
What makes your campaigns instantly recognizable as belonging to your brand? When your employees talk about your brand online (and they do), do you know how and where?
These are the questions Kirsten Bethmann has been asking as Global Employer Reputation Lead for Mars, Incorporated. Mars has set an inspiring goal for itself: to become one of the most attractive employers in the world by 2025. Achieving this goal, Bethmann believes, requires a renewed focus on brand consistency.
The journey toward greater employer brand consistency supports greater brand awarenessโoften the biggest ongoing talent challenge organizations face. Unless youโre a beloved consumer brand with widespread name recognition, your employer brand team is likely all too familiar with this struggle.
Establishing a Shared Vision
A clear employee value proposition is the cornerstone of a consistent employer brand. For Mars, that EVP is built on three pillars: people, purpose, and development. The employer brand team took this EVP development a step further by adapting the Mars statement of purpose (โThe world we want tomorrow starts with how you do business todayโ) into a tagline: โYour tomorrow starts today,โ which personalizes and transforms the Mars mission into a call to action for its employees.
Standardizing Brand Guidelines
Companies that operate in multiple markets must walk a fine line between enforcing brand guidelines and empowering markets to represent themselves authentically. Mars began this work by creating a central platform for its guidelines, a โone-stop-shopโ for learning how to use color, messaging, and more.
Leaving Room for Personalization
Within these brand guidelines, employer brand teams in each of Marsโ markets have the flexibility to make campaigns their own. Brand guidelines dictate certain standards for social media messaging, but Marsโ employer brand leaders recognize that messaging from sales employees may sound different from engineeringโs messaging. Bethmann and her team welcome those differences.
To follow Kirsten Bethmannโs work in employer brand, connect with her on LinkedIn. For help building your EVP, the foundation of your employer brand, get in touch with us.