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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? Your answers to these questions paint a picture of your brand consistency, a crucial element of a unified employer brand.

These are also 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.

Why Brand Consistency Is So Important to Growth

The journey toward greater employer brand consistency supports greater brand awareness—often the biggest ongoing talent challenge organizations face. Unless you’re 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 (“The world we want tomorrow starts with how you do business today”) into a tagline: “Your tomorrow starts today,” 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 “one-stop-shop” for learning how to use color, messaging, and more.

Leaving Room for Personalization

Within these brand guidelines, employer brand teams in each of Mars’ markets have the flexibility to make campaigns their own. Brand guidelines dictate certain standards for social media messaging, but Mars’ employer brand leaders recognize that messaging from sales employees may sound different from engineering’s messaging. Bethmann and her team welcome those differences.

To follow Kirsten Bethmann’s 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.

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Chris initially chose to work within the Life Sciences and Medical Technology sector as he is passionate about healthcare and positively contributing to people’s lives. Chris has previous experience of both agency and internal recruitment, which has provided him with a real rounded understanding of what works well for clients and candidates. Initially working for a Times Top 100 recruitment agency as the second person into the Life Science Team, Chris positively contributed to the team’s growth through his commitment to providing a best in class service. Following a successful period of time in agency recruitment, Chris was headhunted by one of his largest clients. Perhaps due to the success of successfully providing them with 16 new and talented people for their business between March 2018 – October 2018. This business was ONI (Oxford Nanoimaging), who are one of the fastest growing biotechnology companies in the UK, with a headcount growing from 15 to 85 in just one year (2018). In the two years that Chris has been working with ONI, he has directly hired more than 40 people into the business, an incredible achievement.