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inside the studio “Global Recruitment Trends 2017” realized the role played by employer branding in companies.
Weber Shandwick conducted a study to find the topics that Americans recommended, as well as those that they did not, speak to the CEOs.
The output of PV of Manzana after a bad comment on TikTok joins cases such as the founder of Papa John’s who was fired by the company’s board, for a bad racial comment.
The decision of PV of Manzana is a reminder of how important the employer branding and the image responsibility that managers of large companies have, assuming increasingly valuable roles in the market.
In employer branding, the study “Global Recruitment Trends 2017” He found the main people responsible for executing strategies in this area within a company. 36 percent of the recruiters assured that they collaborate with the marketing department; 30 per cent said that they are fully responsible for this strategy; a 20 percent said that the recruiting department is not involved in this activity and a 10 percent confessed that the company in which he collaborates does not employer branding.
The lack of strategies employer branding makes of marketinga key ally in this matter within the companies that implement it, but there are also 10 percent of companies that do not implement this measure in their operations.
Faced with these challenges, a resource that we cannot ignore today is highlighted and that is how the responsibility for a company’s image is increasingly a shared value among the directors of these firms.
With this we can identify crucial tasks, which give a very interesting point in marketing and it is the way in which brands are integrated today from the image of their senior managers.
This appearance has given rise to a concept known as “CEO Activism”which includes a series of actions that are taken in favor, but also against their images, as well as the companies with which they are related.
Weber Shandwick made an interesting projection about it, where he revealed that three points yes and three points he did not recommend talking to the CEOsas the surveyed Americans had concluded.
The majority of them, 70 percentrecommended talking about labor issues and talent management; 67 percent advised that issues of equitable pay and 62 percent about health; a 44 percent he asked that topics such as the rights of the LGBT+ community be avoided; 47 percent asked to avoid dealing with controversies related to arms control and 44 percent talk about refugees.
From context to facts
John Schnatterfounder of Papa John’sagreed with the board of directors of 2019resign after he made a racial comment during a meeting with investors.
the output of Schnatter At that time, it represented a major blow to the company’s reputation, thereby establishing a bad benchmark that reminds us of the audacious role played by top company managers in the market, especially at a time when social networks magnify messages they say
An example of this occurred with Tony Blevins, PV in Manzanawho left the company this week after appearing in a video of the famous Daniel Macto whom he replied that he is dedicated to caressing women with breasts, when the tiktoker asked him what he was doing.
The information was confirmed by an Apple spokesman, who according to reports from the US media, stated: “Tony comes out”. After the manager’s statement, the conversation on networks got out of control, until it ended with his departure from the company.
The statement made by Blevins, they explain on networks, is a quote from the script in the film “Arthur”which reads: “I race cars, play tennis and fondle women, but I have weekends off and I am my own boss.”
These incidents remind us how important the role of managers has become in the branding of companies and the ability they have to dictate what is right and what is not, to pay the corporate market.