A successful employer brand authentically captures everything an organization stands for, and gives a clear idea of what it is like to be a part of the team. Further distilling all that into an effective employer brand tagline (EBT) requires an investment beyond just coming up with a catchy phrase.
The best EBTs come from comprehensive research and input from key stakeholders, plus some focused and disciplined wordsmithing. An EBT has to unify your employer brand’s story in an effective, memorable and succinct line, while conveying a key aspect of your core brand.
McDonald’s and Avis provide great examples of employer brands that have worked effectively with their core consumer brands. Until recently, McDonald’s used the phrase “Works for me” as an EBT to work in conjunction with their famous “I’m lovin’ it” tagline. Both speak directly for the brand in the voice of either a satisfied employee or a customer enjoying a Big Mac.
In Avis’ case, their longstanding brand tagline is “We try harder”. The essence of this line is effort, commitment, and reward, while laying down a challenge to other car rental companies. Their EBT is “Get your go on”, which reflects those very same traits. Together, they position Avis as a dynamic place to work with a clear and differentiating focus on customer service.
An effective tagline is never formulaic, but there are some tried and true steps to take to get started writing one. Put some thought into these five key areas, and you are well on your way:
1) identify your benefits (what your employees get out of working for you)
2) determine your points of difference (what makes working for your organization stand out and what makes you different from your competitors)
3) define your character (your organization’s collective personality)
4) clarify your purpose (the future, where your is organization going)
5) understand your organization’s consumer brand (what you say to consumers has a big effect on what you expect from employees)
While but a handful of well-chosen words, a good EBT requires an investment of time and money. Decide whether or not experienced creative writing skills truly exist in your organization, and if they don’t, hire a good Employer Branding firm. The money and time you’ll save will make it worth your while, let alone the quality of the finished product.
A good EBT acts as a rally cry for employees, providing a sense of pride and a clear purpose. It is the culmination of all the hard work you’ve done getting your employer brand just right. If your employer brand is where it should be, it will pave the way to an effective employer brand tag line — so much so it should feel that the end result was inevitable.
About Blu Ivy Group
Blu Ivy Group is a leading employer branding and employee engagement consultancy that aligns your organization with contemporary workplace paradigms. Our mission is to help client’s build award-winning people practices, inspire extraordinary employee engagement, and cultivate unique and desirable workplaces. We provide integrated solutions in employer brand and engagement research, strategic consulting, employer brand integration, creative and talent communications.
Blu Ivy Group is a trusted partner to many of North America’s most respected employer brands. For more information, visit us online at bluivygroup.com or contact us at info@bluivygroup.com.