Presentation to ERE 14 in San Diego on April 23rd.

1. Transforming Your
Employer Brand
in the
Face of Extreme
Challenges
@DavidALee

2. 20 Lessons to Find and Retain…

3. Passionate People

4. “We don’t have the Army’s budget.”

5. “There is nothing more difficult to carry out, nor more
doubtful of success, nor more dangerous to
handle, than to initiate a new order of things. For the
reformer has enemies in all those who profit by the
old order, and only lukewarm defenders in all those
who would profit by the new order...because of the
incredulity of mankind, who do not truly believe in
anything new until they have had actual experience
of it.”
— Machiavelli, The Prince
Please keep an open mind

6. $2B in competing communications

7. The Challenges

9. Annual Recruiting Goal
• That’s like hiring all full time employees for
– Top 5 companies on 2014 Best Places to Work list
– Amazon
– Microsoft
– Starbucks US Employees
• 106,500 (ROTC not included)
– 80,000 Active Army
– 26, 500 Army Reserves

10. Changing Perceptions

11. Soldiers are…

12. Sons

13. Daughters

14. Sisters and Brothers

15. Moms

16. Dads

17. Soldiers are…

18. just like YOU!

19. Background
• West Point graduate with degree in Economics
• MA Degrees in Business, Strategy and Military Arts & Science
• Key Assignments before running Army Strong Campaign
– Commander of a 625 Soldier MLRS Battalion
– Strategic Planner for Chief of Staff, Army Initiatives Group
– Secretary of Defense Corporate Fellow
– Instructor at the Field Artillery School
• Lead the US Army Strong Campaign from April 2007 – Sept 2009
• Ran refugee camps for Cuban and Haitian Refugees (1994-1995)
• Since retiring from the Army in September 2009
– Consultant
– Global Employer Brand Leader at Amazon
• Enjoy sharing ideas over coffee

20. Failure = Draft

21. Lesson 1: Leaders don’t follow roads…

22. they make their own!

23. Effects Based Fire Support Planning
• Adopted by Information Operations Planners

24. Army vs. Marketing Planning
Same planning process different “weapons”
Synchronization = Integration

25. Lesson 2: Have a Strategy and a Plan

26. Lesson 3: Intelligence is Critical

27. Military Decision Making Process
Intelligence
(Enemy and Friendly)

28. Who is our competition?

30. Reality or Myth?
Joining the service is done as a last option.

31. Reality or Myth?
Joining the service is done as a last option.
7 in 10 American youth don’t meet the minimum
eligibility requirements to join the service.

32. Reality or Myth?
Youth from low income families make up the
majority of those joining the Army.

33. Reality or Myth?
Youth from low income families make up the
majority of those joining the Army.
Average American Income
Top 40%
Bottom 20%
% of Army
49.6%
10.6%

34. Lesson 4: You have ONE Brand

35. Candidates BUY

36. Lesson 5: Have a Value Proposition

37. The Army’s Positioning for Recruiting
Positioning Statement: Being a Soldier
strengthens you today and for the future
because the Army develops your potential
through relevant and challenging
training, shared values and personal
experience. Soldiers consistently take pride
in making a difference for themselves, their
families and the Nation.
Messaging tells a story of Soldiers being
mentally, physically and emotionally strong. Access
DEP/EP
Contract
Floor
Test Pass
Test
Appointments Conducted
Appointments Made
Lead Developed then Refined`
Willing to Learn More
Aware of Soldier Value/Army Offerings
Target Prospect Population
Access
DEP/EP
Contract
Floor
Test Pass
Test
Appointments Conducted
Appointments Made
Lead Developed then Refined`
Willing to Learn More
Aware of Soldier Value/Army Offerings
Target Prospect Population

38. Army Reserve

39. ROTC

40. Medical

41. Lawyers

42. Special Forces

43. Linguists

44. Chaplains

45. Band

46. Values of Employment
Economic Significance Attraction
Development Social Personal

47. Lesson 6: Intelligence = Thinking Big

48. Who do you benchmark against?

49. Employees must internalize your message

50. Lesson 7: Solve the right problems

51. What’s the right problem to solve?
We need to meet
our recruiting
goals!
US Army
That’s not
my problem!
Candidate

52. Here is the problem we had to solve…
How do we communicate the
Truth in Service
using messaging that is
Authentic and Verifiable?

53. Communication Development

54. Candidate Funnel vs. Communications
Awareness
Experience
Relationship
Management
Close Deal
Internal
Communications

55. Other Social
Media
Website Blog
Gaming
Sites
or Apps
Sample Integrated Marketing Matrix
1
2
3
4
Social Media Networks
• Hub, modula
r & widgetize
content for
people to put
on their own
sites, blogs,
etc.
• Facilitate to
Interact/
connect with
our
prospects
and
influencers.
• Help people
to learn
about the
brand.
• Provide
content to
learn about
life and
experience
the company
or its
products.
• Drive to
website
• Give a flavor
of life and
experience
of certain
products
• Drive to
website
Role
FunnelStages
1
2
3
4
: which stage each program network plays a role at
Social media should play a vital role in building awareness, enabling customers
to experience our clients products/services, as well as helping to collect critical
information
Print
(Ads, OOH)
• ADS, OOH:
Generate
awareness
of our
website.
• PR:
Generate
positive
impressions
about the
company.
Television
• Generate
awareness
of our
website.
Events
• Generate
leads by
allowing
people to
experience
our brand.
• Generate
applicants at
location.
1. Appeal to the broadest segment
2. Experience
3. Relationship Management
4. Close Deal
• Leverage
User
Generated
content.
• Demonstrate
elements of
the
marketing
campaign.
• Help
customers
connect with
company or
customer
service
• Allow to ask
deeper
questions
• Real time
response
• Use as
appropriate
to reach
people, appli
cants, candi
dates and/or
employees.

56. Lesson 8: Rehearse the Plan

57. Lesson 9: Have an observation plan

58. What do you measure?

59. Lesson 10: Be Innovative

60. Lesson 11: Train Recruiters

61. Lesson 12: Train as you fight

62. Lesson 13: Sell Passion

63. Lesson 14: New Hire Orientation

64. Lesson 15: Know your Rock Stars

65. Employees are Ambassadors

66. Lesson 16: Events = Experience

67. Lesson 17: Keep Improving

68. Lesson 18: Employee Retention

69. Lesson 19: You hire families

70. Lesson 20: Employee Recognition

71. End Result
• Reduced cost per contract
• Met/exceeded objectives
• Increased quality of candidates
• Army Strong being used throughout the Army

72. Veteran Hiring Program
One more thought…

73. Thoughts Over Coffee
DavidALee.com
@DavidALee
/in/ColonelDavidALee
Dave@DavidALee.com
Col.David.Lee