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Employer Brand


Unrealized Business Value? Build It With Brand

Unrealized Business Value? Build It With Brand

Unrealized Business Value If you’re feeling thwarted by business value that’s falling short of its potential, the answer may well lie in your brand. It’s true that brand lives under marketing, not finance. But a sharp, well-aimed brand strategy can address critical business results from lagging market capitalization to margins. At Emotive Brand, we believe that brand isn’t just about what you say. It’s also about how you behave, how you serve each of your audiences, and, fundamentally, what you believe. That means your brand strategy is a foundation you can use to build value holistically,...
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The Next Frontier for Employer Brands: Healthy Behavior Change

The Next Frontier for Employer Brands: Healthy Behavior Change

At Emotive Brand, we’ve seen a jump over the last year in clients seeking help with employee behavior change. Better brand behavior isn’t the focus. Instead, organizations are actually trying to help their people live happier and healthier work and personal lives. It’s exciting to see companies living out their employer brands through a greater commitment to their people, and to see them authentically rewarded with more trust and loyalty. Several trends have brought us to this point, starting with greater competitiveness in recruiting – especially in Silicon Valley, which seems to be...
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Loyalty and Productivity: Using Innovative Benefits to Build Employer Brands

Loyalty and Productivity: Using Innovative Benefits to Build Employer Brands

A great employer brand story is important for recruiting and retaining employees – but it’s important to show workers the love and not just talk about it. Benefits are one of the best ways to demonstrate that a company values its employees’ well-being and not just their work. With a rising tide of innovative benefits, from in vitro fertilization to college tuition support to telemedicine, there’s more opportunity than ever to build a strong employer brand. HR leaders who innovate can boost their competitiveness while taking better care of their people. At Emotive Brand, we’re lucky to work...
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Brand Strategy Trends: What These Shifts Mean for Businesses and Brands

Brand Strategy Trends: What These Shifts Mean for Businesses and Brands

Looking Back, Looking Forward: 2018 B2B Brand Strategy Trends Any new year brings up the opportunity to reflect on the year that’s been – and what’s to come. As Emotive Brand’s Co-Founder and Chief Strategy Officer, I talk to individuals in different roles, at companies of every size and maturity. I am truly lucky – it puts me on the frontline as B2B brand strategy trends develop in real time. Here are some of the most interesting trends I observed in 2017 and what’s on my mind as we move into 2018: 1. Messaging That Can Flex Whether it’s short attention spans or Twitter’s influence, our...
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Secrets to a Great Employee Brand Story to Recruit Top Talent

Secrets to a Great Employee Brand Story to Recruit Top Talent

Your Employee Brand Is Your Talent Scout There’s a reason that great employees are so often referred to as “talent.” Workers are a dime a dozen, but true expertise is incredibly hard to come by. It’s the thing that propels businesses to their next level of funding, keeps the sales pipeline full, and boosts office morale high in times of unease. No matter how advanced your technology is, people are the backbone of a successful business. Great brands tell stories, and there are few narratives more important than your employee brand story. HR specialists and recruiters have been leading this...
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HR and Marketing: Building Your Employer Brand Together

HR and Marketing: Building Your Employer Brand Together

Finding the Right Fit: HR’s Number One Challenge HR and Marketing? The role of HR has evolved significantly in recent years. Attracting, engaging, and retaining top talent is a high priority for executives, and most companies place this responsibility on HR. According to PwC 18th Annual CEO survey, a full 73% of respondents are concerned about the availability of talent – a 10% increase from 2014. Executives worry that it’s getting harder to recruit and keep the people who are both skilled high-performers and ‘fit’ within their organization’s culture. And without top talent, maintaining a...
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