The importance of empathy within a business context is an emerging trend. So much so, the Harvard Business Review shared the Empathy Index for businesses, which attempts to determine how empathetic your company is and whether empathy levels affect commercial success. So what do we mean by empathy at work? Empathy is the ability to…
Tag: Jonas Fischer
If your marketing personas are merely based on conventional wisdom, your content will not reach its potential with the intended audience. Every good communicator follows the cardinal rule: know your audience. On the surface, creating audience personas for your employer or B2B brand seems like a great idea. Creating specific profiles of your audience so…
How can we go about getting true human insights to uncover the authentic employer brand of a company? Jonas Fischer is the founder of PeerCulture, a new kind of employee content & research company based in New York. I recently spoke to him about interviewing employees to gain vital information that will help with culture…
When marketing takes the lead, employer brands can become a reflection of what the audience wants to hear, not what it actually is. I am a brand marketer. I believe in marketing. I have spent my career in marketing. I like having a job! That said, when it comes to developing an employer brand, marketing…