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💡 Employer Brand Headlines: The "Situation" Edition (#103)

💡 Employer Brand Headlines: The "Situation" Edition (#103)
By James Ellis, Employer Brand Nerd • Issue #103 • View online
My mission: Help you understand your employer brand better and make it work for you.

In this issue
  • In someone else’s head
  • Tik not
  • Brand insistance
  • Pictograms
The big idea
I’ll admit that I really enjoy graphic novels. I even liked them way back when I just called them “comics.”
This, plus my strange fascination with information architecture, lead me to an amazing book called “Understanding Comics” by Scott McCloud. By the end, it was as if someone had revealed the things that were right in front of me and I never saw. It was pointing out where the puppet had strings. I love that feeling.
One of the biggest “oh wow” moments was from a simple statement: no matter how action-packed a comic panel might be, it is static. All the actual “action” takes place between the panels.
Here’s a drawing of Batman pulling his arm back and here’s a drawing of Batman punching a bad guy. Two still images, and my brain filled in the rest.
In fact, the action was happening between the panels. The action was happening in my head.
… mind blown…
The lesson for branding is simple, if not necessarily obvious: in branding, you are the one drawing the still pictures (in a sense), and it is the reader (viewer, prospect, target) who puts them together to create that sense of action.
Example: You claim that your employer brand is deeply innovative. You have ten examples of the kinds of innovation you build. But the subject may have just had to go three rounds with your customer service to solve a problem. And in doing so, had to explain her problem five times to five different people because there didn’t seem to be much innovation in the customer service systems. Claim innovation all you want, but the brand actually lives in their head.
Tout your tag-lines, your ads, and your stunning creative all you like. That’s not your brand.
Shout about your award-winning DEO program all you want. That’s not your brand.
Polish up those job posting until they shine like the top of the Chrysler building. That’s not your brand.
Your brand is what THEY think it is. They choose the information that they see and absorb. They decide what other info to add to it. They create all the action in between the panels without you.
The brand is in their mind, a place where you have NO direct access and have no way to “fix” it.
All you can do is influence it. That’s what great branders do.
Headlines!
Can TikTok's new résumé feature really help you find a job?
5 Drivers For Creating Brand Insistence
Deloitte U.S. CEO: Employees don’t realize how much power they have
Research: Why Rejected Internal Candidates End Up Quitting
Rebranding Made Easy II – The Business Side of Rebranding
How to Become a Better Writer
How To Use LinkedIn Carousel Posts For Maximum Engagement
Nice Olympic pictogram..🤗…
How two artists are using NFTs and other new tech mediums to grow their community
Quick hits
Inside the fortune cookie
The artistic image is not intended to represent the thing itself, but, rather, the reality of the force the thing contains. - James Baldwin
Thanks, everyone!
Reminder: The more people at your org who read my books, the better your job will get! employerbrandbook.com (They’re free!!!)
There are now more than 900 links in the link archive. And as always, when you reply to this email I will read your questions and comments. Is there any article I should be commenting on? A book? A podcast? Is there something you what to know? How can I help? Just reply to this email and it comes directly to me.
Cheers and thanks!
-James Ellis (LinkedIn | Twitter | Podcast | Articles)
Where the subject line came from:
Yaz - Situation (Official Audio)
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James Ellis, Employer Brand Nerd

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