Category Archives: Brand

Online Video revolutionizing how Companies Recruit

New Yorkers braved yesterday’s heat to take advantage of the opportunity to record free online video resumes, when the world’s first career TV-website, CareerTV.com, launched big in Times Square.

“It felt a bit weird doing it. But, being in the advertising industry, I believe online video resumes can really help me when applying for a job,” said Nina Ribbenklint, who completed her resume in just a few takes, despite many curious onlookers.

Online Video revolutionizing how Companies Recruit Best-selling author and career/workplace expert, Stephen Viscusi, states that we can expect to see more of online video resumes in the future. The technology is inexpensive and easy to use, and the online video resume has several advantages over traditional written resumes. “I call them ‘resumes on steroids’,” says Stephen Viscusi. “Employers receive such a large number of applications that one needs to grab the attention of the potential employer quickly, and that is exactly what online video resumes do.”

Another plus according to Viscusi, is that the applicant’s persona comes through in an online video resume. “In recruiting, personality and chemistry are very important. If candidates presents well in an online video resume, the employer will be more likely to offer an interview even if they, for example, lack the preferred work experience. A written resume rarely provides that opportunity,” says Viscusi, who estimates that an online video resume will score an applicant 20 percent more job interviews.

Just as job hunters are starting to post video profiles on the internet, prominent companies are now making use of the web’s latest format to promote themselves to potential applicants. “The recruiting world is always evolving and videos help candidates understand our company culture and what separates us from the competition, so they can tell if we would be a good fit for them,” says Larry Nash, Recruiting Director of Branding & Communications, Ernst & Young.

Ernst & Young, Google, JP Morgan, Walt Disney, L’Oreal, FBI, Apple, and BMW are just a few of the many top organizations that are using video clips to offer an inside perspective on their businesses via CareerTV.com.

According to Dr. John Sullivan, Professor of Management in the College of Business at San Francisco State University, online videos are an effective tool for companies wanting to market themselves towards professionals, “Videos have that ‘wow’ factor that regular ads don’t have, and unlike print ads, online viewer-ship can be tracked.”

Lars-Henrik Molin is the CEO and founder of CareerTV.com. “Online videos enable candidates and employers to interact in an effective way that wasn’t possible before, and more and more people will discover the many benefits. Online video is the future in recruiting.”

About CareerTV: CareerTV.com is the first and only global interactive TV and video website designed to help college students and young professionals develop long- lasting, successful careers within the world’s top companies. In 2008, the company is planning to launch a CareerTV Cable Station. CareerTV.com is a sister company to Universum – the global employer branding leader. Universum’s independent research is cited by CNN, Fortune, NY Times, Wall Street Journal, and many others.

Ketchum Launches Fashion Interactive 2.0

Ketchum, a leading marketing and corporate communications firm, announced today a new apparel marketing initiative, Fashion Interactive 2.0. Led by fashion marketing innovators Roy Edmondson and Jeff Danzer, this offering provides a unique combination of traditional and nontraditional marketing tools to the apparel business. Taking its cue from Web 2.0, Fashion Interactive 2.0 combines traditional marketing communications with new media tactics that harness the power of social networks, blogging, online relationships, word-of-mouth and experiential marketing.

Ketchum Launches Fashion Interactive 2.0Ketchum Launches Fashion Interactive 2.0Edmondson, senior vice president, Global Brand Marketing Practice, and Danzer, who joins Ketchum to launch this offering as vice president and group manager, apparel, will direct communications campaigns designed to reach and engage today’s digital consumers. Using Ketchum’s newly developed proprietary program that proactively harnesses the power of social networks, such as MySpace and Facebook, the group will provide a completely measurable communications platform that encourages consumers to become brand evangelists as never before.

Fashion Interactive 2.0 also will utilize the powers of the agency’s global resources, including its interactive capabilities and Ketchum and Omnicom Group’s word-of-mouth marketing firm, Zocalo Group. The initiative aligns with the agency’s work with European beauty and fashion clients.

“Roy and Jeff have proven success at enhancing relationships between brands and their target consumers. In the changing media landscape, they will be able to help brands harness the power of interactive media while strategically aligning programs with traditional tactics to create brand ambassadors,” said Barri Rafferty, partner and director, New York.

Edmondson and Danzer possess more than 30 years of combined experience in the fashion industry. Prior to joining Ketchum, Edmondson served as director of global marketing at Levi Strauss and vice president of marketing at Rocawear. Danzer, who was named a “Marketer of the Next Generation” by Brandweek, is best known as the brand architect behind 2(x)ist, founder of PL>Y Underwear (and the inventor of the iBoxer), and the executive responsible for brokering Donald Trump’s Signature dress-shirt and tie deal with Phillips- Van Heusen.

About Ketchum: A communications innovator, Ketchum ranks among the largest global public relations agencies, operating in more than 50 countries. With five global practices — Brand Marketing, Corporate, Healthcare, Food and Nutrition, and Technology — and specialty areas that include Concentric Communications (experiential marketing, events and meetings), Ketchum Entertainment Marketing, Ketchum Global Research, Ketchum Sports Network, Stromberg Consulting (change management and workplace communications) and The Washington Group (lobbying and government relations), Ketchum leverages its marketing and corporate communications expertise to build brands and reputations for clients. For more information on Ketchum, a unit of Omnicom Group Inc., visit http://www.ketchum.com.