Brie Mason
Employment Brand Manager,
Telstra
Leverage Your Employees
as Brand Ambassadors
Amanda Smith
People Potential Ma...
Brie Mason
Employment Brand
Manager, Telstra
Changing the Perceptions of a Nation
#intalent
#intalent
#intalent
TELSTRA’S JOURNEY OF BRAND TRANSFORMATION
BRAND
ASSESSME
NT
 Employment brand health check
 External market re...
#intalent
BRAND
HEALTH CHECK
PERCEPTION OF
WHETHER
TELSTRA IS ‘A
GREAT PLACE
TO WORK’
22%
81%
EXTERNAL
FEELINGS:
 not pro...
#intalent
BRAND
HEALTH CHECK
PERCEPTION OF
WHETHER
TELSTRA IS ‘A
GREAT PLACE
TO WORK’
22%
81%
EXTERNAL
FEELINGS:
 not pro...
#intalent
ENGAGE
YOUR
PEOPLE
BRAND
ASSESSM
ENT
.
.
.
.
.
TELSTRA’S JOURNEY OF BRAND TRANSFORMATION
 Create an amazing emp...
#intalent
#intalent
EMPLOYEE
VALUE
PROPOSITI
ON
BRAND
ASSESSM
ENT
ENGAGE
YOUR
PEOPLE
.
.
.
.
TELSTRA’S JOURNEY OF BRAND TRANSFORMATI...
#intalent
#intalent
EMPLOYME
NT BRAND
IDENTITY
BRAND
ASSESSM
ENT
ENGAGE
YOUR
PEOPLE
EVP
.
.
.
TELSTRA’S JOURNEY OF BRAND TRANSFORMAT...
#intalent
#intalent
EMPLOYME
NT
MARKETING
STRATEGY
BRAND
ASSESSM
ENT
ENGAGE
YOUR
PEOPLE
EVP
BRAND
IDENTITY
.
.
TELSTRA’S JOURNEY OF ...
#intalent
INTEGRATED MARKETING CAMPAIGN
OWNED EARNE
D
PAID
WEBSITES SOCIAL SEARCH
PROMOTIO
N
WORD OF
MOUTH
ADVERTISING
MED...
#intalent
DEFINING THE ROLE
OF SOCIAL MEDIA
 Social media and online communities have added a new dimension to
managing a...
#intalent
#intalent
#intalent
#intalent
#intalent
#intalent
MEASURE &
REASSESS
BRAND
ASSESSM
ENT
ENGAGE
YOUR
PEOPLE
EVP
BRAND
IDENTITY
MARKETI
NG
STRATEG
Y
.
TELSTRA’S JOUR...
#intalent
QUALITY OF
HIRE
10%INCREASE
D BY
NUMBER OF JOB APPLICATIONS
16%
WHICH IS AN
INCREASE
OF
203,598
HIRES FROM TALEN...
#intalent
BRAND
ASSESSM
ENT
ENGAGE
YOUR
PEOPLE
EVP
BRAND
IDENTITY
MARKETI
NG
STRATEG
Y
MEASURE
&
REASSES
S
MEASURE
&
REASS...
#intalent
WRAPPING IT ALL
UP
 Brand and company reputation are key factors in attracting talent
 You can’t create advoca...
Employees as Brand Ambassadors
Amanda Smith
People Potential Manager,
lululemon athletica
Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014
Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014
Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014
Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014
Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014
Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014
Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014
Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014
Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014
Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014
Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014
Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014
Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014
Upcoming SlideShare
Loading in...5
×

Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014

1,751

Published on

Brand is not owned by one person, or one department. It is exhibited by the actions of every employee in your organisation. Learn how elevating the experiences and personal brand of all your employees online can have a significant positive impact on the way your company is perceived, ultimately impacting the quality of people that you are able to recruit in to your company.

Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,751
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
38
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Please add your profile photo to this slide
  • Please add your profile photo to this slide
  • To be styled
  • To be styled
  • Thumbnailmage to be added for Brand Assessment
  • Thumbnailmage to be added for Brand Assessment
  • Thumbnailmage to be added for Brand Assessment
  • Transcript of "Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014"

    1. 1. Brie Mason Employment Brand Manager, Telstra Leverage Your Employees as Brand Ambassadors Amanda Smith People Potential Manager, lululemon athletica
    2. 2. Brie Mason Employment Brand Manager, Telstra Changing the Perceptions of a Nation
    3. 3. #intalent
    4. 4. #intalent
    5. 5. #intalent TELSTRA’S JOURNEY OF BRAND TRANSFORMATION BRAND ASSESSME NT  Employment brand health check  External market research – brand perceptions  Internal research – employee engagement
    6. 6. #intalent BRAND HEALTH CHECK PERCEPTION OF WHETHER TELSTRA IS ‘A GREAT PLACE TO WORK’ 22% 81% EXTERNAL FEELINGS:  not progressive  limited career opportunities  humanless  monolithic  conservative  a cube city Source: Telstra Corporate Reputation Study, 2012 and Telstra Employee Engagement Survey, 2013 Source: Telstra External Market Study, Adcorp Australia, 2008 of external people agreeof internal people agree
    7. 7. #intalent BRAND HEALTH CHECK PERCEPTION OF WHETHER TELSTRA IS ‘A GREAT PLACE TO WORK’ 22% 81% EXTERNAL FEELINGS:  not progressive  limited career opportunities  humanless  monolithic  conservative  a cube city Source: Telstra Corporate Reputation Study, 2012 and Telstra Employee Engagement Survey, 2013 Source: Telstra External Market Study, Adcorp Australia, 2008 of external people agreeof internal people agree
    8. 8. #intalent ENGAGE YOUR PEOPLE BRAND ASSESSM ENT . . . . . TELSTRA’S JOURNEY OF BRAND TRANSFORMATION  Create an amazing employment experience  Increase employee advocacy:  Engagement  Culture  Alignment with a common purpose
    9. 9. #intalent
    10. 10. #intalent EMPLOYEE VALUE PROPOSITI ON BRAND ASSESSM ENT ENGAGE YOUR PEOPLE . . . . TELSTRA’S JOURNEY OF BRAND TRANSFORMATION Craft an EVP that:  Your target market needs and wants – not what you want it to be  Is based on reality  Is competitively differentiated
    11. 11. #intalent
    12. 12. #intalent EMPLOYME NT BRAND IDENTITY BRAND ASSESSM ENT ENGAGE YOUR PEOPLE EVP . . . TELSTRA’S JOURNEY OF BRAND TRANSFORMATION Design a brand identity that is reflective of you, communicates your EVP and resonates with your audience:  Brand values  Personality  Look and feel
    13. 13. #intalent
    14. 14. #intalent EMPLOYME NT MARKETING STRATEGY BRAND ASSESSM ENT ENGAGE YOUR PEOPLE EVP BRAND IDENTITY . . TELSTRA’S JOURNEY OF BRAND TRANSFORMATION  Define your target audience  Identify the best mix of marketing channels and promotion efforts to reach and resonate with your audience
    15. 15. #intalent INTEGRATED MARKETING CAMPAIGN OWNED EARNE D PAID WEBSITES SOCIAL SEARCH PROMOTIO N WORD OF MOUTH ADVERTISING MEDIA ONLINE OFFLINE
    16. 16. #intalent DEFINING THE ROLE OF SOCIAL MEDIA  Social media and online communities have added a new dimension to managing a brand and the perceptions that define it  It is however, just one channel that fits into your overall marketing mix  Explore how it can be used to achieve your overall employment brand objectives  Define your social objectives before getting started
    17. 17. #intalent
    18. 18. #intalent
    19. 19. #intalent
    20. 20. #intalent
    21. 21. #intalent
    22. 22. #intalent MEASURE & REASSESS BRAND ASSESSM ENT ENGAGE YOUR PEOPLE EVP BRAND IDENTITY MARKETI NG STRATEG Y . TELSTRA’S JOURNEY OF BRAND TRANSFORMATION  Use the tools and data available to help calculate ROI  Ultimately its about understanding the impact on your talent acquisition, so refer to your recruitment data
    23. 23. #intalent QUALITY OF HIRE 10%INCREASE D BY NUMBER OF JOB APPLICATIONS 16% WHICH IS AN INCREASE OF 203,598 HIRES FROM TALENT POOL 17% INCREASE TELSTRA CAREERS SOCIAL MEDIA FOLLOWER INCREASE FY12 – FY13 253% FACEBOOK78% TWITTER 85% FROM NOV 2009 TO NOV 2012 ‘A GREAT PLACE TO WORK’ 175% INCREASE IN EXTERNAL PERCEPTI ONOF TELSTRA AS A IN 2012/2013 95%OF ROLES FILLE DDIREC T VISITS TO CAREERS WEBSITE 59% INCREA SEIN THE LAST YEAR TIME TO FILL 7% 71459 1 11031 79 17488 09 0 500000 1000000 1500000 2000000 FY 2011 FY 2012 FY 2013 REDUCED BY LINKEDIN (ALMOST NO AGENCIES!) Source: Telstra Internal Data Google Analytics Facebook, Twitter & LinkedIn analytics Telstra Corporate Reputation Study – 2009 and 2012
    24. 24. #intalent BRAND ASSESSM ENT ENGAGE YOUR PEOPLE EVP BRAND IDENTITY MARKETI NG STRATEG Y MEASURE & REASSES S MEASURE & REASSESS TELSTRA’S JOURNEY OF BRAND TRANSFORMATION  This is a continual cycle, so keep measuring and reassessing  Perceptions change  The currency and relevancy of your EVP will change due to the changing needs of talent, the market, and what you’re delivering on
    25. 25. #intalent WRAPPING IT ALL UP  Brand and company reputation are key factors in attracting talent  You can’t create advocacy in the external employment market, without first creating advocacy amongst your people  Build a clear, engaging and inspirational brand image in the hearts and minds of current and potential employees  Design an employment marketing strategy that positions you as an employer of choice  Remember your brand is owned by every one of your people, and they’re the key to your success
    26. 26. Employees as Brand Ambassadors Amanda Smith People Potential Manager, lululemon athletica
    27. 27. Our secret recruiting strategy and employer brand: LIVES IN EVERY HIRE WE MAKE 1.Culture fit 2.Developing people from the inside out 3.We have Fun!

    ×