We're tearing up the rulebook on Employer Branding.
The formula for Employer Branding has been near enough the same since its founding fathers (and mothers) gathered round the great table of branding with the goal of coming up with a new way to make money. It goes something like this: Engage client. Agree shared goals. Talk to people. Feedback the truth. Client disagrees. Tells the agency that they’re wrong. Proceeds to water down the work to the point where it is unrecognisable from initial concept. Every company in the world ends up with “family” as one of their values and most opt for pictures of smiling happy people for their brand identity. This despite their Glassdoor rating being in the minus figures and their revolving door spinning faster than a drunk on a roundabout.
Look at the daring nature of our cousin - consumer advertising. We - in employer branding - have the biggest sulk-on because we’re basically the designated driver at the world’s greatest party, whilst them lucky f******s have all of the fun.
Alright Deano you spicy carrot, you’ve made your point, so just what is Jupiter Advertising/Sparks going to do about it?
Two words that will save Employer Branding from becoming the embodiment of the sentiment “meh” Culture Mirroring. Ta-Dahhhh! Suspend your disbelief for a hot second. This isn’t just Emperor’s New Clothes, irrespective of what Barry McProperboring says to his twelve followers on his Twitter.
Get to the point already…
Basically the clever bods here at Jupiter and Sparks over our collective hundreds of years experience established that the main barrier to attraction and retention was not through a lack of an Employer Brand. But the dominance of a top-down culture. Our fearless leader Anna Fleetwood said “Culture Mirroring flips the Employer Branding model on its head by taking the responsibility of motivational messaging out of the hands of HR departments answering into the Board, and puts it back into the hands of those working on the shop floor.”’
Sounds tasty as…. How do you do it?
In the words of Nick Mitchell Maito (our super duper Creative Director):
It begins by providing cultural gap analysis between colleagues and Board members to attain Board-level buy-in to the need to shift the focus to a bottom up approach. It presents a set of employee profiles that pinpoint their attitudes, needs, behaviours, perceptions, psychographics and interests. Then we deliver a set of modular creative solutions across every touch-point on the employee lifecycle, which are devised by Jupiter and Sparks in direct conjunction with employee ambassadors (culled from focus groups).
What this translates to for mere mortals like me:
It begins by us talking to your staff. Then we go away, have a look at it and feedback the differences of opinion between your staff and the board so that the board realises there is an issue and a need to change tact. We present to you what your typical employee is into in their spare time and at work. Then being the clever bar stewards we are, deliver you a set of creative solutions by working alongside your really good employees to come up with them that we pick from the focus groups.
Alright yeah fair do’s, that sounds pretty good. But what does it actually do?
By empowering your employees to be the agents of positive change and removing the negative connotations around corporate messaging generated by HR and them on the Board, Culture Mirroring increases productivity by giving people a vested interest in their success, increasing trust and connectivity between employees and senior managers whilst maximising staff engagement to boot.
F*** me that’s magic. Where do I sign up?
Easy peasy. If you’re interested in rejuvenating your internal communications, adopting an authentic tone of voice that rings loud and true to your people, just get in touch with me on LinkedIn.