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.

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
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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’.