Reckitt Benckiser looks to tap business graduates with Brand Me

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RBReckitt Benckiser (RB), which has been predominantly into the category of health, hygiene and home, has come up with an entirely unique offering – Brand Me. Brand Me is a social media experience aimed at helping graduates and students build a profile, just like marketers build brands. The Brand Me experience will be available on iPhone, iPad and on Android on DATE.

Reckitt Benckiser is planning to use the Brand Me initiative not just as a guiding tool, but also to target students and graduates of business management early in their careers in FMCG, HR or marketing. One aspect of Brand Me focuses on making the youth understand the RB culture and also to draw a line between good and embarrassing profiles. Brand Me is not exactly a consumer centric marketing activity, but an initiative by RB to build up its culture even before one decides to join the company as her/ his career launch pad. The initiative claims to help people be seen by others the way they want to be seen and is packed with entertainment, advice and video content from RB brand experts.

Dr Tomas Chamorro-Premuzic, Professor of Business Psychology at University College London and star of BBC Three’s ‘Year of Making Love’ experiment, has helped develop the online programme. Through branding tips and his psychological business insight, participants will not only pick up valuable hints on how to sell themselves effectively, but also collect points and badges, which will lead to the opportunity to win career-enhancing prizes.

Elaborating on Brand Me’s usage Dr Chamorro-Premuzic said, “This will help people consider the important steps for successful branding through self-application. Brand building requires dedication, continued learning and monitoring, so rather than a one-off experience, Brand Me encourages participants to revisit the portal each week to complete tasks that will help build their personal brand effectively so that they can create a good impression in the fierce career marketplace.”

As far as corporates that are preferred as career choices are concerned, Hindustan Unilever has been the most desired FMCG company, according to Insideiim.com.

Now, with Brand Me, Reckitt Benckiser is looking at emerging as a preferred career option for the best of MBA graduates in the country. As shared by Andraea Dawson-Shepherd, SVP – Global Corporate Communication and Affairs, Reckitt Benckiser, “Brand Me shows how Reckitt Benckiser likes to do things differently – living up to our findings that we a company of Game Changers, always pushing the boundaries of what’s possible. Having expert advice on how to create a personal brand from some of the world’s best marketers, Brand Me will offer young professionals a real edge when it comes to career success and finding a culture they’re best suited to. We hope Brand Me will showcase Reckitt Benckiser to those people who share our values and give valuable insight into what it takes to make it here.”

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