30-second read (+1:39 watch)
The goal of brand marketing—employer or corporate—is simple:
Build your presence online to help your recruiters and salespeople more easily sell a job or a product. It’s about deals and hires.
That’s not interesting. This is:
Successful brand marketing starts with understanding that attribution is a collection of influence, not a single point of reference.
It’s a slow burn, not a bolt of lightning. It’s showing up consistently for a long time until timing and memory align.
Lacking this understanding keeps many marketers—talent and product—from creating things at scale and becoming the top-of-mind solution in their market.
- They’re obsessed with brand alignment and things looking a certain way.
- They want (need) to attribute a result to a single event, a single piece of content, a single interaction, when that’s not how job seeking and buying happens.
- They are overly concerned with quality and therefore unwilling to test and experiment.
Unboxing your content and focusing on creating a collection of influence is the secret sauce.
If you can’t do this and choose to get caught up in perfection and instant gratification, you’ll struggle with this model.
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