I travel around the country giving presentations on employer branding and building and promoting an employer value proposition. I usually highlight employer brand success stories. But as major brands like Goldman Sachs and Zynga stumble into PR crises, I thought it might be useful to help your company avoid the most common employer branding mistakes.
Don’t be inauthentic
Your employer brand embodies your employees, your culture, your vision, and your values; these are impossible to fake. So if you’re a fast-paced company with an entrepreneurial culture, don’t market yourself as a laid-back environment with unlimited vacation days.
I remember looking at the careers site for BP several months after the 2010 oil spill and being shocked to see that it looked the same as before the spill. Surely the eco-minded Generation Y or Gulf Coast residents affected by the disaster might hesitate joining the company afterwards? But there was only one acknowledgement of the situation – a tiny text link on the sidebar that asked “Why is it a good time to join BP?” Why indeed?
|BP Careers, November 2010
Don’t get lost in the crowd
The are dozens of salty snacks on the market, so how does Doritos stand out? By having an attitude: Coming in crazy flavors with cool names and bright packaging. In the same way, your employer brand has to be distinctive. Avoid bland themes like “Grow your career with us” or “We offer work-life balance.” Almost any job can become a career and almost every job lets its employees go home at night.
Don’t get stuck in the facts
So many careers websites begin with, “Company X was founded in 1950 and now operates out of 75 offices in 12 countries.” Does that year mean the company is old-fashioned? Do those 12 countries mean employees get to see the world? Do the 75 offices mean employees can be transferred against their will?
Stand-alone facts like those can be both boring and confusing, a deadly combination for anyone looking to top motivate talent. Remember, you’re trying to create an emotional connection, so facts and numbers can only get you so far. Instead, talk about how your company helps people’s lives. Let employees share their stories. Show your workplace. Highlight employee events, rewards, volunteer work. Never be boring.
Be authentic and differentiated, and add an interesting and emotional component to your recruitment messaging. If you can’t always leave them laughing, at least leave them hungry to learn more.
Posted in branding, Hiring, recruiting to a culture
Tagged advice, avoid employer branding mistakes, BP branding, Doritos branding, Employer Brand, Employer Branding, hiring, how to, jobs, recruiting, recruiting mistakes
Brandemix has been working on a lot of video projects recently. I see the same challenges whether the client is a manufacturing giant or a local nonprofit, whether the video is for employees or the general public. Here’s a brief list of hints and tips to make sure your video shoot goes as smoothly as possible.
Lights: Hot Set
Unless you’re shooting outdoors, you’re going to need lighting. Fluorescent office bulbs bleach everyone out, while house fixtures and lamps cast strange shadows. A good video requires at least two lights: a “key” to light the performer and a “fill” to fill in the shadows created by the key.
The lights get hot, so bring gloves – and be ready with makeup powder and towels for the performers sweating under in the heat. In a pinch, reflectors can bounce the nearest light onto a performer’s face. You can even use your car’s sun shield! Rental budget: $75
image courtesy of CSI Rentals
Sound: Hearing is Believing
Without a doubt, the number one indicator of amateur video is poor sound. All too often, the microphone attached to your camera (or phone) isn’t sufficient. When you listen to the footage weeks later, suddenly you can hear the air conditioning, or traffic outside, or people down the hall talking. There are two ways to avoid this problem:
– A boom pole allows a crew member to hold the microphone above the performer. This boom operator wears headphones to monitor the sound of every take. They move and angle the mic so it’s always facing the right direction. This option requires an extra person on your set, and holding the boom can be tiring if the shoot goes long.
– Lavalier or lapel microphones clip to the performer’s clothes. No one has to hold a piece of equipment all day and the mic is always near the performer’s mouth. But the mic sometimes picks up the sound of clothes rustling, so you have to be careful where you place it. Also, lavaliers run on batteries, so have plenty of replacements handy; sometimes the batteries quit halfway through a take.
Rental budget: $50
Music: Don’t Skimp or Steal
Movie scores have shown that effective music can heighten the mood and create an emotional response from an audience. Just because music is one of the last elements you’ll add to your video, don’t leave it until the last minute. Take the time to search for the right piece that supports your message and tone.
Also, don’t steal music for your video. If you post it on YouTube, you may find the soundtrack removed or the entire video taken down. Affordable, royalty-free compositions can be found at Music Bakery, StockMusic.com, Getty, or even from individual composers. Music budget: $200
A small investment and a willing, talented team can produce a professional-looking video in a problem-free environment.
Posted in branding, establishing culture, technology
Tagged advice, audio, branding, corporate, employee video, employer video, film set, hints, microphone, movie set, music, secrets, shoot, sound, tips, video, video shoot