Tom De Baere @ the next 10 years in employer marketing

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Tom De Baere @ the next 10 years in employer marketing

  1. 1. Tom De Baere HappiFish
  2. 2. THE CHANGING ROLE OF EMPLOYEES Next  Ten  Years   –  Insilencio
  3. 3. 200M  “Don’t  Call”  in  US 86%  skip  TV  Ads 44%  unopened  paper  mail 99,9%  banners  not  clicked 90%  emails  not  opened ADVERTISEMENT OVERLOAD
  4. 4. CONTENT OVERLOAD 204  million  emails 72  hours  Youtube 2  million  Google   searches 280.000  Tweets
  5. 5. CONTENT TRIPLED IN 3 YEARS 2010 2013
  6. 6. “BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”. SiriusDecisions
  7. 7. 0 13 25 38 50 up  to  30 31-­‐‑40 41-­‐‑50 51-­‐‑60 Older Use  of  social  media  for  information  or  advice,  by  age Use  in  % THE MILLENIAL EFFECT
  8. 8. CHANGING ROLE OF SALES AND MARKETING
  9. 9. THE LONG LIST Marketing Sales Longlist Shortlist Sale  !
  10. 10. That  long  list  is  less  and   less  influenced  by   marketing  and  sales. THE LONG LIST
  11. 11. WHAT SHOULD MARKETING DO? Listen  &  answer,   company  wide   Create  content  with   buyers  in  mind Set  content  free  &   promote  heavily Help  the   organization
  12. 12. THIS IS NOT ABOUT MARKETING ALONE Marketing Sales Production   &  Logistics Customer   Service >>> TRUST & INTEREST <<< Answer questions & business issues (with products and content) HR Customers Recruits
  13. 13. Stories  ma_er  to  customers,  and   future  employees Employees  are  “promise  keepers” Only  real  stories  make  employees   proud,  and  are  shared GIVE EMPLOYEES A VOICE, A FACE, AND A CHANNEL Image  source:  Managing  Content  Marketing,  Joe  Pulizzi  
  14. 14. ENABLE EMPLOYEES TO HELP TELL YOUR BRAND STORY
  15. 15. Foundation  –  “educate  people” New  processes  –  “listen  &  answer” Making  it  real  –  “the  team” Never  finish  –  Anchor  in  HR CREATE YOUR CHANGE MANAGEMENT PROGRAM Internal  communication
  16. 16. EMPLOYEE TRAINING ON NEW ROLES AND RESPONSIBILITIES • Evangelization • Content  creation  &   amplification • Social  media  and  escalation   mechanisms • New  roles,  processes  and   governance
  17. 17. Image  source:  Kapost
  18. 18. Co-­‐‑workers  A-­‐‑team Orchestrated  &  planned Peer  to  Peer 2 CONTENT STREAMS
  19. 19. ORCHESTRATED, BUT AUTHENTIC - LIFE AT GOOGLE
  20. 20. CONTENT MARKETING AT COOLBLUE – AUTHENTIC AND USEFUL
  21. 21. RABOWORKX – EVOLVING TO ONLINE EXPERIENCE PLATFORM
  22. 22. PEER TO PEER - FROM ONE ENGINEER TO ANOTHER
  23. 23. PEER TO PEER - DIRKZWAGER.NL LAWYERS – SHARE KNOWLEDGE
  24. 24. PEER TO PEER – EMPLOYEE STORIES @NEWTEC
  25. 25. BUYING CYCLE VS HIRING CYCLE – ALMOST IDENTICAL Content Content Content Content Content CTA’s&KPI’s Image  source:  @sbenzur
  26. 26. INTELLIGENTLY PUBLISH EVERYWHERE • Don’t  spam • Publish  intelligently   • Start  conversations
  27. 27. EMPLOYEE AMPLIFICATION POTENTIAL 300  employees 150  contacts  first  degree 22.500  second  degree 45.000  first  degree 6,7M  second  degree
  28. 28. • Only  corporate  cultures  rooted  in  trust  can  do  this • Connect  “peers  to  peers”  –  train,  facilitate,  remove   barriers • Connect  and  work  with  marketing  –  embed  employer   brand  into  content,  help  orchestrate • Enrich  your  culture  -­‐‑  content  creation,  sharing  and  social • Competences  &  on-­‐‑boarding  training • Incentives  &  gamification • Internal  communication KEY SUCCESS CRITERIA
  29. 29. WRAP UP
  30. 30. www.happifish.be

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