For Chobani's first Super Bowl spot, the yogurt brand partnered with ad agency Droga5. Here's an inside look at how the ad came together.The Broncos and the Seahawks won't be the only ones facing off during this weekend's Super Bowl. On Sunday, Oikos and Chobani, two of the country's top Greek yogurt brands, will also be going head to head in an advertising battle that some are calling the "yogurt wars."Of course, Dannon, the multibillion global conglomerate that owns Oikos, has done this all before. This year, it's pulling out all the stops with an ad that features spokesman John Stamos, as well as his Full House castmates Bob Saget and Dave Coulier, which has already led to a slew of pre-Super Bowl enthusiasm about the spot.For Chobani, on the other hand, this is a first.
Every business has a story to tell, and telling it well can really pay off. Whether it’s sharing about your values, your accomplishments or what life is like for employees, storytelling is at the heart of many businesses’ employer branding strategy.
Employer branding is the process of promoting your company as a great place to work. This is your opportunity to sell your company to job seekers and build a strong reputation. By telling the right stories about your company in the right way, you can attract candidates while opening other doors of opportunity.
Here’s how employer branding can help strengthen your recruiting efforts:
Your brand is your reputation
One of the keys to an effective employer branding strategy is giving it the attention that it deserves. It’s important to create both short- and long-term plans, setting goals you want your efforts to accomplish and strategies that can help you get there.
Employer branding has a huge impact on candidates and companies alike, helping your business:
- Attract the right type of candidates to job openings
- Cut down on recruitment time
- Stand apart from the competition
Your employer brand is shaped by everything that’s published about you, from your own website and social accounts to third-party publications. Every customer or employee review reflects on your company’s reputation — and all it takes is a few negative reviews to turn that reputation sideways.
While you can’t always control reviews, employer branding provides an opportunity to gain control of your message. With the following strategies, you can ensure that job seekers see the right stories first.
Use third-party sites to spread the word
Many employer branding strategies can be accomplished in-house, such as creating videos and website content. But having your company featured in the media, a trade publication or a relevant third-party site gives an added boost to your branding.
A positive article about your business, published by a reputable source and following best practices for search engine optimization (SEO), will rank highly on Google. This means the article will appear at the top of the search results when someone looks for your company — putting the good stories front and center.
My company, career-growth platform Work It Daily, features businesses with robust employee benefits, strong company culture and impressive leadership to connect job seekers with great opportunities. How do we find the companies to feature? Through their strong employer branding efforts.
For example, we highlighted Malouf, a Utah-based bedding and furniture manufacturer, for their impressive employee benefits package. Initially, it was some favorable employee reviews and best-workplace awards that piqued my interest in the company. Since they do a great job with their website, videos and blog content, I was easily able to learn more about…