UUDEN AJATTELUNTYÖNANTAJABRÄNDITYÖNANTAJABRÄNDÄYKSENTULEVAISUUSSUSANNA RANTANEN | CHIEF EXPERIENCE OFFICER | EMPLOYEE EXPE...
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fiPioneer in employer branding based on e...
Employer branding is stillmostly aboutjob advertising andcollaborating withcolleges & universitiesIdeas and experience pro...
EMPLOYER BRANDING todayFOCUSES ON tactical ACTIVITIESAIMING AT short term NEEDSIdeas and experience provided to you by Emp...
Kuva:	  Tony	  Hsieh:	  “Delivering	  Happiness”	  
Kuva:	  Tony	  Hsieh:	  “Delivering	  Happiness”	  
DOES YOUR COMPANY PROVIDE POSITIVEEXPERIENCES TO PEOPLE?	  EMPLOYERIMAGEgeneral experiencescandidate experiencesemployee e...
Internal focus
FUTURE OF EMPLOYER BRANDINGNO MORE“BRANDING”Ideas and experience provided to you by Employee Experience Agency Emine | emi...
COLLECTIVENESSHAPPINESSEMOTIONAL ASSOCIATIONPURPOSE=CULTUREFUTURE OF EMPLOYER BRANDINGIdeas and experience provided to you...
NOTE 1:FUTURE OF EMPLOYER BRANDINGIS ABOUT LEADING AND SHARINGpositive experiencesABOUT YOUR COMPANY WITH PEOPLE.Ideas and...
KOHTAAMISENSTRATEGIAIdeas and experience provided to you by Employee Experience Agency Emine | emine.fi
HR:N ASIAKKAATIdeas and experience provided to you by Employee Experience Agency Emine | emine.fiKEITÄ OVAT MEIDÄN ASIAKKA...
Culture is to recruiting asproduct is to marketing.Amazing people are more easily attractedto a great culture.Source:	  Hu...
Culture isreally about...Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi
.. all those elements thatrepresent the valued behavior ofyour people and leaders.Ideas and experience provided to you by ...
All of those COREVALUES that you can hireand fire based on.(Zappos)Ideas and experience provided to you by Employee Experi...
FUTURE OF EMPLOYER BRANDINGCULTURE BASEDBRANDING INPRACTISEIdeas and experience provided to you by Employee Experience Age...
“Culture happens.Whether we want it to or not. Culture happens.Why not build a culture we love?”HubspotCASE HUBSPOTIdeas a...
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi1.  We	  are	  as	  maniacal	  about	  ...
http://www.slideshare.net/reed2001/culture-1798664?from=ss_embedCASE NETFLIX
JUDGMENT | COMMUNICATION | IMPACTCURIOSITY | INNOVATION | COURAGEPASSION | HONESTY | SELFLESSNESSAt Netflix, we particular...
1.  Deliver WOW through service2.  Embrace and drive change3.  Create fun and little weirdness4.  Be adventurous, creative...
“Culture that is active, fun,ambitious and alwaysdeveloping.”CASE MANAGEMENT EVENTIdeas and experience provided to you by ...
1.  THE INTEREST ON CULTURE DEBT CAN BE VERYHIGH2.  FOCUS ON CULTURE THAT YOU CAN LOVE, NOTA CULTURE YOU THINK YOU SHOULD ...
CULTURE STRATEGY & PURPOSECUSTOMER THINKING & VALUEEXPERIENCES & ENCOUNTERSSOCIAL RECRUITING & SOCIAL SHARING^PRODUCTIZATI...
KULTTUURI JOHTAMISEN TYÖKALUNA1.  Minkälainen käyttäytyminen on suotavaa2.  Miten henkilövalintaa toteutetaan3.  Miten toi...
Great customer experience results inloyalty, recommendations and re-purchases.What VALUE and BENEFITS can wedeliver to our...
EVERYONE IS A SALES REPFOR OUR EMPLOYERBRAND!3
strong community of like mindedpeople loving and sharing yourstories4
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi5
Share success and symbolicstories internallyReward your people forspreading the wordBe a news anchor! Providenew evidence ...
Internal sharing strategy Employee Referral -programSocial marcomms Social RecruitingIdeas and experience provided to you ...
PRODUCTIZE YOUR CULTUREIn stories to shareIn branded gearand gimmicksIn photos, especiallyunofficialFilms behind thescenes...
If your goal is to develop a great employerbrand, focus on positive experiences.Employer branding must be aboutsystematica...
KIITOS UPEASTA PÄIVÄSTÄ!Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi	  SUSANNA RANT...
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Uuden ajattelun työnantajabrändi - Employer branding tomorrow

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Alustukseni HR Werkoston Uuden ajattelun työnantahabrändi -valmennuksessa. Copyright Susanna Rantanen, Employee Experience Agency Emine, www.emine.fi

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Uuden ajattelun työnantajabrändi - Employer branding tomorrow

  1. 1. UUDEN AJATTELUNTYÖNANTAJABRÄNDITYÖNANTAJABRÄNDÄYKSENTULEVAISUUSSUSANNA RANTANEN | CHIEF EXPERIENCE OFFICER | EMPLOYEE EXPERIENCE AGENCY EMINE | EMINE.FI@RANTANENSUSANNA | SUSANNA @ EMINE.FI
  2. 2. Ideas and experience provided to you by Employee Experience Agency Emine | emine.fiPioneer in employer branding based on employee experienceHR Marketing | Social Recruiting | Employer Image | Employee ExperienceWeb | Social Media | Encounters | ExperienceRepresentative of GooodJob employee referral platform in FinlandWe help out customers to achieve a more appealing and attractive employerimage based on engaging employee experience.“Create employee experiences people will remember forever.Be eminent.”
  3. 3. Employer branding is stillmostly aboutjob advertising andcollaborating withcolleges & universitiesIdeas and experience provided to you by Employee Experience Agency Emine | emine.fi
  4. 4. EMPLOYER BRANDING todayFOCUSES ON tactical ACTIVITIESAIMING AT short term NEEDSIdeas and experience provided to you by Employee Experience Agency Emine | emine.fi
  5. 5. Kuva:  Tony  Hsieh:  “Delivering  Happiness”  
  6. 6. Kuva:  Tony  Hsieh:  “Delivering  Happiness”  
  7. 7. DOES YOUR COMPANY PROVIDE POSITIVEEXPERIENCES TO PEOPLE?  EMPLOYERIMAGEgeneral experiencescandidate experiencesemployee experiencesCompany  Brand  |  PR  |  Website  |  Career  Page  |  MarkeCng  |  Social  Media  |Accolades  |  Success  |  Top  Management  |    Other  people’s  experiences  Job  adverCsing  |  Social  Media  |FAQ  process  |  Career  site  |  ApplicaCon  process  |  Interview  process  |  SelecCon  process  |  Applicant  communicaCon  |  RecruiCng  partners  |NegoCaCons  |  No  thank  you      Welcome  |  InducCon  |Tutoring  |  Goals  |  Feedback  |  CompensaCon  |  Rewarding  |  Team  Spirit  |  Culture  |  Leadership  |  Internal  communicaCon  |    AppreciaCon  |  Purpose  |  Mission  Meaning  of  work  |  Work  place  |  Career  development  |    Camaraderie  |  CooperaCon  |  Success  |  Vision  |  Strategy  |    Values  |  OpportuniCes  |  Spare  Cme  acCviCes  |  What  people  say  |  Exit        Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi
  8. 8. Internal focus
  9. 9. FUTURE OF EMPLOYER BRANDINGNO MORE“BRANDING”Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi
  10. 10. COLLECTIVENESSHAPPINESSEMOTIONAL ASSOCIATIONPURPOSE=CULTUREFUTURE OF EMPLOYER BRANDINGIdeas and experience provided to you by Employee Experience Agency Emine | emine.fi
  11. 11. NOTE 1:FUTURE OF EMPLOYER BRANDINGIS ABOUT LEADING AND SHARINGpositive experiencesABOUT YOUR COMPANY WITH PEOPLE.Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi
  12. 12. KOHTAAMISENSTRATEGIAIdeas and experience provided to you by Employee Experience Agency Emine | emine.fi
  13. 13. HR:N ASIAKKAATIdeas and experience provided to you by Employee Experience Agency Emine | emine.fiKEITÄ OVAT MEIDÄN ASIAKKAAMME?MISSÄ KAIKKIALLA ORGANISAATIOMME KOHTAA ASIAKKAITAMME?KETKÄ (MUUT) VAIKUTTAVAT MEIDÄN ASIAKKAIDEMME KOKEMUKSIIN MEISTÄ?MITÄ ASIAKKAAMME ODOTTAA MEILTÄ KOHTAAMISTILANTEESSA?
  14. 14. Culture is to recruiting asproduct is to marketing.Amazing people are more easily attractedto a great culture.Source:  Hubspot  Code  of  Culture  Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi
  15. 15. Culture isreally about...Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi
  16. 16. .. all those elements thatrepresent the valued behavior ofyour people and leaders.Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi
  17. 17. All of those COREVALUES that you can hireand fire based on.(Zappos)Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi
  18. 18. FUTURE OF EMPLOYER BRANDINGCULTURE BASEDBRANDING INPRACTISEIdeas and experience provided to you by Employee Experience Agency Emine | emine.fi
  19. 19. “Culture happens.Whether we want it to or not. Culture happens.Why not build a culture we love?”HubspotCASE HUBSPOTIdeas and experience provided to you by Employee Experience Agency Emine | emine.fi
  20. 20. Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi1.  We  are  as  maniacal  about  our  metrics  as  our  mission.  2.  We  obsess  over  customers,  not  compeCtors  3.  We  are  radically  and  uncomfortably  transparent  4.  We  give  ourselves  the  autonomy  to  be  awesome  5.  We  are  unreasonably  selecCve  about  our  peers.  6.  We  invest  in  individual  mastery  and  market  value.  7.  We  defy  convenConal  “wisdom”  as  it’s  o^en  unwise.  8.  We  speak  about  the  truth  and  face  the  facts.  9.  We  believe  in  work+life,  not  work  vs.  life.  10.  We  are  perpetual  work  in  progress.  THE HUBSPOT CODE OF CULTURE
  21. 21. http://www.slideshare.net/reed2001/culture-1798664?from=ss_embedCASE NETFLIX
  22. 22. JUDGMENT | COMMUNICATION | IMPACTCURIOSITY | INNOVATION | COURAGEPASSION | HONESTY | SELFLESSNESSAt Netflix, we particulary value these 9 behaviours and skills in ourcolleagues....meaning, we hire and promote people who demonstrate these nine.Ideas and experience provided to you by Employee Experience Agency Emine | emine.fiNETFLIX: 9 CORE VALUES
  23. 23. 1.  Deliver WOW through service2.  Embrace and drive change3.  Create fun and little weirdness4.  Be adventurous, creative and open minded5.  Pursue growth and learning6.  Build open and honest relationships withcommunication7.  Build a positive team and family spirit8.  Do more with less9.  Be passionate and determined10. Be humbleCASE ZAPPOS: DELIVERING WOWIdeas and experience provided to you by Employee Experience Agency Emine | emine.fi
  24. 24. “Culture that is active, fun,ambitious and alwaysdeveloping.”CASE MANAGEMENT EVENTIdeas and experience provided to you by Employee Experience Agency Emine | emine.fi
  25. 25. 1.  THE INTEREST ON CULTURE DEBT CAN BE VERYHIGH2.  FOCUS ON CULTURE THAT YOU CAN LOVE, NOTA CULTURE YOU THINK YOU SHOULD HAVE3.  NEVER OUTSOURCE SELECTION AND NEVEROFFER PROMOTION AS A GIFT4.  ASK YOUR PEOPLE WHAT MAKES THEM HAPPY!LESSONS LEARNED FROM THE GREATIdeas and experience provided to you by Employee Experience Agency Emine | emine.fi
  26. 26. CULTURE STRATEGY & PURPOSECUSTOMER THINKING & VALUEEXPERIENCES & ENCOUNTERSSOCIAL RECRUITING & SOCIAL SHARING^PRODUCTIZATIONELEMENTS OF FUTURE EMPLOYER BRANDINGIdeas and experience provided to you by Employee Experience Agency Emine | emine.fi
  27. 27. KULTTUURI JOHTAMISEN TYÖKALUNA1.  Minkälainen käyttäytyminen on suotavaa2.  Miten henkilövalintaa toteutetaan3.  Miten toivottuun käyttäytymiseenohjataan4.  Miten kulttuurin ”eläminen” näkyy muilleIdeas and experience provided to you by Employee Experience Agency Emine | emine.fi1
  28. 28. Great customer experience results inloyalty, recommendations and re-purchases.What VALUE and BENEFITS can wedeliver to our customers?2
  29. 29. EVERYONE IS A SALES REPFOR OUR EMPLOYERBRAND!3
  30. 30. strong community of like mindedpeople loving and sharing yourstories4
  31. 31. Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi5
  32. 32. Share success and symbolicstories internallyReward your people forspreading the wordBe a news anchor! Providenew evidence constantlyGather a social network ofambassadors to twitter about youIdeas and experience provided to you by Employee Experience Agency Emine | emine.fi
  33. 33. Internal sharing strategy Employee Referral -programSocial marcomms Social RecruitingIdeas and experience provided to you by Employee Experience Agency Emine | emine.fi
  34. 34. PRODUCTIZE YOUR CULTUREIn stories to shareIn branded gearand gimmicksIn photos, especiallyunofficialFilms behind thescenesInvite outsiders to events,parties and socialgatheringsBuild (targeted) socialnetworksHave boom-stasticpartiesDo regular HR-PRIdeas and experience provided to you by Employee Experience Agency Emine | emine.fi
  35. 35. If your goal is to develop a great employerbrand, focus on positive experiences.Employer branding must be aboutsystematically leading and sharingpositive experiences.Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi
  36. 36. KIITOS UPEASTA PÄIVÄSTÄ!Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi  SUSANNA RANTANENPUH. 040 769 5501susanna@emine.fi@rantanensusannawww.emine.fi

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