Brand Communication Strategies for Fund Managers
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This document discusses brand communication strategies for fund managers. It notes that fund managers must strike a balance in their communication by showcasing their work culture and thought leadership while avoiding being perceived as indiscreet. Employer branding attributes should be identified and how well the organization delivers on those attributes. A case study of Renaissance Technologies is provided as an example of a firm that acquires and retains top talent by emphasizing employee benefits. Overall, the conclusion is that fund managers can optimize communication to acquire talent while maintaining industry standards of discretion.
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Brand Communication Strategies for Fund Managers
- 1. 1 Brand Communication for Fund Managers John Prince, DreamFire Interactive john@dreamfire.in
- 2. 2 Objectives and Target Groups for a Fund Manager Talent Acquisition, Employer Branding • Prospective Employees Corporate Branding, Investor Relations • Investors • General Public • Media 1 2
- 3. 3 Striking a balance with communication. It is OK to showcase • company work culture • thought leadership While it is NOT OK to be perceived as ‘indiscreet’. successful fund managers carefully balance the exposure to maximize benefits
- 4. 4 Employer Branding Attributes importance delivery distribution of relative importance of the attributes vs degree to which the employees feel that they are actually delivered.
- 5. 5 Brand Positioning - Case Study Renaissance Technologies www.rentec.com Disclaimer: Renaissance Technologies trademark is owned by Renaissance Technologies LLC. This case study merely identifies the primary perceived attributes of the brand. A team of scientists and mathematicians creating proprietary trading models for superior alpha. Source: corporate website Exceptionally gifted people join the company primarily because of the ‘employee benefits’ Source: TED interview with its founder Jim Simons https://www.ted.com/talks/jim_simons_a_rare_interview_with_the_mathematician_who_cracked_wall_street Success of the firm was attributed to its ability to acquire and retain the best talent.
- 6. 6 Conclusion Fund managers can successfully optimize their employer and investor communication to benefit from improved capability to acquire talent while retaining the industry requirement for being ‘discreet’.