Presentatie Bjorn Veenstra

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Presentatie van Bjorn Veenstra tijdens het State of the Art Marketing event 2013.

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Presentatie Bjorn Veenstra

  1. 1. Let’s start with a Y feature: sharing, download the above mentioned report for free at www.talentsmoothie.com State of the art Marketing Event Employer Branding & Generation (wh)Y 25 januari 2013 – Bjorn Veenstra
  2. 2. Generation X: born 1965 – 1977
  3. 3. THE ESSAY
  4. 4. Eric Chia July, 2008 1992 – 2002 (?) My opinion does matter What is it that I can add? Flexible, knowledge, challenge, team workWHO AM Y? Learning, personal growth, to account for Online, social Keep them interested
  5. 5. CHANGE: from both employer and employee perspective
  6. 6. Which Dutch employer claims this?International operating consulting company
  7. 7. People matter as a business claim, do they?PR disaster both corporate as well as from a employer brand perspectiveJanuary 2013, Netherlands
  8. 8. Outsmart ‘The System’
  9. 9. Talent Stock ExchangeSource: blog Bjorn Veenstra Who shall access my talent? The abovementioned matter is merely functional, and oriented on recruiting talent. An at least equally important fundament of making decisions in terms of employment is determined by the employee: who would you give access to your skills and talent. Research amongst over 5.500 Dutch higher educated (Employer Brand Monitor) has shown that the decision of accepting a task or employer is more and more based on the match between the personal brand and the employer brand. In other words: whom do I want to give access to my talent? Values, norms, culture and archetypes are key in determining the match between the personal DNA and the Employer Brand DNA. Read more at: http://www.employerbrandscan.com/Insights/The-future-of-the-Employer-Brand/index.html
  10. 10. Employer Brand Bron: employerbrandscan.com
  11. 11. Research – Employer Brand Management International research Insights and sharing useful practices Among top performers 2011: NL 2012: NL | BE | SE >400 organisations 2013: + Ukraine Philips, Ikea, KPMG, Ahold, Mercedes-Benz, Coca Cola, Pepsico, Shell, Rabobank, Accenture, Deloitte, AkzoNobel etc. Source: Employer Brand Insights Get the full report for free: http://nl.employerbrandscan.com/Insights/Top-100-Summit
  12. 12. Personal Brand
  13. 13. It’s all about matching1. Employer Brand meets Personal Brand2. Matching = Chemistry = identification
  14. 14. OVER THE YEARS A LOT HAS CHANGED
  15. 15. Gen Y does not come to APPLY for a job. Theycome to select an employer. Gen Y prefers anEXPERIENCE and a BRAND to identify withAs I come to think of it: we actually employ two current and perfect examples of engaged Y-profileemployees! So what is it that they choose to join our team…?
  16. 16. Best practise:‘You never actually own aPatek Philippe.’‘You merely look after it forthe next generation.’BRINGING CORPORATE andEMPLOYER values to LIVE
  17. 17. Whom do you match with? Up to 150 employers so far in the NetherlandsCompanyMatch.me as from next monday live in Belgium (dutch and french)
  18. 18. Whom matchesKarin?WHOM DO YOU MATCH?
  19. 19. VACANCIESwe have 3 outstanding internships 3-6 months, interested?! Or spread the word! 1x commercial position (Dutch) 1x internet position (Dutch) 1x internet position (Dutch & ENG)Thank you!@bjornveenstrabjorn_at_werkenbijmerken.nl Houten (Utrecht)

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