Posts filed under ‘Employment Branding’

iPhone 5, Milking Goats and Other Branding Opportunities: Taking your recruitment brand marketing for a piggyback ride.

by Charles Davis

In recent weeks, most of the immediate universe seemed to be focused on iPhone® 5 mania. Like some combination Superbowl and holy pilgrimage, I watched with a bit of disbelief while once again hordes of people camped out behind snaking steel barricades to be among the first to possess the newest iteration of this Apple icon.

As someone drawn to branding and marketing, I was impressed by the cadre of aggressive and resourceful marketers who found ways to capitalize on the Apple happening, penetrate a primary tech demo and use the opportunity to gain real branding traction for themselves.

Take, for instance, Gazelle—a company that until researching this blog I had never heard of. (more…)

September 25, 2012 at 7:20 pm Leave a comment

Award Winning Brand Messaging Tips from Titanic in 3D

True story: When Titanic was released in 1997, I was part of the theater audience not once, not twice, but SIX times. And, every single time I saw the movie, both in theaters and later on my VHS, and then DVD set, I cried went Rose promised she would “never let go.” Now, to coincide with the 100th anniversary of the sinking of the Titanic, James Cameron has released the 3D version of this movie. Fifteen years later, fans are still enamored by this story of history, action and romance.

As you steer the course of your branding strategy, what lessons can you learn from the launch of Titanic in 3D? (more…)

April 10, 2012 at 1:53 pm 2 comments

Are You Excited for Mad Men?

By Charles Kapec

It’s been 17 long months since the last episode of Mad Men. At the time of the season four premier, I posted the following blog about recruitment advertising in the sixties, with examples from the NAS Recruitment Communications archives. I thought this would be a good time to re-post this blog for those who might have missed it the first time — or for those who just want to take another look at where the industry was in that bygone era.

The blog originally appeared here.

Recruitment Advertising in the Mad Men Era


One of the most fascinating aspects of Mad Men, which just started a new season, is the way that it uses advertising to mirror the social mores of the time in which it is set. It’s fun to see the work that the characters create and measure it against our own attitudes. (more…)

March 22, 2012 at 1:00 pm Leave a comment

Take your candidates to the Big Dance: Recruiting, March Madness Style

By Jennifer R. Henley, PHR

ImageNow that Selection Sunday has been announced and brackets are busted, both elite programs and long shots hope to make it to the “Big Easy” next month. With all this hype of March Madness, I’m reminded of the fact that the regular season began before Thanksgiving. Yep, that’s right folks…these student athletes have been fighting for recognition for the past five months, and it all comes down to the chance at the Big Dance.

Basketball, like recruitment, is a sport of predictions and projections and hard work that doesn’t come overnight. And, since I mentioned projections and odds, let us not forget that worker productivity hits an all-time low during this time of year. Trust me, I’m sure we’ve all seen more brackets in lunch rooms, on desks and in the copy room than we want to admit … heck, even President Obama posts his bracket on (more…)

March 19, 2012 at 5:00 pm 1 comment

Confession is Good for the Brand

By Charles Davis

Recruitment marketing practically invented “emotive branding.” Long before consumers were bonding with brands, we were serving up irresistible, emotional cues between candidates and prospective company cultures.

Now, with social media, the necessity to have people and brands engage in deeper, more lasting relationships keeps ratcheting up on a daily basis and shows little signs of abating.

I believe we have entered the next level of engagement: “Story as Brand.” Tom Peters, the man Fortune called “Ur-guru” of management (only to be challenged by the Economist who tagged him “Uber-guru”— let those guys fight it out), has taken a firm stand on brand storytelling, asserting that in the new paradigm, “the story is more powerful than the brand.” “Storytelling is in our genes,” says Peters, “we translate, without even knowing it, everything into a story…think story first, brand second.” (more…)

March 13, 2012 at 2:04 pm 1 comment

Technology and Recruiting – an Interview with Patty Van Leer

By Cyndy Trivella

I recently spoke with Patty Van Leer, the EVP and Chief Interactive Strategist at NAS Recruitment Communications. Patty is one of the most forward-thinking people I have come to know in the field of HR marketing communications and a stalwart visionary for recognizing trends and best practices. She leads a team of very talented individuals who keep the NAS clients cutting-edge and persistently some of the best employers in today’s work world.

Cyndy: So Patty, I have always admired how you stay current on best practices in the digital space for human resources. What do you find exciting about what the digital world offers to the field of HR marketing communications?

Patty: In the digital landscape, change is constant. New job-posting products, new social platforms and services and processes emerge on what seems like a daily basis. It can be a challenge to stay up-to-date on the latest news. (In fact, it can make you crazy.) But in the digital space, it can be equally detrimental to fall behind in the current news and trends. The one constant that seems to remain is HR’s need to source talent, and that does not change nearly as fast as the technology world.

As Internet marketers within the HR space, we’re very familiar wi (more…)

March 6, 2012 at 5:02 pm Leave a comment

What is your employment brand proposition? Do some discovery and find out.

By Charles Kapec

Many companies have a hard time determining what their employment brand is. What makes you a satisfying place to work? How are you different from competing organizations? Why should candidates upend their lives and make the move to join your team?

You can’t simply make this up. You can’t throw out some clichés (“you can make a difference here”) or reiterate your values (respect, collaboration, integrity) if you are going to seriously communicate what makes your company special to candidates – and why it is worth their serious consideration.

You need to do discovery. Here are some great ways to go about it: (more…)

February 14, 2012 at 5:54 pm 4 comments

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