Award Winning Brand Messaging Tips from Titanic in 3D
True Story: When Titanic was released in 1997, I was part of the theater audience not once, not twice, but SIX times. And, every single time I saw the movie, both in theaters and later on my VHS, and then DVD set, I cried when Rose promised she would “never let go.” Now, to coincide with the 100th anniversary of the sinking of the Titanic, James Cameron has released the 3D version of this movie. Fifteen years later, fans are still enamored by this story of history, action and romance.
As you steer the course of your branding strategy, what lessons can you learn from the launch of Titanic in 3D?
1) A good story, well told, will always appeal to your audience. Over a dozen movies have been released in the past 100 years telling the story of the sinking of the Titanic. To this day people continue to be fascinated by the unsinkable ship that sunk. On top of that, a good love story always appeals to audiences. Think about the elements of your employment brand that are a consistent factor in attracting your target audience. Does your company offer exceptional opportunities for growth and advancement? Have excellent perks and benefits? Support a rewarding mission that gives back to the community? Make sure the anchor of your story shines through in your recruitment message.
2) Your brand may need a refresh to keep people talking. The new Titanic 3D movie will contain the same plot and actors as the original film, yet the visual experience will be enhanced. This change gives fans of the movie a reason to revisit a beloved story and experience it in a new and exciting way. It may not be necessary to start from scratch and build a new employment brand to attract a new audience. You may benefit from a refresh that adds a new element or carries out your current theme in a different way. This will allow jobseekers that previously considered employment with your organization to revisit the reasons why your opportunities may be the right fit for them today.
3) So you have brand recognition, but awareness is relevant. There has been a buzz surrounding Titanic 3D for quite some time, and the news coverage of the anniversary of the historical event will only add to the film’s publicity. Yet with all this coverage, the studio still sought out creative and innovative ways to promote their film, such as utilizing Facebook log-out page advertisements. Why make that extra investment? Because it is important to keep your message in front of your target audience to keep a pipeline of interested movie goers, and of interested candidates. You may have strong name recognition in your community, but you should continue to take advantage of opportunities to remind jobseekers why your organization is an employer of choice.
4) Keep your testimonials realistic. Kate Winslet has been on press tours lately promoting Titanic 3D, but that doesn’t mean everything she has revealed has been glowing. A lot of news and celebrity gossip sites have been buzzing with headlines that Kate hates “My Heart Will Go On,” Celine Dion’s famous theme song from the original Titanic movie, in fact going so far as to say the song makes her want to throw up. This might appear to be a sound bite that would make a PR department cringe, but it has actually caused a lot of people to be talking about the song, the film, and, of course, the new release. While I am not suggesting that you frame a recruitment message around negative comments from your employees, the reality is that employee stories should be honest and reflect the true picture of what it is like to work for your organization. The more realistic testimonials are, the better job they can do in attracting the right type of talent for your positions.
5) Use events and anniversaries to remind internal and external candidates about your brand messaging. The 100 year anniversary of the Titanic’s tragic voyage is an exceptional time to release a new version of Titanic, both from the human element of honoring this important historical occurrence and from the business aspect of capitalizing upon the renewed interest in this event. Is your company celebrating an important milestone? Is something happening in the news now that is relevant to your mission? Take advantage of events that are already occurring to remind your current employees about your employment value proposition and to let potential employees know about your workplace.
I encourage you to join me in the theater for the 3D viewing of Titanic, and I do suggest that you bring your own tissues. I will also challenge you to target your audience, refresh your brand as needed, keep your message relevant, use realistic employee stories and celebrate milestones.
That’s a wrap.
By Kendra Pearson
Director, Business Development NAS Recruitment Communications
**This post originally appeared on NAS Talent Talk.
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