Category: Employer Branding

The real value is in designing the ’employee experience’ and ensuring consistency in delivery and communication.

We were frankly somewhat puzzled when the leadership team of this company invited us for an exploratory conversation. But as the story unfolded, the pieces fell into place Seek a little patience while we sketch the landscape for you. TK Foods Inc. (all names are fictitious) had decided to sell...

Here is a story that is unfolding as we play reporter. Late last year we were called into a conversation that ran somewhat like this. Big Bananas Inc. (the name is fictitious), owned by a dominant conglomerate was on the block. Two suitors came shopping and collectively took a significant...

More often than not, the best ways to get eyeballs is to break the script or format. be it with your customers or your talent pool. IKEA Australia did just that! They mimicked their classic and famous assembly instructions to, well create a set of ‘career instructions’. Inside every package...

Terms like ‘Employer Branding’, ‘Employer of choice’, ‘Preferred employer’ keep flowing in and out of discussion rooms.  The game remains the same – play the slot machine on campus, or spread the love with inhabitants of the company. It’s the ammunition that’s changed … Earlier, the strength of your corporate...

The traditional rulebook says that Employee Engagement must sit with the Human Resources department whereas the Marketing team is the custodian of the corporate brand. But when the two become inevitably linked in the realm of Employer Branding, who takes charge? The core of your Employer Brand is your people,...

Classes, assignments, surprise tests, pre-placement talks & competitions – A typical day at a premium Business School in India. The life of a B-School student is one about bringing order into the topsy-turvy and creating masterpieces out of the abstract. The student’s need to be adept at juggling multiple activities...

A familiar setting for Carpediem – The branding company in Bangalore – warming up in the board-room of a client company in anticipation of the Management Committee trooping in. The agenda: a first glimpse of the Employer Brand identity we’ve painstakingly crafted. The saints come marching in, each gracing their usual...

The classical approach to Employer Branding suggests that you: a)     Nail down your Employee Value propositions (EVPs) b)     List out touch points for employees and potential talent c)     Cement the EVPs at each touch point through bringing to life relevant ‘experiences’   Mission accomplished! A current conversation we are having with a company that seeks...

We’re entering an era where ‘Recruitment Marketing’ is beginning to make its presence across channels, particularly billboards to localize communication within catchment areas. In rides CEAT with a smart, contemporary and bold clutter breaking communication. A few reflections curated from the Carpediem team … One idea, one film: While learning the marketing...

The title of this ‘Green Day’ song seems fitting; ‘the enemy’ alludes to a company’s competitor for talent When embarking on an exercise to define one’s Employer Brand and articulate Employee Value propositions (EVP’s), it’s imperative to understand who your competitors are and what talent pools think about them. While recruiting fresh...

An “Apple” video positioning the company as a place to work was being discussed on one of the LinkedIn groups a while ago. For a moment the members seemed to have forgotten that was a recruitment ad as comments were abundantly eulogizing the company products; in other words, their experiences...

A research report once published by Brett Minchington titled ‘The rise of Employer Brand Leadership’ reveals that the employer brand is presently vested in a diverse set of functions ranging from HR to Marketing, Communications to the Executive team”. The study validates something that we’ve seen increasingly in India; the role...

The world of marketing today bombards me more than ever with terms such as customer service, brand equity, customer delight, differentiated and superior value to customers and consumers. In an increasingly competitive market, they say, these are mantras for a company to succeed and the era that places a premium...

This video takes a leaf out of the classical brand association approach. For long brands have ridden on the fame and glory of sport stars, film stars. Yet others use the reputation of their customers and clients to build their credibility. ‘We work with many top Fortune 500 companies’ or...