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Is HR in the Business of Marketing?

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After real 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.
This SlideShare tells the story of talent branding and engagement by using quotes from 12 leading talent experts at the BE HR 2015 Conference in Boston. You'll discover the importance of marketing and reinventing HR, branding to attract the right talent, engaging a diverse workforce, and tips to measure your employee engagement.

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Is HR in the Business of Marketing?

  1. 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. 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. 3. Branding & Engagement HR Conference 2015 What is a brand? Photo Credits: pixabay.com
  4. 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. 5. Branding & Engagement HR Conference 2015 Dr. Bouvier Williams, Dir. of Talent DSM North America
  6. 6. There are 3 types of brands? Branding & Engagement HR Conference 2015
  7. 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. 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. 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. 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. 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. 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. 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. 14. “ Branding is an enabler of employee engagement.” Dr. Bouvier Williams Dir. of Talent, DSM North America Branding & Engagement HR Conference 2015
  15. 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. 16. Branding & Engagement HR Conference 2015 Martha Restrepro Senior Director HR, Formerly Monster Not…
  17. 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. 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. 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. 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. 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. 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. 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. 24. 46% of new hires fail in 18  months. Leadership IQ Branding & Engagement HR Conference 2015
  25. 25. 89% of the time the cause was attitude. Leadership IQ Branding & Engagement HR Conference 2015
  26. 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. 27. “ How will they acquire the skills …” Branding & Engagement HR Conference 2015 Bradford Wilkins VP HR, Adcap Network Systems
  28. 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. 29. “Engaged means hands, minds, and hearts.” Branding & Engagement HR Conference 2015 Peter McCue VP HR TE Connectivity Photo Credits: pixabay.com
  30. 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. 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. 32. Branding & Engagement HR Conference 2015 “Infuse innovation in your company and allow people to take risks.” Dan Schawbel Founder, WorkplaceTrends.com
  33. 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. 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. 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. 36. Branding & Engagement HR Conference 2015 “ The global gamification market will grow 68.4% through 2018.” TechNavio
  37. 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. 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. 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. 40. “It’s not who you know, but who your contacts know.” Branding & Engagement HR Conference 2015 Theresa Nordstrom VP HR, Benaissance
  41. 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. 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. 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. 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. 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. 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. 47. “ Branding is an emotional connection, make it a priority.” Branding & Engagement HR Conference 2015 Beth Rudai Senior HR Manager, TD Bank
  48. 48. Branding & Engagement HR Conference 2015 Bradford Wilkins VP HR, Adcap Network Systems
  49. 49. Peggy Frazier VP Global Talent Acquisition, Blackbaud If you like me, please share. Branding & Engagement HR 2015 Conference
  50. 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. 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. 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. 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!

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