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