EMBRACING THE WORLD OF EMPLOYER BRAND
#113

So, You Want to Write Magic Messaging?

Crafting the perfect message for talent can feel overwhelming.

Probably because when it comes to creating something that magically captures the essence of your organisation, resonates and draws in candidates, there are a million different ways you could take things.

But we’ve drilled it down to nine ideas to help get you started:

1. Make it inspirational

Like Nike’s appeal for candidates to:

“Move the world”

2. Appeal to their sense of purpose

Like this line from Tesla:

“Hard problems, meaningful work.”

3. Lay down a gauntlet

Like this call to action from Allianz:

“A home for those who dare”

4. Double down on your corporate voice

Like this chilled, chatty style from Innocent:

“Fancy a Job?”

Or this on-brand wordplay from Spotify:

“Join the band”

5. Emphasise development

Like this simple invitation from HubSpot:

“Let’s grow together.”

6. Focus on culture and community

Like how Starbucks call their people “partners”

“When you work here, you’re not an ‘employee’”

7. Prioritise diversity

Like how Penguin Random House are:

“Champions of different perspectives” whose “doors are open to all kinds of talent”

8. Offer a new perspective

Like this anti status-quo line from Bolt:

“Let’s make cities for people, not cars.”

9. Make it fun

Like this clever oxymoron from King

“Seriously playful”

Some of these taglines overlap between categories, but you get the idea.

Taglines are great for inspiration, but let’s face it — they’re the tip of the iceberg. We all know taglines don’t get you far if they don’t match the broader messaging on your careers site, social channels — even the way you communicate with candidates over email. And messaging won’t get you anywhere if it doesn’t resonate.

Three quick steps for magic messaging 🪶

1. Do your research

• Use workshops, surveys and 1-1s to figure out what makes your people tick

• Look at your competitors’ positioning to find your white space

• Think about what’s important to your target audience through persona research

2. Activate with intention 

It’s so so important to get people on board with your values and messaging internally. Otherwise it’ll never get off the ground.

If you’re not sure what a brilliant activation looks like, take a look at our activation work with:

• VCA 

• Intuitive

3. Stay consistent

Keep your communications buttery smooth across platforms with a brand toolkit. Provide the values and key words and phrases to encourage employees to show up confidently on social media for your brand.

And that’s it! Over to you now to make some magic for your audience. Make ‘em say…

World Employer Brand Day

(We had a ’dam good time.)

Last week, we challenged our savvy Senior Strategist Simon (say that five times fast) to capture some of the magic of World Employer Brand Day in Amsterdam – and lo, he delivered.

For sneaky footage of Dave and Julie’s “Merlin’s mission impossible” talk, plus a key takeaway from the event – cast your peepers over it below:

Want to talk through improving your employer branding with our friendly neighbourhood experts?

Is your organisation changing like the weather? 🌦️

In 2019, Mimecast nailed its EVP and brand — then the world hit ‘em with an Uno reverse. Cyber threats ramped up, strategies shifted and a global pandemic hit. With over 2000 employees relying on a strong employer brand, a refresh was non-negotiable, especially after the CEO and CMO left mid-project.

Join Ph’s Senior Strategist Julie Randall and Mimecast’s TA lead Sabrina Rossetti as they spill the tea on how they turned chaos into clarity.

By the end of the session, you’ll be an expert on:

• The key signs it’s time to refresh your EVP/EB

• How to do an effective refresh

• How to manage complex stakeholders and leadership change

• How to build a strong client-agency partnership through the chaos

Don’t miss out. Sign up below.

⏰ 22 October, 17.30–18.30 BST

(Available on-demand for other time zones.)

How to make your brand likeable

When writing any piece of talent attraction content, try to use the first-person plural pronouns “we” and “us” and the adjective “our.”   

Why? Well, which of these sentences sounds more welcoming to you?

1. At company headquarters, the team is friendly and collaborative. The company’s supportive culture encourages staff members’ innovative thinking, helps them focus, and promotes their wellbeing. 

2.  At our headquarters, we’re a friendly and collaborative team. Our supportive culture encourages us to think innovatively, helps us focus, and promotes our wellbeing. 

While both versions are about a positive culture, the second example has more warmth and personality. 

Want help with your brand comms?

👀WATCH: Can the wrong hire ruin a company?
Richard Branson seems to think so.

📚READ: Bosses are firing Gen Z grads left, right and centre
Here’s why – and two changes that would fix it.

😆LAUGH: The most unhinged career update LinkedIn has ever seen
You’ve gotta commend the honesty.

📱TRENDING: Letting a Gen Z write the office tour script
Why is it so funny when middle-aged men say “slay”?

ICYMI

Hug 112 – 3 Powerful Lessons from RecFest USA you shouldn’t miss

EVENTS TO EMBRACE

Employer Branding Stars Festival
22–23 October, Virtual

Gartner Reimagine HR Conference
28–30 October, Orlando

ERE Recruiting Conference
12–14 November, Anaheim