Extending Your Brand Through Your Careers Site

After years spent years studying how brands communicate their mission, vision, and values through messaging and design, here’s the Golden Rule:  Whether speaking to shareholders, management, employees, new hires, or job applicants, a brand must be consistent and compelling to be effective.

You’ve seen how I’ve highlighted companies that make great use of branding. In contrast, here are two brands that might be missing great opportunities to extend their brand within their Career’s Site:

NBC Universal

 NBCU is a media powerhouse with a century of history. Universal produced the classic 1930s horror films and has created some of most beloved film franchises of all time: Jaws, Back to the Future, Jurassic Park, and the Bourne movies. NBC’s contribution to television includes Friends, The Cosby Show, Cheers, Seinfeld, ER, and Law & Order – not counting the shows from its cable channels USA, SyFy, and Bravo. The combined company also includes five theme parks that feature attractions based on Harry Potter and Shrek.

With all that entertainment history, what might they show on their careers site? Are you thinking movie stars, rides, aliens, dinosaurs, or monsters?  Nope.
Just plain text.

Compare that to CBS, which provides five images of its entertainment properties.

Condé Nast
This publishing house brings you a wide array of magazines: Vogue, Glamour, GQ, Architectural Digest, Wired, Vanity Fair, and The New Yorker, to name a few. In all, Condé Nast publishes two dozen magazines that feature amazing photography, beautiful locations, and cutting-edge fashion. The titles cover architecture, food, and travel. The company must have millions of visual assets from almost 30 years of publishing.

So what images does Condé Nast show prospective employees on its careers site?

A single window of ten rotating images, which are supposed to evoke passion. I’ll let you decide. 

What about your brand? Are you showcasing your brand’s assets on your careers site? Are you displaying your products, exhibiting your office space, presenting your history, or showing off your employees? What do applicants see when they first encounter your brand?

If not, we’d be happy to help. At Brandemix, we love branding.

Why State Farm is a Social Media Superstar

As many of you know from my speaking engagements around the country, I like to discover brands that are using social media in innovative ways. I honor these organizations with the name “SoMe Superstars.” Recent winners include PepsiCo and Moleskine.

Today I’d like to recognize a company that’s using social media for recruiting: State Farm. I like how the insurance company recently rebranded with its clever “Magic Jingle” commercials, alongside funny ads featuring everything from falcons to giant robots. But the company has continued its transformation with a big push in social media and interactivity as well. Here are the three superstar ways that State Farm engages job applicants:

First, State Farm has a dedicated careers Facebook Page with more than 16,000 Likes, featuring lots of interesting content from both the corporate communications department and individual agents. Responses to questions and grievances usually come within 24 hours. The page’s admins go beyond typical stories of disaster recovery to include posts that are useful to job-seekers, such as asking “What’s the strangest thing you ever sent a recruiter?” and giving “Tips for networking at holiday parties.” This makes the Page a destination for anyone looking for employment, even outside the insurance field.

Second, the State Farm careers site includes eight videos under the title “See For Yourself.” These feature testimonials from agents and employees and great photography of the State Farm headquarters. The company offers a section called “Meet Our Interns,” with videos, written interviews, and “Advice and Guidance from Real Interns.” This is a powerful way to reach out to young people by providing content that’s educational but also fun. It also shows an awareness that Millenials would rather watch a video than read a long corporate mission statement.

 

Third, State Farm offers a unique interactive website, exploresfagency.com, which the company calls a “virtual job tryout with real-world scenarios.” Job-seekers are put in situations faced by real insurance agents, from marketing a new office and handling staff to dealing with customer complaints. There are no wrong answers; users simply pick the action they’d most likely take, and the one they’d least likely take, from four options. State Farm then evaluates what sort of agent they’d be. It’s a job preview unlike anything I’ve ever seen.

Finally, these career sites add to the overall State Farm online presence, which includes branded accounts on YouTube, Twitter, and Flickr – and an interesting Facebook Page called State Farm Nation, “where fans can get helpful tips, be inspired, and have fun connecting with others.” That Page has more than 1.3 million Likes.

What can you learn from State Farm? First, set up a dedicated careers site, preferably accompanied by a careers Facebook Page and Twitter profile. Then post content that’s useful to anyone looking for employment, not just posts about how great your organization is. Offer photos and videos, showing job-seekers what your office looks like and what your employees love about working there. And, if you really want to stand out, invest in something unique like State Farm Nation on Facebook or the revolutionary “Day in the Life” interactive site.

For communicating with talent in smart, fun, and interactive ways, I name State Farm Insurance a SoMe Superstar!

For the latest on social media, online recruiting, mobile marketing, and other branding trends, please like Brandemix on Facebook, follow us on Twitter, and join our LinkedIn group, Your Digital Brand.

Four Signs You’re Ready to Rebrand

It’s January,  the time of year to take stock of your business and goals for the year. 

Besides upgrading your software or buying a new printer, you also should look at your branding. Whether you want to redesign your website, extend your brand into social media, or align your internal communications with your consumer advertising, January is a great time to launch a rebranding effort.

Are you ready to rebrand? There are four signs that you might be. Do any of these match your company’s situation?

Your focus has changed.

This often happens to small businesses. Sometimes the mission you had when you started the company no longer matches what you’re currently doing. Maybe you opened a deli but found that only cupcakes were selling, so you transitioned into a cupcake shop. Any of your previous branding that mentions, say, breakfast, no longer works…unless you invent a breakfast cupcake, for which I’d be the first in line!

Image via MrMalique.com

You have a new market or audience.

Perhaps you’re speaking to a new demographic now, which isn’t responding to your previous messaging. Both Farmers and State Farm insurance were known as solid, reliable – and boring. Both have launched new ad campaigns that add humor to the usual dire insurance company warnings. Both firms were founded in the 1920s, but realized that 90-year-old branding wasn’t speaking to consumers in 2012’s competitive marketplace.

There’s been a merger, acquisition, or expansion.

Circumstances might be forcing you to rebrand. If your company merged with another, or was acquired, or launched a new division that modifies your core mission, you’ll need a new brand to reflect the change. Or perhaps your brand is too close to another’s, and you’re pre-emptively changing to avoid legal issues. Or maybe you need to shed some baggage, which is why Philip Morris became Altria or GMAC became Ally Bank.

It’s been a while.

Sometimes branding just becomes stale. Some fonts and logos can become dated; maybe yours fell victim to what Marty Neumeier called the Great Swoosh Epidemic, when every company wanted a curved or circular icon. You may find that your logo doesn’t fit well in the icon space allowed by Twitter, or looks good onscreen but not on paper. These missteps are relatively easy to fix.

Image via Concept Genius

 
If you answered “yes” to any of these questions, get ready to rebrand.

If you’ve never been through a corporate or employer rebranding effort, you may be asking yourself these questions:

• How do I create a plan to rebrand?
•  How long will it take to rebrand?
• How much will it cost to rebrand?
• What is the ROI of a rebrand? 

Unique goals and objectives make these questions hard to answer in general terms, but future blog articles will endeavor to add clarity to your quest. In the meantime, if rebranding is on your New Year’s resolution list, get in touch with your friends in BRANDEland.

Happy 2012

360: Does Your Brand Have What It Takes To Go The Distance?

One Brand.

At Brandemix, it’s our vision. If you think it’s simple, think again.

Organizations, from healthcare non-profits to global financial firms, acutally convey different messages to different audiences. These companies have one mission statement and set of values for employees, another for customers, yet another for shareholders, and possiby a fourth for talent they’re trying to attract. But some customers become applicants; some applicants become employees. Employees are also investors.

Put this in the new marketing landscape, where brands communicate globally to audiences 24 hours a day. It soon becomes obvious that a single, focused brand improves marketing, retention, recruiting, and return to shareholder.

Here’s how the process works:

Most people in your audience are customers first. We all know the reasons why branding is important in the general marketplace: it creates awareness, distinguishes you from competitors, and makes an emotional connection with buyers. Advertising has gone beyond answering questions like “What does the product do?” and now addresses “How does this product me feel?” and “What does this product say about me?” Good branding creates loyalty and evangelism, as followers sing the brand’s praises to their friends through social networks. Look at the passion for Apple products, Ford Mustangs, or even Oreo cookies.

That love leads some customers to want to work for the brand.

Check your home page, then your careers page.
Is there a value proposition? Are the branding and messaging still the same? If not, that potential employee might wonder which identity is the “real” one – and suddenly the idea of working for your brand doesn’t soundso desirable. It’s crucial that the marketing and HR departments share the same vision and values; otherwise, job-seekers may feel like they’re applying for a position with Jekyll & Hyde.

You passed the first test, now what?
Let’s say that your careers site is branded perfectly and the employer value proposition is consistent with your corporate brand. The customer, who became an applicant, got the job and is now an employee. What happens now? Are they exposed to and trained with the same branding that made them love the company in the first place?

This is an important question; a recent study by Aon Hewitt showed that the companies with the most engaged employees outperformed the stock market in 2010, and the Harvard Service Profit Chain states that engaged employees result in a 22% increase in revenue. So the internal communications office must also be aligned with the HR and marketing departments.

“One Brand” ensures that your customers, employees, and business partners all share a core belief in your brand.

Did your brand go the distance—360 messaging consistent across internal, external, candidate, employee, investor, alumni, and vendor?

If your branding isn’t a singular, consistent message shared by your entire company, maybe it’s time to consider a re-branding effort. Brandemix can help.

5 Secrets of a Great Intranet

What’s an intranet? A site where employees can read their about their benefits? A list of departmental phone numbers? A place where press releases go to die?

You’ve got it all wrong. A good intranet allows a company not just to inform and educate employees, but also to engage and inspire them. In a large enterprise, it might be the only way that employees connect with each other and the senior leaders. If you’re not using your intranet to build brand equity, you’re missing a crucial opportunity to improve employee engagement, satisfaction, and performance.

As the internet has evolved, the important characteristics of an intranet have changed. In fact, intranets don’t have to be accessible only on office computers – how about an intranet app that employees can access on their mobile phones?

To insure that you have an engaging and compelling intranet, make sure it has these five important elements:

Interactive
Intranets should allow communication from employees, not just to them. A weekly poll on the front page is a an easy, no-pressure way to get insights from your staff. A simple question like “How can we best improve our sales channel?” can lead to all sorts of interesting ideas.

Multimedia
It’s almost 2012 – is your intranet still just text? Employees can only look at copy for so long. You should include photos of the senior leadership team, audio of the CEO’s speeches, and videos of company events. You might even allow employees to post their own photos and videos of company parties or field trips. Facebook’s own bloggers have said that sharing pictures is one of the most popular activities on the social network.

Effective intranets engage employees.

Timely
Nothing turns employees off like old news. No matter what exciting content the site has, if an employee sees “Get ready for Election Day 2008!” they won’t take the intranet seriously. Update the site at least once a month; once a week would be preferable. “Breaking news,” such as an employee getting a major reward through the recognition program, can keep employees checking the site frequently.

Organized
You’re going to archive a lot of information on an intranet: benefits information, press releases, company directory, HR documents. But if the employees can’t find the information, the intranet is useless. Have a robust search system that lets users quickly get what they need. Place navigation at both the top and the bottom, with clear and simple drop-down menus. Use the front-page poll to ask employees what information they’re having trouble finding and rearrange the navigation accordingly.

Customizable
All our favorite sites are personalized, from Yahoo homepages that show local weather to sports sites that feature our favorite teams. Make sure that one section of your intranet home screen has a section that employees can personalize with their preferred links. Someone may want to see the company’s stock price while another might want to see how many sick days they have left. A “quick links” section not only saves the employees time; it also gives them a sense of ownership for the page.

Time to "reconstruct" your intranet?

At BRANDEMiX, we apply the principles of branding to employer branding, which covers the entire experience. If you’d like to learn how we can create or improve your intranet, visit our website or call 212-947-1001.

For the latest on social media, online recruiting, mobile marketing, and other branding trends, please like BRANDEMiX on Facebook, follow us on Twitter, and join our LinkedIn group, Your Digital Brand.

A Very Augmented-Reality Christmas

The holiday season means big marketing campaigns that often feature cutting-edge technology. I recently wrote about Starbucks’ cool Cup Magic promotion, which uses augmented reality to bring the coffee chain’s products to life. Other brands are using AR to grab attention at the end of 2011. Here are a few, along with the reasons I admire them.

Chanel
The famous French fashion label is promoting its J12 line of watches with an iPad and iPhone app that includes an augmented reality feature. By holding their phones over their wrists, or by holding their wrists up to their iPad cameras, shoppers can virtually try on the luxury watches.

Why I like it: Many prospective customers are too intimidated to go into a store and try on Chanel watches. Augmented reality makes it easy to see what these gorgeous timepieces look like on your wrist. And seeing yourself wearing a Chanel product is a powerful motivator for purchase. Studies have shown that if you touch a product or try it on, you’re more likely to buy it.

Bratz
The Masquerade line of Bratz dolls comes with one mask for the doll and another for the child. The mask launches an augmented reality feature on the Bratz website. While looking at herself via a webcam, the girl can get a “virtual makeover,” adding lipstick, face paint, and a wig to her masked look. The image can then be saved, shared, and printed.

Why I like it: No toy has ever included an interactive element like this, so it stands alone in the holiday gift marketplace. Also, it lets girls play with makeup without any mess!

Debenhams Stores
This British department store added a gaming element to AR. Shoppers visited one of five pop-up stores and used an app to find ten “invisible” party dresses. Once they did, they could take a picture of themselves virtually “wearing” the dresses and then share the photos with friends.

Why I like it: Turning shopping into a game is one great idea. Letting shoppers see what they look like in the dresses is another, since it increases the likelihood of a purchase. And a third great idea was that anyone using the app received a 20% discount on the Debenhams mobile site, which encouraged participation and drove awareness of mobile shopping – a big trend for 2012.

Macy’s
Our Herald Square neighbors have a fun interactive promotion for the holidays that ties in to their “Believe” campaign, benefitting the Make-A-Wish Foundation. Shoppers download an app and point their phones at an in-store camera. The result is a photo that includes a character from the charming animated special Yes, Virginia. The photo can then be shared on Facebook or through a holiday e-card. Shoppers can even post the image on the Macy’s Facebook Page. Each week, whichever photo gets the most “Likes” will become Macy’s Facebook profile picture for that week.

Why I like it: Obviously this campaign brings kids into the store, but the Facebook photo competition keeps the promotion alive days after you’ve left. In fact, you don’t even have to visit the store to participate: by printing out a marker and pointing the app at it, you can see an animation of Virginia ice skating.

Get ready for more AR campaigns as the technology improves, the price comes down, and agencies come up with more exciting ways to use it. Until then, have a happy Thanksgiving and a very augmented-reality Christmas!

For the latest on social media, online recruiting, mobile marketing, and other branding trends, please like BRANDEMiX on Facebook, follow us on Twitter, and join our LinkedIn group, Your Digital Brand.

P.S. Speaking of Macy’s, we’d like to wish good luck to Katie, our Director of Client Services, who will be a handler for the Uncle Sam balloon in tomorrow’s parade. Stay warm!

photo by Kevin Harber

Giving Back at Thanksgiving – with Kiva

All it takes is one person to believe in you.

Organizations across America have believed in BRANDEMiX to develop branded communications that attract, educate, and engage their target audiences.

During this time of year, we feel it’s important to give thanks for that trust and to give back as well. That’s why we make regular contributions to Kiva, a nonprofit organization that enables people like you and me to extend microloans over the web to low-income entrepreneurs in impoverished communities, whether as far away as Africa or as close as Detroit and New Orleans.

We chose Kiva out of many other microlending sites because eighty percent of its recipients are women, who are sometimes single-handedly supporting large families. As a certified woman-owned business enterprise, we believe in strengthening women around the world.

No matter how difficult our lives at the moment, people are suffering far more in many places – too many – across the world. Please take the time to visit www.kiva.org and give to the worthy cause of your choice. It’s not charity; it’s a loan, and more than 98% of Kiva recipients repay the loan with interest.

Lending through Kiva creates desperately needed capital in some of the poorest parts of the globe. It bypasses corrupt governments and predatory banks and ensures that the money goes directly to those who will use it. When the loan is repaid, you can give the money to another entrepreneur, donate it to Kiva’s general fund, or simply withdraw it. It’s a great way to give.

We hope you’ll join our efforts to fight poverty around the world and here in the US. From all of us here at BRANDEMiX, happy Thanksgiving.

Five Reasons Why Starbucks’ Cup Magic Is Truly Magical

You may have read about “Cup Magic,” Starbucks’ augmented reality holiday promotion, but if not, here’s the scoop.

Caffeine lovers are encouraged to download a free app, buy a cup of coffee, and point their smartphone at the character on the cup. Through the magic of augmented reality, the characters come to life, acting out holiday scenes such as sledding and ice skating.

Here’s why BRANDEMiX believes augmented reality will be a major advertising trend for 2012:

• •It’s social. The Starbucks app easily allows you to share the animations through either Facebook or email. So even people who don’t know about the promotion, or even consciously ignore Starbucks advertising, may find a fun little holiday video in their Facebook feed. Starbucks is letting customers do its marketing.

• It’s great for business. Since each Starbucks cup features only one character, customers must buy at least five cups of coffee to see them all. Then again, even non-drinkers can get into the fun, as 47 Starbucks products are involved in the promotion.

• •It’s great for everyone. Let’s face it, Starbucks doesn’t offer many items for little ones; many locations sell biscottis instead of cookies. With this new promotion, anyone of any age can enjoy the experience. In fact, since the videos have no dialogue, you don’t even have to speak English.

• •It creates urgency. Assuming the promotion runs through New Year’s Day, that means customers have 47 days to experience it. A short timeline encourages consumers to visit their Starbucks as soon as possible (though some of us wouldn’t last 47 hours without our Frappucino). Compare this to summer promotions, where consumers sometimes have more than 125 days to participate. More time means less urgency.

• •It’s fun. There are no coupons, discounts, or special offers associated with the campaign. It doesn’t even cost anything to participate, since the app is free and you can activate videos on products that are just sitting on the shelves. Keeping money out of the equation reinforces the idea that the promotion is for fun and for sharing with friends, a perfect theme for the holidays.

Photo by Liam Gladdy

Starbucks is proving to be a leader in the mobile space. The company’s payment app, which launched in January, has already been used in more than 20 million transactions.  Its QR codes give customers an “evolved shopping experience,” letting them hear music from the region where Starbucks coffee is grown or read reviews from coffee experts.  Cup Magic looks like it will continue Starbucks’ exploration of mobile technology. What’s next?

For the latest on social media, online recruiting, mobile marketing, and other branding trends, please like BRANDEMiX on Facebook, follow us on Twitter, and join our LinkedIn group, Your Digital Brand.

Why Your Brand Needs To Be On Tumblr — And Why It Doesn’t

At BRANDEMiX, when we advise clients on digital branding, we encourage them to create accounts on the Four Essential Profiles: Facebook, Twitter, YouTube, and LinkedIn. However, a fifth social network may be emerging. According to Alexa, it recently cracked the top 50 most popular sites in the world, and the top 25 in the US. The site is Tumblr.

Tumblr is a free, short-form blogging service that combines the publishing ability of WordPress with the social aspects of Facebook and Twitter. Since Tumblr doesn’t replace these other platforms, anyone can use it, whether or not they have another web presence. In fact, Tumblr’s emphasis on short posts make it attractive to brands who aren’t blogging.

But the service is not without its problems – or its controversy. So should you create a “tumbleblog” in this quickly growing community? It depends on your brand, your audience, and your needs.

Why Your Brand Needs To Be On Tumblr

It’s Easy
Easy to set up and easy to use. Yes, even easier than WordPress. The interface is intuitive. It’s no trouble to customize with Tumblr’s variety of themes – or your own, if you know some HTML. You can publish content via email, mobile, or through a bookmarklet in your browser, so you can post new material or share a discovery from anywhere. Tumblr hosts text, photos, video, audio, and links, so if you’re new to social media or don’t have time for elaborate layouts, Tumblr is perfect for you.

It’s Social
Tumblr allows readers to “like” a post, similar to Facebook, or to “reblog” it, similar to a retweet on Twitter. Users can follow other blogs, creating a single content feed like both Facebook and Twitter. Tumblr users love the site’s community, sharing a creative sensibility that you don’t see on other social networks. It’s a great place to engage an involved audience.

It’s Young
According to comScore, 29% of its users are aged 18-24. 20% are aged 25-34 and 20% are 12-17. And the numbers are growing: from 4.2 million visitors in July 2010 to 13.4 million in July 2011. So if your brand is targeting those age groups, you should stake your claim on Tumblr.

It Hosts Some Big Names
Brands with a lot of assets and content are wildly popular on Tumblr. Fashion brands in particular seem to thrive there, including J. Crew, Kate Spade, and Ann Taylor. In fact, Tumblr hosted a special New York Fashion Week page, sending 20 of its most popular fashion bloggers (such as What I Wore’s Jessica Quirk) to cover all the major events. Media companies and publishers are also using Tumblr, from Comedy Central to The Today Show, and from Rolling Stone to Newsweek.

Why Your Brand Doesn’t Need To Be On Tumblr

It Doesn’t Offer Analytics
Tumblr’s dashboard doesn’t include any sort of tracking. How many likes did one of your posts get? How many times was it reblogged? You actually have to go to each of your posts and count the actions by hand. Google Analytics and Site Meter only partly solve the problem because they can’t track Tumblr’s internal links. If you need hard numbers that can be analyzed on a spreadsheet, Tumblr may not be for you.

It’s Not That Social
There are no comments on Tumblr. You can add a sort of semi-comment “note” or reblog someone’s post on your own blog, but you can’t have a real dialogue with visitors or other Tumblr users. Facebook and Twitter, and even Google+, know the importance of conversing and sharing, but Tumblr simply isn’t designed that way. If you want to truly engage your audience, you might find Tumblr disappointing.

It’s Too Young
Almost 70% of Tumbler users are 34 or under, including 20% who are 17 or under. After that, the numbers drop as the ages go up. If your brand is a luxury product or is aimed at middle-aged or senior consumers, Tumblr’s audience simply isn’t there.

It Has Angered Some Big Names
Remember those top fashion Tumblr bloggers covering New York Fashion Week 2011? Tumblr actually charged the designers for coverage, asking for up to $350,000 for promoted content, even though the bloggers didn’t actually work for Tumblr. Based on an expected one million impressions for the week, this meant a CPM (cost per thousand impressions) of $70, compared to $3 to be featured on the front page of the New York Times website. As I mentioned, Tumblr couldn’t even provide designers with advanced analytics to see if their spend was justified.

Tumblr is simple to use, growing in popularity, and attracting some big brands. It also skews very young, presents problems for marketers, and has some frustrating limitations. Is it right for your brand? That’s up to you. But whether it ends in success or failure, I’m pretty sure the Tumblr story has a long way to go.

For the latest on social media, online recruiting, mobile marketing, and other branding trends, please like BRANDEMiX on Facebook, follow us on Twitter, and join our LinkedIn group, Your Digital Brand.