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USING YOUR
EMPLOYER BRAND
to Develop Talent Communities
It’s the essence of what
makes you a great
employer
An articulation of what makes
an organisation unique as an
employer......
26 Discover
Understand internal and
external perceptions and
develop your EVP
Measure
and Optimise
Measure your employer
b...
Creative Proposition
Employer Value Proposition
People Strategy
Corporate Brand Proposition
Vision
“...” “...” “...” “...”...
Employer
Brand
Careerswebsite
Role profile/preview
materials
Hiring manager
briefing and toolkit
Offerpack
Onboardingporta...
Employer
Brand
Activation
&Reputation Activation
Online listing
Trade Press
Digi banners
Job Alerts
Recruitment Events
Direct Sourcing
Conversations...
STAGE 2 MPU
DRAKE ‘ONE DANCE’
WILL BE THE
SCHOOL ANTHEM
WHEN I’M IN CHARGE
#ImInCharge
IMINCHARGE.CO.UK
#IMINCHARGE
WHAT W...
Hero films
Advocacy
& AmbassadorsAdvocacy & ambassadors
Twitter - powered
devices
Twitter-powered DEVICEs
Geofilters
A way to engage youth audiences
at specific locations and events
- works best when paired with offline promotio...
geofilters
wow!
A mobile employer
brand engagement unita mobile employer brand engagement unit
amplification that outperforms billboards
Employee referrals
‘Top 5’
Assigned
referral
Recruiting
referees
Boomerang
Employer
Brand
Activation
Creating
a Talent Network
Find
Engage
Develop
Big Picture
Big Data
ONS
White Papers
Data Vendors
Data Aggregators
Company Search
Chartered Associations
Target Organisat...
Insight and Approach
Ambitious
Experienced
Personal
Development
Brand Agnostic
Passionate
Peaking
Status
Brand Ambassador
...
Developing
the Relationship
Employer
Brand
Activation
How to Leverage your Employer Brand in Building and Engaging with Talent Communities by Robert Peasnell, Managing Director...
How to Leverage your Employer Brand in Building and Engaging with Talent Communities by Robert Peasnell, Managing Director...
How to Leverage your Employer Brand in Building and Engaging with Talent Communities by Robert Peasnell, Managing Director...
How to Leverage your Employer Brand in Building and Engaging with Talent Communities by Robert Peasnell, Managing Director...
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How to Leverage your Employer Brand in Building and Engaging with Talent Communities by Robert Peasnell, Managing Director, TMP Worldwide

How to Leverage your Employer Brand in Building and Engaging with Talent Communities by Robert Peasnell, Managing Director, TMP Worldwide

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How to Leverage your Employer Brand in Building and Engaging with Talent Communities by Robert Peasnell, Managing Director, TMP Worldwide

  1. 1. USING YOUR EMPLOYER BRAND to Develop Talent Communities
  2. 2. It’s the essence of what makes you a great employer An articulation of what makes an organisation unique as an employer... the DNA of who you are as an employer An Employer Brand A promise between and organisation and its employees It’s the basis on which people should join an organisation and a key reason why they should stay
  3. 3. 26 Discover Understand internal and external perceptions and develop your EVP Measure and Optimise Measure your employer brand’s impact and use the learning to optimise future performance Agree Communications Objectives i.e. recruitment and/or engagement and retention. Then agree scope of work 1 4 35 Visualise and Validate Start visualising your employer brand identity and test it to ensure it works corss-culturally Activate Bring your brand to life through brand guidelines and activate across your chosen channels Create Agree and finalise your employer brand identity
  4. 4. Creative Proposition Employer Value Proposition People Strategy Corporate Brand Proposition Vision “...” “...” “...” “...” “...” “...” Internal & external articulation of your EVP Your brand promise Supporting stories and evidence Employer Brand Themes Corporate position Relationships Quality Innovation Internaltional growth Careeer development Diverse culture Employer Brand Hierarchy
  5. 5. Employer Brand Careerswebsite Role profile/preview materials Hiring manager briefing and toolkit Offerpack Onboardingportal andassets Assessmentand interview materials andassets Candidate management communications and expeience Recruitment marketing toolkit Recruitment agency briefings and toolkit Talent network andcommunity keep warmmaterials SocialMediachennerls (linkedin,Twitter,etc) Thirdpartyreview sites(i.e.Glassdoor) Cam pusand events collateral Inductionprogramme andcollateral Employeereferral programmeandassets Internalm obility platform Performance management programme and materials Reward and benefits portal Wellbeing programme and assets Intranet/collaborationplatform Culture and engagement programme Em ployee recognition schem e/program m e Alumniprogramme andmarketing Employee advocacyplatform HR ServicesCommunications (PR for HR) Learning,development andtalentmanagement programmesand materials AWARENESS ATTRACTION ASSESSM ENT NURTURE Employer Lifecycle Touchpints
  6. 6. Employer Brand Activation
  7. 7. &Reputation Activation Online listing Trade Press Digi banners Job Alerts Recruitment Events Direct Sourcing Conversations on social Hero Videos Promoted content Content from employees Networks / Advocacy Experiences & Stunts
  8. 8. STAGE 2 MPU DRAKE ‘ONE DANCE’ WILL BE THE SCHOOL ANTHEM WHEN I’M IN CHARGE #ImInCharge IMINCHARGE.CO.UK #IMINCHARGE WHAT WOULD YOU DO, IF YOU WERE IN CHARGE? SHARE YOUR IDEA. AND WE MIGHT MAKE IT HAPPEN IN YOUR SCHOOL. WHEN I’M IN CHARGE IMINCHARGE.CO.UK WHEN I’M IN CHARGE IMINCHARGE.CO.UK I’LL ASK ED SHEERAN TO TAKE OUR MUSIC CLASS IMINCHARGE.CO.UK WE’LL USE MINECRAFT TO TEACH CITIZENSHIP IMINCHARGE.CO.UK WHAT WOULD YOU DO, IF YOU WERE IN CHARGE? Share your idea. And we might make it happen in your school. #ImInCharge IMINCHARGE.CO.UK IMINCHARGE.CO.UK WHAT WOULD YOU DO, IF YOU WERE IN CHARGE? Share your idea. And we might make it happen in your school. #ImInCharge
  9. 9. Hero films
  10. 10. Advocacy & AmbassadorsAdvocacy & ambassadors
  11. 11. Twitter - powered devices Twitter-powered DEVICEs
  12. 12. Geofilters A way to engage youth audiences at specific locations and events - works best when paired with offline promotion. geofilters A way to engage youth audiences at specific locations and events - works best when paired with offline promotion.
  13. 13. geofilters wow!
  14. 14. A mobile employer brand engagement unita mobile employer brand engagement unit
  15. 15. amplification that outperforms billboards
  16. 16. Employee referrals ‘Top 5’ Assigned referral Recruiting referees Boomerang
  17. 17. Employer Brand Activation
  18. 18. Creating a Talent Network Find Engage Develop
  19. 19. Big Picture Big Data ONS White Papers Data Vendors Data Aggregators Company Search Chartered Associations Target Organisations Competitors Social Sourcing LinkedIn / Facebook Twitter / YouTube Google+ / Pinterest International Social Networks Tools Chartered Associations Target Organisations Competitors Direct Sourcing Talent Communities People Aggregators LinkedIn Analytics Job Boards Information Lists Conference Lists Events/Seminars Company Directory Org Charts Phone Research Forums/SIG Communities LinkedIn Groups Professional M/ships Social Forums
  20. 20. Insight and Approach Ambitious Experienced Personal Development Brand Agnostic Passionate Peaking Status Brand Ambassador Goal orientated Mid Point Control Brand Agnostic Structured Consolidating Responsibility Brand Aware
  21. 21. Developing the Relationship
  22. 22. Employer Brand Activation

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