Building your employer brand online

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Building your employer brand online

  1. 1. Don’t tell me. Show me. Employer Branding And Online Social Networking
  2. 2. It’s not them. It’s you.
  3. 3. Social media is an amplifier. Create good experiences? People talk about you. Create bad experiences? People yell about you.
  4. 4. The four corners of perception. KNOW THINK FEEL BELIEVE
  5. 5. The four corners of perception. Existing employees Non-employees KNOW THINK FEEL BELIEVE
  6. 6. The four corners of perception. Existing employees Non-employees Head KNOW THINK FEEL BELIEVE Heart
  7. 7. Belief is not based on evidence, but on personal connection with an idea.
  8. 8. Social media is three things; 1. User-driven and user-relevant 2. Interaction-focused 3. FOREVER
  9. 9. Individuals have an opinion. Those opinions combine to become your reputation. Reputation and marketing combine to form a brand.
  10. 10. You will never be an employer of choice for everyone. Defining the right people for your organisation lets you tailor your message.
  11. 11. The key to combining social media with your employer brand is about creating atmosphere which resonates with the right people.
  12. 12. Building Your Employer Brand Consistency of message to unify or disprove multiple reputations. Conversation, not proclamation. Talk, don’t preach. Every touch-point is an expectation met, missed or exceeded.
  13. 13. Which brand am I?
  14. 14. Which brand am I?
  15. 15. Which brand am I?
  16. 16. User driven and user-relevant If I don’t care, I won’t watch, listen, or interact I’m not here to be sold to - I’m not your ‘audience’. Pretending to know me is the quickest way to alienate me.
  17. 17. Interaction focused Give me a way to comment, share, promote and interact Validate my contribution. Let me become part of the experience. Let me get next to your brand by becoming part of the conversation
  18. 18. FOREVER What happens online, stays online, and is searchable Different people in different media spaces will get varied impressions Off-brand communications are more easily found and contrasted
  19. 19. To encourage belief, the nature of the experience must resonate and saturate. It must be believable, universally recognisable and overwhelming.
  20. 20. Who is your EVP?
  21. 21. Your employer brand strategy is about connection with people.
  22. 22. Questions?

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