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Applying consumer marketing principles to your employer brand

It’s estimated that the average adult makes around 35,000 decisions a day fuelled by our ‘always on, access all areas, try not to miss anything’ world. This limitless choice has added a level of complexity and stress, which regularly drives us to apathy – a worrying trend for brands and retailers. But all companies should be equally concerned.

After all, deciding where to work may be a bigger decision than most and yet the same principles apply when choosing a product or an employer.

L’Oreal & Netflix consistently make top employer brand lists for their clear strategies targeting the candidate community with engaging social channels and dedicated career websites, in stark contrast to the single ‘Career’ page buried in the footer of a consumer site.

What is your company doing to ensure it is first choice?

Influence the influencers – visible for all the right reasons

When a new product is launched, significant marketing budget is spent on bringing it to the attention of those most likely to buy.

We need to convince to convert and that means communicating what you do and how you’re better than the competition, in a way that’s relevant to your audience.

Show you’re not just hype – prove it

Going first is risky, which is why we often use social media to ask questions and find out what everyone else thinks. Canvassing for opinion helps us make those thousands of daily decisions faster and smarter (we hope). Companies can influence the crowd but they’ll soon be exposed if found to be lacking authenticity.

Choosing a job is now more than ever, a shared experience. As with products, companies need to work hard on positioning what they have to offer to attract candidates who are not just capable but also the best cultural fit.

Consistency to build loyalty

Delighted customers keep coming back for more. They share their great experiences and in so doing, bring those products to the attention of new audiences.

Companies often forget that employees are actually just customers, who want to work for organisations that give them kudos and make them happy. Your benefits package needs to be of value to them. Your working environment should appeal to their sensitivities. Your career structure should factor in their age ranges, aspirations and hopes for work-life balance. Get it right and you’ll always be able to attract and retain the best talent.

Product marketing gurus for hire

Denholm Associates have been applying marketing techniques to the recruitment process for over a decade. Our consultative approach has built trust with employers and employees alike, as a neutral stance allows both groups to hear what the other really sees and thinks. If you’d like to find out more, please get in touch today!


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Head of Marketing for Vodka, Gin and RTDs

Denholm is delighted to be working in partnership with Loch Lomond Group to recruit a passionate, creative and strategically-minded marketing professional to the team. In this newly created role, the Head of Marketing for Vodka, Gin and RTDs will take full ownership for defining the direction the clear spirit brands take.

The role will offer the perfect balance of brand and trade marketing activities. Working with a category leading brand, you will have strong consumer branding knowledge which will allow to translate these brand activations into engaging brand stories and will help recruit the target audience into the brand halo. A strong commercial marketer, you will work with the Sales team to execute key marketing initiatives, ensuring that all brand executions produce a strong ROI through the P&L.

The Head of Vodka, Gin and RTDs is one of the most exciting roles available in the marketplace and will provide a solid platform for an adventurous and thought-provoking market leader to make a big impact in the category.

Head of Whisky Marketing

Denholm are delighted to be working exclusively with Loch Lomond Group; one of the most exciting and fast-growing global spirits companies in the country. To assist with their growth ambitions, they are looking to recruit a commercially astute and strategic marketer to join their team in a newly created role, as Head of Whisky Marketing.

Reporting to the Chief Marketing Officer, the Head of Whisky will create and drive a comprehensive and strategic brand plan including positioning, range architecture and pricing strategy to allow delivery of the business growth ambitions. You will have a background of working with premium spirits and be confident in launching NPD and range extensions across the global marketplace, ensuring alignment to the brand values through promotional toolkits. In addition to a background in brand-building, with the consumer at the heart of global activations, you will have experience of leading brand communications across all platforms including digital, sponsorship, PR and Events.

The Head of Whisky will be a visionary thinker and will bring passion and enthusiasm to the role. You will have the ability to nurture and lead a high performing team to ensure that all strategic plans are translated into commercially successful activations.


If you’d like to find out more please give us a call or drop us a quick note here and we’ll get right back to you.


If you’d like to find out more please give us a call or drop us a quick note here and we’ll get right back to you.


If you’d like to find out more please give us a call or drop us a quick note here and we’ll get right back to you.


You can give us a call for more information about our Outplacement Support or you can simply download more details here.


You can give us a call for more information about our Career Transitioning Support or you can simply download more details here.


If you’d like to find out more please give us a call or drop us a quick note here and we’ll get right back to you.


Opportunities await you...

Whether you're searching for a new role or interested in getting some market insight from one of our experts - we're happy to help.


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