Branding for to attract and retain top talent.

1. Branding for Talent & Engagement
January 17th, 2013

2. Agenda
7:30-7:45 Breakfast and Networking
7:50-7:55 Welcome – Kathleen Everett, Boly:Welch Consulting
7:55-8:10 The Power of the Story, Managing the Tension -
Nels Gabbert, NGPDV
8:10-8:30 Operationalizing THE Brand – Scott Davis, From the
Rooftops
8:30-8:40 The HR Opportunities – Susan Wallin, Boly:Welch HR
Matters
8:40-9:00 Panel Q & A

3. in
Carie
Strahorn
Susan
Wallin
Nels
Gabbert
Scott
Davis
Kathleen
Everett

4. in

5. in

6. “For sale: baby shoes, never
worn.”

8. Talent & Engagement
• Consistent
• Clear
• Convincing

9. Two Components to Employer
Branding
Employer
Brand
Existing
Employees
Future
Employees

10. Existing Employees
1. Define your ideal employee (Hopefully
you have some already)
2. Communicate, celebrate the right
behaviors
3. Build the systems to support those
behaviors
4. Benchmark your performance as an
employer

11. Future Employees
1. Define your ideal employee
2. Build the message to resonate with them
and align with reality
3. Go where they are
4. Open up

12. Case Study

15. Build The Systems
 Onboarding and ongoing training
 Performance measurement and
compensation
 Communication and technology

16. Benchmark Your Performance

17. Build the Message

18. Open Up

19. Open Up

20. Open Up

22. Know the Value of the
Brand for…
Recruiting & Staffing
Acquisitions
Marketing
Operations
Policies
Products
LEADERSHIP

23. HR ~The Keeper of the
Brand
1. Develop Guidelines for The Brand
2. Make The Brand a natural part of life
3. Help adjust The Brand as you change
4. Develop and implement ways to collect
meaningful and ongoing feedback
5. ACT on the feedback to protect The Brand

24. Take Aways
 Define the ideal employee for your organization
 Build a message to attract and retain employees
 Communicate the message consistently and clearly
 Build systems to support the message and behaviors
 Go where they go
 Benchmark your performance

25. Umpqua Careers
Text

26. Wendy’s

27. Wal-Mart

28. SAIF
Title

29. NW Natural
Text

30. Intel
• Text
• Text

31. NWEA
• Now what…

32. Nike
• Now what…

33. Microsoft
• Now what…

34. Ziba
• Now what…

35. Weiden & Kennedy
• Now what…

36. Title
• Now what…

37. Title
• Now what…

38. Title
• Now what…

39. Title
• Now what…

40. Title
• Now what…