If you don’t like what’s being said, change the conversation. ~Don Draper
GE, perhaps the most "corporate" of the Fortune 500 employers, is trying to change the conversation around their career opportunities, with a new employer brand campaign targeting tech talent. If you've been watching TV lately you may have seen commercials like this one.
The campaign titled "Whats the matter with Owen", might just be the first time a company has tried using a national TV campaign to change the perception of their career brand. (If you know of others let us know)
GE has a tough problem. They need to challenge the idea that their company is boring and doesn't do 'cool things'. If a young software developer is considering a startup vs an older corporate company, the startup will generally win that battle.
It's an interesting strategy to watch. Crafting your employment brand messaging is an important tactic for every company, not just GE. Maybe companies like Amazon need a campaign like this too considering the recent negative press they have recently received.
Employers need to do more to tell their own story and set themselves apart from the competition. Commercials, social media and even these Job Stories can do just that.