Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014
 

Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014

on

  • 1,132 views

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 ...

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

Statistics

Views

Total Views
1,132
Views on SlideShare
1,130
Embed Views
2

Actions

Likes
0
Downloads
30
Comments
0

1 Embed 2

http://www.slideee.com 2

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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

Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014 Leverage Your Employees as Brand Ambassadors | Talent Connect Sydney 2014 Presentation Transcript

  • Brie Mason Employment Brand Manager, Telstra Leverage Your Employees as Brand Ambassadors Amanda Smith People Potential Manager, lululemon athletica
  • 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 research – brand perceptions  Internal research – employee engagement
  • #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
  • #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
  • #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
  • #intalent
  • #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
  • #intalent
  • #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
  • #intalent
  • #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
  • #intalent INTEGRATED MARKETING CAMPAIGN OWNED EARNE D PAID WEBSITES SOCIAL SEARCH PROMOTIO N WORD OF MOUTH ADVERTISING MEDIA ONLINE OFFLINE
  • #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
  • #intalent
  • #intalent
  • #intalent
  • #intalent
  • #intalent
  • #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
  • #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
  • #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
  • #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
  • Employees as Brand Ambassadors Amanda Smith People Potential Manager, lululemon athletica
  • 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!