By the time you’re reading this, all UK organisations that employ 250 people or more have (or should have) published their gender pay gap. More than 10,000 large firms have provided details of their gender pay gap and so far, the results have shown that three-quarters of them pay men more than women. Yet despite the legal requirement to submit these figures, there is no obligation for organisations to take action and reduce their gender pay gap.
However, if they fail to address it, their brand and reputation may be affected.
It’s all in the narrative
Instead of producing results as just part of a compliance exercise, organisations may choose to seize the opportunity to tackle their gender pay gap and set concrete targets for closing the gap. Above and beyond the obvious reason for doing this – it’s the right thing to do – organisations should consider the impact on their brand if they don’t correct their failings. A weak brand can make retaining and attracting talent a difficult task, resulting in high levels of staff turnover, increased marketing and communications costs and an unproductive workforce.
However, once you’ve been walking the walk and not just talking the talk, then you should make sure that people know about the ‘new you’. So, with that in mind, how can companies start building (or re-building) their employer brand and, of course, how can marketing and PR help?
Shout about it
Many organisations overcoming the gender pay gap will have put coaching programmes in place to ensure female staff are successful in all areas of the business. However, a crucial step is not only to be a coach, but also an advocate for female representation across the company. For example, when profiling female staff in external press, don’t just allow male staff to talk about how the company has overcome the gender pay gap – put forward female staff and those from diverse backgrounds to speak with the media. For instance, Stylist magazine has a section called ‘A day in the life’, where the team profiles employees in various job roles, not just senior management. This variety will not only show diversity in your organisations, but it frequently leads to the unearthing of interesting and unusual stories. Your organisation may also be in the fortunate situation where the gender pay gap has never been an issue – and if that’s the case, encourage your female advocates to shout about this in the press too! Show off your USPs and the fact you’re ahead of the legislation.
Similarly, spend some time doing media training and preparing employees to speak with media – and use a cross-section of staff. For example, put forward someone from tech support or business development to give potential employees a different perspective of your organisation. This also gives employees from different levels a chance to represent the company and express their opinions, which will be seen as a positive aspect of working at the company by potential recruits.
Consistency is key
If you want to attract top talent to your company, it’s key to be consistent in your messaging. Any potential candidates will likely take a look at your social media channels to gauge what your company’s culture is like and will judge you based on the messages that you share. Include any company updates such as company away days, new hires and events on your page as well as interesting and engaging blog posts, videos and pictures that are relevant to your company or industry. Authenticity is important and can act as a big differentiator when employers claim they have an excellent company culture.
Twitter is an important social channel to focus on when building your employer brand. We recommend giving your employees Twitter guides, detailing how they should represent the brand online, but with room to allow for personalities to shine through.
Keep an eye out
Do you co-manage Glassdoor with HR? If not, you should. Platforms like Glassdoor give you the opportunity to manage company profiles, so you can include messages that align with other marketing activity. It can also influence strategy and give you an idea of how to strengthen the brand and address or counter weaknesses that arise from public feedback. Through PR and HR co-managing the company Glassdoor profile, you can ensure there are no discrepancies between your messaging and employee reviews – and if there are, address the reviewers accordingly. This shows that you take feedback seriously and aim to resolve any issues that your employees face while working at your organisation.
Whether the impact of the gender pay gap affects your business or not, building a consistent and transparent employer brand is essential in the fight for talent – as a nation built on the services industry, most challenges that brands face eventually come down to people. Improving your employer branding will increase employee engagement by showing employees that they work at a great company, but it will also help retain and recruit talent and ensure that there is consistency in messages, values and behaviour. Ultimately, this can only lead to company success!
In the evolving world of social media, Vine feels like it’s been here for about the same time as one of its videos.
The rate of brand adoption on established social platforms, however, has previously taken a while longer to reach a critical mass. With Instagram, Twitter and Facebook before, PR consultants and marketeers were keen to understand and analyse what stakeholders want from each platform before trying to promote a product or service in an engaging way.
Vine enjoyed much lauded media attention following a pre-launch Twitter takeover. Unfortunately, this buzz was soon displaced by negative launch headlines which involved service outages, app bugs that didn’t capture content (in my own personal experience, the world wasn’t ready for my before and after haircut Vine video) and lots of unfiltered filth, as the internet’s oldest profession took to social media’s newest platform.
Despite the adult rating on the Apple app store, Vine is out-stripping the growth of its social media predecessors. So while it’s only a few months old, here are five observations on how it is being used by brands and animal lovers alike.
1. A Vine video tells six thousand words
The majority of Vine videos are of people ‘doing things’ rather than being focused on delivering audio messages. The popularity of stop-gap animations on Vine has led commentators to suggest that the platform is actually more suited to GIFs, which were first used in 1987, over fully functioning HD videos that modern smartphones are capable of shooting today.
The Fashion industry has always been synonymous with adopting social media; it’s fitting, therefore, that the standout brand that has used Vine’s audio potential is British designer, Matthew Williamson. Here is an example, which seemed to be an integral part of the #MatthewMagnified marketing campaign: https://vine.co/v/brBOwTl0FJm
2. You can sell Vines as creative works of art
Earlier this month (March 2013), a Dutch artist became the first person to sell a Vine video. Angela Washko sold her work for $200 at the New York Moving Image and Contemporary Video Art Fair. The Guardian covered the story and details how this was achieved via a free file-sharing medium. What is interesting is that Vine appears to be the latest platform to help boost the short film industry. Firefly client Vimeo has given creative video professionals a platform that is distinct from the YouTube generation that consumes endless tedious online video content. Similarly, the art scene has embraced Vine (and Twitter) as a creative force through events like ?#VeryShortFilmFest above image sharing sites, Pinterest and Instagram.
3. Feline and food porn are still dominant
For anyone that ignores YouTube links about cute animals, or is turned off Instagram by pictures of people’s dinner plates, Vine has ‘kindly’ brought these two favourite social media past times together on a single platform for you.
Vinecats.com launched within a week of Vine going live, while Twitter’s head chef, @birdfeeder, has found a new cult status via Vine with annoying narrations of what he’s got cooking up in the Twitter kitchen: http://vine.co/v/bpmiurxYhLV
4. Vines are actually 6.5 seconds long
As was the case with Twitter’s 140 character limit, the press have filled endless column inches and broadcast hours on the 6-second micro video blogging app. However, Vine users actually have an extra half second to capture their creations – and when you only have a handful of time to play with, that’s quite significant. CNet’s videographer, Jared Kohler, has been credited with this discovery: https://vine.co/v/bntDuQgMd0j
5. Not feeling Vine all the time?…follow third party aggregators instead.
Social search is all the rage and there is already so much Vine content out there. Social media entrepreneurs (aside from the vinecats.com founders) have realised that people need help finding what they are looking for. These Vine filters come in a variety of forms.
Vineroulette gives you a screen full of videos using each hashtag, with videos loading up at random. Vinepeek also taps into our fascination with the unknown, by showing users one random Vine video at a time and encouraging you to set up a Vinepeek channel to save your favorites. You can also throw weavly.com into the mix as it lets you do precisely that – create video mashups and remixes.
For communication professionals looking for inspiration, I would suggest you check out brandsonvine.com which has taken it a step further and created a blog that provides an editorial overview of the best bits that brands have to offer on Vine.
If you aren’t one of the companies or individuals that has decided to start posting Vine videos already, it can be reassuring to discover that the limitations of Vine are also what makes it a great platform for brands to communicate on. Everyone is shooting using the same equipment, which means it’s the best storytellers that will prosper on Vine. This is what drives all of social media, so I look forward to seeing your #firstpost.
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