Lessons in Online Employer Branding from Myntra Founder’s Farewell Video

Myntra YouTube Farewell Grab
Source : Myntra’s YouTube Channel

You might have heard the news by now about Mukesh Bansal, Founder of Myntra having decided to move on and start another venture. Now while that news doesn’t mean much to the common man, Team Myntra’s Farewell video bidding him adieu says a lot about him, the company and the culture of the company.

First have a look at the video before we discuss further –

Now even though Myntra’s sole intention of uploading this personal video on their public YouTube account must have been one of paying a tribute to their Founder, it makes for a very interesting case study from the point of view of employer branding in the digital age.

Lets look at what we can learn about Online Employer Branding from this video –

1. Bring a Personal Touch

People increasingly don’t want to talk to brands. No they don’t dislike branding, but when it comes to talking, they’d be better off talking to people. Give the brand a face, or multiple faces, make people speak, people like to hear people more than brands.

2. Capture Moments

Simple thing to do which most companies forget. Keep clicking! Pictures, videos, from that offsite, or that lunch, or that fun moment or even that business meeting. One day, you will cherish it all. While you can’t go back in time and click more, you can start today.

 

3. Share company’s philosophy beyond mentioning it in vision mission statements

Nobody but the people who draft it read a company’s mission vision statements(Ok, some interviewees still do). You’ve got to make the company come alive, got to make people see the philosophy beyond words.

 

4. Make corporate videos fun

Boring is so last century. No matter how serious a company you are, everybody has a little bit of fun. If you truly want to attract good people to work for you, then show them they can have a good time too.

 

5. Use Social Media

Incidentally, I first discovered this video on LinkedIn, and it had already for multiple likes and comments there. Your employees are your best brand endorsers. Every share counts, and every endorsement counts even more. Give your employees something worth talking with the external world.

Source : LinkedIn
Source : LinkedIn

 

So those were just some thoughts one could draw from the video you just saw. Anything else comes to mind? Feel free to share and add any other good examples in the comments section too.

 

Newslaundry gets funded! Big Win for Digital Media and Good Online Journalism!

Newslaundry Logo
Source : Newslaundry.com

The news just keeps getting better! For the uninformed, Newslaundry(NL) came up as a very interesting online news portal couple of years ago, to go behind the regular reporting and talk about what either gets missed by the headlines or make us meet the people who make the headlines.

Newslaundry Free
People pay to keep Newslaundry free.
Source : www.newslaundry.com

They tried a very bold model as they began, one where they asked readers to pay for the content they read. Wikipedia

is one example that comes to mind where people ‘donated’ to keep the portal alive and kicking, but other than that, very few portals have successfully been able to monetise content by making people pay for it. This model allowed

Newslaundry to stay focused on content, and they seamlessly produced some fine content in the form of articles, videos with some of the stalwarts in the industry. That is specially why this news comes as a really pleasant surprise. Their email says –

“We are thrilled to announce Phase 2 of Mission Newslaundry. We have just closed a round of funding and have on board partners (investors for the formal types) in our mission, who have backed us with more than nods of appreciation and pats on our back. They have put money in the bank to help us grow. We are proud to inform you (and thrilled for ourselves) that Omidyar Network, Vikram Lal, Mahesh Murthy, Abhijit Bhandari and Shashank Bhagat (through United India Periodical Pvt Ltd) have invested in Newslaundry (for equity).”

In the world of digital media and marketing, where ads become the main source to make money, it is a refreshing change to

a) See a portal without ad stream as a revenue win the trust of investors.

b) Clutter free, sensible news and good journalism getting the backing of supporters.

c) Solidify one’s faith once again in the fact that Content is King.

Kudos to their team and look forward to more great stuff from the house of Newslaundry. (Who owns Newslaundry?)

Newslaundry Team

TVF Qtiyapa got funded! Here’s why you should be elated as a marketer!

tvf got funded by Tiger Global

They’ve pretty much changed the scene of online entertainment in India (Ok, they, AIB and a host of other groups and channels) TVF, which was born because their TV series got rejected by MTV, has grown from an online parody about a TV show into emerging as a strong competitor for content on TV itself. Think I am stretching it too far, no I am not. Let me explain.

TVF and the many other YouTube channels that the young generation and many others are hooked on to, are simply filling the void created by lack of good content for a modern audience on TV. The fact that there are increasing number of English GEC’s(General Entertainment Channels) coming up is testimony of the fact that youngsters simply can’t take the Hindi channels’ saas bahu saga, and you can’t really watch Cricket all year long. That creates a gap, which is partially filled by downloaded torrents, now by Netflix for some, and then there comes the Indian homegrown YouTube channels.

These channels (Like TVF, AIB, ScreenPatti) have over multi million subscribers on YouTube, and with each video they create, fans get notifications on mail, via facebook, twitter and so on. More importantly, fans love these videos so much so, that most of them will share it with many more people, both online and offline.

Last year alone, hundreds of brands saw the opportunity of tying up with these online channels. These tie ups were not restricted to mere ad placements, but the brands were an integral part of many shows themselves. While Kingfisher subtly placed itself in TVF Pitchers, CommonFloor sponsored a show called Permanent Roommates(which is in Ola’s kitty this year), AIB had tie ups with Truly Madly, Urban Ladder and many other brands, while the popularity of some of these channels lead to Brands signing up lead characters from these channels for ads of their own. (Watch : TVF’s Arunabh Kumar in an ad for Vistaprint)

While brands need to justice by spending across the board, this growing interest by them in ‘online GECs’ clearly shows the growing popularity of the same. And while fads come and die, this online consumption of entertainment only seems to be rising. TV watching is constantly on the decline, while these online YouTube channels on the other hand are accessible at all times, and can in fact easily be screened on the big screen as well. They are in that sense, perhaps our very own Netflix. 

The fact that Tiger Global must have spotted an opportunity in such a medium and invested close to 65 cr(10 mn $) just goes on to show the potential these channels have. And while we are just getting started, there is a long road ahead. Marketers, stay aware, this new age and era of native advertising and content marketing is right here, don’t miss this bus while you stay busy with ‘traditional forms of digital marketing’. Content is King, and beyond regular advertising, you need to be part of the storytelling. 

Check out The TVF Qtiyapa Story!

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