Employer Brand Building - Career Site 2.0

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

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

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?

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)

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?

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

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]

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Employer Brand Building - Career Site 2.0

by Dan Stuart on Apr 30, 2008

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Employer Brand Building - Career Site 2.0 — Presentation Transcript