Killer Brand Webinar How to Use Killer Brand Principles to Recruit and Retain Star Prospects February 4, 2009 www.FrankLaneLtd.com © 2009 FrankLane Ltd. All rights reserved.

What? What Does Marketing and Branding Have to do With Recruiting Star Prospects? © 2008 FrankLane Ltd. All rights reserved.

What Does Marketing and Branding

Have to do With Recruiting Star Prospects?

Human Resources Is Marketing Every one of you in the audience today is really in the marketing department: When it comes to recruiting When it comes to hiring When it comes to retaining © 2008 FrankLane Ltd. All rights reserved.

Every one of you in the audience today is really in the marketing department:

When it comes to recruiting

When it comes to hiring

When it comes to retaining

People Are Critical “Business is not about making money. Business is about getting and keeping customers.” - Dr. Ted Leavitt, Harvard University “The dollars and cents of business is merely a financial record of how well you get and keep customers.” - Frank Lane, Killer Brand author © 2008 FrankLane Ltd. All rights reserved.

“Business is not about making money. Business is about getting and keeping customers.”

- Dr. Ted Leavitt, Harvard University

“The dollars and cents of business is merely a financial record of how well you get and keep customers.”

- Frank Lane, Killer Brand author

Great People Are Critical “ That financial record of how well you get and keep customers will be a direct result of the people in your organization, a direct result of how well you (in the audience today) attract and keep great employees.” Without the people, there will be no numbers Without great people, there will never be great numbers © 2008 FrankLane Ltd. All rights reserved.

“ That financial record of how well you get and keep customers will be a direct result of the people in your organization, a direct result of how well you (in the audience today) attract and keep great employees.”

Without the people, there will be no numbers

Without great people, there will never be great numbers

Example of People Impact Neutrogena 1951: Company founded. Neutrogena 1981: Market Value $15 million Priorities: PEOPLE. Put the right people in the right jobs. STRATEGY. Get the right people doing the right things. NUMBERS. Worry about the numbers if we have to. Neutrogena 1984: Market value $ 82 million Neutrogena 1994: Market value $ 924 million. © 2008 FrankLane Ltd. All rights reserved.

Neutrogena 1951: Company founded.

Neutrogena 1981: Market Value $15 million

Priorities:

PEOPLE. Put the right people in the right jobs.

STRATEGY. Get the right people doing the right things.

NUMBERS. Worry about the numbers if we have to.

Neutrogena 1984: Market value $ 82 million

Neutrogena 1994: Market value $ 924 million.

How Important Are You? I hope this opening and the Neutrogena example establishes that finding the right people can literally change the outlook of a company. In fact, finding the right people is the most under-rated corporate skill of all. Now let’s talk about what Killer Branding is and how it helps the right people find you to make your job of finding them easier. © 2008 FrankLane Ltd. All rights reserved.

I hope this opening and the Neutrogena example establishes that finding the right people can literally change the outlook of a company. In fact, finding the right people is the most under-rated corporate skill of all.

Now let’s talk about what Killer Branding is and how it helps the right people find you to make your job of finding them easier.

A Killer Brand A Killer Brand exists when an entity derives a disproportionate amount of choice in any category because of a compelling and differentiated expectation that comes to be associated with its name. © 2008 FrankLane Ltd. All rights reserved.

A Killer Brand exists when an entity derives a disproportionate amount of choice in any category because of a compelling and differentiated expectation that comes to be associated with its name.

Brand Attraction In a recent study of 3100 college students, well known brands were chosen as the best potential employers and places to work. © 2098 FrankLane Ltd. All rights reserved.

In a recent study of 3100 college students,

well known brands were chosen

as the best potential employers

and places to work.

Killer Branding All marketplaces work on two principles: Choice Expectation All Killer Brands work on three principles: Focus Alignment Linkage © 2008 FrankLane Ltd. All rights reserved.

All marketplaces work on two principles:

Choice

Expectation

All Killer Brands work on three principles:

Focus

Alignment

Linkage

Marketplace Principles All marketplaces, including the job market, work on two principles: Choice Expectation Difference in Degree Difference in Kind © 2008 FrankLane Ltd. All rights reserved.

All marketplaces, including the job market, work on two principles:

Choice

Expectation

Difference in Degree

Difference in Kind

Killer Brand Principles All Killer Brands, including companies, disciplines, and employment programs, are built on three principles: Focus Alignment Linkage © 2008 FrankLane Ltd. All rights reserved.

All Killer Brands, including companies, disciplines, and employment programs, are built on three principles:

Focus

Alignment

Linkage

The Principle of Focus Focus is vitally important for anything to emerge as a true Killer Brand. Focus on an expectation that is: Compelling Differentiated Sustainable © 2008 FrankLane Ltd. All rights reserved.

Focus is vitally important for anything to emerge as a true Killer Brand. Focus on an expectation that is:

Compelling

Differentiated

Sustainable

The Power of Expectation In the absence of compelling expectation, choice will be driven by price. In the case of recruiting, in the absence of compelling expectation, choice will be driven by salary and bonus. When it comes to the best, you might as well be bidding in an auction. © 2098 FrankLane Ltd. All rights reserved.

In the absence of compelling expectation, choice will be driven by price.

In the case of recruiting, in the absence of compelling expectation, choice will be driven by salary and bonus. When it comes to the best, you might as well be bidding in an auction.

The Principle of Alignment Alignment is vitally important for anything to emerge as a true Killer Brand. Alignment facilitates: Clarity of understanding Precision of expectation Consistency of delivery. © 2008 FrankLane Ltd. All rights reserved.

Alignment is vitally important for anything to emerge as a true Killer Brand. Alignment facilitates:

Clarity of understanding

Precision of expectation

Consistency of delivery.

The Principle of Linkage Linkage insures that your brand expectation is associated with your brand, and not with some other brand. Linkage leads to: Top of mind awareness Accurate association Pervasive memory © 2008 FrankLane Ltd. All rights reserved.

Linkage insures that your brand expectation is associated with your brand, and not with some other brand. Linkage leads to:

Top of mind awareness

Accurate association

Pervasive memory

Examples of Focus Two recruiting examples of creating a differentiated “branded” expectation that led to increased success: Procter & Gamble’s Top Man program The Epson Inventor Program © 2008 FrankLane Ltd. All rights reserved.

Two recruiting examples of creating a differentiated “branded” expectation that led to increased success:

Procter & Gamble’s Top Man program

The Epson Inventor Program

Examples of Alignment Two recruiting examples from companies that differentiated themselves by differentiating their employee base: ICG Commerce “relentless improvement” BDS Marketing “infectious enthusiasm” © 2008 FrankLane Ltd. All rights reserved.

Two recruiting examples from companies that differentiated themselves by differentiating their employee base:

ICG Commerce “relentless improvement”

BDS Marketing “infectious enthusiasm”

Examples of Linkage Two recruiting examples from companies who successfully linked differentiated recruiting to finding better employees. Disney World’s “Casting” department The General Electric College Bowl © 2008 FrankLane Ltd. All rights reserved.

Two recruiting examples from companies who successfully linked differentiated recruiting to finding better employees.

Disney World’s “Casting” department

The General Electric College Bowl

Summary Better employees lead to better business results. Better employees choose companies based on their expectations of the company and the job. Compelling, differentiated expectations lead to choice on your behalf. Establishing your company and becoming known for a compelling and differentiated expectation conforms to the same principles as does Killer Branding. © 2008 FrankLane Ltd. All rights reserved.

Better employees lead to better business results.

Better employees choose companies based on their expectations of the company and the job.

Compelling, differentiated expectations lead to choice on your behalf.

Establishing your company and becoming known for a compelling and differentiated expectation conforms to the same principles as does Killer Branding.