Branding for Talent Wendy Nemitz 2015, LLC Our Talent 2015, LLC 1
focuses on helping you find the right new clients, improving margins with better clients and recruiting and retaining the right team. 2015, LLC Full Marketing Solutions 2015, LLC 2
Wendy Nemitz Founder / Ideation / Strategy @IngeniusWendy 2015, LLC A BRAND IS The intangible sum of a product's attributes: its name, packaging, and price; its history, its reputation, and the way it s advertised. David Ogilvy www.ingenuitymarkting.com 2015, LLC 2015, LLC 3
2015, LLC PAIR SHARE What is one thing you love about your workplace? 2015, LLC 4
BRAND MINIMUMS 1. A decent name 2. Key promises (3-5) 3. Tagline (emotional or explanatory) 4. Logo 5. Fonts, colors, visual library 6. Shared with everyone 2015, LLC TALENT BRAND MINIMUMS 1. Personas for top recruits 2. Key promises (3-5) 3. Logo 4. Brand stretch your fonts, colors, visual library 5. Shared with everyone, especially online 2015, LLC 5
Emotions and Decision-making 2015, LLC 2015, LLC 6
EMOTIONAL DECISION-MAKING Most people believe that the choices they make result from a rational analysis of available alternatives. In reality, however, emotions greatly influence and, in many cases, even determine our decisions. Peter Noel Murray, Ph.D Inside the Consumer Mind www.ingenuitymarkting.com 2015, LLC EMOTIONAL DECISION-MAKING fmri neuro-imagery shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts). Peter Noel Murray, Ph.D Inside the Consumer Mind www.ingenuitymarkting.com 2015, LLC 7
EMOTIONAL DECISION-MAKING When we are confronted with a decision, emotions from previous, related experiences affix values to the options we are considering. These emotions create preferences which lead to our decision. Peter Noel Murray, Ph.D Inside the Consumer Mind www.ingenuitymarkting.com 2015, LLC JUSTIFYING EMOTIONAL DECISION-MAKING In our society it is generally not considered justifiable to make a decision purely on an emotional response We want to be considered scientific and rational, so we come up with reasons after the fact to justify our choice. This process seems to be happening somewhat unconsciously What is even more interesting is that people who claim that emotions are not that important, who consider themselves to be really rational, are actually more prone to fall into this trap. Dave Wenger, McCombs Today www.ingenuitymarkting.com 2015, LLC 8
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TALENT BRAND ROI 2015, LLC 2015, LLC 10
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PAIR SHARE What do you think is the brand promise you make to your talent? Why do they want to work for you instead of other, similar firms? 2015, LLC RECRUITMENT & RETENTION GENERATION X: 1961-1981 Some are in their fifties. MILLENNIALS: 1982-2004 Some are now hitting their thirties. 2015, LLC 13
2015, LLC RECRUITMENT & RETENTION Our office is modern and attractive Our website tells a story of what it s like to work here We publicize our charity and community work Our mentoring/training process is documented and consistent Our website is responsive Employees have flexible schedules We show our culture on Facebook and our expertise on LinkedIn 2015, LLC 14
VAA 2015, LLC American Engineering Testing 2015, LLC 15
FOLLOW US ON SOCIAL MEDIA IngenuityMktg INGmarketing 2015, LLC Thank You Wendy Nemitz wendy@ingenuitymarketing.com @ingeniuswendy 2015, LLC 651.690.3358 16