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CREATING A HOLLYWOOD STYLE
EMPLOYER BRAND
@alexputman @muzebranding
DO YOU HAVE THESE CHALLENGES?
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
EVP DESIGN BRAND
STRATEGY
ASSETS CONTENT BE YOU
DISCOVERY
STEPS TO EMPLOYER BRANDING
DISCOVERY
Internal assessment
Hiring process
Candidate Experience
Competitor Analysis
On-Line reputation
Social Media footprint
EVP DESIGN
BRAND STRATEGY
S
T
O
R
Y
T
E
L
L
I
N
G
TELLING A GREAT STORY
MAKE THEM CARE
TAKE THEM ON
A JOURNEY
PURPOSE
LET THEM
LIKE YOU
ENGAGE
STORYBOARD
• Audience
• Theme
• Style
• Script
WHAT’S YOUR STORY?
Message = content + campaigns
Visual = pictures + video
Distribution = social + job advertisements
Tools = ATS + CRM + social platforms
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
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?
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
PERISCOPE
MAKE BORING STUFF FUN
Alex Putman alex@muzebranding.com 678-
557-0469 @alexputman
http://muze.cool
@muzebranding

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Creating a Hollywood Style Employer Brand

Editor's Notes

  1. 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
  2. Culture Personality of the company Perception by outsider looking in Engagement Candidate experience Receptive to applys
  3. Targeted campaigns can be print, digital, mobile
  4. 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
  5. 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)
  6. 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
  7. 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 _____”
  8. 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!
  9. 50% of Human Resource Departments have NOT adjusted their practices over the past 3-5 years to attract this talent.
  10. Microsoft has a 3.8 employee approval rating compared to: Twitter: 4.4 Facebook: 4.4 Google: 4.4
  11. 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
  12. 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
  13. PicPostPlay app
  14. Meet the new hire: 5 Fave things include: Social media Reading Peacock / peacock print Her dog, Honey Boxing