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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
  • Transcript

    • 1. Workplace Culture: A Talent Management Strategy
      Leveraging Social Media to Create a Top Employer Brand and Attract Key Talent
    • 2. 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)
    • 3. Corporate vs. Employer branding
      Corporate Branding: Audience:
      Prospects
      Clients
      Partners
      Investors
      Media
      Other
      Employer Branding: Audience
      Current employees
      Future employees
      Media
      Other
    • 4. 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
    • 5. 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
    • 6. 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?)
    • 7. 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?
    • 8. 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
    • 9. 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?
    • 10. 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?
    • 11. 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
    • 12. 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
    • 13. 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
    • 14. Career Website (Altum Inc.)
    • 15. Advertisements (WestJet)
    • 16. 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
    • 17. 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
    • 18. Build a community
    • 19. Tap into social networks
    • 20. Build a corporate blog
    • 21. Encourage unmonitored blogging
    • 22. 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
    • 23. 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)

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