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A brand is much more than a compelling graphic and a memorable phrase. The most successful Employer Brands take the connection between organization and audience to an empowering level–encompassing values, systems, policies and behaviors with the objective of attracting, motivating and retaining current and potential employees. Whether the message is translated for immediate gratification or stored away for long-term use, an identity has been introduced. A promise has been made. A relationship has begun. Alstin will help jumpstart your brand development process by focusing on:
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Understanding your audience is step one. Through focus groups and surveys, patterns emerge. By studying organizational knowledge and industry-wide research, ideas take shape. And by working closely with others in your organization for both funding and managerial buy-in, a best practices brand is created.
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Giving the right amount of, and type of, exposure to your brand is paramount. The payoff? Familiarity. By repeating your message in selected media, through internal channels and via innovative venues that take the brand from the workplace to the world, awareness increases. After uniquely positioning your organization in the employment marketplace, keeping that message consistent and recognizable is a must. From launch and internal assimilation to refresher messages and evaluation partnering, Alstin is the one-shop solution for a brand to believe in.
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An Employer Brand serves more than the company ego. Its strongest selling points?
- Differentiates your organization within the marketplace
- Communicates an organizational promise to candidates/employees
- Highlights the most appealing aspects of your work environment
- Company values and goals are reinforced
- Expands employee awareness of opportunities and priorities
- Enhances effectiveness of your recruitment advertising efforts
- Helps improve employee morale
- Works to increase Employee Referrals
As audiences struggle to sift through an historic bombardment of information, continually promoting your employment brand is more important than ever. With Alstin, you’ll find a knowledgeable team delivering the Strategies, Communications and Results sure to strike up the brand. |
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Capturing Culture.
Recipe for Results.
Panera Bread’s “Warmth” Employer Brand.
As a company with a let’s-celebrate-warmth corporate culture, Panera Bread was searching for a brand to blend in yet stand out. In developing a culture-reflective message, research came first. Some of Alstin’s top talent flew across the country to participate in Panera Bread’s “Planet Bread” employee orientation seminar and “Family Reunion” vendor convention. We got to know Panera Bread’s website and retail brand. And visited a local bakery-café to investigate interior space for postering (we also participated in some taste testing–LOVE those Crispanis).
Inspired by the client’s friendly and welcoming environment, Alstin’s team developed an employer brand that showcased the very essence of the organization. “Warmth...Make It Your Business” was just what the people of Panera were craving. The central image, a pair of hands gently releasing heat from a loaf of artisan bread, connected the emotional appeal of a culture infused with kindness with the freshness of their menu offerings.
Used as window clings, job posting templates, bookmarks, ads, and brochures, Panera’s brand gave their employee communications a new level of sophistication, consistency and familiarity.
Let Alstin Communications get started today on marketing
your company’s “personality” to prospective candidates.
Want to know more? Contact us at powerofdone@alstin.com.
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