Create a Hollywood Style Employer Brand
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This was my keynote presentation from the Expo Capital Humano in Santiago, Chile for Trabjando.com on Employer Branding and how to create. I have also presented this PPT in Canada and all over the U.S.
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Create a Hollywood Style Employer Brand
- 1. CREATING A HOLLYWOOD STYLE EMPLOYER BRAND @alexputman @muzebranding
- 2. DO YOU HAVE THESE CHALLENGES?
- 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. EVP DESIGN BRAND STRATEGY ASSETS CONTENT BE YOU DISCOVERY STEPS TO EMPLOYER BRANDING
- 5. DISCOVERY Internal assessment Hiring process Candidate Experience Competitor Analysis On-Line reputation Social Media footprint
- 6. EVP DESIGN
- 9. TELLING A GREAT STORY MAKE THEM CARE TAKE THEM ON A JOURNEY PURPOSE LET THEM LIKE YOU ENGAGE
- 10. STORYBOARD • Audience • Theme • Style • Script
- 12. Message = content + campaigns Visual = pictures + video Distribution = social + job advertisements Tools = ATS + CRM + social platforms
- 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. 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. 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
- 29. PERISCOPE
- 32. MAKE BORING STUFF FUN
- 33. 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