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Employment Brand Names and Slogans

by
Dr. John Sullivan
Aug 27, 2001

One of the crucial elements in building an employment brand is to develop a “theme” that sends a clear brand message to potential candidates. That theme must clearly communicate what working at your firm is all about. One of the best ways to communicate what you are all about is through the use of brand slogans and brand names. In order to be effective, slogans must be short but also compelling and impactful. Over the years I’ve proposed quite a few brand names and slogans to firms, so if you’re looking for one…here’s my list of great employment brand slogans, organized by theme. How We Manage

  1. We have the best people managers on the planet
  2. Our managers are… simply the best!
  3. Our people deserve the very best managers… and they get them
  4. We have the best managers in the world…you can count on it
  5. Tired of mediocre managers? Come join us and work with the best
  6. Because people are our most precious assets… we only let the best managers in the world lead them
  7. We actually “listen” to our employees!
  8. Our managers recruit and retain the very best…it’s what we do
  9. We put the “you” back in “team”

Your Job and Career

  1. The home of your dream job
  2. Let us “build” a job for you
  3. More than a job…it’s an adventure in innovation
  4. We are problem solvers
  5. Jump-start your career…let’s see what this baby can do
  6. We have WOW technology
  7. We celebrate innovation
  8. Exceed your potential… come join us!
  9. We will challenge you to do the best work of your life
  10. Our jobs change so fast…that you won’t need a job description
  11. Spend 100% of your time doing what you do best
  12. You do not have the right to remain silent… let us know what it takes to challenge you
  13. Stop working… to join us and “make a difference”
  14. Opportunities made real (honest!)

The Work You Will Do

  1. Come for the job… stay for the challenge
  2. You can actually invent things here
  3. Its time to do the best work of your life
  4. We are passionate about technology
  5. People “just like you” work here
  6. Build your dream job here
  7. We make work an adventure
  8. Even the rookies get to start on our team
  9. We will challenge you to “push the envelope”
  10. We actually change people’s lives
  11. Tired of working “inside the box”? Come join us
  12. We don’t buy technology… we invent it

A Learning Organization

  1. Learning at Internet speed
  2. The “learning place”
  3. The “answer place”
  4. Work on the leading edge of knowledge
  5. The first to know, the first to utilize and the first to market
  6. We are “a learning organization”

General Themes and Brand Names

  1. Simply the best place to work on the planet!
  2. “THE” benchmark organization
  3. Let us WOW you
  4. Excellence in everything we do… any questions?
  5. “Something’s happening here!”
  6. We have the most productive people in the industry.
  7. We are winning the war for talent
  8. We all are “a family”
  9. We will excite and challenge you to the point where you won’t even return a headhunter’s phone call
  10. Hold your breath… we’re just warming up
  11. We are literally defining the future
  12. If you’re the best… some day you’ll work here!
  13. You’ll be the envy of your colleagues
  14. We will rock you!

The Process Develop an overall theme for your campaign and then use several slogans to sell it. Use the slogans on your corporate website and in ads, and try to get executives to use them in their public speeches. Ask your product branding people to help you put together a campaign. It is also wise to tie in any employment slogans in with your product slogans. If you are unsure as to what slogans/names to use, put together focus groups made up of applicants to test them out.

This article is provided for informational purposes only and is not intended to offer specific legal advice. You should consult your legal counsel regarding any threatened or pending litigation.

  1. Rebecca Smith, MS, JCTC

    I would like to expand on a topic one step further in your superb article – the topic of integrating employment brand names and slogans into the Corporate Web site.

    This can be integrated via job profiles of real employees; employee referral programs that extend online; and as part of a virtual roadshow for campus recruiting.

    This will really “WOW” them and to provide cause for holding their breath as you are warming up! [grin]

    You can read the original article at:
    http://www.erexchange.com/a/d.asp?cid=32F5BD7FA1B24886BFEBB4295698193E

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  2. Jerry Berkowitz

    I am a long-time admirer of Dr. Sullivan’s information and his approach to
    recruitment, and I’ve recommended his column many times. But this is the
    first article I’ve ever read that MISSES THE MARK!

    Yes, his points are OK and the approach is fine, but the slogans he’s
    proposed for the areas of recruitment he’s specified are just plain wrong in
    their concept. Although there is a commonality of thought when it comes to
    certain areas of recruitment, slogans and tag lines are VERY CLIENT
    SPECIFIC, and should not be suggested among different employers.

    The recruitment competition these days is so dramtically tough that the
    individuality of a particular employer’s recruitment positioning can’t be
    transferred one to another, even if they’re in the same category and
    geography, and have the same needs. Every company is unique, and has special
    needs that are not interchangable in the category. Cookie-cutter content
    does not a recruitment ad make!

    Fortunately, seasoned recruitment ad agencies are around to bond with clients, learn their corporate culture
    and create unique recruitment brands, slogans and tag lines that are geared
    to the specific needs of individual clients, whether it’s a company with 320
    locations or 3 locations.

    Best,

    ::Jerry Berkowitz
    Director of Media
    RCI Next Generation

    You can read the original article at:
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  3. Joel Rosenberg

    At best, a brand name and/or slogan condenses your value proposition into a few very well-chosen words. That’s a good thing — but it is, of course, just the calling card, and more often the summary of a much more detailed explanation.

    The bad thing is that — if you’re good at what you do — there should be a breadth and depth to it that simply can’t be condensed into a dozen words.

    By way of example, I just did one-sheet letter for a client this week. What made this client different from other folks in the same niche is the depth of their particular process, and while I summed it up with a (pardon my immodesty) snappy title and closing sentence, there just was no substitute for going into some serious detail about both the details of what they do and the reasons for what they do.

    But I digress: the worst thing is the tendency for slogans to all sound alike, and be just cliched business-speak — and John Sullivan’s list is a case in point. It’s possible, even now, to use that overdone “people are our most precious asset” well — but it has to be spun into something that isn’t cliched, or it will lie there like last Thursday’s fish.

    (See http://www.born.com/careers/index.html for a decent example.)

    Besides, the scare quotes in a lot of them look “sarcastic”, don’t they?

    How about:

    Dilbert’s Pointy-Haired Boss Doesn’t Work Here

    You can read the original article at:
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  4. Frank Risalvato, CPC

    You failed to mention another value of a good slogan: It can be yet another REVENUE STREAM !

    I was pleasantly surprised about ten years ago when a nationally reknown trade mark attorney based out of Chicago has been retained to “seek me out”.

    Turned out, after many secretive discussions, that AT&T wanted to use one of our federally registered servicemarks, “When You Succeed, We Succeed” (R). Rather than sell it, I agreed to “lend” it for an undisclosed sum of considerable money ( I bought a much nicer car with it!).

    I’ve done the same with Rockwell International, and have also successfully prevented other companies such as IBM, from using it for some of their programs/divisions.

    I’ve since created other slogans which we’ve registered, and a few of those have produced impressive results as well!!

    So this may provide you with yet one more incentive to be creative!

    You can read the original article at:
    http://www.erexchange.com/a/d.asp?cid=32F5BD7FA1B24886BFEBB4295698193E

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