It is better
to not be on
the web than
to be on and
not know why
John Sumser

Reality
is more
complex
than
it seems.
John Gall

It's better to
do a few things
really well than
than to do
a lot of things
badly.
If you can't
make the necessary
commitments of
time and energy
to your
electronic
marketing
efforts
scale back
your plan.
John Sumser

OUR HOME

Ripe with illustrations, stories and techniques, the small manual paints a picture of the way "our" brand is to be portrayed. The essence of Moser's work is a firm understanding of the fact that a brand is about details and people. He gets that a brand is not an idea, it is an execution throughout the organization. His Branding Roadmaps are intended to simultaneously create the core concept and promulgate it throughout your shop.

It works.

He's the reason you've heard of KIA cars. His agency (now a part of a larger advertising agency) couldn't stop booking clients. Now on the bench (near the end of a non-compete agreement that was a part of the sale of his firm), Mike is wondering what to do next. We've been talking about the applicability of his Branding ideas to the Employment Landscape.

Frankly, much of what passes for employment branding is an expensive exercise in logo design, paper choice and color palettes. The idea that an employment brand should be a part of everyone's job is hardly standard thinking. Typical branding concepts like integrated music (what does working for your company sound like, anyhow?), clean repeated messages with substance (not...we're a great place to work) and principles at the heart of the exercise are the hallmarks of corporate branding. Ask yourself whether or not these elements have a place in your employment brand, if you even have one.

Branding is about to explode as an integral part of long term labor supply management. It will become more clearly a component of the 3rd party recruiter's job. It will be a significant part of a corporate recruiter's agenda. Hiring managers will have their input and role. We've written broadly on the concept, particularly in the 2001 Electronic Recruiting Index.

You might want to check in with Mike Moser to talk about creating the first Employment Branding Roadmap.

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