Employer Branding or employee branding? Charu Malhotra, Global Head of Talent Attraction and Employer Branding for Ferrero will discuss the importance of going beyond just advertising and really gaining employee advocacy to achieve trust.

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Employer Branding Without
Employee Advocacy is a
Chocolate Teapot
Charu Malhotra James Ellis
With: Moderated by:
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About the Series
6 Education-packed sessions

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The Employer Brand
Audit

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About Charu Malhotra
Global Head of Talent Attraction and Employer Branding, Ferrero
Charu has over 13 years in-house experience in global talent acquisition and Employer Branding, and has held
leadership roles at Unilever, BP PLC, and Primark. She is currently at Ferrero SA (Nutella, Kinder) leading a global
transformation in employer branding and digital talent attraction. Her expertise and interests lie in resourcing
transformation, employer brand-building, and social media. She’s led global EVP programs, created and implemented
new recruitment models, and devised employer brand frameworks and campaigns in all her roles. Charu believes,
emphatically, in placing the employee and candidate center of all change programs, and that focusing on employee
and candidate experience is key to improving inclusion in organizations. She can be found on Twitter @CM_charu
talking about branding, consumer insights, and candidate experience, her love of the theatre and movies. Charu has
spoken at a number of talent conferences, and is speaking at HRTECH Amsterdam, HR Vision, London, World EB
day, Budapest, HR Minds, and Berlin.
About James Ellis
Senior Manager, Employer Branding at Groupon, Host of The Talent Cast (thetalentcast.com), @TheWarforTalent.
James Ellis runs The Talent Cast podcast (found on iTunes, Google Play and wherever you get your podcasts) where
he can be found doing deep dives into all things employer brand and recruitment marketing. He has years of
experience helping companies of every size get smarter about their inbound recruiting to find and attract the best
talent. He is currently a Senior Manager at Groupon responsible for the global employer brand and its activation
across all digital channels.

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#digital #resourcing #recruitmentmarketing
#employerbrand #socialmedia
#candidateexperience #externalcomms
#inclusion #suits #harveyspecter
Twitter:@ cm_charu
#employerbranding

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Is this useful?
pointless
As useful as a chocolate
teapot
Twitter:@ cm_charu
#employerbranding

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2008
2009
2010
2011
2012
2013
2014
61%
46%
51%
56%
53%
58%
63%
2015
73% 72%
2016
CEO’s concerned about the availability of key skills
Source: PWC Annual Global CEO Survey - 2017
2017
76%
Source: Manpower - 2016
8
Twitter:@ cm_charu
#employerbranding
Globally Employees are
disengaged

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Employer Brand
*Funnel by SmashFly (External)
Think of Candidate Attraction
like a funnel
9
Twitter:@ cm_charu
#employerbranding
Employee Advocacy

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Employer Branding
Global EVP
Defining global employment deal
and communication themes
Global Campaign
Providing consistent employer
brand identity and call to action
Global Landing Pages
Providing consistent employer
brand identity and call to action
www.ferrerocareers.com Twitter:@ cm_charu
#employerbranding

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6Edelman Trust Index Twitter:@ cm_charu
#employerbranding

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1. not false or copied; genuine; real:
an authentic antique.
2. having an origin supported by unquestionable evidence; authenticated; verified:
an authentic document of the Middle Ages; an authentic work of the old master.
3. representing one’s true nature or beliefs; true to oneself or to the person identified:
a story told in the authentic voice of a Midwestern farmer; a senator’s speech that sounded authentic.
4. entitled to acceptance or belief because of agreement with known facts or experience; reliable; trustworthy:
an authentic report on poverty in Africa.
5. Law. executed with all due formalities:
an authentic deed.
6. Music.
a) (of a church mode) having a range extending from the final to the octave above. Compare plagal.
b) (of a cadence) consisting of a dominant harmony followed by a tonic.
7. Obsolete. authoritative.
adjective
Twitter:@ cm_charu
#employerbranding

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Employer Branding without Advocacy IS Advertising
It’s shiny, glossy but ultimately lacking substance
The world we live in demands social proof
Edelman Trust Index says company experts are trusted 66% of the time whilst Nielsen
Global Report says only 47% of global corporate advertising
Twitter:@ cm_charu
#employerbranding

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 What do we do with content when people leave?
 Will it take people away from their day job?
 How do we police what they say?
 Will this encourage headhunters?
 How do we ensure people stay on brand?
Is this just my world??
Twitter:@ cm_charu
#employerbranding
Sounds familiar?

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Ideas
 Choose the right leader, how connected are they already?
 Tap into social listening, show brand mentions
 Create internal competition and benchmark
 Make friends with internal communications teams
 Create a calendar of internal campaigns
 Create a narrative and a framework so employees know themes that you are trying to amplify
Twitter:@ cm_charu
#employerbranding

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Twitter:@ cm_charu
#employerbrandingPOLL
How often do you check your EB content for employees that have left your business?
1. Every month
2. Every quarter
3. Every year
4. Ad hoc

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 Research & test assumptions with internal communication teams, PR, employee
engagement teams and brand teams
 Resilience
 Regroup constantly
 Coach and be a role model
 Create pilots e.g. where is the biggest recruitment need
 Agree definitions upfront
 Create a benchmark, what are we trying to achieve?
 Micro steps
 Try to have some fun
Twitter:@ cm_charu
#employerbrandingSo what am I learning?

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Twitter:@ cm_charu
#employerbrandingPOLL
What is your biggest internal barrier to employee advocacy?
1. Training for employees
2. Lack of internal understanding of objectives
3. Lack of senior sponsorship
4. Lack of content share

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Twitter:@ cm_charu
#employerbrandingContact me
Linkedin: charumalhotra1
Twitter: @ cm_charu
Talk to me about employer branding, recruitment marketing
or how amazing Jessica and Harvey are in Suits

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Don't Miss the Next Session!
https://www.recruitingbrief.com/webinar-series/employer-branding/
https://www.humanresourcestoday.com/webinar-series/employer-branding/

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Q&A
Global Head of Talent Attraction and
Employer Branding, Ferrero
Linkedin: charumalhotra1
Twitter: @ cm_charu
Senior Manager, Employer Branding at
Groupon, Host of The Talent Cast
The TalentCast Podcast:
TheTalentCast.com
Twitter ID: @TheWarForTalent
Website: JamesEllis.us
Charu Malhotra
With:
James Ellis
Moderated by:

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Don't Miss the Next Session!
https://www.recruitingbrief.com/webinar-series/employer-branding/
https://www.humanresourcestoday.com/webinar-series/employer-branding/