technologyreseller.co.uk 47 BUSINESS BRIEFING Why having an Employee Branding Strategy is your secret weapon Did you realise that your brand goes far beyond your logo and website? For those unaware Employee’s branding is how your Company’s vision and reputation is perceived in the wider marketplace. Positive Employee branding can be a powerful recruitment and marketing tool. When Candidates are looking to join your business what do they see? Do you offer an attractive proposition for an outsider? Do you share what you do well as a business? Do you invest in your employees? Or provide ongoing training and development to help your employees deliver the best for your business? Whether you are a team of 5 people or a 2000 people organisation, getting your staff singing from the same hymn sheet can be tough. But helping them understand the vision of the business and what you are working towards can be invigorating. By communicating your values to your staff and prospective employees you help them to feel invested in what you are trying to achieve. As well as making yourself an attractive proposition for potential new recruits, well thought out employee branding helps to raise the reputation of your company. If done well, your employees will become your new brand ambassadors. Here are a few ways an Employee Branding Strategy can add value to your business: n Helping existing employees understand the business. n Sharing and giving clarity to policies and procedures. n Encouraging Employee wellbeing. n Creating team building and training opportunities. n Creating consistent brand messaging internally and externally. All of these can help form prime opportunities to reinforce your employer brand and help your staff understand your brand message through clever internal communications. For advice on the market, or help with fulfilling your recruitment needs, contact Max Levenger or Lynsey Arnold at Henley Executive on 033 568 4888 or email us at [email protected] to see how we can help. henleyexecutive.co.uk BUSINESS BRIEFING - RECRUITMENT Marketing problems and how to fix them By Richard Knight, Director of channel marketing specialists GetCrisp. You’re lost in a crowded market Let’s be blunt: a lot of resellers are hard to tell apart. UK resellers number in the thousands, so some overlap is expected. But in a competitive market, you either stand out or lose out. This article is all about how to set yourself apart. Everyone knows that in marketing, you need a USP, or unique selling point. Why else would customers choose you over your competitors? For resellers, your USP might not be your products. It’s important to be honest about this, so you can work on your actual USP: you. You may sell similar products to your competitors, but you and your team are unique. Getting some authentic personality into your marketing content will make your online presence more appealing and memorable. Do you have any big characters at the office? Eccentric directors? Unusual hobbies or backgrounds? Use it! Try introducing team members through ‘meet the team’ posts discussing their skills and interests. We find repeatedly that these outperform impersonal, product-based posts. This personalises you and your team, reassuring prospects that you’re experts and actual human beings! As the saying goes, people buy from people. For longer-form content, try writing blogs from the perspective of experts within your team, like engineers and directors. This could be anything from advice to amusing anecdotes. They can post it on LinkedIn, to increase their network and engage with potential leads. The second purpose is SEO. Include relevant keywords and post on your website. Our research has found that for SEO, 800–1,200 words is an ideal length. That will attract traffic to your site. And there, potential leads will encounter a business with actual personality. Finding your own voice is one of the most rewarding things in marketing. It’s a challenge, but these tips should make it easier. BUSINESS BRIEFING – MARKETING getcrisp.co.uk 01273 284004 [email protected]
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