Posts Tagged ‘Brand narrative’

Using annual enrollment to strengthen your brand

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By Rob Kessler, Partner/Operations Director

Each year around this time, there are a few things people dread … weather getting colder, days getting shorter, the Lions out of playoff contention (that’s a personal one) and having to figure out health care plans.

Large and small organizations alike spend countless hours analyzing costs and options each year to give employees something of value so they can take care of themselves and their families. But so often, organizations just send out a packet of information with a deadline and not much else. Good luck!

Healthcare plans are one of many reasons an employee decides to join or stay with a company. They want to know that they are cared for, and in turn, can care for their families, especially during times like these. So when communicating benefit enrollment, your messaging should lead with just that … we care. That is a big part of your employer brand, the care and thought you put into taking care of your employees.

Many employer brand strategies start with an employee value proposition that usually includes some sort of care and reward. Yet when talking about career opportunities at an organization, this equates to some print at the end of a job posting that says you offer a ‘competitive benefit package.’ Not much else.

Shouldn’t you lead with how you care and support your employees, such as a benefit package to ensure the health and wellbeing of them and their families?

Again, lead with the why (I talked a bit about that in another blog post, which led off with a Mister Rogers quote, so worth reading for that alone). Why do you have a competitive benefits package? Lead with that reason and purpose, and the employees begin to feel that you do care for their needs, and they aren’t just a number (cue the Bob Seger song).

We have many opportunities to reinforce our employer brand messaging across the employee lifecycle, and one of those comes to us each year at this time. Use annual enrollment as a way to strengthen your culture and build on your reputation as a great employer.

Now don’t forget to turn those clocks back on Nov. 1. The days are getting shorter!

Why ‘why’ is the most important question

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By Rob Kessler, Partner/Operations Director

“It’s good to be curious about many things.” – Fred Rogers

Anyone who has kids or has been around kids knows the inevitable question … why? Why is the sky blue? Why is water wet? Why can’t Purdue make it to the Final Four (maybe that’s just asked at my house)? 

Kids are naturally curious. They want to know why things are the way they are … sometimes ad nauseam. Then somewhere along the way, that magic of curiosity begins to fade. They believe asking those types of questions is a sign of weakness and lack of understanding.

We all need to understand that asking ‘why’ will always be the most important question when it comes to your brand and messaging. But sometimes organizations forget this and focus on the what.

Tell your story, answer the “why”

When building your brand narrative, focus on storytelling that engages and shares your purpose. Why are you in the business that you are? This is especially true in internal communications. Employees want to belong to companies that have a strong purpose, and they want to understand how they can guide and be a part of that bigger picture.

At Magnetize we always focus on the ‘why.’ It’s a key pillar to our culture … to be naturally curious so we can learn and build strategies, messaging and creative that best share a client’s purpose. Even if it’s a simple campaign, knowing why there is a need for the initiative, product or service goes a long way in building a narrative that connects and engages with both internal and external target audiences.

So find your inner child and go back to asking “why.” 

Why? So you ensure you stay purpose-driven and continue to strengthen your messaging.