Most people have a pretty clear understanding of how important branding can be to a company. Less well understood, but of increasing importance, is employer branding.
According to Wikipedia, employer branding commonly refers to “an organization’s reputation as an employer, and its value proposition to its employees”. But it goes a bit beyond that too. If your company is perceived by current and prospective employees, as well as outside stakeholders, as a “great place to work”, it can have a massive impact on your overall brand.
Of course, that only holds true if your employer brand is aligned with your corporate brand. Below are a few examples of companies who got that exactly right.
02: Be More Dog
Okay, we’re cheating a bit here. When British mobile network O2 launched its super viral “Be More Dog” campaign in 2013, it was primarily consumer-facing. But it did have a serious employer branding component too.
Speaking to Campaign in 2015, O2 head of brand Katrina Ward-Smith explained that the network trained some 600 staff to “be more dog”.
Following a roadshow which explained the campaign, she said, staff were generally pretty positive about the campaign.
“The principles in particular were about the attitude of being positive and inspiring and being curious about customers too,” she told Campaign. “Putting yourself into thinking what the customer is asking for, rather than telling them what they need”.
Google: The Internship
To be fair, Google had employer branding waxed long before the Vince Vaughn and Owen Wilson vehicle The Internship came out. From the very start, it was unafraid to show off its funky offices, its wide array of employee perks, and “work hard, play hard” mentality.
After building up its reputation as a “great place to work”, Google opened itself up the world. Various aspects of Google’s work culture have been covered time and again in the mainstream press, while its Life at Google G+ account has more than 1-million followers.
But by allowing its internship programme to be the subject of a Hollywood film in the shape of The Internship, it cemented its reputation as the place to work if you want to be part of something great.
GE: What’s the Matter with Owen?
On the face of it, General Electric couldn’t be more different from Google. Founded in the late 19th Century, it was one of the 12 original companies listed on the Dow Jones in 1896.
But surviving that long also means it’s had to be adaptable. One of its recent efforts at illustrating that adaptability came in the shape of its “What’s the Matter with Owen?” campaign.
The campaign, which juxtaposes GE with flash-in-the-pan tech startups, works on a consumer as well as an employer branding level.
“From a consumer brand standpoint, GE wants to reposition itself as a digital industrial company,” Lars Schmidt, owner of the employer branding agency Amplify Talent and cofounder of #HROS, an open-source HR platform, told Fastcompany. “From an employer brand standpoint, it’s trying to reintroduce itself as a place young technologists can go and do meaningful work.”
UPS: Your Wishes Delivered
This UPS campaign is yet another example of one which perfectly aligns consumer branding with employer branding.
In the video above, we see a very clear manifestation of this message. It reassures customers that UPS’ drivers care about getting their packages to them and reminds the drivers themselves that they have a purpose beyond simply delivering packages.
Also, it’s ridiculously cute.
A great employer branding campaign doesn’t necessarily entail going to a big creative agency and asking them to produce something slick. In fact, you can do something a lot more authentic for absolutely no cost at all.
Take Deloitte for instance. It created the @lifeatdeloitte Twitter account, handing it over to a different employee every week.
What’s great about this campaign is that it allows Deloitte employees to authentically tell followers what’s so great about working for the company while also showing how they embody the brand’s values in their working lives.