0
finn    11/        06/seminar 2012                     Kristien vermoesen                     Managing Partner            ...
finnintrorules of the gameplaying the gamesocial employer brandingtips & tricks, cases
finnemployer branding “social”john cleese isthe inventor ofemployer brandingor something close enough to it...
finnemployer branding “social”1990’s:> Backstreet boys> employer branding
finnintrorules of the gameplaying the gamesocial employer brandingtips & tricks, cases
finnemployer branding “social”EMPLOYEES WANT 2 THINGS1. attractiveness2. accuracy.
finnemployer branding 101attractiveness =awarenessdifferentiationresonance &relevance
finnemployer branding “social”that’s like b2c marketing! easy!the catch is the “accuracy” part
finnemployer branding “social”#1 you can hideorganizationalchaos fromcustomersnot from employees
finnemployer branding “social”employer marketing is a contract withprospective employees. Honour it, or losethe “customer”.
finnemployer branding “social”put differently: you can’t impose it topdown“The employer brand is deeply rooted inthe cultu...
finnemployer branding “social”#2“accuracy” is not enough, you must alsobe perceived to be accurate
finnemployer branding “social”consultants:“if we compareourselves to acar? oh, I’d sayaudi or bmw”
finnemployer branding “social”“ah, yes:typicalconsultants”
finnintrorules of the gameplaying the gamesocial employer brandingtips & tricks, cases
finnemployer branding “social”1. research inside (qualitative itvs)2. research outside (interviews)3. LOOK for inconsisten...
finnemployer branding “social”the most valuableinsightswillprobably    hurt abit                       photo: Thomas Fano,...
finnemployer branding “social”these hard won insights might even serveas pr opportunities, because they showyou where you ...
finnemployer branding “social”know who youare//know whoyou want//involve keyplayers//befriendly//goback to basics(shawn ke...
finnintrorules of the gameplaying the gamesocial employer brandingtips & tricks, cases
finnemployer branding “social”obligatory picture
finnemployer branding “social”
finnemployer branding “social”it’s not about channels“how many, which ones, why this, why									 “not that, this is new
finnemployer branding “social”what’s the goal?
finnemployer branding “social”           con version
finnemployer branding “social”in employer branding= talent = talent pool = resumés = Listbuilding = crm
finnemployer branding “social”
finnemployer branding “social”3 sustainable strategies:aggregation/curationlight content + aggregation/curationdeep conten...
finnemployer branding “social”employer branding = cultureaggregation & curation alone won’t cutit. You’ll need original co...
finnemployer branding “social”relevant content for targetdemographic.career advicemanagement issuessector trendscompany in...
finnemployer branding “social”“how to plan a career in engineering”“how to manage an international team”“how to transition...
finnemployer branding “social”“show, don’t tell”let employees tell about their projects,ambitions, cases...(they know more...
finnemployer branding “social”jan de nul:“durvers &doeners”book++++video++website
finnemployer branding “social”think beyond just textyoutube videoslideshare/issuu presentationFacebook app or gametwitter:...
finnemployer branding “social”       porosity
finnemployer branding “social”listen, respond, share, reward,measure
finnemployer branding “social”online citizenship is about:■■   values■■   emotion■■   sharing■■   relevancebut also:■■   s...
finnemployer branding “social”don’t expect•	 massive response•	 massive engagement(most people already have employers)lurk...
finnintrorules of the gameplaying the gamesocial employer brandingtips & tricks, cases
finnemployer branding “social”show, don’t tell
finnemployer branding “social”you don’t have to spend a lot of money.offer something of value to potentialrecruits. Value ...
finnemployer branding “social”
finnemployer branding “social”integrate Employer branding in other pr,social, marketing initiatives
finnemployer branding “social”atlas copco2011twitter++“pointofsale”++facebookpress+++
finnemployer branding “social”include top management. Would yourather work for
finnemployer branding “social”this boss?
finnemployer branding “social”or this boss?
finnemployer branding “social”research by Finn suggests that ceo’sproject a very hard “all business nosmiles” image in the...
finnemployer branding “social”be relevant
finnemployer branding “social”
finnemployer branding “social”ask your employees what they like aboutyou (testimonials work!)
finnemployer branding “social”
finnemployer branding “social”experiment & have fun
finnemployer branding “social”projectiveoffsite2011+++tumblr++video++qrcode++book++photo
finnabout us
finnemployer branding “social”pr | social | communication | branding
finndid you enjoy this presentation?tell someone else about us. CLICK HERE TO TWEET ABOUT THIS WEBINAR!and of course, foll...
SOCIAL MEDIA@WORK10 spelregelsJan Hofkens, Advocaat – vennoot
Seminar Lydian-FINN: Social Media & HR
Seminar Lydian-FINN: Social Media & HR
Seminar Lydian-FINN: Social Media & HR
Seminar Lydian-FINN: Social Media & HR
Seminar Lydian-FINN: Social Media & HR
Seminar Lydian-FINN: Social Media & HR
Seminar Lydian-FINN: Social Media & HR
Seminar Lydian-FINN: Social Media & HR
Seminar Lydian-FINN: Social Media & HR
Seminar Lydian-FINN: Social Media & HR
Seminar Lydian-FINN: Social Media & HR
Seminar Lydian-FINN: Social Media & HR
Seminar Lydian-FINN: Social Media & HR
Seminar Lydian-FINN: Social Media & HR
Seminar Lydian-FINN: Social Media & HR
Seminar Lydian-FINN: Social Media & HR
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Seminar Lydian-FINN: Social Media & HR

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Transcript of "Seminar Lydian-FINN: Social Media & HR"

  1. 1. finn 11/ 06/seminar 2012 Kristien vermoesen Managing Partner FINN Public Relations www.finn.be kristien.vermoesen@finn.be Twitter: @kris10vermoesen FB: facebook.com/FINNPRsocial media andthe employer brand
  2. 2. finnintrorules of the gameplaying the gamesocial employer brandingtips & tricks, cases
  3. 3. finnemployer branding “social”john cleese isthe inventor ofemployer brandingor something close enough to it...
  4. 4. finnemployer branding “social”1990’s:> Backstreet boys> employer branding
  5. 5. finnintrorules of the gameplaying the gamesocial employer brandingtips & tricks, cases
  6. 6. finnemployer branding “social”EMPLOYEES WANT 2 THINGS1. attractiveness2. accuracy.
  7. 7. finnemployer branding 101attractiveness =awarenessdifferentiationresonance &relevance
  8. 8. finnemployer branding “social”that’s like b2c marketing! easy!the catch is the “accuracy” part
  9. 9. finnemployer branding “social”#1 you can hideorganizationalchaos fromcustomersnot from employees
  10. 10. finnemployer branding “social”employer marketing is a contract withprospective employees. Honour it, or losethe “customer”.
  11. 11. finnemployer branding “social”put differently: you can’t impose it topdown“The employer brand is deeply rooted inthe culture and behaviour of the manydifferent types of people to be foundwithin any organisation” (Mosley)
  12. 12. finnemployer branding “social”#2“accuracy” is not enough, you must alsobe perceived to be accurate
  13. 13. finnemployer branding “social”consultants:“if we compareourselves to acar? oh, I’d sayaudi or bmw”
  14. 14. finnemployer branding “social”“ah, yes:typicalconsultants”
  15. 15. finnintrorules of the gameplaying the gamesocial employer brandingtips & tricks, cases
  16. 16. finnemployer branding “social”1. research inside (qualitative itvs)2. research outside (interviews)3. LOOK for inconsistencies4. differentiation5. recruitment value proposition6. communication
  17. 17. finnemployer branding “social”the most valuableinsightswillprobably hurt abit photo: Thomas Fano, used under creative commons licence
  18. 18. finnemployer branding “social”these hard won insights might even serveas pr opportunities, because they showyou where you are different from therest of your sector.
  19. 19. finnemployer branding “social”know who youare//know whoyou want//involve keyplayers//befriendly//goback to basics(shawn kessler, zero in recruitment: “how your midsize hospital can compete for the bestphysicians”)
  20. 20. finnintrorules of the gameplaying the gamesocial employer brandingtips & tricks, cases
  21. 21. finnemployer branding “social”obligatory picture
  22. 22. finnemployer branding “social”
  23. 23. finnemployer branding “social”it’s not about channels“how many, which ones, why this, why “not that, this is new
  24. 24. finnemployer branding “social”what’s the goal?
  25. 25. finnemployer branding “social” con version
  26. 26. finnemployer branding “social”in employer branding= talent = talent pool = resumés = Listbuilding = crm
  27. 27. finnemployer branding “social”
  28. 28. finnemployer branding “social”3 sustainable strategies:aggregation/curationlight content + aggregation/curationdeep content + aggregation /curation
  29. 29. finnemployer branding “social”employer branding = cultureaggregation & curation alone won’t cutit. You’ll need original content.
  30. 30. finnemployer branding “social”relevant content for targetdemographic.career advicemanagement issuessector trendscompany initiatives
  31. 31. finnemployer branding “social”“how to plan a career in engineering”“how to manage an international team”“how to transition from a sales positionto management”“how to manage teams in differentlocations”...
  32. 32. finnemployer branding “social”“show, don’t tell”let employees tell about their projects,ambitions, cases...(they know more about what will appealto the targe demographic than you)
  33. 33. finnemployer branding “social”jan de nul:“durvers &doeners”book++++video++website
  34. 34. finnemployer branding “social”think beyond just textyoutube videoslideshare/issuu presentationFacebook app or gametwitter: retweet actions, etc
  35. 35. finnemployer branding “social” porosity
  36. 36. finnemployer branding “social”listen, respond, share, reward,measure
  37. 37. finnemployer branding “social”online citizenship is about:■■ values■■ emotion■■ sharing■■ relevancebut also:■■ status & ego: “me”
  38. 38. finnemployer branding “social”don’t expect• massive response• massive engagement(most people already have employers)lurking is fine, as long as your list growsand your job openings are filled withquality employees
  39. 39. finnintrorules of the gameplaying the gamesocial employer brandingtips & tricks, cases
  40. 40. finnemployer branding “social”show, don’t tell
  41. 41. finnemployer branding “social”you don’t have to spend a lot of money.offer something of value to potentialrecruits. Value = contacts, insights,....
  42. 42. finnemployer branding “social”
  43. 43. finnemployer branding “social”integrate Employer branding in other pr,social, marketing initiatives
  44. 44. finnemployer branding “social”atlas copco2011twitter++“pointofsale”++facebookpress+++
  45. 45. finnemployer branding “social”include top management. Would yourather work for
  46. 46. finnemployer branding “social”this boss?
  47. 47. finnemployer branding “social”or this boss?
  48. 48. finnemployer branding “social”research by Finn suggests that ceo’sproject a very hard “all business nosmiles” image in their dealings with thepress.finn/auxipress: “ceo media ranking”, 2011
  49. 49. finnemployer branding “social”be relevant
  50. 50. finnemployer branding “social”
  51. 51. finnemployer branding “social”ask your employees what they like aboutyou (testimonials work!)
  52. 52. finnemployer branding “social”
  53. 53. finnemployer branding “social”experiment & have fun
  54. 54. finnemployer branding “social”projectiveoffsite2011+++tumblr++video++qrcode++book++photo
  55. 55. finnabout us
  56. 56. finnemployer branding “social”pr | social | communication | branding
  57. 57. finndid you enjoy this presentation?tell someone else about us. CLICK HERE TO TWEET ABOUT THIS WEBINAR!and of course, follow FINN on Facebook for exclusive content!kristien.vermoesen@finn.beTwitter: @kris10vermoesenRSSfeed: http://www.finn.be/finn.rss
  58. 58. SOCIAL MEDIA@WORK10 spelregelsJan Hofkens, Advocaat – vennoot
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