Is HR in the Business of Marketing?

By Deb Monfette, Customer Engagement Magazine | @DebMonfette
Branding & Engagement HR Conference 2015
Quotes and Tips from 12 Brand Engagement Talent Experts
The Branding Engagement HR (BE HR) Conference 2015, Boston
Is HR in the
Business of
Marketing?

After conversations with more than 100 HR professionals from
the US and Europe, two challenges rose to the top. Branding to attract
the right talent and employee engagement. Thus the BE HR Conference
2015 was born.
We hope this content gives you a fresh perspective on the future
of branding and engaging talent at your companies.
Syncota Ltd, Event Coordinator
This SlideShare tells the story of talent branding and engagement
using quotes from the 12 presenters. I hope to leave you with a visual
image of how you can repackage your content. From conference
speeches, to quotes for SlideShare, to an upcoming article, blog posts,
social media updates, and more. Your imagination has no limits …
Deb Monfette, Content Producer, Customer Engagement Magazine;
Content Creator, Contenttriggers
Overview

What is a
brand?
Photo Credits: pixabay.com

What is a brand?

Attributes
“People, values, beliefs, offerings”
Perceptions
“What people see you as
and think you stand for”
Reputation
“Collective view of
multiple stakeholders
over the course of time”
Dr. Bouvier Williams, Dir. of Talent
DSM North America

DSM North America

There are 3 types of brands?

Personal Brand.
“ It’s all about you, achieving what you want,
and your reputation in the industry.”
#1!
DSM North America

It’s all about you, achieving what you want, and your reputation in the industry.
“ Demonstrates those characteristics that
inspire you to make an impact in the work you do
and shows the company is a great place to work.”
Employee Brand.
#2!
DSM North America

“ Makes the organization a great place to work
and gives it’s people something to believe in,
from the culture and vision, to the products and services.”
Employer Brand.
#3!
DSM North America

You won’t want to miss these tips
from BE HR 2015 in the next issue of
Customer Engagement Magazine!
CLICK HERE
Discover key
branding tips &
tools 12 leading
talent experts are
using to embrace
digital and attract,
engage, and retain
top talent.
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“ The most important advice is deﬁning who
you are and what you represent to the public.
Your brand identity will lead you to others ...”
Love Welchel
Chief Talent Officer,
DeVries Global

“ But, you need to come out of your oﬃces,
get to know your crowd and who
you’re trying to reach. ”

Love Welchel
DeVries Global

Beth Rudai
Senior HR Manager
TD Bank
“ Bucket Your Information …”
What’s their
brand?
What’s your
brand?
How do you connect
your brand with theirs?

“ Branding is an enabler of
employee engagement.”
Dr. Bouvier Williams
Dir. of Talent,
DSM North America

“ The cornerstone of engaging employees is
communication based on ...”
trust
credibility

Martha Restrepro
Senior Director HR,
Formerly Monster
mutual respect

Martha Restrepro
Senior Director HR,
Formerly Monster
Not…

” When employees are
truly engaged
it can
transform them and the
people they interact with,
because they
stop asking why
and start embracing
the why not. ”
Dr. Bouvier Williams
Dir. of Talent,
DSM North America

“ Great organizations who don't continuously
Invest in developing a robust portfolio of leaders,
fall behind.”
Traci Spero
Director of Talent,
Macy’s

Only
32% of organizations have a steady supply
of leaders at the top.
Traci Spero
Director of Talent,
Macy’s

“ HR is also about honesty, focus, and
clear communication.”
Roger Ahlfeld
VP HR,
Tedeschi Food Shops

“ If there’s a lack
of communication,
people ﬁll in the gaps.”
Peggy Frazier
VP Global Talent Acquisition,
Blackbaud
(Formerly Microsoft & Apple)

“ Instead of
‘no phone calls please,’
invite people in and
give them the
information
they need.”
Bradford Wilkins
VP HR,
Adcap Network Systems

“ When you have a new vision or are restructuring,
don’t let people hear it at the water cooler.
Have town hall meetings, present the numbers,
and do it in a group.”
Mark Morgenfruh
VP HR,
Larson Design GroupPhoto Credits: pixabay.com

46% of new hires fail in 18
months.
Leadership IQ

89% of the time the cause was attitude.
Leadership IQ

“ Hire for character, train for skill later.”
Mark Morgenfruh
VP HR,
Larson Design Group

“ How will they acquire the skills …”
Bradford Wilkins
VP HR,

“Be creative and design a modern apprentice
program for professionals in transition.”
Bradford Wilkins
VP HR,

“Engaged means
hands, minds,
and hearts.”
Peter McCue
VP HR
TE Connectivity

“ Give back. Support community development
programs, do volunteer work, and do it well.”
Love Welchel
DeVries Global

“ Millennials want real time feedback,
online learning, and have
a higher tolerance for risk.”
Dan Schawbel
Founder,
WorkplaceTrends.com

“Infuse innovation in your company
and allow people to take risks.”
Dan Schawbel
Founder,
WorkplaceTrends.com

4 Key Motivators engaging people:
1.  Success
2.  Need for connection
3.  Recognition
4.  Seeing progress
Badgeville’s Behavior Lab

“ Use game thinking to motivate and engage people to
solve problems in a fun environment.”
Dan Schawbel
Founder,
WorkplaceTrends.com
Photo Credits: Picjumbo | Viktor Hanacek

How are companies using games?
•  Employee engagement
•  Recruiting
•  Training
•  Marketing and PR
•  Competitions
Dan Schawbel
Founder,
WorkplaceTrends.com

“ The global gamiﬁcation market will grow
68.4% through 2018.”
TechNavio

“ Continue to attract and grow productive
people through …”

Love Welchel
DeVries Global
Relocations to work in new areas
Stretch assignments to other countries
Health and wellness programs
CEO lunch and learnsFinancial Health Fairs
Participate in social trends
Green office certification
Charitable giving, corporate matching
ContestsExposure to experts and famous brands

“ Use on demand video interviews instead
of resumes. It shows the candidates
personal brand in their best light.”
Peggy Frazier
Blackbaud
https://www.sparkhire.com

“ Reinvent. Brand like a marketing department,
and go out and ﬁnd talent.”
Peggy Frazier
Blackbaud

“It’s not who you know, but
who your contacts know.”
Theresa Nordstrom
VP HR,
Benaissance

“Create an
Employee Referral
Program with a
personal touch.
The secret
is how you plan
and implement it.”
Theresa Nordstrom
VP HR,
Benaissance

Case Study Results:
In 1 year this company saved $560,000 in 3rd party fees
and $20,700 per Hire by using a well planned Employee
Referral Program.
Theresa Nordstrom
VP HR,
Benaissance

“Use tools to measure talent and progress
regularly.”
Roger Ahlfeld
VP HR,
Tedeschi
Food Shops

“ Building the talent pipeline
requires you to focus
internally
on candidates
as you monitor
their growth and their interest.”
Roger Ahlfeld
VP HR,
Tedeschi Food Shops

“ We use monthly pulse surveys to monitor
employee engagement. A diﬀerent sample
is sent each month to a diﬀerent region.
Everyone completes it 2x a year. We leave
open questions for each business unit (BU)
as needed for real-time, personalized
feedback. Our managers get motivated
in each BU when we post the results.”
Peter McCue
VP HR,
TE Connectivity

Other tools shared to measure
talent and track progress:
• Personality assessments
• KSA – Knowledge, Skills and Ability
Development Plans
• Coaching
• Rewards
• Engagement Surveys
• Peer discussions and tracking

“ Branding is an emotional
connection,
make it a priority.”
Beth Rudai
Senior HR Manager,
TD Bank

Bradford Wilkins
VP HR,

Peggy Frazier
VP Global Talent
Acquisition,
Blackbaud
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Branding & Engagement HR 2015 Conference

Many thanks to the HR and Talent Ex perts
for sharing all their insights at BE HR 2015:
• Dr. Bouvier Williams, Chairman, Sr. Director Talent; DSM North America
• Traci Spero, Director Talent; Macy’s
• Brad Wilkins, VP of HR; Adcap Network Systems
• Dan Schawbel, Founder; WorkplaceTrends.com
• Beth Rudai, Senior HR Manager, TD Bank – “Is HR in the Business of Marketing?”
• Love Whelchel, Global Chief Talent Oﬃcer; DeVries Global
• Martha Restrepo, Senior Director HR; Formerly Monster
• Peggy Frazier, VP Global Talent; Blackbaud (formerly Mocrosoft and Apple)
• Peter McCue, VP HR; TE Connectivity
• Mark Morgenfruh, VP HR; Larson Design Group
• Theresa Nordstrom, VP HR; Benaissance
• Roger Ahlfeld, VP HR; Tedeschi Foods
• Syncota, B2B Media &Information Company, Event Coordinator

Presentation Created By
Deb Monfette,
Content Marketing
Producer & Contributor for
Customer Engagement
Magazine
and Content Creator at
Contenttriggers
For more information on Engaging Customers …
Follow me @debmonfette
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