The Brand Crisis of @LivLuvShop and Why Experience is so Important

reputation-managementBecause what I do professionally is employer brand marketing, it’s second nature for me to observe and appreciate overall brand experience. This is true whether I’m buying something online or working to market my company’s employer brand. Successful brands — from behemoths like Amazon to small business retailers — follow basic principles of brand reputation: integrity, transparency, and empathy. In today’s world, it’s nearly impossible for a brand to be successful if it isn’t aware of (or acknowledges) what is being said about it as well as how the brand contributes to the conversation.

True brand experience story:

Read More


Employer Branding is the Perfect Marriage Between HR and Marketing

employer-brand-heartIt seems only yesterday that HR Communicators were focused on employee engagement and how to better engage employees through more effective communications, onsite events and employee town halls, employee opinion surveys, and collaborative technology.

Just as we’ve gained a better understanding of employee engagement, now we’ve started hearing a lot about employer brand. At a Talent Brand summit I attended earlier this year, the conversation drifted back and forth between employee engagement and employer brand. And as I participated in the discussions, I realized that many of the attendees were using the words interchangeably while other attendees were asking, “What’s the difference between employee engagement and employer brand?”

Read More

Why Employer Branding Isn’t Just a ‘Nice to Have’

We’re in the midst of one of the worst hiring crunches of all time.

It’s taking longer than ever to fill positions, and right now 68% of HR managers say they’re having problems with staffing. That number was at 50% in 2013. Under this kind or pressure, anyone who needs to hire is trying to figure out where they can apply the least force for the greatest results. We’re spread thin, and we need to make things happen with the resources we’ve got.

So what about employer branding?

Read More

Net Promoter Score (NPS) and the Employer Brand

imageOne of the most difficult aspects of employer brand measurement is identifying data points that can be directly correlated to the strength of your employer brand. Most importantly, it’s critical to capture both qualitative and quantitative data.

In addition, it takes careful wording and thoughtful consideration to ensure you are eliciting responses that are illustrative of your employer brand versus your employee value proposition (EVP). For example, in a recent employer brand survey, one of the questions asked was “what are the reasons you feel [the company] is a great place to work?” While we were looking for responses on whether the employer brand messaging / visuals were resonating with candidates and employees, we ended up with responses such as “the benefits are great” or “I like the work / life balance” which speak more to EVP attributes.

Read More


Revolutionizing People Analytics

hr-technology-700x467I am not an analytics person. In fact, I barely passed statistics in college. But the world is awash with data. From optimizing supply chains to understanding customer sentiment; from tracking the spread of contagious disease to predicting churn – data and algorithms have given us incredible leverage in business and in life. Although the field of business analytics was born in the 1950s, it was only in the last decade that we saw an exponential increase in our ability to capture data, analyze it, derive insights, and take timely action. Always-on data and predictive intelligence are transforming how we view the world and how decisions are made.

Read More


7 Mistakes to Avoid When Developing Your Employer Brand Strategy

05b40d2Just like employee engagement, the concept of employer brand isn’t new. These days, we just talk about it differently and with a renewed focus. In fact, it’s been around for quite a while. It’s only the relative newbies like myself who have come to realize employer brand embodies everything that we are passionate about: employee value proposition, employee engagement, employee satisfaction and the marketing of that to employees. I’m sure thought leaders — and friends such as Richard Moseley (who wrote the book on employer branding) — will say, “I’ve been talking about this for years!” But you don’t always learn until you’ve actually tried. Here are some mistakes (that I’ve heard of or experienced myself) you should avoid to ensure you develop a strong employer brand that has you standing out in the crowd.

Read More