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No company or organisation can survive without customers. It's no coincidence that a lot of time and money is invested in marketing and branding. Once you have positioned yourself well in the market, you will reach the point where you can use extra hands or brain cells to meet customer demand. Then it becomes extra important to also properly present your employer brand. In your PR and marketing, don't just focus on potential customers. Invest in sturdy ones too employer branding.
It's one of the first things a startup entrepreneur does. Have a nice, hip logo designed by a designer. That you can stick conspicuously on your car and let it shine on LinkedIn and your website. But then you're not there yet.
If you want to work sustainably as a producer or service provider and as an employer, it is necessary to work on your identity in terms of content. Because you don't just want customers and applicants to see you. They need to remember and embrace you. That is why it is important to develop a strong brand and to promote it consistently.
What do you stand for as an organisation? What is really important to you and what do you want to express? How do you stand in society? And, another important one: how are you different and more attractive than other players in the (labor) market? What is your unique selling point?
It is good to invest sufficient time in this inventory. This is because the answers to the questions determine your identity. Your mission, vision, values, and attributes are the key to the brand you want to be. Not only to your customers, but also to your employees.
Research shows that the new generation of employees finds it increasingly important that an employer stands for something. That's why you'd better be clear. To yourself and to the outside world.
Once you have clear what you're good at and what you want to profile yourself with, it's good to zoom in on your organisation's other stakeholders. Who is the ideal customer for your service or product? What does the ideal employee look like and how does he relate to the customer? Create as detailed a persona as possible. This gives you more and more insight into the ideal way to communicate with both your customer and your (future) employees.
Adapt your corporate identity to the persona. A young, hip company doesn't easily lose itself in pompous, bureaucratic language. A cool outdoor company usually prefers a green color scheme than pastel pink.
And do you want to reach older customers or applicants? Then English cries will arouse irritation rather than sympathy. Just to name a few examples.
Cool Blue, Albert Heijn, Ikea, Hema: you can recognise them from miles away, even before you've seen a logo or read a letter. After all, you immediately understand what their color scheme stands for, because they consistently apply their corporate identity in all their expressions. And when you start reading an ad, walk into the store, or work there, you usually get exactly what you were hoping to find. Your expectations are confirmed, and that feels familiar. The secret lies in the power of repetition. You've come across the corporate identity so many times that it has become part of your memory.
Make sure that your company or organisation also wins such a spot with your customer and applicant. You do that by always radiating the same thing. Use the same tone of voice, stick your logo on everything and always use the same colors. The more the reader or visitor encounters your brand, the more it becomes entrenched in their heads.
Of course, you can surprise positively in terms of content, if not. But it should always be somewhat in line with expectations. Then you will remain recognisable and your company or organisation will increasingly become a strong, established brand.
Society is developing, colors are becoming fashionable and out of fashion, and language is also changing with the times. That is why every corporate identity needs to be refreshed from time to time. But be careful with that. Don't become a magic ball. Once you have carefully chosen a logo and corporate identity that suits your target group, stick to it for a longer period of time.
If your brand identity changes too much and too often, people get confused. You are less likely to be recognised. And, perhaps even more importantly, it's no longer clear what your brand stands for, and that can detract from trust. People may start to doubt your professionalism, “do they really know what they stand for?”
Is it really time for an update, introduce the makeover then gradually with your followers. This ensures that you don't lose them along the way.
Once you have a nice tone of voice If you pick up a corporate identity, let it come back again and again. Not in one ad or vacancy text, but at every stage of the customer and employee journey. That warm sense of attention and commitment that you evoked during the job interview needs to be reaffirmed and reinforced over and over again. In every phase: from onboarding to the rest of the career. If you pay attention to your employer brand up to and including the exit interview, you leave an indelible, positive impression. Good for your karma and your employer branding!
Social media can have a very strong influence on your brand. Therefore, make sure that the cross channel waterproof is nailed shut. Therefore, keep good control over mailings and posts that are posted. They should reinforce each other, not drive in the wheels. Whether it's the choice of words, images or content, the reader should always feel the same way, whether it's a flyer or a post on Instagram or LinkedIn.
The advantage of flexible platforms such as Pluvo's is that it is very easy to make the digital environment well suited to your target group and corporate identity. Whether it concerns, for example, intranet whether e-learning, and in which phase of the employee whether customer journey also, a lot is possible.
We have all kinds of design and communication tips that you can take advantage of. And we are happy to share our knowledge. Are you getting curious? Contact us, then we'll schedule a moment to brainstorm together!
As an educational expert specialising in online learning, I have been writing blogs for Pluvo for 5 years. My focus is on powerful learning solutions for organisations. Universal Design for Learning and inclusive learning are my passion; I believe that education should be accessible and fun for everyone.
I've been combining my 35 years of HR experience with copywriting for over 15 years. And even then, I learn new things over and over again. That's what makes writing blogs for Pluvo so incredibly interesting!
