Communication Matters - our blog on trends and events


Posts tagged “employer branding”

Super Bowl ad and gender pay equity: does Audi walk the walk on gender diversity?

There’s no question that Audi’s Super Bowl ad featuring a gender pay equity message was bold.

If you haven’t seen it, the ad features a father pondering how to explain to his (race car driving) daughter that women are worth less in the workplace than men.

Taking on such a politically charged issue in such a politically charged time was an interesting choice for the luxury car company, and it’s certainly generated plenty of attention. But whether you praise the ad’s message or consider it a fail, perhaps the big question is: does Audi walk the walk?

It’s hard to rate the company’s performance on pay equity since it doesn’t disclose its pay structure (most companies do not). But it’s commitment and progress in the area of diversity and inclusion (D&I) are a telling…

Continue Reading Super Bowl ad and gender pay equity: does Audi walk the walk on gender diversity?

Your Employer Brand: 4 Suggestions to Articulate It - Part 2 of 2

Your Employees and Potential Candidates Know It. Do You?

In an earlier post, I outlined five steps that organizations can take to identify their unique employer brand. In this post, I’ll discuss how to articulate that brand and communicate it consistently with both potential candidates and current employees.

Once you’ve collected insight into your employer brand, you’ll need to distill quite a bit of information and data into the essence of what it’s like to work for your organization. Here are four things to keep in mind:

  1. Include your communications, HR and marketing teams. Employer brands include internal and external audiences and cut across functions. You’ll need a cross-functional approach to create one.
  2. Make sure you can deliver on what you promise.
Continue Reading Your Employer Brand: 4 Suggestions to Articulate It - Part 2 of 2

Your Employer Brand: Identifying It in 5 Steps - Part 1 of 2

Finding and retaining the right talent is especially difficult in today’s tight labor market. A recent report from the Society for Human Resource Management (SHRM) noted that late 2015 was the most difficult hiring period in four years. As organizations try to differentiate themselves, there is a greater focus on employer brand.

So, what exactly is an employer brand? Well, it’s not a foosball table in the lunch room or yoga classes before work. It’s also not a one-off recruiting campaign or employee-generated video. Check out Twitter’s spoof for a chuckle. An employer brand is the unique experience of working for an organization – its culture, benefits, leadership, typical employee attributes and various intangibles, all rolled into one.

And here’s the thing.…

Continue Reading Your Employer Brand: Identifying It in 5 Steps - Part 1 of 2

Employer branding at Starbucks – everyone wins

This post was cowritten by our summer intern, Samantha Tuly.

Starbucks recently announced the addition of the Starbucks College Achievement Plan to its already impressive portfolio of employee benefits. The partnership with Arizona State University will enable Starbucks employees to earn a bachelor’s degree for free through online courses.

It’s a brilliant PR move. Customers who have long loved Starbucks coffees, cappuccinos and iced mochas have the added bonus of knowing that their purchases are helping educate baristas throughout the country – some of whom are the first in their families to obtain a college degree. (Cue images of the American dream.)

But Starbucks knows that the new education plan is a strategic move for its employer brand and ultimately the…

Continue Reading Employer branding at Starbucks – everyone wins

Who’s Shaping Your Organization’s Employer Brand?

Here’s a hint: It’s not your organization.

In the past, companies largely controlled how they were perceived as an employer through websites, videos, brochures and other materials and channels they created.

Now, the rise of sites like is shifting that balance of power and providing the troops with a very audible voice. Launched in 2008, Glassdoor enables current and former employees to rate organizations anonymously, list the pros and cons of employment and even rate the CEO. Such sites offer potential candidates an inside peek at your organization, and they continue to gain credibility and awareness.

Although you can’t completely control the conversation anymore, there are several steps you can take:

  1. Monitor what’s being said about your company…
Continue Reading Who’s Shaping Your Organization’s Employer Brand?