Successfully reported this slideshow.

Create a Hollywood Style Employer Brand

3

Share

CREATING A HOLLYWOOD STYLE
EMPLOYER BRAND
@alexputman @muzebranding
DO YOU HAVE THESE CHALLENGES?

YouTube videos are no longer supported on SlideShare

View original on YouTube

YouTube videos are no longer supported on SlideShare

View original on YouTube

Loading in …3
×
1 of 35
1 of 35

More Related Content

Related Books

Free with a 14 day trial from Scribd

See all

Create a Hollywood Style Employer Brand

  1. 1. CREATING A HOLLYWOOD STYLE EMPLOYER BRAND @alexputman @muzebranding
  2. 2. DO YOU HAVE THESE CHALLENGES?
  3. 3. EMPLOYER BRAND IDENTITY Employer brand is the identity of a company as an employer of choice. Effective employer brand can only attract employees of choice if it has an identity that is True Credible Relevant Distinctive Aspirational
  4. 4. EVP DESIGN BRAND STRATEGY ASSETS CONTENT BE YOU DISCOVERY STEPS TO EMPLOYER BRANDING
  5. 5. DISCOVERY Internal assessment Hiring process Candidate Experience Competitor Analysis On-Line reputation Social Media footprint
  6. 6. EVP DESIGN
  7. 7. BRAND STRATEGY
  8. 8. S T O R Y T E L L I N G
  9. 9. TELLING A GREAT STORY MAKE THEM CARE TAKE THEM ON A JOURNEY PURPOSE LET THEM LIKE YOU ENGAGE
  10. 10. STORYBOARD • Audience • Theme • Style • Script
  11. 11. WHAT’S YOUR STORY?
  12. 12. Message = content + campaigns Visual = pictures + video Distribution = social + job advertisements Tools = ATS + CRM + social platforms
  13. 13. PLACES TO TELL THE STORY COMMUNITY Employees Review Sites Candidates Talent Blog Facebook Vine Video Twitter Instagram Images Copy Video Job description Traffic Data Postings Banners 50% jobs reviewed Video and image friendly SOCIAL MEDIA CAREER PAGE JOB BOARDS MOBILE
  14. 14. KNOW THE TRENDS 2015 most of workforce is in their 20’s 2020 gen X & Gen Y will be 65% of workforce 2030 millennial will be 75% of the workforce 10k baby boomers retire everyday source of hires 19.2% employee referral 19.1% career site 15.4% job Boards 12.1% direct source 7.5% college/university have you adjusted practices to attract talent based on these trends?
  15. 15. GREAT EMPLOYER BRANDS Twitter “Help us to build real-time products that have global impact.” Facebook “We’re making the world more open and connected” Google “Do Cool Things That Matter” Disney “Imagine the stories you can be part of…” they sell a sense of belonging to a specific culture
  16. 16. PERISCOPE
  17. 17. MAKE BORING STUFF FUN
  18. 18. Alex Putman alex@muzebranding.com 678- 557-0469 @alexputman http://muze.cool @muzebranding

Editor's Notes

  • It’s the reputation of the company. Employer of choice begins far before a “job posting” and lingers well after exit. It is a lifelong event
  • Culture
    Personality of the company
    Perception by outsider looking in

    Engagement
    Candidate experience
    Receptive to applys
  • Targeted campaigns can be print, digital, mobile
  • What is the greatest story you remember?

    Storytelling
    Why work there
    What compels someone to join or have an interest

    Culture
    Personality of the company
    Perception by outsider looking in

    Engagement
    Candidate experience
    Receptive to applys

  • Make them care:
    Simba lost his dad, Nemo was lost– people want to work for a company that connects with THEM (their intrinsic needs). Why should the employee care about you? How do you care about them?
    Take them on a journey
    Every story has a promise at it’s heart, a journey or adventure; Frodo sets out on a quest – people want to understand their daily adventure / quest

    Purpose (what is the motivation)
    Always an inner motivation driving toward an overarching goal, Dorthy’s mission was to get home….what is the PURE mission of your company?
    Let them like you
    Remember Dr Evil, although bad you kind of cheer for him and like him– Show people what their everyday trials / work will really be like

    Engage
    When Anakin is young you wonder “how” and then reminded of the journey (foreshadow) and overcome with a purge of emotions (excitement, shock, nostalgia)
  • Audience
    Who are you talking to (Engineers, Marketing etc.…)
    What are THEY attracted to?
    Where do THEY hang out?
    Have you sampled your tech population? Have you asked specific questions to techies about “what they want” Top Performers?

    Theme
    What issues are you addressing (i.e. CULTURE / TECHNOLOGY / PRODUCTS) – must know your audience
    Job Security

    Style
    Funny
    Serious
    Informational
    Sarcastic

    Script
    Culture: cool stuff, amenities
    Product: See your product completed (microchip vs. consumer good) – discuss advantages
  • CRM
    Create campaigns that matter
    Proactive sourcing and marketing vs. post and pray

    Hashtags – discuss UGA career fair and driving people to it (conference #’s) make students interested!

    Campaign Ideas:
    Campus recruiting events
    Identify WHO you are i.e. work is like a family (campaign around pictures, vids etc. on “#work family – Vine, Insta, etc...
    Answer “WHY” OR “HOW” – “How to get a job with us”…..”Why you want to work for _____”



  • TOP 3 HIRING SOURCES:
    Career Page
    Employee Referrals
    Job Boards

    GOAL: Attract talent to our organization that fits tech skills and cultural

    Community
    Employees
    Social Media (blogs, FB, LI, Instagram etc.…)
    Talent Community

    Career Page
    Needs to change, little text and lots of images
    Dynamic with ability to connect with ambassadors
    Must connect to the target audience

    Employee
    These are your internal ambassadors
    Gamifiy the process with tools
    Top source of hires, should have internal campaigns (your $2500 policy on the intranet is useless without marketing)

    Job Board
    Top 3 source of hires and huge amounts of data (don’t think of it as “just a place to post jobs”)
    Survey competitors
    What companies have people looking and why?

    Mobile
    X% are using mobile everyday!
  • 50% of Human Resource Departments have NOT adjusted their practices over the past 3-5 years to attract this talent.
  • Microsoft has a 3.8 employee approval rating compared to:

    Twitter: 4.4
    Facebook: 4.4
    Google: 4.4
  • YouTube = 72 hours of video every 60 seconds

    Google = 2 million searches every 60 seconds

    LinkedIn = 11,000 professional searched

    Insta = 3600 photos every second
  • Apply Process

    Hashtag pictures on Instagram with #GRAMMASTER
    Travel for 2 weeks (all expense paid)
    Paid $2000 USD per week

    This also serves as a test, everyone does the same thing….simple, engaging and clean
  • PicPostPlay app
  • Meet the new hire:

    5 Fave things include:
    Social media
    Reading
    Peacock / peacock print
    Her dog, Honey
    Boxing
  • ×