The question that is always asked: How do I distinguish a bad creative agency from a good one? Today I try to explain how such an agency works and what you have to pay special attention to in employer branding.
A bit of advertising – that’s what we have our in-house marketing and PR experts for. Many employers think so and underestimate the fact that the skilled workers in question are usually a group of just a few men or women. You face umpteen channels on which you can advertise:
In order to precisely reach a target group that is to be addressed, the in-house creative team must first know which people are to be addressed, at what age and with what demographic background. Then it is important to find out which channels they use. That can be very different.
While very young people are more likely to gather on YouTube and Pinterest, for example, the middle generations are more likely to be reached via Facebook or Internet banners on relevant partner sites, and the older generation feels more addressed by television, radio and print advertising.
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In coordination with the in-house creative team, they design tailor-made messages that fit the client company on the one hand and the target group that is to be reached on the other.
By the way, there are creative agencies that have specialized in completely different sectors. Knowing this is important when making your choice. Because if you want to give your employer brand a new coat of paint, for example, you will have little luck with an agency that is primarily familiar with the electronics industry. If companies hire them anyway, there is a great danger of landing on their stomach with the joint advertising measures: they simply do not speak the same language.
But that is exactly what is important. Anyone who wants to get their message across to the man or woman must gain the trust of their peer group – and 100 percent. To do this, he must communicate authentically and naturally. A creative agency should commit itself to this goal. This is the be-all and end-all when building an employer brand. Applicants, for example, don’t want to read glossed-over marketing blah-blah on the careers page, but concrete facts on the following topics:
Very important: culture. An advertising agency in India without experience in employer branding will find this point difficult or clumsy to consider.
Advertisers should definitely take this into account. If the advertising messages of the employer do not address these points or if the advertising campaign does not correspond to what the company actually stands for, applicants will drop out. Firstly, because they don’t find out what really interests them, secondly because the campaign doesn’t come across as credible. And who would like to work for an employer who is not open and honest from the start? But how do you choose the right service provider?
In this respect, it is important to rely on the right partner right from the start. There is a selection process for this: the pitch. A company invites several eligible creative agencies to this event. Everyone gets a briefing. It contains:
The creative agencies now have a few weeks to work out the first drafts and present their concept individually to the client – including the cost and performance framework. A few words about the budget: Many customers find it difficult to define a suitable budget. Many customers do not have a budget at all, but want to obtain budgets internally after the pitch. Reputable and good agencies will not play this game. Customers are obliged to define an approved budget before the pitch. If you can’t do that, you’re just not doing your job well. Anyone who still thinks “Well, then the agency offers exactly as expensive as we pretend” doesn’t understand the normal logic of the economy. A customer must have a basic understanding of the market and should also be familiar with the usual prices. If you can’t do that (because maybe you really lack experience) you should just give me a call. This certainly also applies to other colleagues in the industry.
The best creative agency in India is that listens to the results, reviews the estimates, and makes the final decision on which agency will win. For this purpose, the project manager determines the following questions with all those involved and evaluates them:
Based on this evaluation, the decision is made as to which agency partner will ultimately be awarded the contract. A pitch significantly reduces the risk that the client and the contractor have different approaches. However, it should be clear: just because the design might have been good doesn’t mean that the agency can do anything with it. There are really many good designers – the right realization and the implementation of the brand internally and externally: that is what makes a strong agency.
The chance that the project will then be a success increases immensely in this way. It is ideal if the client already outlines the real project for the pitch and not a fake project. Then both partners can already build on the results that the pitch has delivered when implementing a campaign.
But before that, it should go to the drafting of the contract. Good preparation is also important here. Sometimes the price can be reduced a little if the client can come up with concessions in other areas.
If you’re looking the hire a creative agency, Buffalo Soldiers will be the best option for you as this agency has dedicated experts in the field of design, advertising, performance marketing and video production services in India.