Do Your Online and Offline Brands Get Along?


As an established company, you recognize the importance of your brand. More than just a marketing tool, your brand has established itself as a platform for potential customers to remember and interact with your staff, learn more about your organization, and infuse real emotion into the services you provide. But when businesses flesh out their online presence, brands all too often make a shift too. And it’s no wonder. With completely separate sets of tools that build out your identity online and offline, it’s easy to get the message confused. Here’s a short checklist to see if your two brands are working in unison—or if they’re duking it out for your customers’ attention.

Graphic treatment. You obviously want your mark to live in offline and online media—don’t forget to include it prominently on your website. In addition, keep your color palette similar so incoming customers can recognize your business from your “IRL” brand.

Voice of your content. Your copy isn’t just a means of disseminating information, it’s your attitude. Is your tone professional yet edgy? Hip and young and full of energy? Keep your voice consistent across all media.

Your message. You have a value proposition, and whether your customers are streaming in from the World Wide Web or you’re reaching them through radio and TV, that doesn’t change. So don’t change what you want to say. Abbreviate your content for the Web, by all means, but stay on target for maximum results.

Entertainment Meets Advertising: A Love Story


Fusions give rise to terrific innovation and success: just look at peanut M&M’s, cockerpoos, and the smoothie. Today, the latest combination that’s stirring things up in the social media world is mixing games and advertising venues. Mobile media is making it all possible.

MyTown, a game for your iPhone, lets you scan barcodes of stuff you having lying around your house in order to to build up your player score and obtain titles such as “The King of Rum” (for owning the most rum-related paraphernalia, of course). You share your rankings with friends for fame and bragging rights. The marketer’s swing on this, of course, is integrating special offers into the application itself. The guts of the software tracks the amount and types of the items you own, shares that information with participating companies. From there, based off of your own profile, companies craft marketing plans targeted for individual players. Today, 3.1 million users are already scanning to their hearts’ content.

It’s important to keep up with these trends. As younger consumers grow up hard-wired into social media and applications such as these, ignoring new media means opportunity lost. Instead, take stock of what mobile marketing, games, and new applications can do for your business, and play the game to win.

Until next time,

Onboarding Online: Twitter Edition


Although the buzz on popular news outlets would suggest otherwise, Twitter is still a newcomer to the social media scene. It’s radically different (read: there’s a 140-character limit), so companies and individuals alike are still learning to use it. Today at Buyer Advertising, we’re focusing on one of the ways that Twitter benefit your organization: as a recruitment tool.

To maximize your time effectiveness online, there are some essential elements you should be hitting every time you hop online to post about an open position. Here are some basics to get your started.

Provide a clear call to action. It’s great to promote job openings at your organization, but unless you tell casual Twitter surfers what to do next, they’ll be stymied. Get a link in that describes the open position in more detail while qualifying yourself as a reputable workplace. Don’t forget to include a website link where they can apply online once you’ve piqued their interest.

Fill out your profile completely. 140 characters isn’t much when it comes to qualifying you as the best place to work in town. Although you may get responses, you want responses from exemplary candidates—and that means they need to learn about your company before applying. Fill out your Twitter profile; it’s a good way to make the case for your company without bumping into character limits.

Link to your career site. Often. Always remember: Twitter is a portal service, not a content distribution site. It’s a good idea to have a landing page built specifically for Twitter leads that describes your organization, culture, and career opportunities before getting into the nitty-gritty of job descriptions. Remember your audience, however: keep sections colorful, focused, and brief so Twitter’ers don’t suffer from Web-shock.

Make Way for Mobile Recruitment


It’s more than Facebook: the upcoming trend known as mobile recruitment allows both you and employees-to-be access to send and receive information about job openings. Simply stated, mobile recruitment uses mobile phone technology to update a variety of social networks and involve potential recruits in a much more personal way, including the ability to ask and receive answers of their own.

One essential element of mobile recruitment is the job seekers’ ability to learn about your company. Smart phone technology is a must. Oftentimes, mobile job recruiters will advertise open positions, and include a link or a way to access special, mobile-optimized landing sites where they can learn about the position in detail through prose, pictures, and multi-media.

Another role mobile recruitment satisfies is the desire for affordability. Instead of job boards, billboards, and costly—through expansive—campaigns, reaching out and responding using mobile devices is an effective, soft-spoken way to reach results. Through mobile technology, recruiters are already seeing results at a much lower cost-per-hire. Get involved!
Until next time,

Beyond the Job Board


It was the 20th century, and job boards were all the rage. Sites like sprung into being, linking beleaguered career-seekers with more opportunities than the classified section of their Sunday newspaper could provide. Since then, aggregators and site scrappers have snagged and deposited job listings and descriptions in centralized locations site for complete ease of access.

Of course, times change. What seemed like the pinnacle of online recruitment is changing as employees-to-be spend less time on traditional websites, and more time on social networking webpages.

Facebook remains the go-to source for social networking, and combined with the raw mass of human beings logging in every day, and excellent way to talk about jobs. And that’s the trick with social media: it isn’t simply listing positions your company needs to fill—it’s just as important to start a dialog with people. Friends recommending friends for open positions. Answering questions about your work environment. Sites like Twitter offer quick, popcorn glimpses into your workplace, while LinkedIn perfects the art of connecting people with positions in a way that’s more personal than “click-n-apply”.

The switch to social media is exciting, but it can also be confusing. Sometimes it takes months to plan the right strategy. Agencies like Buyer Advertising help.