Employer Branding For Non Profit Recruiting Results

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This is easy to follow primer for non-profit organizations will demonstrate why and how to build your brand for best-practice employee recruitment results. For more information contact branding@brandemix.com

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Employer Branding For Non Profit Recruiting Results

  1. 1. The Rules of Me Marketing How to make the most of your Message, Media and Meager budget Employer Branding for Recruiting Results V1
  2. 2. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Research Brand Strategy and Activation Creative Media Planning Development and Placement 1 Min about Me Founder and President of BRANDEMiX- a full-service Campaign Performance Management Tracking communications agency that supports human resources initiatives. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 2
  3. 3. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Pop Quiz 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 3
  4. 4. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Biden, Clinton, Geithner, Gates, Holder, Salazar, Vilsack, Locke, Solis, Sebelius, Donovan, Lahood, Chu, Duncan, Shinseki, Napolitano, Romer, Jackson, Orszag, Kirk, Rice, Emanuel 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 4
  5. 5. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results $68 Billion 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 5
  6. 6. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Great Brands Create a Halo Effect 1270 Broadway, Suite 1110 New York, NY 10001 T 212 947 1001 F 800 304 4891
  7. 7. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 7
  8. 8. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Branding & Employer Branding A brand is a promise 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 8
  9. 9. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Brands Engage People Donors Shareholders Volunteers Partners Employees Brand Vendors Job-seekers Press Alumni 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 9
  10. 10. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Nonprofit Marketing Survey Shows Organizations Fail to Connect With Key Audiences A new survey of more than 900 nonprofit leaders reveals: • They’re doing a poor job of connecting with their key audiences • Primary messages are poorly targeted, difficult to remember and uninspiring. January 26, 2010 Nancy Schwartz & Company 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 10
  11. 11. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results But Isn’t Branding Just for Big Companies? Increase Awareness & recognition Create great expectations Generate a loyal following Retain engaged employees Sells more soda Helps more people 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 11
  12. 12. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Align Your Message Build a Brand Fortress • Employee Buy In • Greater Market Share Fundraising Fundraising Fundraising HR • Greater Loyalty • Brand Ambassadors 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 12
  13. 13. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Rule #1- Build Your Employer Brand. Employer Value Proposition Differentiators Vision 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 13
  14. 14. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Poll your employees, volunteers, donors (corporate or individual) 1. In one sentence, what do we stand for? 2. If another non-profit with the same cause opened next door, what would make us different? Why? 3. Why would someone donate money to our organization instead of theirs? 4. If our organization were a person, what personality traits would it have (provide a list). • What would it wear? • How would it talk? • What would it drive? 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 14
  15. 15. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results What would you say to attract employees if you had to pay 20% them less salaries than market value? 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 15
  16. 16. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Making A Difference in Lives Globally Enduring Socially Innovation Developing Values Responsible People Global Performance 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 16
  17. 17. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Rule # 2 – Make the most of your meager budget. Start with FREE.
  18. 18. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Find Your Ambassadors “We have 34,000 employees, all of them have potential to be ambassadors for the Pitney Bowes brand. That is the most powerful marketing tool any company can hope to have. Robert Hallam, VP of Employee Communications Pitney Bowes 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 18
  19. 19. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Treat employees as you would your top donors • Employees must truly understand and care about the employer brand • Employees must be enabled, empowered, and involved in the brand • Employees should be encouraged and rewarded for “on- brand” behavior 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 19
  20. 20. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results ls Channe Recruiting 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 20
  21. 21. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Make Good Choices 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 21
  22. 22. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Make Good Choices Craigslist $25 Philanthropy Journal Online $175 Chronicle of Philanthropy $1, 100 NY Times $10,000 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 22
  23. 23. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Source of HIre 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 23
  24. 24. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Optimize Your Website Build links Use tags and keywords Add photo captions Optimize jobs 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 24
  25. 25. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Drive Traffic To It Website 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 25
  26. 26. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Build a Referral Network It’s a great place! 26
  27. 27. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 27
  28. 28. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Rule #3 Experiment 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 28
  29. 29. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results 5 Essential Profiles LinkedIn to connect with associates Facebook to market to various groups YouTube to launch viral videos Blogger to increase search engine rankings Twitter to push your message out JobVite Survey Statistics 5/20/09 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 29
  30. 30. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Search Engine Marketing 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 30
  31. 31. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Refine Based on Metrics 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 31
  32. 32. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Me Marketing Let’s Review • Define Your Brand • Identify Internal Ambassadors • Build a Robust Career Website • Enhance Employee Referrals • Develop Relationships • Activate in the Social Network Community • Refine Based on Metrics 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 32
  33. 33. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results How You Know if it’s Working Internally: •Retention Increases •Employee Referrals Increase •Employee Satisfaction Survey Results Improve Externally: •Unsolicited resumes Increase •Interviews-to-hires ratio decreases 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 33
  34. 34. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Rule #4 Baby Steps 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 34
  35. 35. BRANDEMiX Advertising • Corporate ID • Employee Communications • Consulting Employer Branding • Event Marketing & Support • Internal Communications Market Research • Media Planning & Placement • Management Training Recruitment Communications • Social Marketing JODY ORDIONI President, BRANDEMiX. Speaker, Solutions Provider & Consultant on Employer Branding, Internal Communications, Recruitment Adv and Social Media. Jody has a passion for the latest trends in technology and communications. She has spent the past 20 years developing and implementing programs that make the most effective use of both. Her personal mantra is “one brand” and her mission is to integrate marketing, internal communications and recruitment efforts to foster a seamless brand experience through the employee lifecycle. Ms. Ordioni frequently consults with companies on how to implement best-practice, brand-aligned employee communications. For more information, branding@brandemix.com V1

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