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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
Branding & Engagement HR Conference 2015
What is a
brand?
Photo Credits: pixabay.com
What is a brand?
	
  
Branding & Engagement HR Conference 2015
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
Branding & Engagement HR Conference 2015
Dr. Bouvier Williams, Dir. of Talent
DSM North America
There are 3 types of brands?
Branding & Engagement HR Conference 2015
Personal Brand.
Branding & Engagement HR Conference 2015
“ It’s all about you, achieving what you want,
and your reputation in the industry.”
#1!
Dr. Bouvier Williams, Dir. of Talent
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.
Branding & Engagement HR Conference 2015
#2!
Dr. Bouvier Williams, Dir. of Talent
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.
Branding & Engagement HR Conference 2015
#3!
Dr. Bouvier Williams, Dir. of Talent
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.
Coming
Soon!
Click the button
below to get
3 Months
Free Access
to Customer
Engagement
Magazine!
“ 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
Branding & Engagement HR Conference 2015
Photo Credits: pixabay.com
“ But, you need to come out of your offices,
get to know your crowd and who
you’re trying to reach. ”
	
  	
  
Branding & Engagement HR Conference 2015
Photo Credits: pixabay.com
Love Welchel
Chief Talent Officer,
DeVries Global
Beth Rudai
Senior HR Manager
TD Bank
Branding & Engagement HR Conference 2015
“ 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
Branding & Engagement HR Conference 2015
“ The cornerstone of engaging employees is
communication based on ...”
Branding & Engagement HR Conference 2015
trust	
   credibility	
  
Martha Restrepro
Senior Director HR,
Formerly Monster
mutual respect	
  
Branding & Engagement HR Conference 2015
Martha Restrepro
Senior Director HR,
Formerly Monster
Not…
Branding & Engagement HR Conference 2015
” 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.”
Branding & Engagement HR Conference 2015
Traci Spero
Director of Talent,
Macy’s
Branding & Engagement HR Conference 2015
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.”
Branding & Engagement HR Conference 2015
Roger Ahlfeld
VP HR,
Tedeschi Food Shops
Photo Credits: pixabay.com
“ If there’s a lack
of communication,
people fill in the gaps.”
Branding & Engagement HR Conference 2015
Peggy Frazier
VP Global Talent Acquisition,
Blackbaud
(Formerly Microsoft & Apple)
Photo Credits: pixabay.com
“ Instead of
‘no phone calls please,’
invite people in and
give them the
information
they need.”
Branding & Engagement HR Conference 2015
Bradford Wilkins
VP HR,
Adcap Network Systems
Photo Credits: pixabay.com
“ 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.”
Branding & Engagement HR Conference 2015
Mark Morgenfruh
VP HR,
Larson Design GroupPhoto Credits: pixabay.com
46% of new hires fail in 18	
  months.
Leadership IQ
Branding & Engagement HR Conference 2015
89% of the time the cause was attitude.
Leadership IQ
Branding & Engagement HR Conference 2015
“ Hire for character, train for skill later.”
Branding & Engagement HR Conference 2015
Mark Morgenfruh
VP HR,
Larson Design Group
Photo Credits: pixabay.com
“ How will they acquire the skills …”
Branding & Engagement HR Conference 2015
Bradford Wilkins
VP HR,
Adcap Network Systems
“Be creative and design a modern apprentice
program for professionals in transition.”
Branding & Engagement HR Conference 2015
Bradford Wilkins
VP HR,
Adcap Network Systems
“Engaged means
hands, minds,
and hearts.”
Branding & Engagement HR Conference 2015
Peter McCue
VP HR
TE Connectivity
Photo Credits: pixabay.com
“ Give back. Support community development
programs, do volunteer work, and do it well.”
Branding & Engagement HR Conference 2015
Love Welchel
Chief Talent Officer,
DeVries Global
Branding & Engagement HR Conference 2015
“ Millennials want real time feedback,
online learning, and have
a higher tolerance for risk.”
Dan Schawbel
Founder,
WorkplaceTrends.com
Branding & Engagement HR Conference 2015
“Infuse innovation in your company
and allow people to take risks.”
Dan Schawbel
Founder,
WorkplaceTrends.com
Branding & Engagement HR Conference 2015
4 Key Motivators engaging people:
1.  Success
2.  Need for connection
3.  Recognition
4.  Seeing progress
Badgeville’s Behavior Lab
Branding & Engagement HR Conference 2015
“ 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
Branding & Engagement HR Conference 2015
How are companies using games?
•  Employee engagement
•  Recruiting
•  Training
•  Marketing and PR
•  Competitions
Dan Schawbel
Founder,
WorkplaceTrends.com
Branding & Engagement HR Conference 2015
“ The global gamification market will grow
68.4% through 2018.”
TechNavio
“ Continue to attract and grow productive
people through …”	
  	
  
Branding & Engagement HR Conference 2015
Love Welchel
Chief Talent Officer,
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
Branding & Engagement HR Conference 2015
“ Use on demand video interviews instead
of resumes. It shows the candidates
personal brand in their best light.”
Peggy Frazier
VP Global Talent Acquisition,
Blackbaud
(Formerly Microsoft & Apple)
https://www.sparkhire.com
“ Reinvent. Brand like a marketing department,
and go out and find talent.”
Branding & Engagement HR Conference 2015
Peggy Frazier
VP Global Talent Acquisition,
Blackbaud
(Formerly Microsoft & Apple)
Photo Credits: pixabay.com
“It’s not who you know, but
who your contacts know.”
Branding & Engagement HR Conference 2015
Theresa Nordstrom
VP HR,
Benaissance
“Create an
Employee Referral
Program with a
personal touch.
The secret
is how you plan
and implement it.”
Branding & Engagement HR Conference 2015
Theresa Nordstrom
VP HR,
Benaissance
Photo Credits: pixabay.com
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.
Branding & Engagement HR Conference 2015
Theresa Nordstrom
VP HR,
Benaissance
“Use tools to measure talent and progress
regularly.”
Branding & Engagement HR Conference 2015
Photo Credits: pixabay.com
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.”
Branding & Engagement HR Conference 2015
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.”
Branding & Engagement HR Conference 2015
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 & Engagement HR Conference 2015
“ Branding is an emotional
connection,
make it a priority.”
Branding & Engagement HR Conference 2015
Beth Rudai
Senior HR Manager,
TD Bank
Branding & Engagement HR Conference 2015
Bradford Wilkins
VP HR,
Adcap Network Systems
Peggy Frazier
VP Global Talent
Acquisition,
Blackbaud
If you like me, please share.
Branding & Engagement HR 2015 Conference
Branding & Engagement HR Conference 2015
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
Thanks for viewing!
Get FREE Access to the latest issue
right on your mobile device.
Go to
CustomerEngagementMagazine.com
Get Advanced Notice of LIVE Events
with top customer engagement
experts and companies.
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.
Coming
Soon!
Click the button
below to get
3 Months
Free Access
to Customer
Engagement
Magazine!

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Is HR in the Business of Marketing?

  • 1. 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?
  • 2. 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
  • 3. Branding & Engagement HR Conference 2015 What is a brand? Photo Credits: pixabay.com
  • 4. What is a brand?   Branding & Engagement HR Conference 2015 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
  • 5. Branding & Engagement HR Conference 2015 Dr. Bouvier Williams, Dir. of Talent DSM North America
  • 6. There are 3 types of brands? Branding & Engagement HR Conference 2015
  • 7. Personal Brand. Branding & Engagement HR Conference 2015 “ It’s all about you, achieving what you want, and your reputation in the industry.” #1! Dr. Bouvier Williams, Dir. of Talent DSM North America
  • 8. 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. Branding & Engagement HR Conference 2015 #2! Dr. Bouvier Williams, Dir. of Talent DSM North America
  • 9. “ 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. Branding & Engagement HR Conference 2015 #3! Dr. Bouvier Williams, Dir. of Talent DSM North America
  • 10. 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. Coming Soon! Click the button below to get 3 Months Free Access to Customer Engagement Magazine!
  • 11. “ 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 Branding & Engagement HR Conference 2015 Photo Credits: pixabay.com
  • 12. “ But, you need to come out of your offices, get to know your crowd and who you’re trying to reach. ”     Branding & Engagement HR Conference 2015 Photo Credits: pixabay.com Love Welchel Chief Talent Officer, DeVries Global
  • 13. Beth Rudai Senior HR Manager TD Bank Branding & Engagement HR Conference 2015 “ Bucket Your Information …” What’s their brand? What’s your brand? How do you connect your brand with theirs?
  • 14. “ Branding is an enabler of employee engagement.” Dr. Bouvier Williams Dir. of Talent, DSM North America Branding & Engagement HR Conference 2015
  • 15. “ The cornerstone of engaging employees is communication based on ...” Branding & Engagement HR Conference 2015 trust   credibility   Martha Restrepro Senior Director HR, Formerly Monster mutual respect  
  • 16. Branding & Engagement HR Conference 2015 Martha Restrepro Senior Director HR, Formerly Monster Not…
  • 17. Branding & Engagement HR Conference 2015 ” 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
  • 18. “ Great organizations who don't continuously Invest in developing a robust portfolio of leaders, fall behind.” Branding & Engagement HR Conference 2015 Traci Spero Director of Talent, Macy’s
  • 19. Branding & Engagement HR Conference 2015 Only 32% of organizations have a steady supply of leaders at the top. Traci Spero Director of Talent, Macy’s
  • 20. “ HR is also about honesty, focus, and clear communication.” Branding & Engagement HR Conference 2015 Roger Ahlfeld VP HR, Tedeschi Food Shops Photo Credits: pixabay.com
  • 21. “ If there’s a lack of communication, people fill in the gaps.” Branding & Engagement HR Conference 2015 Peggy Frazier VP Global Talent Acquisition, Blackbaud (Formerly Microsoft & Apple) Photo Credits: pixabay.com
  • 22. “ Instead of ‘no phone calls please,’ invite people in and give them the information they need.” Branding & Engagement HR Conference 2015 Bradford Wilkins VP HR, Adcap Network Systems Photo Credits: pixabay.com
  • 23. “ 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.” Branding & Engagement HR Conference 2015 Mark Morgenfruh VP HR, Larson Design GroupPhoto Credits: pixabay.com
  • 24. 46% of new hires fail in 18  months. Leadership IQ Branding & Engagement HR Conference 2015
  • 25. 89% of the time the cause was attitude. Leadership IQ Branding & Engagement HR Conference 2015
  • 26. “ Hire for character, train for skill later.” Branding & Engagement HR Conference 2015 Mark Morgenfruh VP HR, Larson Design Group Photo Credits: pixabay.com
  • 27. “ How will they acquire the skills …” Branding & Engagement HR Conference 2015 Bradford Wilkins VP HR, Adcap Network Systems
  • 28. “Be creative and design a modern apprentice program for professionals in transition.” Branding & Engagement HR Conference 2015 Bradford Wilkins VP HR, Adcap Network Systems
  • 29. “Engaged means hands, minds, and hearts.” Branding & Engagement HR Conference 2015 Peter McCue VP HR TE Connectivity Photo Credits: pixabay.com
  • 30. “ Give back. Support community development programs, do volunteer work, and do it well.” Branding & Engagement HR Conference 2015 Love Welchel Chief Talent Officer, DeVries Global
  • 31. Branding & Engagement HR Conference 2015 “ Millennials want real time feedback, online learning, and have a higher tolerance for risk.” Dan Schawbel Founder, WorkplaceTrends.com
  • 32. Branding & Engagement HR Conference 2015 “Infuse innovation in your company and allow people to take risks.” Dan Schawbel Founder, WorkplaceTrends.com
  • 33. Branding & Engagement HR Conference 2015 4 Key Motivators engaging people: 1.  Success 2.  Need for connection 3.  Recognition 4.  Seeing progress Badgeville’s Behavior Lab
  • 34. Branding & Engagement HR Conference 2015 “ 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
  • 35. Branding & Engagement HR Conference 2015 How are companies using games? •  Employee engagement •  Recruiting •  Training •  Marketing and PR •  Competitions Dan Schawbel Founder, WorkplaceTrends.com
  • 36. Branding & Engagement HR Conference 2015 “ The global gamification market will grow 68.4% through 2018.” TechNavio
  • 37. “ Continue to attract and grow productive people through …”     Branding & Engagement HR Conference 2015 Love Welchel Chief Talent Officer, 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
  • 38. Branding & Engagement HR Conference 2015 “ Use on demand video interviews instead of resumes. It shows the candidates personal brand in their best light.” Peggy Frazier VP Global Talent Acquisition, Blackbaud (Formerly Microsoft & Apple) https://www.sparkhire.com
  • 39. “ Reinvent. Brand like a marketing department, and go out and find talent.” Branding & Engagement HR Conference 2015 Peggy Frazier VP Global Talent Acquisition, Blackbaud (Formerly Microsoft & Apple) Photo Credits: pixabay.com
  • 40. “It’s not who you know, but who your contacts know.” Branding & Engagement HR Conference 2015 Theresa Nordstrom VP HR, Benaissance
  • 41. “Create an Employee Referral Program with a personal touch. The secret is how you plan and implement it.” Branding & Engagement HR Conference 2015 Theresa Nordstrom VP HR, Benaissance Photo Credits: pixabay.com
  • 42. 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. Branding & Engagement HR Conference 2015 Theresa Nordstrom VP HR, Benaissance
  • 43. “Use tools to measure talent and progress regularly.” Branding & Engagement HR Conference 2015 Photo Credits: pixabay.com Roger Ahlfeld VP HR, Tedeschi Food Shops
  • 44. “ Building the talent pipeline requires you to focus internally on candidates as you monitor their growth and their interest.” Branding & Engagement HR Conference 2015 Roger Ahlfeld VP HR, Tedeschi Food Shops
  • 45. “ 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.” Branding & Engagement HR Conference 2015 Peter McCue VP HR, TE Connectivity
  • 46. 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 & Engagement HR Conference 2015
  • 47. “ Branding is an emotional connection, make it a priority.” Branding & Engagement HR Conference 2015 Beth Rudai Senior HR Manager, TD Bank
  • 48. Branding & Engagement HR Conference 2015 Bradford Wilkins VP HR, Adcap Network Systems
  • 49. Peggy Frazier VP Global Talent Acquisition, Blackbaud If you like me, please share. Branding & Engagement HR 2015 Conference
  • 50. Branding & Engagement HR Conference 2015 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
  • 51. 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 Thanks for viewing!
  • 52. Get FREE Access to the latest issue right on your mobile device. Go to CustomerEngagementMagazine.com Get Advanced Notice of LIVE Events with top customer engagement experts and companies.
  • 53. 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. Coming Soon! Click the button below to get 3 Months Free Access to Customer Engagement Magazine!