As a branding professional I am of the belief that true brand equity is built over time through the promotion of a series of consistent messages that promote a firm’s unique offering — or value proposition. Yet over the years, I’ve been following with interest the widely successful TV and radio spots for Geico Insurance. In case you’re not familiar with it, it is an 80-year old insurance company (the GEICO name is an acronym for Government Employees Insurance Company because when it was founded, it targeted a customer base of government and military employees) and today it is a wholly-owned subsidiary of Berkshire Hathaway.
Flying in the face of branding convention, its consumer advertising is anything but consistent. It has memorialized Cavemen, Gecko’s, and Hump Day. Watch the clips from its website link and you’ll find them short, humorous, and disruptive.
For those who follow my ERE articles, you’ll know that my mantra is “One Brand,” which advises talent acquisition professionals to tie the employer brand to the consumer brand. So of course I was curious about Geico Careers’ social recruiting methodology. Is it following a more traditional path of promoting jobs and the EVP (employer value proposition: the sum total of the benefits of working for a given company or what the company wants to be known for in the minds of a candidate), or adopting the corporate path of anarchy?
The answer: it’s a little of both. High marks for its Facebook careers community manager for promoting its commercials. I really do love Alligator Arms.
After all, don’t job seekers need car insurance too? Yet it’s also doing a terrific job in promoting career development:
managing candidate expectations:
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addressing consumer concerns:
and providing glimpses into its corporate social responsibility and recognition.
So, I guess it’s just lucky. It has a lot of great assets to pull from and a great story to tell.
The social recruiting takeaway for the rest of us is to use a mixed bag of tricks to make sure that you’re staying true to your consumer/corporate brand and your culture, while still promoting the career opportunities you’re looking to fill.