So what makes the line, “We don’t take applications, only commitments” so profound in terms of an approach? Simple, it shifts the entire recruiting equation. You’re no longer the one doing the selling… instead, you’re now the one being sold. When you can achieve this end, you’ve passed the ultimate Employer-Branding acid-test. from Fistful of Talent: No Applications, Only Commitments: A Thought on “Employer Branding”.
A great piece by FOT. Here are some thoughts on Employment Brand Taglines:
Effective Brand Taglines
WHAT Does a Body Good?
You’re in Good Hands with WHICH COMPANY?
Like a Good Neighbor WHICH COMPANY is There?
WHAT are Forever?
Each of the examples above speaks to a simple and effective consumer brand. They have a distinct message that can be conveyed in very short statements, and through marketing, they have impacted the way we feel about their products. Milk is good for you. Allstate has great coverage. State Farm is your local insurance provider who is there when you need them. Want a gift that will last a lifetime… you guessed it- De Beers diamonds ARE forever.
Simple, memorable, and thought provoking.
Those should be the three keys to creating a tagline specific to your employment brand. Also, keep in mind that your employment brand will be viewed internally as well as externally.
To this end, slogans will serve to remind your employees what they like about working for your company and therefore, will be effective and lasting. Work with a group within your organization to develop your logo and slogan or tagline.
Remember, “good enough” truly isn’t good enough. You’ll want to take enough time that you are absolutely positive that you have the best copy, that it conveys the message you want, and that it is memorable. Once you make a decision to launch an employment brand, you’ll have to be dedicated to sticking with it for a significant length of time without making any changes.
Interested in learning more about developing an employment brand? Check out my Abstract from 20/20 Employment Branding