What's in a name? campus branding and it's purpose

Whats in a name…

That which we call a rose by any other name would smell as sweet? (Shakespeare)

           

Well, there’s a lot in a name really.

Let’s take an example:

Nigel:

Thoughts of a weedy little Englishman and a wet handshake arise in your mind.  He got picked on in school, struggled to find mates and perhaps picks his nose when no one is looking?

Bambi:

I’m sure you already have images of what she looks, sounds and acts like. And you already know she was the most popular girl in school for no good reason. 

However, perhaps one day you meet a Nigel or Bambi – imagine how much harder it is for them to prove their worth should they be smart, confident, outgoing, attractive and astute?

The reality is until you actually have an experience with that person or their “brand” it’s difficult to change your perceived idea of their worth..

The same goes for an employer brand.

Your name, message, look and feel are being judged every second of every day and every experience that your future candidates have with you.  So how do you cut through the noise to make sure yours is the one they choose to trust or respect?

We work with hundreds of companies around the world on their brands, their message, their difference in the marketplace and their strategies and no matter the project our process is always the same 4 points: 

1) Is what you are saying – an assumption?

The old adage of “assume makes an ass out of u and me” becomes very apparent in employer branding.  The truth in an employer brand really lies in the trenches not at the senior executive level.  Have you asked your grads why they’re joining you and if they leave – why they’re leaving? 

2) Are you Competing for Ego or Purpose?

Understanding your talent competitor landscape is essential to your strategy.  Without a clear understanding on who you’re recruiting for, you are essentially competing with ...everyone.  Each company will always have a point of difference from their closest competitor.  This could be culture, opportunities, location, style or function.  There is absolutely no need to compete with the masses, if that’s not what you’re seeking.

3) Get Clear on the Message:

By this stage, you’ve identified the reasons, the competition and the candidate, now is where you get to the message. The true story of what is really on offer.  Be clear, be specific and be authentic.  Work life balance means very different things to different people and if it’s not clear to the candidate it can dilute the true opportunity available. 

4) Tell the story the way it reads to you– not the way you think they need to hear it:

There’s been a lot of discussion around social media, multimedia, print, jobs boards, newspapers, adwords and then a million more.  There isn’t a cookie cutter approach that needs to be followed.

This is your brand, your message, you story, so it’s up to you and your data as to how you need to present it.  Whatever works…works…and you don’t necessarily need to tweet it, like it, or tag it to get there.

Your employer brand is the first step into the mind of any potential candidate – who are you, what do you stand for, what do you offer, why do I want to work for you, what can I offer you in return? 

This is generally a graduates first ever career decision and the process is intense.  Students involve their friends, their peers, their parents, their university professors, their advisors and then some in the decision. 

The journey they take to get to you really ends the same way; they want what you want – a great place to work with a great result every day.

Don’t be a Nigel and tell them something different before they even get there.

Andrea Culligan

Unimail

Twitter – acculligan

TedX sydney - A Recap

I’m in the airport, about to take off to Toronto to visit our offices and although a little bleary eyed from my 3 hours sleep I felt compelled to provide a little update/insight on the TedX conference yesterday as it inspired me greatly – and seeing as Ted is about Spreading Ideas...I thought I’d do the same.

There was an overarching theme of music, starting out with the Digerebone..
This incredible piece of equipment along with a “space face” of which I can’t even explain other than I felt like I was being transcended into another planet with the most eery of sounds coming from a bucket of water, bare feet and a mix of a digeridoo/trombone...
http://www.tjupurru.com/
WE were then thrown into space with Bryan Gaensler who was captivatingly passionate about well..space! In yr 2 he had asked 2 many questions of his teachers about space, they said..put all of your questions and asnwers intoa text book for the school library..so he did.

He was enthralling and discussed really about the big bang through to where we are now and how we don’t even have the slightest glimpse of our universe and better yet – the hubble telescope is just pathetic. He discussed new technology with Fish Eye Lenses (made me think of my digital camera) and how they are capturing more and more data to be able to read the sky every night and understand why the stars explode..personally I’m not sure I want to know ;)

Next was David Chalmers who ...well..I still don’t know what the hell he talked about..however the key takeaway was around mind extension and that our daily technology partners were extensions of our mind and could potentially assist in treating or assisting those with Alzheimer's etc. The #1 take away was a picture of a hand on which was written: If you’re reading this, someone has stolen my iphone... Oh so true:

Synergy then mesmerised me with this almost creepy sound of bells and whistles...but by the end of it – whatever it was, I was very very chilled out...

Genevieve bell – well, she talked about how we need to increase our boredom – as really when was the last time you didn’t have something to do or look at or something to amuse yourself with ? I revelled in the concept and realised I have absolutely NO down time..twitter, facebook, bberry, laptop, foxtel, et cet cet cet the list is endless...she encouraged us to leave the house in the morning and not come back until dark – without plans – like we used to do as kids...having to make things to do all day long.

Josh Cook’s show was definitely stolen by his gorgeous Parrott Mango...and other than that..I’m really not sure what it was about ;)


Fourplay quartet really do bring the symphony into the modern age and I was completely compelled by the playing of the violin and the base...unreal!


Richard Gill is saving the world, one genetic match at a time, Katherine samaras told us we need to starve a little bit...interesting concept around adding our countries health to our list of resources – which truly does make sense – I mean if your country isn’t well...what’s the point!?

Shaun Tan’s the Lost Thing which was an oscar winning film with a composition done live was incredible. Please if anything = go and watch this film online or wherever you can. It’s like 10 minutes of beauty...and just a fabulous message...

Saul Griffiths was so passionate about energy – he showed me graphs and charts of things that take energy inclusive of his doing his taxes...so incredibly impressed...he believes in green energy – realistically...I want to be him.

However, and I’ll get the rest of the speakers up to date at a later date as they’re calling my flight...I want to just leave this Part I with this..

Daniel Johns...

Now bring your mind back to the late 90’s and these little kids from Newcastle are killing the charts with an album called Frogstomp. Now this was my first forray into Australian music and I have to say that song "Tomorrow" still rings in my head on a regular basis. I LOVED SILVERCHAIR..and I MEAN LOVED...OBSESSED, WANTED TO BE THEM LOVED SILVERCHAIR...
So to see D.Johns in person was brilliant..

What it inspired in me was this though..his complete capacity to let it all go with every note. This compilation he’s doing with Josh Wakefield is going to be something so incredible beautiful, I just cannot wait. They go through the story of collaboration and story telling and the differing of ideas and concepts brought together and this end result sample that they offered well..it moved me to tears. It was one of the most beautiful things I have ever ever ever ever seen...

So until Part II which may happen in Hong Kong if I’m not completely lost to the planet ...

Check out this App...you won’t regret it...one of the most interesting stats is pet ownership VS arsenists...
This V That (that’s the app...)

TedX Sydney PART II

So, the final sessions of the afternoon starting with a beat...a major drum beat.

Ben Walsh gets out on stage with an octagonal drum set that he created with rubbish and cable ties. He’s from gosford. Clearly not the home of drummers he states. HE starts by giving us a little bit of information about himself, his past, his family and why he loves percussion...and continues - all said with an undeniable grin on his face – by saying that he hopes to inspire all those who may think it’s a little idea in a small town or a little idea in a big town or whatever..but to get out there and dream big.

He then gives us the percussion performance of his life. A full circle 360 drum set and a little dude from gosford just rocked my world for about 10 minutes and most of the audience were standing in the rows for the first time that day.

Thus follows a very good looking Designer from Argentina – who was hot yes and dressed like a Jedi Warrior...but a terrible speaker and in my opinion did him nor his business any justice even though the overarching message was awesome (sustainable environments and designs)..

Rives went onto to show us a rather interesting hand puppet display using an ipad...from then on, there were some interesting, and somewhat average speakers – which really proved to me it’snot just content, it’s definatly about presence and ensuring you’re engaing the audience..

which does bring to mind that I forgot to mention the musical experience with Richard Gill who wanted the lights up in the house so he could see the whites of our eyes and treat us as a classroom. He ended by bringing home the message that all children before the age of 5 years old MUST experience music as it develops the creativity in our lives and our ability to think outside the box.

Now, I must admit, at this stage I was getting restless, we had had a call from the vet as our puppy had made an escape and a local passerby had dropped him off..so my husband had to dissapear to collect our insolent Fur child...

So, I was ready for this 10 hour session of ideas to end. I must also state that I was exhausted. I had thunk, thought, sung, clapped, cried, laughed and well really, I’d done it all in the space of one afternoon in one theatre.

So for the final sessions, they had big shoes to fill and therefore the Poet Entrepreneur Joanna really didn’t do it for me...as she went on about truckies poetry – of which I would have lived to have heard..instead of the consistent array of unremarkable projects she discussed.

However, When Simon Stone came to the...microphone ..as you never did see him..I was fascinated. Albeit a simple portray of what and how the theatre creates...well theatrics, it brought home significant insight of lighting, actors, tonality, context and the power of numbers...I loved it.

Craig from the Chasers provided a recap and this is where I realise I suppose I get a little dissapointed in the future of Australian humour as I didn’t really find it all that funny after a day of inspiration, his use of the Term TED in words likes..Masterba..ted and the like, was a disappointing finish to the day,


So unfortunately I didn’t see the finale of paul Kelly who on Twitter was receiving rave reviews.


So. You ask.
What did TedX do for me.
Well, other that bring me together with some mates I never get to see – Naomi Simson, Lauren Brown, Carden Calder, Joanne Moore, John Shim, etc etc etc (all big wigs in their own right)...it really hammered home the things I’m missing..

TedX has inspired me to get back to my creative roots – which I’m sure you’ll all be happy to hear is not in graphic design, nor interior (I can hear our designers' sigh of relief from here) but after many years of not playing or singing on a regular basis...I’m putting it back out there. In whatever capacity that ends up..I just know it won’t ever be conventional. The day of speakers, music and creativity made me realise that I have the power to inspire millions using my talents and that I need to do so..before it’s too late and Im too old and boring to take any action.

So here’s my call out. If you know any aspiring musicians, or the like, that would like to start something – whatever that may be...please send them my way..

I apologise for any spelling or gramatical mistakes...this is written on the fly..literally on the way to Hong Kong.
;)

Thanks for reading - I'd love to hear your thoughts! Feel free to msg me on @acculligan

Apparently, I should be pregnant

In the ripe old age of my..ahem mid 30's, I got married.  It was wonderful to finally commit to someone after years of investigating the market as I call it.  


However, shortly after tying the knot and getting back to the grindstone, the most common question amongst friends, family and well, everyone else I know was "so, when are you going to start having children?"  


Now first things first, I'm not against having children in the slightest and I admire, respect and adore my gorgeous friends with their gorgeous little and big ones.  But when did we crawl back to the 1950's where we had to get married to have children AND we had to have children once we got married?  How far we have come, and yet how far away we truly are.  


I could go on and on in the blog about that subject, but that's not what I wanted to talk about so I digress.


I started thinking about why I haven't got the bug, the maternal drive, the want to procreate, have beautiful children and watch them grow (right now anyways).  And it hit me. I have a child.  It's 11yrs old. It screams, keeps me up at night, takes the money from my wallet, smiles at me when it wants something and makes me compromise my livelihood on a daily basis.  It's called "My Business".  


Now in business years, it's kind of like dog years, so in reality I have a teenager who's about ready to leave home, and create their own path in this world, a phase of which I'm rather excited to witness.  And, just like coming home on Sundays, we too will also sit down once a week to discuss the woes and wonders of the world where we'll both learn and educate each other - kind of like Sunday Roast dinner.  


I don't pretend to know the pains and the joys of having children, and I dont make light of the pros and cons of either side, but I love MY child, I feed it, shower it with love, spend my life making sure it's happy and in turn, it provides me a wealth of emotion, success and happiness (generally speaking), however at the end of the day, my child is my business.  


So, to all of those fabulous young and older women who are creating their own family in whichever way that means to you - I applaud you.

Andrea
Twitter: @acculligan

What really makes the difference?

What really makes the difference?

It's been an intense week here in Canada with our team. We've had the pleasure of meeting with some of the most amazing companies in the world, with some of the most innovative recruiters I've met.

To be able to discuss your business on a global level, is so invigorating and at times it's like starting all over again, like when we were a start up with everything to lose. The difference now is that we know what we're doing, how we want to do it and what our business represents.

It brought out my passion and my energy tenfold.

However, these meetings all really lead me to really truly think about what makes a business successful and what can also be the greatest weakness.

For me, it's all about client relationships. Having the relationship and knowledge of a client's business so well, you act like a married couple with finished sentences and matching jackets.

It's about asking the right questions at the right time and leaving room for movement in all of your conversations to ensure that we're providing the right stuff at the right time. It's about thinking about the end game for each client, before you even step up to the plate, it's about thinking outside the box every time so your clients can focus on what they're good and you can do the same.

It's also really hit home that we will never sell what people don't need.

For us, it's just so against the moral backbone of how we roll that it just wouldn't be in line with our ethos. One of our values is an absolute of "Don't sell 'em what they don't need". Trust, respect and honour are never built out of false presentations, and we're here for the long haul, not the one night stand.

And 3rd..which probably brings out too much of my altruistic side is although we are a business, I am not here to make a fast empty buck. There are so many things that we can help with and so many things that are better left for our clients to achieve. We make it our job to help clients help themselves. We want to set them up so that they don't have to call us for every job, so they too feel empowered in the process and learn from us as we do from them.

I realised this week more than ever, that if we stick to 3 above ..no matter what we will succeed and better yet, we will always be proud of who we are, who we work with and why we're doing it.

Andrea

The power of thank you

I've been in Canada for the past 9 days now and I've written about some interesting clients, some great companies and a few other tidbits, but one thing that I truly love about doing business here is the etiquette.

Canada is known all over the world for their polite characters and positive attitudes. So much so, you'd think it was fake. But it's not.

I've been in a business centre for the past 30 minutes struggling to convert a file into a printable format for a presentation I'm doing in 30 minutes - I know a little late on the dial..

I've been huffing, puffing and in general highly frustrated. After all this time one of the hotel staff comes over and does everything in her power to help me out and says please, thank you and your welcome about 40 times in the space of 5 minutes.

She then calls the IT guy who comes downstairs, spends 10 minutes helping me here, then goes upstairs to his laptop, tries it there, comes back down and again, between the 3 of us, we've said thank you a hundred times.

It may seem a little comedic at the outset, but what I noticed is no one minds going out of their way to help anyone out as they are always recognised for it.

This makes customer service easy when people appreciate what you do.

I like this way of conversing and feel we forget how often we should just say...thank you. no matter how insignificant or large, it's so valuable to hear it.
go on...spread the word!

Thanks for reading ;)