medical devices is quickly becoming crowded. By the time you're ready to go to market, significant investment is at stake. Keep an eye on the trends driving today’s most successful new medical devices to better position your next product launch for success.


Betty Crocker cookbook

What Betty Crocker Taught Me About Branding

Along with Maxwell House Coffee, Life Cereal and Charles’ Chips, Betty Crocker was a mainstay in my Mom’s kitchen. While I enjoyed eating Charles’ Chips (and who wouldn’t, since they were the best home delivered infusion of oil, carbs and salt available in Louisville in the late 1970s), Betty Crocker taught me how to cook. I learned how to roast a chicken, stir up a white sauce and bake a cherry pie all under her steady gaze.

This connection with Betty Crocker came roaring back to me a few months ago when my sister and I were going through some old boxes in our parents’ home. As soon as I saw my sauce-splattered copy of Betty Crocker’s Cookbook, 1972 edition, I grabbed the book, hugged it to my chest and said, “There’s MY Betty Crocker!”

cookbooks

Until that moment, I had not realized just how powerful my connection to Betty Crocker was…and apparently still is. And, it got me thinking about the emotional stickiness of brands.

No matter what you sell and to whom, your brand can help forge an enduring relationship. It’s our job as brand managers and marketers to understand our brand’s purpose and personality such that we can convey it consistently through every touchpoint.

At 13, I didn’t know a thing about branding, but I wanted to learn to cook and Betty Crocker the brand helped me do it. By being my educator and guide, the Betty Crocker brand created a lasting connection that continues to resonate with me.

How can you create Betty Crocker moments for your brand? What is your brand’s place in the world? How do you define your brand promise? Where and how can your brand better serve and connect with customers?

Relish Marketing has created a process and guide book to help marketers create brands that stick. Download your copy and start rethinking how your brand can become more relevant to your audiences.


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.


multigenerational marketing

Talking ‘Bout Your Generations A Multigenerational Approach to Senior Living Communities

A multigenerational approach to senior living may seem like a contradiction. But it’s one of the most important trends affecting retirement communities today. Age-segregation – that is, having social interactions only with people in one’s own age group – has definite disadvantages for adults, particularly seniors. Equally important, researchers are discovering that multi-generational engagement offers definite advantages. Forward-thinking senior living organizations are already capitalizing on this trend, taking specific steps to enhance the health and well-being not only of their senior residents, but of everyone in the community.

What’s driving this trend:

American society is becoming increasingly segregated by age

College students tend to live, work and play with other college students and working adults often choose to engage with others in their age range as well. Seniors – particularly in senior living communities – tend to mostly engage with other seniors.

Age segregation Isn’t good for anyone

Age segregation normalizes bias and suspicion of other generations and negates opportunities to learn from those who are younger and/or older. Age segregation can also encourage insensitivity towards others who are older or younger, and can have a negative impact on community health and well-being. And, for seniors, age segregation can foster or intensify feelings of isolation.

Multigenerational senior living makes a difference

Living and working in a multigenerational environment can have tremendous benefits for seniors and for community staff.

  • For seniors, daily interactions with people across a variety of generations can strengthen opportunities for residents to learn, and can enhance feelings of general well-being among residents.
  • For community staff, daily interactions with a variety of generations can improve compassion, empathy and understanding, and may help employees to feel more valued.

For more on how senior living communities are benefiting from a multigenerational approach, download our eGuide, Talking ‘Bout Your Generations. This eGuide aggregates research, practical experience and best practices for a concise window on the best ways to create better communities for seniors, their families, and the people who serve them.


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


Relish Marketing Brings Home the Win

 

AMA Atlanta honored Relish Marketing and Kimberly-Clark with two AMY awards for Kimberly-Clark’s Welcome Original Thinkers campaign. The awards were for best Web Campaign/Microsite and Social Media Campaign.

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Relish Marketing has worked with Kimberly-Clark on talent acquisition since 2010, helping to develop their employer brand, creating college recruitment campaigns and other programs to attract top talent to the company. When Kimberly-Clark needed to help drive talented Millennials to careers at its North American Consumer Headquarters in Neenah, WI, they turned to Relish Marketing.

We got to work reviewing secondary research and conducting informal focus groups, and found that Millennials desire work opportunities where their unique ideas are both valued and accepted. They do not want to be “sold” on a career or company nor are they engaged by “corporate speak.” They value honest and direct language.

Based on these learnings, we developed the Welcome Original Thinkers campaign, which is anchored by a Buzzfeed-style quiz and content hub. The campaign speaks to Millennials using their own language and visuals, incorporating emojis as a core element.

Welcome Original Thinkers

Welcome Original Thinkers launched internally to Kimberly-Clark employees in August 2016 and to the public in October 2016. In its first five months, the campaign generated:

• 140,000 page views, and 48,000 unique visitors to www.WelcomeOriginalThinkers.com

• 25,000 Original Thinker quiz completions

• 9,000 visits to the talent acquisition portal from the quiz page and content hub

Welcome Original Thinkers continues to grow and evolve. In 2017, we expanded the content hub to include Kimberly-Clark career opportunities throughout North America and plan to work with one of Kimberly-Clark’s iconic brands on a Welcome Original Thinkers initiative.

So what kind of original thinker are you? Take the quiz and find out: www.WelcomeOriginalThinkers.com

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Original Thinking and Millennials: Ad Age Profiles Relish Marketing & Kimberly-Clark

Millennials – people aged 18-34 – have surpassed baby boomers as the nation’s largest living generation and, no surprise, have also become a prized target audience. Google “How to Reach Millennials,” and you’ll get somewhere in the neighborhood of 10,000,000 results. Or just search the Advertising Age website – they’ve published more than 1000 articles on the subject. And most recently, Ad Age has highlighted how Relish Marketing is helping our longtime client and partner, Kimberly-Clark, to better position the company’s employment opportunities for millennials at its North American Consumer Headquarters in Neenah-Appleton, WI.

We began our work together by exploring what matters most to Millennials when looking for employment. Through focus groups and primary and secondary research, we learned that Millennials want to make a difference, to know that they can add value and are valued for their unique perspective and capabilities.

Welcome Original Thinkers

Kimberly-Clark and Neenah-Appleton, WI are a great match for those desires. With a 140+-year history of innovation and original thinking, Kimberly-Clark hires the best talent and then clears “a beautiful space for them to keep reinventing how the game is played.”  The Neenah-Appleton area offers affordable housing, short commutes, great restaurants, breweries and an active music scene along with sports and festivals, year-round outdoor activities and a ranking as one of the top 10 affordable places to live in the U.S.

Neenah-Appleton

With these findings informing the creative process, Relish Marketing and Kimberly-Clark developed “Welcome Original Thinkers,” an initiative designed to acknowledge the array of individual attributes that contribute to original, innovative thinking. We identified eight Original Thinker types - including Nonconformists, Disrupters, Makers and Adapters among others. Then, we created a BuzzFeed-inspired quiz and invited people to discover their own Original Thinker type. Quiz-takers are then rewarded with a new emoji badge suitable for social sharing, and they receive an invitation to find out about original thinkers at Kimberly-Clark.

Welcome Original Thinkers

The heart of the campaign is WelcomeOriginalThinkers.com, a content hub launched this summer, which introduces visitors to real-life Kimberly-Clark Original Thinkers, Neenah-Appleton, WI and careers at Kimberly-Clark. An expanded social media presence is coming soon with organic posts and paid advertising.

Welcome Original Thinkers

We look forward to sharing results in the coming months. In the meantime, why don’t you take a minute and find out what type of original thinker you are?

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