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Employer brand & social media

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  • Many channels – which ones are the right ones? Which ones will reach your intended audience most effectively and motivate (some of) them to take action

Employer brand & social media Employer brand & social media Presentation Transcript

  • Workplace Culture: A Talent Management Strategy
    Leveraging Social Media to Create a Top Employer Brand and Attract Key Talent
  • What is a brand?
    Corporate brand=
    What your company stands for; its “mission in action”
    Its promise to customers about the experience of doing business with your company
    The perception your company wants to create in the minds (and hearts) of its customers, employees, and other stakeholders
    Employer brand =
    The general perception that your company is “a great place to work” (for any number of reasons)
  • Corporate vs. Employer branding
    Corporate Branding: Audience:
    Prospects
    Clients
    Partners
    Investors
    Media
    Other
    Employer Branding: Audience
    Current employees
    Future employees
    Media
    Other
  • Employer Branding
    Focuses on recruitment, retention, and employee engagement initiatives
    Goal: to enhance a positive perception in the minds of current employees and key external stakeholders (active and passive candidates, media)
    Employer Branding is a targeted, coordinated, long-term strategy. An ongoing process – not a quick fix
  • How important is it?
    A strong, clear, and engaging employer brand:
    Attracts top talent to your company
    Ensures high employee retention
    Enables high employee engagement scores
    A weak brand, or no brand:
    Contributes to growing employee disengagement
    Negatively impacts employee motivation
    Creates high(er than average) staff turnover
    Your company’s strength = the strength of its team
  • Do it well – or not at all
    Strategy:
    What do you hope to achieve?
    How will you measure success?
    Relevancy:
    Are you reaching the right audience?
    Story:
    What stories illustrate and give meaning to who you are and what you do? (And why would anyone care?)
  • How are you doing now?
    How does your current employer brand experience measure up?
    Imagine yourself outside of the company …
    Do you hear about the company on social networking sites? Is there a FB page? A LinkedIn page?
    Does your company get (favourably) mentioned in blogs? Can you use hashtags to find your company?
    Would you follow someone in your company on Twitter?
    If you didn’t know your company, how would it make you feel? Depressed? Motivated? Disappointed?
  • Strategy
    Start with objectives:
    Build awareness?
    Recruitment?
    Retention?
    Making it easy to find your vacancies?
    Improving ways for talent to interact with you?
    Each objective requires a focused approach and possibly different tactics; determine up-front how you will measure success
  • Relevancy
    Does your employer brand catch the attention of desirable top talent, and does it move them to action?
    Does it help you connect to and with potential talent – the right kind of talent?
    Does it motivate your current staff to perform at a high level, and share their stories with the world?
  • Brand Story
    Every company has a story – a history. Not the elevator pitch, but the story of the people in the company, who they are, what they do, and – most importantly – why it matters
    What is the culture?
    What attracts people, and makes them want to stay?
    What great things are you all doing?
  • Let’s focus on the story…
    It needs the 3 C’s:
    Clarity
    Consistency
    Character
    To engage your prospective candidates – even the ones that aren’t looking for a new job – your company needs to:
    Create a connection at every single touch point, for sure, but beyond that:
    Pro-actively engage with the kind of people you’d like to attract – where they meet and congregate and share
  • Publish a blog
    Publish your own Web pages
    Upload video you created
    Upload audio/music you created
    Write articles or stories and post them
    Creators
    Post ratings/reviews of products/services
    Comment on someone else’s blog
    Contribute to online forums
    Contribute to/edit articles in a wiki
    Critics
    Use RSS feeds
    Add “tags” to Web pages or photos
    “Vote” for Web sites online
    Collectors
    Maintain profile on a social networking site
    Visit social networking sites
    Joiners
    Read blogs
    Watch video from other users
    Listen to podcasts
    Read online forums
    Read customer ratings/reviews
    Spectators
    None of the above
    Inactives
    The Social Technographics Scale
    ©2008 Forrester Research / Josh Bernoff, co-author of Groundswell
  • Communication channels:
    Passive / Traditional
    Careers website or section: with info on the culture, the benefits of working here, stories about interesting projects, testimonials from employees
    Advertisements (news print, TV, job postings in niche publications)
    Active
    Create public recognition “50 Best Places to Work”
    Encourage staff to submit their work products in competitions (eg. professional associations, media awards)
    Build a community, have a conversation, outreach
    Tap into social networks
    Encourageblogging about the company and what it’s like to work there
  • Career Website (Altum Inc.)
  • Advertisements (WestJet)
  • Public Recognition
    Mindfield Group (Mindfield RPO Group Inc.)
    2009 Rank: 8 Chief Executive(s): Cameron Laker
    Stock Ticker: Head Office: Vancouver, BC
    Website: www.mindfieldgroup.com
    Type of Business: Outsourced staffing services for retailers
    Company Profile: Growth (%): 1,697
    http://list.canadianbusiness.com/rankings/hot50/2009/DisplayProfile.aspx?profile=8
    Other types of accolades:
    :
    http://vancity.com
  • Professional competitions
    Microsoft Visual Studio Tips: 251 Ways to Improve Your ProductivityAward: Merit (2010)STC Community: Puget SoundCategory: Books
    About the Author
    Sara Ford worked [at Microsoft] as a Software Design Engineer in Testing on the Visual Studio Core Team for five years and across three product cycles. She has had the unusual experience of learning and testing every feature of the Visual Studio IDE.
    In 2007, Sara began a daily blog, which fast became the most-frequented Microsoft Web site:Visual Studio Tip of the Day
  • Build a community
  • Tap into social networks
  • Build a corporate blog
  • Encourage unmonitored blogging
  • Wrap-up and summary
    Traditional methods of raising awareness for your company’s employer brand are no longer ‘good enough’
    Today’s tech-savvy employees – Gen Y – need to be courted on their turf – or they won’t be interested
    If you get the good stories out there, the best and the brightest candidates will want to be a part of those stories; and it turns your current employees into net-promotors of your employer brand
  • Lastly…
    Find the slide deck:
    On www.slideshare.net
    Tag: #Lavacon
    Find the presenter:
    echamer@hamer-associates.ca
    604-317-2234 (Vancouver, BC)
    617-440-3311 (Somerville, MA)