CONVERSATIONS
PAVE THE ROAD TO

AUTHENTICITY
follow @insilencio on Twitter

insilencio
BIG COMPANIES ARE CHANGING TO BECOME
MORE LEAN AND AGILE.

?
SMALL BUSINESSES WANT TO BE KNOWN
AS A CHALLENGING EMPLOYER.
THEY ALL WANT TO ATTRACT SKILLED PEOPLE
WITH THE RIGHT ATTITUDE.
THEY ALL WANT MORE ENGAGEMENT FROM
THEIR EMPLOYEES.
THE THING IS THESE PEOPLE DON’T JUST BUY
YOUR STORY.
UNLESS YOU REALLY HAVE
SOMETHING TO OFFER.
GENERATION Y INTERACTS
TO SEEK THE TRUTH.
THEY INFLUENCE OLDER GENERATIONS
TO BECOME AUTHENTICITY SEEKERS TOO.
FACE IT. EVERYBODY’S LOOKING
FOR A PEEK BEHIND YOUR CURTAIN.
SO LET YOUR PEOPLE DO THE TALKING.
THAT’S THE ONLY WAY TO OPEN UP
TO THE WORLD.
THINGS TO KEEP IN MIND
WHEN SHAPING YOUR

EMPLOYER MARKETING STRATEGY

follow @insilencio on Twitter

insilencio
YOU SHOULD AIM FOR A COMMUNITY WHERE
CANDIDATES MEET EMPLOYEES.
CONNECTED
CANDIDATES

AWARENESS &
RECOGNITION

employer

b...
BECAUSE THEY WILL BECOME THE EARNED
MEDIA YOU DESERVE.
USE YOUR OWNED MEDIA TO
TELL YOUR STORIES TO YOUR AUDIENCES.
BRANDING CAMPAIGNS

TRAFFIC CAMPAIGNS

COMMUNITY PLATFORMS

W...
WANNA GET STARTED?
HERE ARE SOME

USEFUL POINTERS
follow @insilencio on Twitter

insilencio
#1
SET UP THE RIGHT COMMUNITY PLATFORMS
MAKE YOUR CAREER SITE AN
INTERACTIVE EXPERIENCE HUB.
BUILD PAGES ON SOCIAL MEDIA WHERE YOU
CAN ENGAGE WITH YOUR COMMUNITIES.
A REAL-LIFE EVENT IS THE ULTIMATE
COMMUNITY PLATFORM.
#2
TURN YOUR EMPLOYEES INTO STORYTELLERS
AMBASSADORS
CONVERSATION TEAM

COMMUNICATIONS

HR

OPERATIONS

IT

FINANCE

MARKETING

SALES

ASSESS YOUR AMBASSADORS AND ...
THERE’S MORE THAN THOSE
2-MINUTE VIDEO TESTIMONIES.
ROLES FOR AN AMBASSADOR
VIDEO TESTIMONIES
BLOG STORIES
GUIDED TOURS
JO...
MAKE THEM EXPERTS IN THEIR ROLES.
THEY WILL BE MORE ENGAGED.
#3
CREATE A CONVERSATION PLAN
THINK TIME, TOPIC, TONE-OF-VOICE.

Mon 14/10/2013

job in the picture

job in the picture

job in the picture

Tue 15/10/2...
MOST STORIES PROVE
WHO YOU ARE AS AN EMPLOYER.
DON’T FORGET THE SMALLER STORIES.
THEY’RE ENGAGING TOO.
BE PREPARED FOR
UNPLANNED STORYTELLING.
#4

MONITOR, INTERACT & MEASURE
TOOLS WILL MAKE YOUR LIFE A LOT EASIER.
NEW INSIGHTS WILL HELP YOU
OPTIMISE YOUR TACTICS.
CAMPAIGN TACTICS

CAMPAIGN PRODUCTION
CAREER
WEBSITE

EMPLOYEE
AMBASSADO...
#5
SEE COMMENTS AS AN OPPORTUNITY
REINFORCE POSITIVE COMMENTS.
THOSE FEW NEGATIVE COMMENTS
DESERVE AN ANSWER TOO.
CONVERSATION GUIDELINES SHOULD INSPIRE,
NOT RESTRICT.
#6

MAKE THIS YOUR CULTURE, NOT YOUR PROJECT.
YOUR EMPLOYMENT STORIES ARE
THE PERFECT PILOT.
TEAR DOWN ALL FENCES.
BE A CONVERSATION COMPANY.
EMPLOYEES

AMBASSADORS

CONVERSATION
TEAM
I GUESS YOU’RE
CURIOUS ABOUT THE

RESULTS YOU MAY EXPECT
follow @insilencio on Twitter

insilencio
MORE ENGAGED EMPLOYEES...
MORE CONNECTED CANDIDATES...
... AND A STRONGER EMPLOYER BRAND!
CONVERSATIONS
PAVE THE ROAD TO

AUTHENTICITY
follow @insilencio on Twitter

insilencio
THANK YOU!

@tomdewachter

REVIEW THIS DECK ON MY LINKEDIN PROFILE

follow @insilencio on Twitter

insilencio
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Conversations pave the road to authenticity

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An inspirational slidedeck about how to use conversation management to build your employer brand.

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Conversations pave the road to authenticity

  1. 1. CONVERSATIONS PAVE THE ROAD TO AUTHENTICITY follow @insilencio on Twitter insilencio
  2. 2. BIG COMPANIES ARE CHANGING TO BECOME MORE LEAN AND AGILE. ?
  3. 3. SMALL BUSINESSES WANT TO BE KNOWN AS A CHALLENGING EMPLOYER.
  4. 4. THEY ALL WANT TO ATTRACT SKILLED PEOPLE WITH THE RIGHT ATTITUDE.
  5. 5. THEY ALL WANT MORE ENGAGEMENT FROM THEIR EMPLOYEES.
  6. 6. THE THING IS THESE PEOPLE DON’T JUST BUY YOUR STORY.
  7. 7. UNLESS YOU REALLY HAVE SOMETHING TO OFFER.
  8. 8. GENERATION Y INTERACTS TO SEEK THE TRUTH.
  9. 9. THEY INFLUENCE OLDER GENERATIONS TO BECOME AUTHENTICITY SEEKERS TOO.
  10. 10. FACE IT. EVERYBODY’S LOOKING FOR A PEEK BEHIND YOUR CURTAIN.
  11. 11. SO LET YOUR PEOPLE DO THE TALKING.
  12. 12. THAT’S THE ONLY WAY TO OPEN UP TO THE WORLD.
  13. 13. THINGS TO KEEP IN MIND WHEN SHAPING YOUR EMPLOYER MARKETING STRATEGY follow @insilencio on Twitter insilencio
  14. 14. YOU SHOULD AIM FOR A COMMUNITY WHERE CANDIDATES MEET EMPLOYEES. CONNECTED CANDIDATES AWARENESS & RECOGNITION employer brand story ENGAGED EMPLOYEES
  15. 15. BECAUSE THEY WILL BECOME THE EARNED MEDIA YOU DESERVE.
  16. 16. USE YOUR OWNED MEDIA TO TELL YOUR STORIES TO YOUR AUDIENCES. BRANDING CAMPAIGNS TRAFFIC CAMPAIGNS COMMUNITY PLATFORMS WEBSITE
  17. 17. WANNA GET STARTED? HERE ARE SOME USEFUL POINTERS follow @insilencio on Twitter insilencio
  18. 18. #1 SET UP THE RIGHT COMMUNITY PLATFORMS
  19. 19. MAKE YOUR CAREER SITE AN INTERACTIVE EXPERIENCE HUB.
  20. 20. BUILD PAGES ON SOCIAL MEDIA WHERE YOU CAN ENGAGE WITH YOUR COMMUNITIES.
  21. 21. A REAL-LIFE EVENT IS THE ULTIMATE COMMUNITY PLATFORM.
  22. 22. #2 TURN YOUR EMPLOYEES INTO STORYTELLERS
  23. 23. AMBASSADORS CONVERSATION TEAM COMMUNICATIONS HR OPERATIONS IT FINANCE MARKETING SALES ASSESS YOUR AMBASSADORS AND YOUR CONVERSATION TEAM.
  24. 24. THERE’S MORE THAN THOSE 2-MINUTE VIDEO TESTIMONIES. ROLES FOR AN AMBASSADOR VIDEO TESTIMONIES BLOG STORIES GUIDED TOURS JOB FAIRS KEYNOTE SPEECHES SELECTION INTERVIEWS
  25. 25. MAKE THEM EXPERTS IN THEIR ROLES. THEY WILL BE MORE ENGAGED.
  26. 26. #3 CREATE A CONVERSATION PLAN
  27. 27. THINK TIME, TOPIC, TONE-OF-VOICE. Mon 14/10/2013 job in the picture job in the picture job in the picture Tue 15/10/2013 HR facts HR facts HR facts Wed 16/10/2013 blog in the picture blog in the picture blog in the picture Thu 17/10/2013 event event event Fri 18/10/2013 fun fun fun Sat 19/10/2013 family day family day family day Mon 21/10/2013 job in the picture job in the picture job in the picture Tue 22/10/2013 HR facts HR facts HR facts Wed 23/10/2013 blog in the picture blog in the picture blog in the picture Sun 20/10/2013
  28. 28. MOST STORIES PROVE WHO YOU ARE AS AN EMPLOYER.
  29. 29. DON’T FORGET THE SMALLER STORIES. THEY’RE ENGAGING TOO.
  30. 30. BE PREPARED FOR UNPLANNED STORYTELLING.
  31. 31. #4 MONITOR, INTERACT & MEASURE
  32. 32. TOOLS WILL MAKE YOUR LIFE A LOT EASIER.
  33. 33. NEW INSIGHTS WILL HELP YOU OPTIMISE YOUR TACTICS. CAMPAIGN TACTICS CAMPAIGN PRODUCTION CAREER WEBSITE EMPLOYEE AMBASSADORSHIP COMMUNITY PLATFORMS CONVERSATION MANAGEMENT CAMPAIGN ANALYSIS TRAFFIC CAMPAIGNS BRANDING CAMPAIGNS
  34. 34. #5 SEE COMMENTS AS AN OPPORTUNITY
  35. 35. REINFORCE POSITIVE COMMENTS.
  36. 36. THOSE FEW NEGATIVE COMMENTS DESERVE AN ANSWER TOO.
  37. 37. CONVERSATION GUIDELINES SHOULD INSPIRE, NOT RESTRICT.
  38. 38. #6 MAKE THIS YOUR CULTURE, NOT YOUR PROJECT.
  39. 39. YOUR EMPLOYMENT STORIES ARE THE PERFECT PILOT.
  40. 40. TEAR DOWN ALL FENCES. BE A CONVERSATION COMPANY. EMPLOYEES AMBASSADORS CONVERSATION TEAM
  41. 41. I GUESS YOU’RE CURIOUS ABOUT THE RESULTS YOU MAY EXPECT follow @insilencio on Twitter insilencio
  42. 42. MORE ENGAGED EMPLOYEES...
  43. 43. MORE CONNECTED CANDIDATES...
  44. 44. ... AND A STRONGER EMPLOYER BRAND!
  45. 45. CONVERSATIONS PAVE THE ROAD TO AUTHENTICITY follow @insilencio on Twitter insilencio
  46. 46. THANK YOU! @tomdewachter REVIEW THIS DECK ON MY LINKEDIN PROFILE follow @insilencio on Twitter insilencio

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