The Papirfly Blog

How strong is your company's brand? This one simple question can make or break your business. A strong brand allows you to grow and reach more customers while carrying industry influence with you. But how do you identify the strength of your brand? Looking at the bottom line and expense reports only go so far. In fact, these lines on a spreadsheet document only paint a very small portion of the greater picture. You need to look at brand equity.

Brand equity has nothing to do with current corporate growth or whether you're pushing into a new market. It instead has everything to do with how the perspective audience perceives your business. The way the target demographic views your company, brand and products says so much more than any amount of website analytical data. It has the ability to forecast upcoming quarters and determine whether or not a new product release will prove successful or a failure. All this points to why you need to know what brand equity is.

Jan 18, 2018 9:29:00 AM by Frode Nortvedt |1 Comment Add Comment

They have the inside track on what it’s like to work for you. They know what a “good fit” looks like. And, chances are, their personal contact list includes lots of potential talent. Want to boost your candidate pool? It’s time to look seriously at former employees…

Jan 10, 2018 7:52:00 AM by Phil Owers |0 Comments Add Comment

Retail marketing revolves around connecting with the consumer and creating desire to draw in potential customers and convert them into leads and sales. Advertising showcases how a product addresses a problem the consumer has and how it can make their lives better. To do this well you need as much information as possible.

Analytical data and customer insights are valuable sources of information. In addition, brand equity plays a pivotal role in establishing what the key demographic is interested in and how the target audience perceives your business and products. That is why you need to know about the brand pyramid.

Jan 6, 2018 10:09:00 AM by Frode Nortvedt |0 Comments Add Comment

Receiving a reported one million resumes for 25,000 jobs each year, recruiters don’t get much bigger than Johnson & Johnson. The global healthcare and pharma giant caught our attention recently, thanks to a range of initiatives geared at improving their talent acquisition process.

So how does Johnson & Johnson do things differently? What can we learn? We take a closer look…

Jan 4, 2018 10:03:00 AM by Phil Owers |0 Comments Add Comment

Is your company one of the 85% of organisations who struggled to find skilled candidates in 2017? If so, here’s a New Year’s resolution for you: it’s time to get strategic with your sourcing efforts.

But what exactly does strategic sourcing look like in 2018? Here’s how to approach it…

Sourcing strategy or sourcing tactics? Top recruiters know the difference…

From the choice of job boards through to knowing how, when and where to push out your social posts, there are countless things you can do to expand candidate visibility. Taken individually, these steps are important (necessary, even). But these are tactics. You still need something to bring them all together: you need a strategy.

Dec 28, 2017 9:09:00 AM by Phil Owers |2 Comments Add Comment

Brand equity is all about how a customer perceives your brand. It sums up their feelings, both perceived and realised, dives into their experiences with your brand's products/services and also how favourable they look upon your company.

For the most part, a company's strength lies within its brand equity. Should your customers deem the products you offer unfavourably, growth and expansion become more problematic. Due to this, you need to understand not only how to appropriately define brand equity, but how to paint it a priority in your retail business.

Dec 23, 2017 8:41:00 AM by Frode Nortvedt |0 Comments Add Comment

Let's define organisational culture. Organisational culture refers to employees' shared norms and beliefs as well as tangible aspects of the work environment reflecting those values.

Defining your culture can give you a competitive advantage

Your company values shape the perception that current, potential and former employees have about you as an employer and what it's like working for you. You might be missing out on hiring top talent if you are not managing, or promoting, your company culture enough.

Dec 21, 2017 9:23:00 AM by Phil Owers |0 Comments Add Comment

John Wanamaker once famously observed that he was wasting half of his advertising budget - the problem being that he didn’t know which half. Recruitment and HR managers can often be faced with a similar dilemma.

It goes a bit like this… You recognise that a sourcing strategy is key to maintaining a healthy talent pipeline. So you build your strategy: ramping up your employment-focused social media presence, honing your corporate LinkedIn profile and maybe even sending out your people to “soft” networking events (to name just a few).

Dec 13, 2017 8:28:00 AM by Phil Owers |0 Comments Add Comment

In the world of business, knowledge is power. The more you know about performance, key demographics, buying practices and how each shift throughout the course of a year, the better off your company is. Customer brand equity, in a nutshell, covers a customer's overall attitude to your brand and its ability to influence success. Due to this, understanding how to measure customer brand equity in retail provides valuable insights into business performance and how it may set itself up in the long run.

Dec 11, 2017 8:57:00 AM by Frode Nortvedt |0 Comments Add Comment

The world of Employer Branding is changing fast. What does the future hold? We take a look at some key trends that will shape Employer Branding in 2018.

Consumer and Employer Brand go hand in hand

A strong consumer brand can positively influence your Employer Brand, and vice versa. Successful companies like Google for example have long realised that. Their consumer and Employer Brand go hand in hand - marketing helps talent acquisition.

Dec 6, 2017 10:02:00 AM by Phil Owers |2 Comments Add Comment