According to the American Marketing Association (AMA) Board of Directors, marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
At Personify, we take offering value to both our customers and our employees seriously. It’s why we’ve taken an approach to our branding that makes our employees’ feedback and experiences essential to how we present ourselves to the rest of the world.
In this edition of Knowledge Share, we’re talking with Elizabeth Black, our Marketing Manager, about how our core values shape our branding and marketing efforts, both inside the office and out.
Personify: What is Personify’s brand and what does it represent?
Elizabeth Black: As a recruitment solutions provider, Personify’s brand has a unique competitive advantage: our internal initiatives to create rewarding, inspiring hiring and employee experiences for our people often mirror our goals to help our clients build engaged, inclusive, successful teams. We strive to do internally the same things we partner with our clients to help them achieve at their organizations — empowering great people to accomplish great things.
Personify’s recognition by Inc. Magazine as one of the best workplaces and one of the fast-growing, privately held companies in the U.S. is evidence that Personify’s brand is centered on being the vendor and employer of choice.
PFY: How does Personify convey its core values through branding?
EB: In the fall of 2017, Personify’s Ethics Committee began the process of revitalizing our Core Values to better integrate them into our culture, launching Personify’s #howiPFY campaign. Through t-shirts, monthly Core Value awards, posters, and social media, the committee successfully used this initiative to reshape how we do business internally and externally, making #howiPFY (or humility – ownership – win – integrity – positivity – family – yardage) the backbone of Personify’s brand.
PFY: What do more brands like Personify need to do for visibility and engagement?
EB: Making Personians our brand ambassadors has been one of the most successful (and least expensive) ways to increase our visibility — for both our recruitment and commercial marketing efforts. By having our employees share our social posts daily on LinkedIn and use our company hashtags (#whyiPFY, #howiPFY, and #pfynation) on Facebook and Instagram, we regularly engage with potential Personify candidates, while boosting our account-based marketing initiatives.
PFY: How has Personify’s brand evolved from the company’s beginnings to present day?
EB: Although we have evolved as an organization (in terms of number of employees and revenue growth), Personify’s brand has always been rooted in our story and the philosophy that to whom much is given, much is expected. It is this mindset that keeps us constantly striving to innovate and enhance the employee experience for both our team and our clients.
Our brand is based on opportunity for our employees and customers alike.Click To Tweet
We see marketing as more than a means to sell our services to potential clients. Our brand is based on opportunity for our employees and customers alike. We pride ourselves on giving our employees the ability to help drive change and shape our brand’s future by sharing their ideas, leading an initiative, and making an impact at every level of the organization