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eBrands is a brand design agency based in Sydney. We gave a one hour presentation to a room of HR professionals about how to build, manage and measure employer brand equity using social media. It's a ...

eBrands is a brand design agency based in Sydney. We gave a one hour presentation to a room of HR professionals about how to build, manage and measure employer brand equity using social media. It's a broad presentation.

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eBrands; social media in employer branding Presentation Transcript

  • 1. Social MediaWhy your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 2. Opportunity AwaitsSocial media has been a complex beast.Now, the biggest risk is not being involved.Opportunity to build Employer Brand Equity.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 3. AgendaA bit about eBrandsSocial media is coming of ageThe opportunity for employment brandBuilding employment brand equityA strategy in actionMeasuring successWhy your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 4. eBrandsWill Innes – Director, Client Business12 years’ experience developing corporate and employment brand, 5 years digital.Marc Iannacone – Director, Strategy15 years’ experience in digital and brand communications, 7 years employment brand.Our Company, eBrands12 years’ strong, full service creative agency with dedicated employment brandingpractice, pushing brand innovation through technical and digital leadershipRecent opening of a New York office, bridging closer relationships with technology,research and new business.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 5. Virtually veteransWe’ve seen, and been amongst, trendsA culmination of all the positives from these growth phases; socialmedia has developed into ‘a way of thinking’, not just another fad.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 6. Social media is coming of ageThe move to mobile (Australia)43% of mobile telephones internet enabled 2010, forecast to reach 69% in 2011.Brands are no longer in a one way conversation25% of search results for the world’s Top 20 largest brands are links to user generated content.Traditional ROI models have been turned on their headFord’s 2011 Explorer launch on Facebook generated a 200% greater return than a Super Bowl ad.166% of users consider online commentary and feedback before making purchasing decisions.2Social media channels provide immense speed and reachHudson River Plane crash was tweeted with a picture as it happened. 20 minutes before the main media.Social now impacts our daily lives, from restaurant choices….to our next employerFor 76% of employers in the US, Linkedin is classed as their primary sourcing tool.1 (Social Media Case Studies, Stories, Perspectives) 2 (Universal McCann)Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 7. Examples we can learn fromIntel StarbucksDiversification and targeting Powerful innovation loopWebsite, Blog, Twitter and Facebook My starbucks ideaWhy your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 8. What are the opportunities?Create, produce, publish and distribute content like never before.Internal application• Idea generation - Concepts shared through Yammer can receive instant collaboration.• Engagement - Keeping people ‘in the loop’ and connected to their peers.• Process improvement - Continuous control and feedback loops using twitter.External application• Build a community - Telstra, missed opportunity.• Increase peer reach and referral - 244 contacts, 4,099 connections.• Uncover hidden talent and connect with passive audience - Twitter followers.• Targeted advertising opportunities - LinkedIn.So much data available to track this activity – strategy is measurable and accountable.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 9. Experiences we can learn fromCH2M Speed and cost efficiency Adidas Connect with audiencesMission Find an HR Manager Started a social media network forin Korea with knowledge of the recruitment and got 5,000 followersindustry and experience working for within weeks.western European companies. Provided an iPhone application forWithin 30 minutes they identified graduate recruitment which was100 LinkedIn profiles relating to HR downloaded 7,000 times.managers in Korea. The company’s various LinkedInFiltered these down to 10 with groups have 3,500 members.relevant industry experience, andeventually made the hire theyneeded within 2 weeks!Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 10. Experiences we can learn fromDeloitte Inside out Cisco Virtual water cooler800 employees created 100+ videos “Cisco just offered me a job! Now I have to weigh the utility50,000 views. of a fatty paycheck against the daily commute to San Jose and hating the work!”“It’s been a great way for employees to share theirstories internally and to give potential candidates an “Who is the hiring manager? I’m sure they will love to knowunscripted insight into the people inside our firm” you will hate the work. We here at Cisco are versed in the web”. Job offer withdrawn.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 11. Success factors for digital brand• Align digital strategy to business goals.• Create goals that can be reviewed and measured.• Foster top of the tree support, open the mindset, remove barriers. “I don’t worry about my staff doing Facebook in work time. I worry more about them working during Facebook time.” CEO, Deloitte.• Clearly delegate responsibility for goal attainment – one person from key functions and empower to create from within.• Develop a ‘playbook’ (rules of engagement).• Be prepared to stretch the organisation but not the social media team’s resources.• ‘Test and learn’ minimises risk (cost and exposure) which can be mitigated.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 12. Our approach to building brand equityOur research and development over 3 years formulated a model:Contentcreating relevant content to engage audiences with your strategySearchtraffic attraction by getting as high up in search as possibleSocialstimulate conversation across your networks to build community and grow your brandOrganisations and brands often deploy these in isolation.Bring them together and it’s an unstoppable force.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 13. Content Search SocialContentPresence in search engine ranking is haphazard. Viewing of content is dependant on existing web site visitors only. 1Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 14. Content Search SocialContent + SearchContent is geared in alignment with keywordstrategy resulting in higher ranking. 1 Content will be viewed by more site, visitors increasing penetration.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 15. 1Content Search SocialContent + Search + SocialContent is highly ranked on destination site and also rankedby its presence on social media channels. Social media propagates content through various forms of advocacy.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 16. A Content Life BrilliantWhy your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 17. A content life - Start of the journeyInceptionIdea is born and discussed usingthe internal collaboration toolYammer.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 18. A content Life - Content in actionProducedIdea metabolises and is put upon the web site to be viewed byvisitors.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 19. A content life - Content in actionPublishedIt’s in the blog, and entered theweb’s live data stream – RSS.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 20. A content life - Social reachTwitterTwit to who? The video hasentered the personal peernetworks of employees.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 21. A content life - Social reachFacebookFacetime with active brandendorsers.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 22. A content life - Social reachYouTubeAll references can be hookedto a central delivery point,providing a measurable homefor distributed content.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 23. FinallyNot including slideshare, stumbled upon, diggit, reddit or other sites…Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 24. A content life - SearchContent is aligned to keywordstrategy.Tags on the page are writtencorrectly – like a filing cabinetAll items work together foroptimal search performance.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 25. A content life - SearchGreat content that has beenproperly optimised and sharedacross social platforms leads togreat search results.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 26. Proving valueA common refrain is that social media is difficult to call to account interms of impact on employer brand.Data is the new black.Still refining how to best use all this information.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 27. Proving valueSocial measuresFans, followers, links, traffic, shares, readers, Google Analytics.Recruitment measuresTime to hire, quality of candidate, competitor sourcing, recruitment campaign ROI,increase in direct sourcing, discovery of hidden candidates and more.Employment brand equity measures:Share of voice, Growth of peer network, Share of market, Share of view/dwell,PEER indexes, Tech connections versus web property visitors, Social.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 28. The digital employer brand equity measure16% – 27%People who’s career decision-making will be affected by social media.Content Search Social provides a way to understand this scenario andput measures in place to see how you are tracking.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 29. Dynamic dashboards - Peer indexWith new technology it’spossible to create real time peerindexes to establish competitorbenchmarks.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 30. Dynamic dashboards - Peer indexDeeper view of a Peer index.Why your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 31. SummaryOpportunities exist so get involved or be left behindBuild support from within your businessPut a structure in place, such as Content Search SocialCreate equity in your brandMeasure and refine continuouslyPreferably, talk to eBrandsWhy your employer brand needs to embrace it, nowMARCH 24TH, 2011
  • 32. Find out moreTo watch a 2 minute promo of this presentation please visithttp://www.ebrands.com.au/eBrands/buildbrandequityFor the full presentation, either in person or to watch the 60minute video, please contact Will Innes on (02) 9383 4279or will@ebrands.com.auThank youWhy your employer brand needs to embrace it, nowMARCH 24TH, 2011