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Employer Brand and Social Media

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Employer Brand and Social Media Employer Brand and Social Media Presentation Transcript

  • Employer Brand and Social Media
  • Population distribution 1986 Employer Brand and Social Media November 2010 1
  • Population distribution 2000 Employer Brand and Social Media November 2010 2
  • Population distribution 2025 Employer Brand and Social Media November 2010 3
  • Population distribution 2050 Employer Brand and Social Media November 2010 4
  • Generation Y’s view 65 --45 65 45 44 --33 44 33 32 --12 32 12 Baby Boomers Generation X Generation Y Born 1946-‘65 Born 1966-’77 Born 1978-‘98 Confident ∗ ∗ ∗ Techno-savvy ∗ ∗∗ Team-oriented ∗ ∗ Personal growth ∗ Pragmatic ∗ Globally conscious ∗ Diverse ∗ ∗ Optimistic ∗ ∗ Entrepreneurial ∗ ∗ ∗ Employer Brand and Social Media November 2010 5
  • Social Media demographics 65 --45 65 45 44 --33 44 33 32 --12 32 12 Baby Boomers Generation X Generation Y Born 1946-‘65 Born 1966-’77 Born 1978-‘98 34% 20% 45% 183,600,000 243,000,000 243,000,000 26% 27% 47% 25,480,000 26,460,000 46,060,000 28% 19% 54% 18,760,000 12,730,000 36,180,000 41% 35% 24% 32,800,000 28,000,000 19,200,000 *Google Adplanner through The Bowditch Group Employer Brand and Social Media November 2010 6
  • One brand voice EMPLOYER BRAND CONSUMER BRAND (EVP) (CVP) Committed employees Products and services Reward & Product Reward & Reputation Product Reputation recognition Reputation offering Reputation recognition offering Service Service Leadership Culture Service Service Leadership Culture performance offering performance offering Employer Brand and Social Media November 2010 7
  • Two sides of the same coin Corporate brand Employment brand Employer Brand and Social Media November 2010 8
  • Southwest Airlines EVP ‘The freedom to fly’ ‘The freedom to fly’ Customer Value Proposition Freedom for all Freedom for all How They Connect ‘Freedom begins with me’ ‘Freedom begins with me’ Employee Value Proposition Source: Mitchell, Colin, “Selling The Brand Inside,” Harvard Business Review, January 2002 Employer Brand and Social Media November 2010 9
  • Employer Brand and Social Media November 2010 10
  • What is the value of a brand $1.00 $2.75 Brand premium $1.75 Generic price Branded price • Number and quality of applications • Size and quality of talent pool • Did people want to work for your organisation? • Would your current staff count you as an ‘employer of choice’? Employer Brand and Social Media November 2010 11
  • The opportunity in context 29.8m 61.0m 0.26m 5.4m 17.8m 3.7m 72.9% 5.1m Employer Brand and Social Media November 2010 12 Source: UM Wave 3
  • Social Media revolution 24 hours of video uploaded every minute 200 million blogs and growing 50 million tweets a day 1 billion content shares every day 1 new member every second Employer Brand and Social Media November 2010 13
  • 45% of employers screen Social Media sites Employer Brand and Social Media November 2010 14 source: careerbuilder.com 2009
  • reported they found content on social media that caused them not to hire the candidate Employer Brand and Social Media November 2010 15 source: careerbuilder.com 2009
  • Employer Brand and Social Media November 2010 16
  • Employer Brand and Social Media November 2010 17
  • The sum of all the jobs on Twitter makes it the largest job board in the world. Employer Brand and Social Media November 2010 18
  • Social Media 62% 47.4% read post 29.0% write 77.0% Imagery Blogging No10 watch Sydney* 28.2% Micro No6 Video upload blogging Aus* Podcasting RSS 24.6% 40.2% feed listen Forums Widgets Chat Networks 74% message 21.1% belong Source: UM Wave 3 *Twitter Grader Employer Brand and Social Media November 2010 19
  • Which social media sites does your organisation use? 2008 % 2009 % 1 Linkedin 80% Linkedin 95% 2 Facebook 36% Facebook 58% 3 Jobster 17% Twitter 42% 4 MySpace 13% MySpace 11% 5 Ning 6% Ning 10% 6 Second Life 1% Employer Brand and Social Media November 2010 20
  • What does your organisation use social media for? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% To make new contacts To promote open jobs To headhunt To look for passive candidates Other Source hard to find skills 2008 2009 Source, Jobvites Inc, 2008 and 2009 Employer Brand and Social Media November 2010 21
  • Where’s the money being spent on candidate attraction Likely to spend more in FY10 Likely to spend less in FY10 80 60 70 50 60 40 50 40 30 30 20 20 10 10 0 0 ds ds ia ia te te ed ed si si ar ar s s lM lM bo bo er er e e cia cia b b ar ar Jo Jo So So C C Source, Jobvites Inc, 2009 Employer Brand and Social Media November 2010 22
  • Early adoption Employer Brand and Social Media November 2010 23
  • Standard extended lifecycle Employer Brand and Social Media November 2010 24
  • Employer Brand and Social Media November 2010 25
  • Employer Brand and Social Media November 2010 26
  • Conversation in context Professional Friends Family Employer Brand and Social Media November 2010 27
  • Employer Brand and Social Media November 2010 28
  • Employer Brand and Social Media November 2010 29
  • Employer Brand and Social Media November 2010 30
  • 72.8% of internet users read blogs and globally one new blog is created every second of every day Employer Brand and Social Media November 2010 31
  • Employer Brand and Social Media November 2010 32
  • Employer Brand and Social Media November 2010 33
  • Social Media Engagement strategy Employer Brand and Social Media November 2010 34
  • Social Media engagement model Employer Brand and Social Media November 2010 35
  • Social Media engagement model Employer Brand and Social Media November 2010 36
  • Controlled RECRUITMENT ADVERT Monologue Dialogue SOCIAL MEDIA Employer Brand and Social Media November 2010 37 Uncontrolled
  • • Linkedin has 80 million members globally – A database of 80 million professional/semi professional people • 1.5 million members in Australia alone – Australia’s working population is around 9.5 million people – Linkedin has access to 16% of them • It is a professional network – Networking – Job seeking • New Company Pages update in beta testing Employer Brand and Social Media November 2010 38
  • Employer Brand and Social Media November 2010 39
  • A practical to do list • Every organisation has an employment brand – Are you actively managing yours – Find out what it means and what it stands for – Speak to your recruiter - does your brand help them recruit for you? • Listening to Social Media chatter is risk free – It is a strategic move – It is also ‘look before you leap’ • Define your organisation’s attitude to Social Media risk – Determine a strategic approach based on your listening results • Think about alumni as an entry point Employer Brand and Social Media November 2010 40
  • download from daemontwo.com follow us @daemontwo Employer Brand and Social Media November 2010 41