If you’re working for a company that is a leader in its industry or one that elicits a positive image for your field of work (i.e. Microsoft for IT workers), you are probably highly regarded by your friends and family. On the other hand, if you are working for McDonald’s, others may think that you couldn’t find a job, didn’t go to college, or are simply a loser.
The people that companies hire and their methods of recruiting them directly affect the company’s ratings as an employer and of their employees. Among my friends who are job searching, we often discuss the matter. The first questions that are always asked include “where did you apply?” and “where did you get an interview?” It is provocatively evident how the person asking the question (and others listening) feel about the company and value of the job. Excitement and feedback in their voice indicates that they too would work there and that this would be a “prestigious” place to get a job. However, if there are groans and grumbles or negativity when the company’s name is revealed, it is often a sign that the applicant could do better.
Businesses that hire employees with more advanced education and those that are ranked very high in their specialty industry are the ones that will be sought out by the more qualified applicants. These jobs become tougher and tougher to get because more people are applying and no one wants to leave once they are hired. In turn, they are the most sought out. Companies that hired without regards to necessary qualifications pay less, have high turnover, and are avoided by the best prospective employees. It becomes a vicious cycle that can eventually cripple the productivity and worth of the company. And this is how recruiting becomes a function of marketing.
Brands as Action Words
The more popular a brand becomes, the more it is used in conversation. As it continues to grow and gain exclusivity in consumer’s minds, it is likely that the brand will be used as a verb to describe an action portrayed by the brand. The most famous instance of this is of course, Google. Originating as a search engine, Google surpassed AskJeeves, Yahoo, and MSN until it reached the top of the charts. Anytime you needed information about something online, Google was the place to go. We all started to visit Google without even thinking and this is when it earned its status as a verb. “Google” has a new meaning, replacing “search for” and “look up” on the world wide web. “Google it” flows freely as an action in our society thanks to brand power.
The Survival of Axe
The body spray that has revolutionized men’s cosmetics. Axe was one of the first companies that I have known to market sex appeal to men. They have a prerogative advertising campaign that has gone as far as women following the “chocolate” Axe man and taking a bite whenever possible. Historically, this doesn’t
make sense—men are supposed to be tough and dirty, and the women are supposed to look and smell pretty. However, men’s fashion has erupted in the past 10 or so years from what I believe is due to the emergence and acceptance of gays in our society. The male gender now has a more general acceptance as metrosexual, permitting products like Axe, to be successful. Why though, when the me-too competitor Tag came out with a similar product, commercial advertising, and target consumer, did it not maintain its success like Axe?
make sense—men are supposed to be tough and dirty, and the women are supposed to look and smell pretty. However, men’s fashion has erupted in the past 10 or so years from what I believe is due to the emergence and acceptance of gays in our society. The male gender now has a more general acceptance as metrosexual, permitting products like Axe, to be successful. Why though, when the me-too competitor Tag came out with a similar product, commercial advertising, and target consumer, did it not maintain its success like Axe?
Interbrand
Is Interbrand providing a “brand” service or are they more of a business consulting firm? It is hard for me to believe that an outsider can help create a company’s brand. Doesn’t brand valuation come from reputation and continuous quality? If so, Interbrand would assist businesses in the strategic placement and presence of their name so that their brand grows. From this, the consumer becomes more aware of the businesses’ products or services. But it is in the hands of the consumer to judge and rate the products to determine the value of the brand. Interbrand cannot change buyers’ opinions; they can only help the firm figure out what they need to improve and how to market more effectively.
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