Here’s a list of insightful books and films recommended by Nikolay Kulagin, Employer Brand Manager at Axlebolt. These resources provide inspiration, strategic insights, and creative approaches that can be valuable for employer brand managers looking to strengthen their companies’ employer branding and organizational culture.
1. Abstract: The Art of Design (Netflix)
This documentary series dives into the minds of renowned designers, showcasing their creative processes and the impact of design in various fields, including architecture, illustration, photography, and animation. It’s an inspiring watch for employer brand managers who aim to leverage the visual aspect of branding and appreciate the depth of creativity behind brand identity.
2. Small Giants: Companies That Choose to Be Great Instead of Big — Bo Burlingham
This book highlights companies that consciously choose to remain small in order to focus on quality, culture, and values. Burlingham describes how these companies create unique communities and attract dedicated employees by prioritizing meaningful values over growth at all costs. For employer brand managers, it offers a valuable perspective on setting priorities that build lasting loyalty and integrity in the workplace.
3. The Artist’s Way — Julia Cameron
This guide is dedicated to nurturing creativity through practical exercises and daily rituals. While it’s popular among artists and writers, it’s equally useful for professionals who need a creative approach to problem-solving. Cameron’s techniques can inspire employer brand managers to cultivate a creative work culture that values innovation and personal expression.
4. The Advertising Concept Book — Pete Barry
Focused on the principles of creating memorable advertising campaigns, this book is a practical resource for beginners in marketing. It covers concepts and techniques for creating impactful ideas, with examples of iconic ad campaigns. Employer brand managers can use it to craft creative and precise messages that highlight the unique attributes of their company’s employer brand.
5. The Book of Joy — Dalai Lama and Desmond Tutu
This book features a dialogue between the Dalai Lama and Archbishop Desmond Tutu about joy as an essential part of life. Their philosophies and life stories encourage readers to rethink goals and relationships. For employer brand managers, this is a reminder of the importance of fostering a positive and supportive culture within their teams.
6. The Writer’s Journey — Christopher Vogler
This guide to storytelling describes archetypal characters and the stages of their journeys, applicable across marketing and brand-building efforts. It’s an essential resource for employer brand managers looking to create captivating stories that showcase their company’s values and mission, strengthening the emotional connection with employees and potential candidates.
7. Differentiate or Die: Survival in Our Era of Killer Competition — Jack Trout, Steve Rivkin
This book explores the fundamentals of brand differentiation in highly competitive markets. With case studies of successful companies, it provides tools for establishing a unique market position. Employer brand managers can use this to differentiate their employer brand on the job market, attracting the right talent while avoiding conventional strategies.
These resources equip employer brand managers with the creativity, strategic thinking, and storytelling techniques needed to craft a compelling and authentic employer brand.
8. Where’d You Go, Bernadette (Film)
This captivating film follows the journey of Bernadette Fox, a once-renowned architect who rediscovers her passion for creativity after years of putting her dreams aside. The story highlights the importance of staying true to oneself and pursuing meaningful goals, even amidst life’s challenges. For employer brand managers, this is a powerful reminder to foster an environment where employees feel encouraged to express their individuality, reconnect with their passions, and thrive both personally and professionally.
