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Branding: From Employer Brand to Talent Brand | Talent Connect Sydney 2014

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Victoria Redman, from Commonwealth Bank of Australia, and Kellie Tomney, from Campbell Arnotts, share strategic and tactical examples of how to build a robust employer brand platform from which you …

Victoria Redman, from Commonwealth Bank of Australia, and Kellie Tomney, from Campbell Arnotts, share strategic and tactical examples of how to build a robust employer brand platform from which you can influence your talent brand, the highly social, visible, version of your employer brand.

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  • 1. Elle Green Solutions Consultant Brand & Communications LinkedIn From employer brand to talent brand
  • 2. #intalent 2000199919981997199619951994 Our world yesterday
  • 3. #intalent Employer Brand ‘The unique and differentiating promise a business makes to its employees and potential candidates’
  • 4. #intalent 2000199919981997199619951994 Our world yesterday
  • 5. #intalent 2010200920072006200520042003 Our world today
  • 6. #intalent Talent Brand ‘The highly social, totally public version of your employer brand, incorporating what talent thinks, feels, and shares about your company as a place to work’
  • 7. #intalent 7 72% of all internet users are active on social media 89% of those between 18 and 29 years are social media users 72% of individuals aged 30 to 49 are engaged in social media 71% of users access social media from a mobile device Our world tomorrow – the big picture statistics
  • 8. #intalent The LinkedIn Hiring Solutions Insights Team conducted 7,250 online surveys of LinkedIn members worldwide A COMPANY’S EMPLOYER BRAND IS TWICE AS LIKELY TO DRIVE JOB CONSIDERATIONS AS ITS COMPANY BRAND
  • 9. #intalent Victoria Redman, Employer Brand Manager CBA How do you build your employer brand (to make TA more successful)? Kellie Tomney, Senior Talent Acquisition Manager Campbell Arnotts How do you bring an employer brand to life (to make TA more successful)?
  • 10. Victoria Redman Employer Brand Manager CBA How do you build your employer brand (to make Talent Acquisition more successful)?
  • 11. #intalent
  • 12. #intalent
  • 13. #intalent
  • 14. #intalent
  • 15. Kellie Tomney Senior Talent Acquisition Manager Campbell Arnott’s How do you bring an employer BRAND TO LIFE (to make Talent Acquisition more successful)?
  • 16. Our Journey from the bottom 18% 14% 14% 11% 11% Employer of choice Weaker employer brand Last! 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Campbell Arnotts PEERS
  • 17. Our Journey from the bottom Employer of choice Weaker employer brand First! 1st 34% 33% 32% 27% 24% 19% 18% 35% 30% 25% 20% 15% 10% 5% 0% Campbell Arnotts PEERS
  • 18. #intalent Leverage what you have 1 2 3
  • 19. #intalent PEOPLE are valued. And YOU can make a difference Leverage what you have 1 2 3
  • 20. #intalent Leverage what you have 1 2 3
  • 21. #intalent Leverage what you have 1 2 3
  • 22. #intalent
  • 23. #intalent
  • 24. #intalent Really listen to your audience 1 2 3
  • 25. #intalent
  • 26. #intalent Live your brand in everything you do 1 2 3 First! 1st
  • 27. #intalent Employer Brand Top Tips @tolliana Be the EXPERT Get to know MARKETING LOOK beyond careers Do NEW stuff
  • 28. #intalent Talent Brand Top Tips @Kellie Tomney 1 LEVERAGE what you already have 3 LIVE YOUR BRAND in everything you do 4 CONNECT 2 LISTEN to your audience Really Kellie Tomney Senior Talent Acquisition Manager Campbell Arnotts #loveyourwork
  • 29. #intalent

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