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 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

  1. 1. Dan Stuart [email_address] April 24, 2008 Employer Brand Building 2.0 From Linear Communication to Dialogue ...and Beyond
  2. 2. Bayt Credentials - The Middle East’s #1 Job Site Credentials
  3. 3. <ul><ul><li>2+ jobs in last 5 years: 71 % of people </li></ul></ul><ul><ul><li>Average time at one job: 2.25 years </li></ul></ul><ul><ul><li>Will consider changing company in next year: 32 % </li></ul></ul><ul><ul><li>Will consider changing industry in next year: 44 % </li></ul></ul>Employee Engagement - Key Data The Data <ul><ul><li>Highly mobile workforce </li></ul></ul><ul><ul><li>Internal movement is creating salary pressures </li></ul></ul>
  4. 4. <ul><ul><li>Engagement is about more than pay </li></ul></ul><ul><ul><li>With differences between Nationalities, there is no one-size-fits-all approach to retention and engagement… </li></ul></ul><ul><ul><li>… a strong Employer Brand – built from honest dialogue – is an important ingredient in the ability to attract , engage and retain top talent </li></ul></ul>Conclusions As Beginnings The Data
  5. 5. EB Building Cycle EB 1.0
  6. 6. EB Building Cycle EB 1.0 <ul><li>ask </li></ul><ul><li>Survey current employees </li></ul><ul><li>EB/image research </li></ul><ul><li>What are the perceptions of potential employees? </li></ul><ul><li>Why are people proud to say “I work here”? </li></ul><ul><li>Why do highly specialized employees choose you? </li></ul><ul><li>What is unique about you? </li></ul>
  7. 7. EB Building Cycle EB 1.0 <ul><li>listen </li></ul><ul><li>Listen to every word that people say </li></ul><ul><li>Be open and welcome the information </li></ul><ul><li>Resist the urge to consider your “uniqueness” before you have finished listening </li></ul><ul><li>Silence your collective internal Voice of Judgment (VOJ) </li></ul>
  8. 8. EB Building Cycle EB 1.0 <ul><li>agree </li></ul><ul><li>Current state EB done by top management </li></ul><ul><li>Align the EB and the product brand: share the same core message but with different areas of emphasis </li></ul><ul><li>Separate misconceptions from issues </li></ul><ul><li>Assert: “we’re this kind of company, and we’ll appeal to people like you – but not everyone will fit in here” </li></ul><ul><li>What are your 10 reasons? </li></ul>
  9. 9. EB Building Cycle EB 1.0 <ul><li>plan </li></ul><ul><li>Create a media plan </li></ul><ul><li>Consistency is key </li></ul><ul><li>Consider your target audience </li></ul><ul><li>Craft message and consider media </li></ul><ul><li>Truthful, believable, attractive, honest </li></ul><ul><li>Create a feel-good factor </li></ul><ul><li>Create and spread an internal buzz that grows outward </li></ul>
  10. 10. EB Building Cycle EB 1.0 <ul><li>communicate </li></ul><ul><li>Advertising </li></ul><ul><li>Office environment </li></ul><ul><li>Recruitment fairs </li></ul><ul><li>Internal communications </li></ul><ul><li>Hirings and firings </li></ul><ul><li>Websites </li></ul><ul><li>Brochures </li></ul><ul><li>Posters </li></ul><ul><li>… but test it in-house first for “buzz” and consistency </li></ul>
  11. 11. EB Disruptor EB 2.0 dialogue
  12. 12. EB Disruptor EB 2.0 dialogue <ul><li>dialogue </li></ul><ul><li>How do we create this dialogue? </li></ul>
  13. 13. <ul><ul><li>Powerful Career Site  personalization </li></ul></ul><ul><ul><li>Career site EB = technology + current staff </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><ul><li>RSS </li></ul></ul></ul><ul><ul><ul><li>FAQs sections where candidates can ask questions, and get real answers </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Podcasts </li></ul></ul></ul><ul><ul><ul><li>Vodcasts /video </li></ul></ul></ul><ul><ul><ul><li>Articles </li></ul></ul></ul>Dialogue and Social Strategy - corporate career site EB 2.0
  14. 14. <ul><ul><li>Current Staff </li></ul></ul><ul><ul><ul><li>make them evangelists </li></ul></ul></ul><ul><ul><ul><li>employee-generated content that shows the real soul of the company </li></ul></ul></ul><ul><ul><ul><li>Include “day-in-the-life” stories and profile pages </li></ul></ul></ul><ul><ul><ul><li>Use photo, video, audio sharing sites to help those stories come to life. </li></ul></ul></ul><ul><li>… provide a window into the “employee-experience” </li></ul>Dialogue and Social Strategy - messengers EB 2.0
  15. 15. EB 2.0 <ul><ul><li>Job postings </li></ul></ul><ul><ul><li>Employer Brand must be spread to the widest audience through the most visible jobseeker channels </li></ul></ul><ul><ul><ul><li>Banner advertisements </li></ul></ul></ul><ul><ul><ul><li>With modern targeting technology, you can spread your message: </li></ul></ul></ul><ul><ul><ul><ul><li>Broadly to an audience for maximum WOM </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Discerningly to a targeted audience </li></ul></ul></ul></ul>Dialogue and Social Strategy - messengers
  16. 16. <ul><ul><li>Web 2.0 Technologies  dialogue and observed interaction </li></ul></ul><ul><ul><li>People have more persuasive avenues to experience your brand message and culture (+career website) </li></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Video / photo share sites </li></ul></ul></ul><ul><ul><ul><li>Opinions websites </li></ul></ul></ul><ul><ul><ul><li>Forums </li></ul></ul></ul><ul><ul><ul><li>Chat rooms </li></ul></ul></ul><ul><ul><ul><li>Social networking sites </li></ul></ul></ul><ul><ul><ul><li>wikis </li></ul></ul></ul>Dialogue and Social Strategy - Social Media EB 2.0
  17. 17. <ul><ul><li>Web 2.0 Technologies  communicating, not advertising </li></ul></ul><ul><ul><li>Social Media: window into what it is like to work for your organization </li></ul></ul><ul><ul><ul><li>Validation against marketing messages: </li></ul></ul></ul><ul><ul><ul><ul><li>a feeling of trust and genuine interest </li></ul></ul></ul></ul><ul><ul><ul><ul><li>credibility </li></ul></ul></ul></ul><ul><ul><ul><ul><li>and ultimately, loyalty </li></ul></ul></ul></ul><ul><ul><li>… 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. </li></ul></ul>Dialogue and Social Strategy - Social Media EB 2.0
  18. 18. EB 2.0 Dialogue and Social Strategy – speak their language
  19. 19. <ul><ul><li>Recruiting and Retention </li></ul></ul><ul><ul><ul><li>Deloitte hosted an employee film festival , in which employees submitted creative videos articulating the company’s values and culture </li></ul></ul></ul>EB 2.0 Dialogue and Social Strategy - staff-generated content
  20. 20. Dialogue and Social Strategy – virtual job fairs EB 2.0
  21. 21. EB 2.0 Dialogue and Social Strategy – virtual job fairs
  22. 22. Dialogue and Social Strategy - participation EB 2.0
  23. 23. Dialogue and Social Strategy - staff-generated content EB 2.0
  24. 24. <ul><ul><li>Web 2.0 Technologies  authenticity, collaboration, participation </li></ul></ul><ul><ul><li>incorporate real “first-hand” stories into your career website and social networking groups </li></ul></ul><ul><ul><li>Encourage all employees to seek out potential hires and build relationships within online communities </li></ul></ul><ul><ul><li>employee engagement in social media will produce far greater benefit than risk , particularly when it is managed strategically . </li></ul></ul>Dialogue and Social Strategy - Social Media Conclusion
  25. 25. <ul><ul><li>Removing the faults in a stage-coach may produce a prefect stage-coach, but it is unlikely to produce the first motor car. </li></ul></ul><ul><ul><li>- Edward de Bono </li></ul></ul>Shifting Paradigm Conclusion
  26. 26. <ul><li>Dan Stuart </li></ul><ul><li>[email_address] </li></ul>