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Employer Brand Thinking

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An agency perspective on HR communications and Employer Branding. by Tom Van den Bergh / RCA Group

Published in: Recruiting & HR
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Employer Brand Thinking

  1. employer brand thinking -­‐  an  agency  perspective  -­‐                            presentation  by                              Tom  Van  den  Bergh                                  strategic  /  creative  director  
  2. -­‐  why  do  people  do  things  ?  -­‐  
  3. -­‐  what’s  wrong  with  her  ?  -­‐    
  4. -­‐  iPads  …  really  ?  -­‐    
  5. -­‐  digital  detox  holidays  -­‐    
  6. evolutions -­‐  changes  everywhere  -­‐    
  7. black swans -­‐  changes  everywhere  -­‐    
  8. hypes -­‐  changes  everywhere  -­‐    
  9. people change every day our  jobs  and  careers  are  no  different.   any  story  about  HR  or  communication     is  by  nature  about  change.  
  10. -­‐  Shoshana  Zuboff  says  -­‐   “people  have  changed  more  than     the  business  organisations  they  must  depend  upon     for  consumption  and  for  employment.”   employer  brand  thinking,   2015     10  
  11. the labour market is a highly competitive business -­‐  not  the  least  for  employers  -­‐    
  12. -­‐  a  highly  competitive  business  -­‐     employer  brand  thinking,   2015     12   demographics   jobmobility   matching   balance  
  13. -­‐  HR  communication  -­‐     from tactical supplier to strategic partner from  job  postings  and  CV  mining   to  building  and  maintaining  a  reputation,     convincing  and  engaging  talent.   employer  brand  thinking,   2015     13  
  14. employer brand thinking -­‐  tada  -­‐    
  15.  -­‐  no  generic  slogans  -­‐     shaping the future together employer  brand  thinking,   2015     15  
  16.  -­‐  no  generic  slogans  -­‐     make A difference Every day employer  brand  thinking,   2015     16  
  17. -­‐  no  stock  photos  -­‐    
  18. -­‐  employer  brand  thinking  -­‐     is about your total employer identitya  coherent  unity  of  hard  facts  and  soft  stories,     down  to  earth  and  truthfully  aligned  with  the  motives  of  talent.   employer  brand  thinking,   2015     18  
  19. -­‐  employer  brand  thinking  -­‐     is a story that’s genuine instead of uniquethat  centers  on  your  own  people  and  culture.   employer  brand  thinking,   2015     19  
  20. -­‐  employer  brand  thinking  -­‐     is creating a lever for communication and experience»  Navigation   »  Reassurement   »  Engagement   employer  brand  thinking,   2015     20  
  21. -­‐  Brett  Minchington  says  -­‐     “an  employer  brand  is     the  image  of  your  organisation  as     'a  great  place  to  work’     in  the  mind  of  current  employees  and     key  stakeholders  in  the  external  market.”     employer  brand  thinking,   2015     21  
  22. employer brand thinking = ①  total  employer  identity   ②  ...  
  23. employer story management -­‐  tada  -­‐    
  24. -­‐  your  employer  brand  identity  is  shaped  by  all  touchpoints  -­‐  
  25. -­‐  employer  story  management  -­‐   content  reputation   engagement   employer  brand  thinking,   2015     25  
  26. -­‐  the  tweeting  foresters  -­‐    
  27. employer brand thinking = ①  total  employer  identity   ②  employer  story    management   ③  …  
  28. employer marketing -­‐  tada  -­‐    
  29. -­‐  employer  marketing  -­‐   employer marketing mixHR  communication  goes  beyond  the  speciSic  magazines  and  websites.     it  involves  a  balanced  and  comprehensive  mix  of  channels,     deSined  by  the  target  audience,  reach  and  impact.   employer  brand  thinking,   2015     30  
  30. -­‐  employer  marketing  -­‐   employer marketing mix»  Internal:  know-­‐do-­‐be  >  ambassadorship   »  Above:  broadcasting  and  reputation  >  brand     »  Below:  from  smart  segmentation  to  digital  1to1  >  conversion   »  Beside:  event,  stunt,  ...  >  activation   employer  brand  thinking,   2015     31  
  31. -­‐  not  carved  in  stone  -­‐    
  32. -­‐  not  carved  in  stone  -­‐   your employer brand is alive and kickingit  requires  constant  measuring,  monitoring  and  steering     in  order  to  attain  a  lasting  reach  and  impact.   employer  brand  thinking,   2015     33  
  33. employer brand thinking -­‐  summary  -­‐  
  34. change is constant »  the  labour  market  is  a  highly  competitive  business   »  HR  communication  is  a  strategic  affair   »  not  carved  in  stone  
  35. employer brand thinking = ①  total  employer  identity   ②  employer  story    management   ③  employer  marketing  
  36. -­‐  last  but  not  least  -­‐   organisation wide »  not  HR  only,     on  the  sweetspot  between  internal  and  external  affairs  and  communication   »  a  common  road  
  37. Thanks  for  listening.     Tom  Van  den  Bergh   tom@rca.be   @tomvandenbergh    

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