Here’s the secret the bigwigs in the marketing world don’t want you to know. No amount of budget, production value or think tanks can give you a story that isn’t your own. 

The best way to leverage your opposition against the giants in your category is by doing things they could technically do – in terms of budget or production – but couldn’t get away with stylistically.

For instance, Martin Lewis would probably have great chemistry with a CGI meerkat sidekick by his side, but it’d clash with the professional, reserved, messianic personality he’s adopted as the ‘Money Saving Expert’. 

Compare the Market on the other hand, swooped on in there and hijacked countless clicks and some premium mental retail space through their furry Russian oligarch. 

Some people want a polite nerd, others want a bit of levity. Never the two shall mix, and that’s your opening. 

Owning a point of difference is the secret to getting noticed, and you don’t need expensive computer rendering tools to leverage it. Everyone has the power to be an Aleksandr.

What is employer branding?

People want to buy from people. No matter what you think of your favourite mega corporation, they’d happily throw you to the dogs to make their profits go up by .1%.

Let’s be real, the people behind the brand probably would too, but there’s something infinitely more relatable and trustworthy about interacting with something that actually has a face. You can’t spell personality without person after all.

You inherently know the best thing to put front and centre about your business, because you live it. So, you can generate leads, impressions and sales by speaking as an individual ambassador for your brand. 

Drum into the real personalities within your business and feel emboldened enough to position them as its voice. Use these stories to fuel the wider narrative, how the business puts itself across in its consumer market. Align the experience. Make it real. 

Businesses who allow the personalities of their leaders to shine through their marketing strategies position themselves as authentic, trustworthy and worth purchasing from.

In short, employer branding is giving your people the tools to become the biggest champions of your brand – both inside and out.

This Employer Branding stuff sounds great Dan! Where do I start?

Look inwards, young grasshopper, and take a deep dive into what makes you tick at work. 

In general you can tell when someone is reading from a mandatory hymn sheet, in fact you’re practically able to feel the gun pointed at them just off camera. So no matter what it looks like for you, embrace the truth and you’ll go far.

Someone much cleverer than us matched psycho-analyst Carl Jung’s personality types into the brandscape, and for our money it’s a comprehensive guideline for understanding your place in this ecosystem of ours. 

It takes all sorts, so find your place on this map and own it.

Even within our team there are massive chasms in personality types. Deano loves a metaphor and comes up with some sayings that I’m not even sure are fit for broadcast – classic Jester – whilst others are the peak of Martin-Lewis-esque Sage professionalism. 

In our experience, every graphic designer on earth thinks they’re a Magician, but are actually Caregivers, the big softies. 

But regardless, they all offer a unique perspective to approach the mother brand from. 

Good Good Double Good becomes the culmination of all these voices, whilst retaining one of its own. Your business will be the same, and it’s something to be celebrated.

All this psychological stuff is all well and good, but you mentioned social media?

Sure did! It’s the easiest way to adopt employer branding really. Writing on your channels in your own style and with confidence creates a direct slip ‘n’ slide for engagement, interaction and enquiries to fly down. 

If this is in line with the main brand, great – lean into it. 

If not, don’t be afraid to play around. Truly great things happen when brands and their representatives play at either end of the spectrum. 

This applies to every aspect of social media. If you’re sharing a photo, don’t force it to be the most polished thing in the world if it doesn’t need to be. A snap from your phone can change the world just as much as your agency can with their overpriced kit (and haircuts). 

The same is true for how you engage with other content out there in the big wide world. Drop a comment that adds insight, or crack wise on your specialist subject. Trust your gut, if you find it funny, interesting, or something in between, chances are other like-minded people in your biosphere will too.

So what do I do next? 

All this doesn’t mean everyone suddenly has to turn into an influencer, and it equally certainly isn’t a free license for you to cut loose on socials and start sending poorly written DMs to every sales manager out there in the name of ‘being real’. 

But by embracing a bit of employer branding it’ll make everybody’s landscape marketing that little bit more colourful, and help you break through the monopoly of noise the big dogs in your market currently own. 

These tips and tricks will get the ball rolling for you, but if you’re really ready to put your people under the spotlight, we’re here to help you set the stage. 

We’re Good Good Double Good, and we’re on a mission to make sure brands get the most out of their marketing, across research, creative, rollout & results.