TRICIA GOOSE - GLOBAL EMPLOYER BRAND, MANAGER - Appian - Unlocking the Power of your People to Supercharge your Employer Brand

2. TRICIA GOOSE
Global Employer Brand, Manager
Appian

7. 92%
of people will trust recommendations that they get from friends and family
over any other kind of marketing, promotion or advertising.
82%
of organizations currently use social media in order to successfully recruit
passive job candidates.

10. 1. Identify commonalities amongst the
employees who are organically sharing
your employer brand on their own:
a. Sending in cool photos for AppianLIFE
social
b. Attending career fairs
c. Leading internal ERGs
2. Build your Influencer or Brand Champion
mission and definition (TIP: Create several
definitions that pull in a variety of audiences. You don’t
want to limit yourself to those who only love social
media.)
3. What’s required vs. what can they do on
their own?

11. 1. Gather feedback from employees who have
been doing activities organically
2. Acknowledge and celebrate their
contributions
3. Share the program structure, and request
their feedback!
4. SWAG

12. 1. Leverage a large company-wide event or
meeting to launch your program
2. Schedule live trainings that are accessible for
all employees for the first few months
3. Load trainings in your Learning Management
System (LMS)
4. New Hire Orientation
5. Ask to speak at smaller department all-hands
meetings to educate more on the power of
this program and pull data showcasing
impact from employees within that
department

14. Leverage your Recruiting CRM (if you have one) as a way to organize your list of employee brand
champions
a. In Beamery, we use Forms to gather data about our Influencers to easily understand
areas of interest and involvement

15. Create a newsletter once a month for your Brand
Champions with things such as:
a. Latest company updates (e.g., Company
anniversary, company conferences
coming up, etc.)
b. Latest content (e.g., link any videos,
instagram stories, blog posts!)
c. Share the “hot” jobs
d. Provide examples of how to post
e. Use newsletters to survey them for
feedback on other internal program
initiatives

16. 1. Leverage your brand champions for more
than just social media and referrals
a. They signed up because they love
working at your company - ask for their
feedback on new internal programs that
are hush hush
2. KUDOS! Be sure to publicly and consistently
thank your brand champions on internal
company pages/platforms and externally,
too!
a. Ensure leadership is aware of what
they’re doing in addition to their
day-to-day duties within their role