Connect Employer Brands to Big Ideas

Occasionally, we use “short bites” to promote new understanding and connect employer brands to ideas and concepts.

It all started with this question: Is it possible to piggyback an employer brand onto something intangible like an idea – and use the moment to strengthen that employer brand. We wrestled with this problem and ended up creating the “short bite”. We took the idea of a “learning object” and DNA-spliced an employer brand onto it. We combine original content with curated content from the Web to make something entirely new. It’s kind of like a Frankenstein-Brundle-mini-MOOC reconfigured to create an entertaining, teachable, and connect-able moment.

Our short bites are designed to be very easy to follow and only take a few minutes to absorb. If done correctly, they can be quite powerful. We open each one with a simple narrative and only a few articles (and/or videos) to drive a key point home.

The objective of each short bite is to inform or teach, and use the moment to introduce people to one or two employer brands or their job opportunities. Each one is designed to be short and simple, easy-to-understand, and fun. 

In one short bite, our readers met Frederick Herzberg, an influential American psychologist. Herzberg proposed that policies and work conditions are actually “hygiene factors”, and not true motivators. His work showed that hygiene factors deliver a specific kind of value, and are best at keeping people in the job – or stopping people from quitting their job. Herzberg proposed that motivator factors worked much better to encourage and create longer-term motivation.

It’s important for managers and leaders to learn how to motivate others. But all too often, even good managers use hygiene factors such as policies, salaries and work conditions to motivate. The best leaders, and the forward-thinking companies such as Medtronic and Cisco, understand that hygiene factors are not good motivators. (Note: Hygiene factors are much better at keeping people from quitting the job. They aren’t designed to get, or keep, people intrinsically motivated.)

Since many employees don’t get to work with great leaders in world-class environments, how do we teach this skill to the rest of the world? How do we connect employer brands to the idea of “motivating people correctly”? How do we show that the CEO is on the right side of the conversation? And how do we attract a specific type of person (in this case one who will invest time into searching our or watching and learning about a given topic)?

Our answer is the short bite.


The Short Bite


Weak brand associations


Connect the brand to big ideas


We use the short study format to get people to think of a specific employer brand as strong when they think of a concept or idea.