Business networks are designed to do two things: Attract new employees to companies and cultivate relationships with business partners. Here, it is important not only to talk about one’s own advantages and products, but also to create an inspiring brand environment. Young talents in particular also want to sign a certain attitude toward life with their contract. Status symbols and high salaries are no longer attractive – values, meaning and vision are in demand. But how do companies get that across to the target group?
Stories have the power to grab attention and captivate audiences. IKEA Switzerland, for example, writes an online magazine that is simply not about its own products for a change. Under the title “Life at Home,” the authors deal with the future of living. From mini houses to interviews with architects to innovative home textiles, experts and interested parties can scroll through the magazine.
Stories like these, which create a holistic brand world, can be spread on LinkedIn or posted as articles directly on one’s own site using the blogging tool. Well-known “bloggers” rise to “influencer” status in the process, and are then featured on LinkedIn Pulse. This not only brings advantages for sales and HR, but the brand can also position itself as the expert of choice.
Inspiration and vision: How ECONYL® became a mentor