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Our
Philosophy
The entire ideology in a nutshell:

Employer brands are first of all brand

The new competition in the HR world:
from competing over clients to competing over talent.

In recent years we have been privy to an epic war raging between employers, especially in the tech and hi-tech worlds – the war for human resources, and primarily for talent. The reason? A great change in the candidates’ considerations. In the past the most basic elements were enough: a good pay check, favorable conditions and a safe future. Today, candidates look for much more. From closeness to home, through versatility and meaning, all the way to benefits, the number of factors is enormous.

Here are a few examples of challenges our clients have dealt with over the past year:

  • A globally-successful company that is suffering from low awareness within the employee market in Israel
  • A company on the rise couldn’t hire the talent they desired because their offices were located in a distant area
  • A global brand with headquarters abroad struggled because candidates were afraid they wouldn’t have enough impact and ability to grow
  • A company with great potential and even greater HR systems that had a problem explaining what it is they do.

In other words, in the past couple of years we have seen transformational change turn an employer’s market into one that is ruled by candidates and employees. This is why the Employer Brand was invented.

The path to attracting talent lies through
a clear and dominant employer brand

In a nutshell, an employer brand is a set of perceptions, emotions and thoughts that are attributed to a certain company. But how can anything be attributed to a company that has no public awareness? In order to create an appealing job offering, the first condition is the company’s reputation. Reputation is the first and most important aspect a potential candidate notices about a company, and it’s that which sparks interest, competition for a coveted spot, and even an emotional connection.

Or to put it simply: to become an appealing workplace, a company must first become an appealing brand. As competition becomes fiercer, workplaces must differentiate themselves in order to stand out from the rest. In this new and wondrous world it seems that there is no longer any difference between brands and employer brands.
Every employer brand is primarily a brand.

This is where our expertise enters: we at
mccann-tech

build and maintain employer brands

For years there was a common assumption that in order to enhance a company’s image and reach, you should consult an expert from the HR world. But these days, popular opinion is changing, making it clear that collaboration between HR and advertising leads to better, wider, more diverse, and more impactful results.

Uniting the knowledge of HR departments regarding the company, the employees, and the market, together with the branding abilities of advertising agencies, is a winning combination. An employer brand built by an advertising agency does not replace the HR department’s work, but rather adds to it to deliver a more impactful message. Expertise in brand building could give companies an advantage in their race to differentiation and uniqueness in the employment world. Because at the end of the day, a brand is a brand is a brand – even if “employer” appears at the beginning of the phrase.
That’s what we are here for: McCann Tech puts the “brand” into “employer brand.”

Why McCann Tech?
Story Builders

The communications arena today is becoming more and more tumultuous, and it doesn’t seem to be quieting down any time soon. Brands are competing not only for a place in their specific category against direct competitors, but against all the noise generated by every category, every brand, and every workplace. We are fighting the greatest war for attention. At the same time, our audiences’ attention span is dropping. The conclusion: a smart and relevant communications plan is the key to success. That’s why it is most important to create an effective work plan that will take the big story and believable translation, and present it to audiences on the most relevant platforms.

Feasibility

The communications arena today is becoming more and more tumultuous, and it doesn’t seem to be quieting down any time soon. Brands are competing not only for a place in their specific category against direct competitors, but against all the noise generated by every category, every brand, and every workplace. We are fighting the greatest war for attention. At the same time, our audiences’ attention span is dropping. The conclusion: a smart and relevant communications plan is the key to success. That’s why it is most important to create an effective work plan that will take the big story and believable translation, and present it to audiences on the most relevant platforms.

An A-Z plan:

The communications arena today is becoming more and more tumultuous, and it doesn’t seem to be quieting down any time soon. Brands are competing not only for a place in their specific category against direct competitors, but against all the noise generated by every category, every brand, and every workplace. We are fighting the greatest war for attention. At the same time, our audiences’ attention span is dropping. The conclusion: a smart and relevant communications plan is the key to success. That’s why it is most important to create an effective work plan that will take the big story and believable translation, and present it to audiences on the most relevant platforms.

The bottom line: Building a practical communications plan is an integral part of the work plan
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