How human is your organisation?

Nowadays we expect organisations to act like people.  The faceless corporation is long gone and even the dullest product line now needs to ‘meaningfully engage’ with it's public. Oh the pressure.

So how human is your company?

If your brand were a person, would you be attracted to it?

If a customer could only see your logo, would they recognise who you are and what you do?

With the global adoption of social media and the recognition that people buy from people, successful companies are working hard to show their personalities, build emotion and convey the most appealing, human traits.  For example ...

Virgin Atlantic 'little red'

Ace hotel, London


Understanding the lifestyle of your audience is key, as you consider the humanity of your business. Remember your aim is to appeal to your target customer, which is different from trying to please everyone. Think about what emotions you're trying to convey and how they fit with your ideal customers view of the world.

Does your company have a virtual smiley face?  Make it easy for customers to choose your brand over the alternatives available and be memorable for all the right reasons and the customers will follow.

Care to share your favourite brand and why?


Employer Branding or why HR & Marketing should be friends

Once upon a time the Marketing department were in complete charge of a companies brand.  They designed, produced and communicated it, jumping on those who used the wrong colour combo, logo size or typeface and all was well with the world.

The HR team incorporated what they needed into job descriptions and internal policy documents, occasionally visiting the branding gurus for promotional products and event invites.  Everyone was happy.  Companies told us what we should think of them and we, in the main, believed it.

Skip forward a decade and social media has changed the game.  Now the fight is on not just to attract customers, but to engage the best talent in the market and this means that employers are having to work hard to prove themselves different and desirable through employer branding.

Proctor and Gamble are doing a great job here with their dedicated site and consistent brand messaging on Facebook, Twitter, LinkedIn and YouTube.

You see, future employees can now use social media to test company and recruiter claims, checking that the vision they're being sold, matches the reality of current employees.  What people think, feel and share about your company as a place to work, is now a fundamental part of HR and Marketing strategy, so it's about time these teams started sitting together at lunch.

Of course, for employer branding to work it needs to truly differentiate a company from its competitors and be measurable. Without the Marketing team this won't be possible, but without HR, there will be no-one in the marketing team ......


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