Dan Stuart [email_address] April 24, 2008 Employer Brand Building 2.0 From Linear Communication to Dialogue ...and Beyond

Bayt Credentials - The Middle East’s #1 Job Site Credentials

2+ jobs in last 5 years: 71 % of people Average time at one job: 2.25 years Will consider changing company in next year: 32 % Will consider changing industry in next year: 44 % Employee Engagement - Key Data The Data Highly mobile workforce Internal movement is creating salary pressures

2+ jobs in last 5 years: 71 % of people

Average time at one job: 2.25 years

Will consider changing company in next year: 32 %

Will consider changing industry in next year: 44 %

Highly mobile workforce

Internal movement is creating salary pressures

Engagement is about more than pay With differences between Nationalities, there is no one-size-fits-all approach to retention and engagement… … a strong Employer Brand – built from honest dialogue – is an important ingredient in the ability to attract , engage and retain top talent Conclusions As Beginnings The Data

Engagement is about more than pay

With differences between Nationalities, there is no one-size-fits-all approach to retention and engagement…

… a strong Employer Brand – built from honest dialogue – is an important ingredient in the ability to attract , engage and retain top talent

EB Building Cycle EB 1.0

EB Building Cycle EB 1.0 ask Survey current employees EB/image research What are the perceptions of potential employees? Why are people proud to say “I work here”? Why do highly specialized employees choose you? What is unique about you?

ask

Survey current employees

EB/image research

What are the perceptions of potential employees?

Why are people proud to say “I work here”?

Why do highly specialized employees choose you?

What is unique about you?

EB Building Cycle EB 1.0 listen Listen to every word that people say Be open and welcome the information Resist the urge to consider your “uniqueness” before you have finished listening Silence your collective internal Voice of Judgment (VOJ)

listen

Listen to every word that people say

Be open and welcome the information

Resist the urge to consider your “uniqueness” before you have finished listening

Silence your collective internal Voice of Judgment (VOJ)

EB Building Cycle EB 1.0 agree Current state EB done by top management Align the EB and the product brand: share the same core message but with different areas of emphasis Separate misconceptions from issues Assert: “we’re this kind of company, and we’ll appeal to people like you – but not everyone will fit in here” What are your 10 reasons?

agree

Current state EB done by top management

Align the EB and the product brand: share the same core message but with different areas of emphasis

Separate misconceptions from issues

Assert: “we’re this kind of company, and we’ll appeal to people like you – but not everyone will fit in here”

What are your 10 reasons?

EB Building Cycle EB 1.0 plan Create a media plan Consistency is key Consider your target audience Craft message and consider media Truthful, believable, attractive, honest Create a feel-good factor Create and spread an internal buzz that grows outward

plan

Create a media plan

Consistency is key

Consider your target audience

Craft message and consider media

Truthful, believable, attractive, honest

Create a feel-good factor

Create and spread an internal buzz that grows outward

EB Building Cycle EB 1.0 communicate Advertising Office environment Recruitment fairs Internal communications Hirings and firings Websites Brochures Posters … but test it in-house first for “buzz” and consistency

communicate

Advertising

Office environment

Recruitment fairs

Internal communications

Hirings and firings

Websites

Brochures

Posters

… but test it in-house first for “buzz” and consistency

EB Disruptor EB 2.0 dialogue

EB Disruptor EB 2.0 dialogue dialogue How do we create this dialogue?

dialogue

How do we create this dialogue?

Powerful Career Site  personalization Career site EB = technology + current staff Technology RSS FAQs sections where candidates can ask questions, and get real answers Blogs Podcasts Vodcasts /video Articles Dialogue and Social Strategy - corporate career site EB 2.0

Powerful Career Site  personalization

Career site EB = technology + current staff

Technology

RSS

FAQs sections where candidates can ask questions, and get real answers

Blogs

Podcasts

Vodcasts /video

Articles

Current Staff make them evangelists employee-generated content that shows the real soul of the company Include “day-in-the-life” stories and profile pages Use photo, video, audio sharing sites to help those stories come to life. … provide a window into the “employee-experience” Dialogue and Social Strategy - messengers EB 2.0

Current Staff

make them evangelists

employee-generated content that shows the real soul of the company

Include “day-in-the-life” stories and profile pages

Use photo, video, audio sharing sites to help those stories come to life.

… provide a window into the “employee-experience”

EB 2.0 Job postings Employer Brand must be spread to the widest audience through the most visible jobseeker channels Banner advertisements With modern targeting technology, you can spread your message: Broadly to an audience for maximum WOM Discerningly to a targeted audience Dialogue and Social Strategy - messengers

Job postings

Employer Brand must be spread to the widest audience through the most visible jobseeker channels

Banner advertisements

With modern targeting technology, you can spread your message:

Broadly to an audience for maximum WOM

Discerningly to a targeted audience

Web 2.0 Technologies  dialogue and observed interaction People have more persuasive avenues to experience your brand message and culture (+career website) Blogs Video / photo share sites Opinions websites Forums Chat rooms Social networking sites wikis Dialogue and Social Strategy - Social Media EB 2.0

Web 2.0 Technologies  dialogue and observed interaction

People have more persuasive avenues to experience your brand message and culture (+career website)

Blogs

Video / photo share sites

Opinions websites

Forums

Chat rooms

Social networking sites

wikis

Web 2.0 Technologies  communicating, not advertising Social Media: window into what it is like to work for your organization Validation against marketing messages: a feeling of trust and genuine interest credibility and ultimately, loyalty … candidates EXPECT to be able to find out what it is really like to work for a company, and they respect the companies that enable that process. Dialogue and Social Strategy - Social Media EB 2.0

Web 2.0 Technologies  communicating, not advertising

Social Media: window into what it is like to work for your organization

Validation against marketing messages:

a feeling of trust and genuine interest

credibility

and ultimately, loyalty

… candidates EXPECT to be able to find out what it is really like to work for a company, and they respect the companies that enable that process.

EB 2.0 Dialogue and Social Strategy – speak their language

Recruiting and Retention Deloitte hosted an employee film festival , in which employees submitted creative videos articulating the company’s values and culture EB 2.0 Dialogue and Social Strategy - staff-generated content

Recruiting and Retention

Deloitte hosted an employee film festival , in which employees submitted creative videos articulating the company’s values and culture

Dialogue and Social Strategy – virtual job fairs EB 2.0

EB 2.0 Dialogue and Social Strategy – virtual job fairs

Dialogue and Social Strategy - participation EB 2.0

Dialogue and Social Strategy - staff-generated content EB 2.0

Web 2.0 Technologies  authenticity, collaboration, participation incorporate real “first-hand” stories into your career website and social networking groups Encourage all employees to seek out potential hires and build relationships within online communities employee engagement in social media will produce far greater benefit than risk , particularly when it is managed strategically . Dialogue and Social Strategy - Social Media Conclusion

Web 2.0 Technologies  authenticity, collaboration, participation

incorporate real “first-hand” stories into your career website and social networking groups

Encourage all employees to seek out potential hires and build relationships within online communities

employee engagement in social media will produce far greater benefit than risk , particularly when it is managed strategically .

Removing the faults in a stage-coach may produce a prefect stage-coach, but it is unlikely to produce the first motor car. - Edward de Bono Shifting Paradigm Conclusion

Removing the faults in a stage-coach may produce a prefect stage-coach, but it is unlikely to produce the first motor car.

- Edward de Bono

Dan Stuart [email_address]

Dan Stuart

[email_address]