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Amplify Your Employer Brand Through Employee Advocacy

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The best employer branding content comes from within your organization. Whether it’s showcasing your workplace culture, job posts or company events – compelling content can help attract and recruit top talent.

By leveraging your employees to amplify your employer branding, you tap into their potential to reach and influence thousands through their social networks

Published in: Marketing
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Amplify Your Employer Brand Through Employee Advocacy

  1. 1. Amplify Your Employer Brand Through Employee Advocacy May Your employees have the power to attract and recruit top talent for your company.
  2. 2. © PostBeyond Inc. Strictly Confidential. Do Not Distribute. Thanks for joining us today! Stacy Parker Managing Director, Blu Ivy Group linkedin.com/in/stacyrparker/ David Lloyd CEO, PostBeyond linkedin.com/in/dtlloyd @David_Lloyd_pb
  3. 3. © PostBeyond Inc. Strictly Confidential. Do Not Distribute. Today 1. The Shift in the Talent 2. Employee Ambassador Program 3. Key Drivers of a Winning Program 4. Final Takeaways 5. Q&A 3
  4. 4. © PostBeyond Inc. Strictly Confidential. Do Not Distribute. 4 The difficulty employers are having in finding qualified employees to fill a record 6.7 million job openings in 2018. Source: ADP & Moody’s Analytics 6.7Mof job applicants are using social media for their job search. Source: Glassdoor 86% of recruiting leaders worldwide agreed that employer brand has a significant impact on hiring. Source: LinkedIn 72% The Shift In Talent THE GAP BETWEEN AVAILABLE JOBS AND CANDIDATES
  5. 5. © PostBeyond Inc. Strictly Confidential. Do Not Distribute. In today’s competitive market, the balance has shifted with more job openings than candidates to fill them. 5 Bureau of Labor Statistics
  6. 6. © PostBeyond Inc. Strictly Confidential. Do Not Distribute. 6SOURCE: 2019 EDELMAN TRUST BAROMETER - GLOBAL REPORT (https://www.edelman.com/trust-barometer)
  7. 7. © PostBeyond Inc. Strictly Confidential. Do Not Distribute. Employer Brand Ambassador Employer Brand Ambassadors are a highly motivated team of individuals that love working for an organization. These individuals are not afraid to take pride in telling others about how fantastic their job is. Ideally these people are seen as positive influencers, good listeners, solutions focused and comfortable sharing positive stories inside the organization and externally through social media. Each and every one has a story to tell, a journey they will share within the organization and with the outside world. 7
  8. 8. © PostBeyond Inc. Strictly Confidential. Do Not Distribute. 8 Build and Enhance Employee Loyalty and Engagement. Amplify Careers Awareness and Preference. 5 Benefits of An Employee Brand Ambassador Program Increase Trust In Your Employer Brand. Development Opportunity for Employees into Leaders and Industry Experts. Increase Applicants and Quality.
  9. 9. What Do You Need to Achieve (12 Months) 9 Employee Engagement and Pride Digital and Social Share of Voice Talent Applicants and Hires 2 31
  10. 10. Internal Focus & Impact Employee Engagement & Pride 1. Grassroots Communication 2. Focus on 2 aspects of engagement 3. Quarterly meetings with managementKnow Your Threats Servant Leadership Recognize & Reward Set Measurable Targets 10 1
  11. 11. External Employer Brand Awareness, Preference, Trust Increase Your Digital & Social Employer Brand Share of Voice Set goals and track social shares, engagement, content reaction & response 1. Ambassadors Active on Social 2. Influencer Mindset 3. Branded Profiles 4. EVP and Persona Focused Content 11 2
  12. 12. External Talent Applicants & Hires 1. Join and Share Wide Networks 2. Weekly Sharing of Content and Job Shares 3. Personal messages, links to ATS 4. Refer and Respond 5. Reward Increase Your Social Source Of Hire and Applicant Numbers 12 3 Recommendations from friends and family are trusted more than any other form of advertising.
  13. 13. Key Drivers of a Winning Program Purpose Why do they want to take this on? Goals What are the top 3 results of their work? Leadership Program Oversight, analytics and rewards People & Behaviours Right People Clear expectations & behaviours Content Hot Jobs EVP Storytelling Leadership Variety Vision Where are you heading together? Analytics BHAG Future Leaders 13
  14. 14. Case Studies
  15. 15. H&M Case Study North American. Multi-language. Won Great Place To Work Award 15 The Challenge H&M had massive growth plans in Canada and needed to stand out amongst retail competition and become a top of mind and preferred employer. Simultaneously, they wished to become a top workplace culture in Canada. A year later, the US division needed an EVP and a strategy to help them on the path to elevate engagement, drive recruitment results and get recognized as a Great Place to Work.
  16. 16. H&M’s Employer Brand Pillars 16 Uniquely You One Team Experience Exciting Possibilities
  17. 17. Impact 18 200% Increase in Talent Applications through Social Media 18% Jump in Engagement Scores 50% Improvement in Quality of Hire Metrics 100% Jump in Employee Brand Ambassadorship and Content Marketing Won Canadian Great Place To Work Award
  18. 18. © PostBeyond Inc. Strictly Confidential. Do Not Distribute. Case Study: TeamStarbuck s Starbucks had the goal to sit at the same table of employment with brands such as Facebook and Google. To do so, they needed a competitive advantage. 19 THE WAR FOR TALENT
  19. 19. © PostBeyond Inc. Strictly Confidential. Do Not Distribute. 20 #ToBeaPartner Content analytics make it easier to understand what resonates with the Partners and how it performs in their networks. Total Shares: 524 Potential Reach: 215,450 Clickthroughs: 3,786 Likes/Favourites: 834 Comments: 10 Shares/Retweets: 54 BUILD A BRAND NARRATIVE
  20. 20. © PostBeyond Inc. Strictly Confidential. Do Not Distribute. 21 What’s Next For Starbucks? Measurable employee engagement Recruiters are now tracking engagement on whose engaging with their content. Creating stronger connections Recruiters are using storytelling to create a meaningful network of untapped talent. Building personal brand Partners are building their personal brand as a trusted resource.
  21. 21. © PostBeyond Inc. Strictly Confidential. Do Not Distribute. Key Takeaways • Be where your talent is today whether it’s online or offline. • Activate your employee voice as a trusted source for information. • Ensure employer branding content is distinct and relevant to your audience. 22
  22. 22. © PostBeyond Inc. Strictly Confidential. Do Not Distribute. Thanks for joining us today! Blu Ivy Group www.bluivygroup.com At Blu Ivy, we work together to define your employer brand and then share it to recruit, retain and stand out. We are employer branding, talent recruitment and culture architects. By partnering with executives we build award-winning people practices, inspire extraordinary employee pride and engagement, and cultivate better workplaces. PostBeyond www.postbeyond.com At PostBeyond, our mission is to enable an organization’s employees, customers and partners to intelligently share content through their trusted networks to reach, engage and influence, driving measurable business results.
  23. 23. © PostBeyond Inc. Strictly Confidential. Do Not Distribute. Q&A 24
  24. 24. 25 Special Offer! Please reference your attendance at this Webinar and we will be pleased to provide you with a complimentary SWOT of your organizational Employer Brand Awareness, Reputation and Marketing Strategy. We would be thrilled to share more insights on building a best in class Employer Brand Ambassador Program that is best aligned to your co needs.
  25. 25. Attract, engage and influence top talent with employee advocacy. ● Activate the employee voice on social media ● Amplify your employer branding content ● Reach and attract top talent
  26. 26. © PostBeyond Inc. Strictly Confidential. Do Not Distribute. Thank you. 27

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