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Employer Brand Building - Career Site 2.0
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Employer Brand Building - Career Site 2.0

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Employer brand building in the so-called Web 2.0 era entails reaching out to potential candidates with honesty, personalization and engagement. Creating an open career site that is personal and ...

Employer brand building in the so-called Web 2.0 era entails reaching out to potential candidates with honesty, personalization and engagement. Creating an open career site that is personal and engaging must be coupled with a strategic effort to mobilize all staff to speak to potential hires where they spend their time on the internet.

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Employer Brand Building - Career Site 2.0 Employer Brand Building - Career Site 2.0 Presentation Transcript

  • 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
    View slide
      • 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 View slide
  • 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?
  • 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)
  • 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?
  • 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
  • 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
  • EB Disruptor EB 2.0 dialogue
  • EB Disruptor EB 2.0 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
      • 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
  • 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
      • 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  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
  • 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
  • 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
      • 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
    • Dan Stuart
    • [email_address]