Companies with a strong employer brand see 50% more applicants (Source: LinkedIn) compared with those who don’t. But what is employer branding and why is it different from a company brand?

In reality, both employer brand and core brand are interlinked – but they do have autonomy. Whilst your core brand should reflect your business and its objectives, it should also resonate with your consumer audience. It should give them a compelling reason to believe what you have to say is true and should reflect the whole buying experience: from online research, to customer services, to product and aftersales.

Truth Creative hosted a pro bono Brand Lab with the Foundation 92 team, enabling them to participate in an exercise to understand the best way to maximise the impact of the charity’s engagement with key stakeholders.

In the second quarter of 2020, we were approached by a global pharmaceutical business to shape the brand positioning for four products within its portfolio.

Digital consumption has never been more prevalent than it is now. Over the past 12 months, we saw remarkable levels of global growth with social media delivering some of the most impressive numbers. Users increased by more than 13% and almost half a billion users joined social media, taking the global total to 4.2 billion in early 2021.

It’s always difficult to sum up an entire year – but this year was beyond exceptional. I don’t think anyone could have predicted what would happen to our world (unless of course you are Bill Gates) but it’s fair to say that whilst I will be happy to see the back of 2020, it wasn’t without its moments of pride either.

While there are signs that lockdown is starting to ease, the truth remains that a return to normal working patterns is a distant ambition for many businesses. Government advice for the foreseeable future will be that employees should work from home wherever possible and that means business owners will have to work harder to maintain a sense of corporate culture both internally and externally.

Businesses all over the world are asking themselves how, and if, they can pivot and start offering something of value during the coronavirus pandemic. Now, more than ever - brands need to think on their feet. Pivoting is key during these times to not only stay in business but also to realise the current business setup can provide alternative value during this crisis.

For decades, PR professionals have tried, and more often than not failed, to capitalise on the oldest tool in the marketers’ toolbox, word-of-mouth. 

From publicity stunts to celebrity endorsements, the aim of the game is to generate mass exposure. When successful, the positive buzz can take any growing business and turn it into an overnight success.