Tööandja bränding

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Helo Tamme

EB webinar Kersti Vannas virtuaalkohvik 24.11.2020

Business

Kersti Vannas
Tegevjuht
Instar EBC OÜ
TÖÖANDJA BRÄNDINGU
HOMMIKUKOHV
Autor: Westend61

14 aasta tööandja brändingu kogemust
1. Eesti tööandja brändingu kuvandi uurimustöö 2006.a.
1. Tööandja brändingu agentuuri Instar asutaja 2007
1. Eesti esindaja Euroopa tööandja brändingu
assotsiatsioonis 2020
Kogemused: tootmine, finants, Eesti, Läti, Leedu, India,
Soome
Lisaks : TÜ, EBS
3 last, Soome
Instari tiim
Jälgi sotsiaalmeedias
Kersti Vannas

Tänane keskkond ja tööandja brändingu olulisus – MIKS?
Trendid ja terviklik vaade sh. töötaja teekond - KUIDAS?
Praktiline - näpunäited
3 teemat

LÜHIAJALINE VAADE – COVID-19
PIKAAJALINE VAADE – SAMA
KESKKOND JA TÖÖANDJA BRÄNDING

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19625
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Elussünnid Surmad
CUSTOMER, CAPITAL VS
COLLEAGUES AND COMMUNITY

BRÄND VS BRÄNDI JUHTIMINE
TERVIKLIK ORAGANISATSIOONIÜLENE VAADE
KPI´D
TÖÖTAJA TEEKOND
TRENDID
This Photo by Unknown Author is licensed
under CC BY-SA
This Photo by Unknown Author is licensed under CC BY-SA

TÖÖANDJA BRÄND JA VÄÄRTUSPAKKUMINE
TÖÖANDJA BRÄNDING VÄRBAMISTURUNDUS

TÖÖTAJA TÖÖKOGEMUSE TEEKOND - EX
Töötaja kogemus
1. Sobivate
inimeste
värbamine
2. Tervitus ja
sisseelamine
3. Tööle-
asumine
4.Tööandja
brändi
tunnetamine
5. Avatud
hüvastijätt

KAS KÕNETATE OMA
SIHTRÜHMI? VÄLINE KPI
http://www.instar.ee/#survey

Karjäärileht – https://sinameieeesti.ee/
Sotsiaalmeedia bännerid
Töökuulutused
Lisatööd: märkmikud erinevates
suurustes, kalender, PowerPoint
template
KAITSEMINISTEERIUM

G4S LENNUNDUSJULGESTAJA MÄNG 2020
Töökuulutus print ja CVOnline ja CVKeskus
Sotsiaalmeedia formaadis töökuulutus FB ja Instagram
Värbamiskampaania leht www.g4stoo.ee

KÕIK TÖÖANDJA BRÄNDINGU TEGEVUSED ANNAVAD
SISENDI VÄÄRTUSPAKKUMISE LOOMISSE
Eesmärgid
Sihtrühmad,
vajadused
ja tunnetus
(segmente-
rimine)
Väärtus-
pakkumine,
värbamis-
sõnumid,
slogan
Tegevus-
kava,
kommuni
-katsioon
ja kanalid
Ellu-
viimine
Tulemu
-sed ja
hinda-
mine
Sisend - sihtrühma ootused (sisemine kuvand, välimine kuvand), tööturu konkurentide benchmarking
Väärtuspakkumise ja värbamissõnumite, tööandja brändingu strateegia
loomine (sh. persoonad, töötaja teekond)
Tegevus- ja kommunikatsioonikava väljatöötamine
Tegevus- ja kommunikatsioonikava elluviimine, tööandja saadiku koolitused ja välised tegevused

TEGEVUSKAVA
Enne jõule - 30 päeva
Peale jaanipäeva - 180 päeva

+372 52 96166
www.instar.ee
Kersti.vannas@instar.ee
InstarEBC – Employer Branding Agency
@Instarebc
VÕTA MEIEGA ÜHENDUST!
Kersti Vannas
Liituge uudiskirjaga!
Kersti Vannas
Kersti Vannas

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Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits. To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups. Technology For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did. While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis. Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad. Age and Gender When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same. Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers. Race Affects Attitudes As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).

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A report by thenetworkone and Kurio. The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).

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Tööandja bränding

1. Kersti Vannas Tegevjuht Instar EBC OÜ TÖÖANDJA BRÄNDINGU HOMMIKUKOHV Autor: Westend61

2. 14 aasta tööandja brändingu kogemust 1. Eesti tööandja brändingu kuvandi uurimustöö 2006.a. 1. Tööandja brändingu agentuuri Instar asutaja 2007 1. Eesti esindaja Euroopa tööandja brändingu assotsiatsioonis 2020 Kogemused: tootmine, finants, Eesti, Läti, Leedu, India, Soome Lisaks : TÜ, EBS 3 last, Soome Instari tiim Jälgi sotsiaalmeedias Kersti Vannas

3. Tänane keskkond ja tööandja brändingu olulisus – MIKS? Trendid ja terviklik vaade sh. töötaja teekond - KUIDAS? Praktiline - näpunäited 3 teemat

4. LÜHIAJALINE VAADE – COVID-19 PIKAAJALINE VAADE – SAMA KESKKOND JA TÖÖANDJA BRÄNDING

5. 18456 19625 220672225522347214412044519977197052006419110194711950919742 1820817305178911822218190184531847518407 1957419242 160011518014968 19408 227212177721770 202792073021111201462090920786 196601950919598199382018720230199591927519629189091862918671 19782207812155222118217572123921461213602180121977218422187922204229372312824155242342363024106250862506024318 22304 19413 18038 15253 14176135091324212577121671242513067126321300113036139921435014877157751602815763 15… 14679 14056 13531135511390714053 13784 28800 21363 17143 18401 166301691816680 18047 19356 17785 20178 16610 18077 1664116472158531686417594166141649617101 19024 23702 20276 18120 24700 2070819969 21492 1754916730158171535415817 14420139811363812748130261297113130127381303613495132511275413520138001369914225151501518615038155201557315393 1657217351170941781218062181991834917893181901908619343 17986182791855118536195311971520126 2128622212 20828 1902018572194451844718403185161835518152176851731617316174091667516081 15790 152441545015244154841524315392 15543 0 5000 10000 15000 20000 25000 30000 35000 1919 1922 1925 1928 1931 1934 1937 1940 1943 1946 1949 1952 1955 1958 1961 1964 1967 1970 1973 1976 1979 1982 1985 1988 1991 1994 1997 2000 2003 2006 2009 2012 2015 Elussünnid Surmad CUSTOMER, CAPITAL VS COLLEAGUES AND COMMUNITY

7. BRÄND VS BRÄNDI JUHTIMINE TERVIKLIK ORAGANISATSIOONIÜLENE VAADE KPI´D TÖÖTAJA TEEKOND TRENDID This Photo by Unknown Author is licensed under CC BY-SA This Photo by Unknown Author is licensed under CC BY-SA

8. TÖÖANDJA BRÄND JA VÄÄRTUSPAKKUMINE TÖÖANDJA BRÄNDING VÄRBAMISTURUNDUS

9. TÖÖTAJA TÖÖKOGEMUSE TEEKOND - EX Töötaja kogemus 1. Sobivate inimeste värbamine 2. Tervitus ja sisseelamine 3. Tööle- asumine 4.Tööandja brändi tunnetamine 5. Avatud hüvastijätt

10.

11. KAS KÕNETATE OMA SIHTRÜHMI? VÄLINE KPI http://www.instar.ee/#survey

12. Karjäärileht – https://sinameieeesti.ee/ Sotsiaalmeedia bännerid Töökuulutused Lisatööd: märkmikud erinevates suurustes, kalender, PowerPoint template KAITSEMINISTEERIUM

13. G4S LENNUNDUSJULGESTAJA MÄNG 2020 Töökuulutus print ja CVOnline ja CVKeskus Sotsiaalmeedia formaadis töökuulutus FB ja Instagram Värbamiskampaania leht www.g4stoo.ee

14. KÕIK TÖÖANDJA BRÄNDINGU TEGEVUSED ANNAVAD SISENDI VÄÄRTUSPAKKUMISE LOOMISSE Eesmärgid Sihtrühmad, vajadused ja tunnetus (segmente- rimine) Väärtus- pakkumine, värbamis- sõnumid, slogan Tegevus- kava, kommuni -katsioon ja kanalid Ellu- viimine Tulemu -sed ja hinda- mine Sisend - sihtrühma ootused (sisemine kuvand, välimine kuvand), tööturu konkurentide benchmarking Väärtuspakkumise ja värbamissõnumite, tööandja brändingu strateegia loomine (sh. persoonad, töötaja teekond) Tegevus- ja kommunikatsioonikava väljatöötamine Tegevus- ja kommunikatsioonikava elluviimine, tööandja saadiku koolitused ja välised tegevused

15. TEGEVUSKAVA Enne jõule - 30 päeva Peale jaanipäeva - 180 päeva

16. ME KÕIK OLEME TÖÖANDJA SAADIKUD

17. +372 52 96166 www.instar.ee Kersti.vannas@instar.ee InstarEBC – Employer Branding Agency @Instarebc VÕTA MEIEGA ÜHENDUST! Kersti Vannas Liituge uudiskirjaga! Kersti Vannas Kersti Vannas

Tööandja bränding

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