Activating Employer Brand with Social Media

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Employer brand is becoming a huge part of successful organizational business strategy. Well known brands including Sodexo, Google, Lululemon, Westjet Airlines, Starbucks, Adidas, Coca Cola and many more are building employer brand strategies that align with their corporate and service brand strategies to drive business value. The only difference between employer brand and service or product brands is the product itself. Employer branding is about people -- current employees and employee prospects and how they perceive an organization as a great place to work. The good news in all of this is the exact same branding principles that are used in corporate brands apply to employer brand, and it's all about emotions. The complex nature of human emotion is that "thing" that impacts how strong, or weak an employer brand is. Social media is that key communications and engagement channel that the great employer brands of the world are leveraging in their employer brand strategies. Social media enables any brand to more quickly engage with global audiences, and build brand equity. At the end of the day, "perception is reality, but the trick is to match perception with an accurate reality of what it's like to work at an organization". Sought after employer brands understand this, and understand that walking the talk is how an employer brand strategy will work, proliferate and realize long-term success.

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Activating Employer Brand with Social Media

  1. 1. ACTIVATINGEMPLOYER BRAND WITH SOCIAL MEDIA
  2. 2. #Imprint2014 @UBCImprint March 28, 2014 – Vancouver
  3. 3. “PERCEPTION IS REALITY”
  4. 4. THE WORKPLACE IS CHANGING
  5. 5. SPEED OF CHANGE
  6. 6. REAL TIME & MULTI-DIRECTIONAL COMMUNICATION
  7. 7. THE OFFICE
  8. 8. WORK ANYWHERE
  9. 9. WORK ANYWHERE TECHNOLOGY
  10. 10. DIVERSITY
  11. 11. WORK LIFE BLENDING
  12. 12. SO WHAT? Why do organizations need to care about all of this?
  13. 13. FACT:“How organizations deal with these changes positively correlates to the value of their employer brand equity”
  14. 14. WHAT IS EMPLOYER BRANDING?
  15. 15. ~ Brett Minchington “It’s the image of your organisation as a ‘great place to work’ in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders)”. www.employerbrandingonline.com www.employerbrandinternational.com www.brettminchington.com
  16. 16. WHO BRAND? OWNS EMPLOYER
  17. 17. • Perception of EB • Employees & prospects needs • Competition • State of employee engagement • Customer loyalty • Leadership • Change readiness • Employer uniqueness • Employer offer • Brand promise • Tools arsenal • Content strategy • Set objectives • Leadership buy-in • HR/Workplace Infrastructure • Keep doing • Stop doing • Make changes EMPLOYER BRAND EVALUATE & RESEARCH IDENTIFY EVP & BUILD STRATEGY EXECUTE & ACTIVATE MEASURE & TWEAK STRATEGY
  18. 18. I asked 3 questions: 1. On a scale of 1-10 what would you rank Google as a place to work? 2. How many of you have worked at Google? 3. Have you had previous contact with a Google employee or seen first- hand what it’s like to work there? Results: Everyone ranked Google at least a 7 out of 10, nobody has worked for Google and only 4 had previous contact or seen first-hand their corporate culture.
  19. 19. HOW IS THIS POSSIBLE?
  20. 20. WHICH PHONE WOULD YOU BUY?
  21. 21. ALL… •CULTURAL •SOCIAL •PERSONAL •PSYCHOLOGICAL BUYING DECISIONS ARE BASED ON 4 FACTORS
  22. 22. DOES IT MATTERIF IT’S A PRODUCT BRAND OR EMPLOYER BRAND?
  23. 23. UMMM… WHAT IS REALLY GOING ON HERE?
  24. 24. SOCIAL MEDIA IS THE #1 EMPLOYER BRAND PROLIFERATION CHANNEL
  25. 25. EMPLOYEE VALUE PROPOSITION Welcoming Living Growing Rewarding Recruiting YOU will become a valued member of the team We will enable YOU to flourish with us We will work with YOU to make your growth our priority YOU will be recognized for living our values and helping us grow We will inspire YOU to join Sodexo
  26. 26. ONLINE ACTIVATION STRATEGY
  27. 27. CAREER SITE • 1-stop shop—“talent hub” • Talent community • Branded
  28. 28. MOBILE APP
  29. 29. TWITTER
  30. 30. FACEBOOK
  31. 31. LINKEDIN
  32. 32. LINKEDIN
  33. 33. YOUTUBE
  34. 34. CAREERS BLOG
  35. 35. RESULTS 1. $300,000+ saved on annual recruitment costs 2. 50% increase in volume of diversity candidates 3. 250+ hires to date from the mobile careers app 4. Significant increase in volume of unsolicited recognition on social media 5. Significant improvement in overall candidate experience 6. Talent community has enabled better quality and faster hires
  36. 36. “PERCEPTION IS REALITY… AND IF YOUR AUDIENCE LIKES YOUR AUTHENTIC REALITY YOUR EMPLOYER BRAND WILL ROCK”
  37. 37. @JeffWaldmanHR /JeffWaldmanHR /in/JeffWaldmanHR /JeffWaldmanHR /u/1/+JeffWaldman/posts /JeffWaldman www.jeffwaldman.ca JeffWaldman1 jeff@stratify.co LET’S CONNECT

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