Unilever Brand Ambassador Toolkit


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Unilever Brand Ambassador Toolkit

  1. 1. Bringing the employer brand to lifeYour role
  2. 2. The challengeWe are building ourcapability for 2010 bysetting out to attract thebrightest and the best.Bringing the new employer brand to life is not just the responsibility of the recruitment team. A widecross-section of Unilever people need to understand the strategy and their role in making it happen.Senior leaders need to commit to recruitment as a key business responsibility and support managersin driving the change.Campus ambassadors and selectors need to give the right messages and communicate in the right way.And of course all employees need to reinforce our position as a vitality business.
  3. 3. Your roleYou have both an internal and an external role.Internal• Gain commitment and support from senior leaders to deliver the new brand.• Define with the business the most appropriate recruitment strategy.• Brief campus ambassadors and selectors so that they can deliver the rightmessages and activate the brand in relevant and interesting ways.• Make sure everyone who comes into contact with potential recruits understandsthe key messages and develops their own stories to support them, and uses thebrand to inform all recruitment decisions.Most of this can be delivered through a workshop (workshop plans are given overleaf).External• Create local brand activation ideas based on ‘adding vitality to business life’ andthe ‘Could it be U’ challenge.• Plan and create campaigns for recruitment for countries and regions.• Use the brand for ad-hoc recruitment.• Share and benefit from best practice from your colleagues.• Help set up external relationships that will improve Unilever’s profile in the long-term.
  4. 4. Workshop toolkitYour toolkit contains:• a session planning guide to help you plan workshops• an invitation to encourage people to attend• presentations with speaker notes for you to giveto participants• exercises to deepen understanding• a leaflet, ‘Adding vitality to the employer brand’as a reminder for participants• a pocket-sized summary card• a commitment postcard.This toolkit will help you mobilise the support of allyour colleagues and roll out the new brand in yourmarket. The best way to spread the word is to runa session with everyone involved in recruitment.
  5. 5. Workshop planning guideBefore your workshop– Familiarise yourself with the contents of the pack, includingthe presentation, the exercise brief (both available on theCD Rom included), the ‘Adding vitality to the employer brand’leaflet and the summary card.– Schedule at least 3 hours for the session, allowing yourselfextra time to deal with late arrivals or extended questionsand answers.– Invite all members of your extended recruitment team (HR,sponsors, champions, ambassadors, selectors etc) to attend,using the draft invitation message provided on the CD Romincluded in the briefing pack. In order to get the most outof your session, try to keep the numbers to a maximum of24 people. If appropriate, ask participants to prepare somehomework before the workshop.– Book a suitable room for the workshop with LCD projector,screen and flipchart.– Ensure the room has both light (daylight if possible) andspace, so that the participants can be both relaxed andstimulated. If there are more than 12 people in your session,you may need a breakout room for the exercises.– Prepare the support materials necessary to facilitate the mainexercise (full details of what this should be are available onthe CD Rom included).– Prepare an agenda for your session, based on the draftagenda in the presentation, and ensure you have enoughcopies of the ‘Adding vitality to the employer brand’ leafletfor each participant to take away with them at the end.The workshop is designed to take less than three hours andtakes the form of a PowerPoint presentation with exercises.You may choose to add additional material to suit youraudience’s needs.
  6. 6. During the workshopWelcome– Welcome participants and, using the opening slides of thepresentation, introduce the session agenda and objectives.Warm-up exercise– Set a warm-up exercise (outlined in more detail on the CDRom included) to get the participants involved and engaged.Session 1: Brand key– To develop people’s understanding of the brand key youneed to allow for discussion. Go through the PowerPointpresentation provided, stopping where indicated.– Discussion and exercises are integrated into thepresentation and described in more detail in the presentationspeaker notes.Break – optionalSession 2: Unveiling the employer campaign– Unveil the new advertising and activation campaign to helpteams formulate the right message when they meet ourtarget audience.– Go through the PowerPoint presentation provided.Wrap-up and thanks– Thank participants for their input and give out the ‘Addingvitality to the employer brand’ leaflet, explaining the contents.– Ask the participants to fill in the commitment postcard andhand it in to you at the end.Suggested timings for the workshop are included in the slides.After the workshop– Share your findings and feedback with your localrecruitment team, and follow up on specific actionsand requests from participants.– About 2 weeks after the workshop send back the postcardto participants as a reminder of their commitment.
  7. 7. A complete toolkit to successfully implement the Unilever employer brand canbe downloaded from the Employer brand page on the Unilever brand centre.Unilever employer brand implementor accessthebrandcentre.unilever.comaccess code: uni1feelgoodExternal suppliers and partner accesshttp://thebrandcentreforsuppliers.unilever.comaccess code: uni3lookgoodIf you need further information about the Unileveremployer brand please contact Stéphane le Camus at:Stephane.Le-Camus@unilever.comIf you need further information about talent managementin your region please contact:AMET: Chris Macrae (Chris.Macrae@unilever.com)Lat Am: Alessandra Ditt (Alessandra.Ditt@Unilever.com)North America: Becky Nogueira (Becky.Nogueira@unilever.com)Asia: Shanks Shankar (Shanks.Shankar@unilever.com)Europe: Carina Iannelli (Carina.Iannelli@unilever.com)Unilever internal use only.