Marlene de Koning, LinkedIn Carole Michaud, LinkedIn A clearly defined employer brand is the foundation of a successful talent acquisition strategy. But what do you do if you work for a global organization where one brand doesn’t feel like it encompasses all aspects of your culture? This session will teach you how to build a global presence that still lets your regional differences shine. Key highlights: Create core values and cultural pillars that are consistent across the world. Build a global marketing strategy with collateral that can be leveraged in all locations. Allow local markets to add their own cultural nuances while still maintaining the core components of the overarching employer brand. Check out the best of Talent Connect: http://bit.ly/2e5ojNe

2. Around the world: Building a global brand while
maintaining local character
Marlene De Koning
Senior Solutions
Consultant & Team
Lead
Carole Michaud
Senior Talent Brand
Consultant

3. Competition
Taste
Laws
Experience
Promotion
cc: i k o - https://www.flickr.com/photos/37182073@N06

4. Local competition

5. “Employer branding is one fruitful avenue for
organizations to establish the value they offer
employees and to differentiate themselves from
competing firms”
​Crystal M. Harold & Kevin P. Nolan

8. cc: OnceAndFutureLaura - https://www.flickr.com/photos/13166745@N07
Local Taste

9. cc: Marc Wathieu - https://www.flickr.com/photos/88133570@N00
« If you speak to everyone,
you speak to no one »
​ Discussions – Carole & Marlene

10. %
PROFESSIONAL
DEVELOPMENT IN
THE NORDICS
%
EVOLUTION
OPPORTUNITIES IN
SWEDEN
%
WORK – LIFE
BALANCE
IN THE UK
DECISION DRIVERS IN CHANGING ROLE

11. cc: Scott* - https://www.flickr.com/photos/83049159@N00
Local Laws

12. cc: vintagedept - https://www.flickr.com/photos/42826854@N00

13. Local experience

14. "We thought that if we got the culture right, then building
our brand to be about the very best customer service would
happen naturally on its own.“
​Tony Hsieh, Zappos

16. Local promotion

17. ​Whoever

20. Which approach ?
C h o o s i n g
w h i c h o f t h e
E V P e l e m e n t s
y o u ’ r e g o i n g
t o p l a y u p a n d
p l a y d o w n a t
t h e l o c a l l e v e l
L o c a l
r e p r e s e n t a t i o n
o r e n s u r i n g
y o u r
c o m m u n i c a t i o n
i n c o r p o r a t e s
l o c a l s t o r i e s
S u p p l e m e n t y o u r
g l o b a l E V P
t h e m e s w i t h
a d d i t i o n a l
i n g r e d i e n t s

21. “The global marketing department is the strategic
group. The local team is the tactical group. Both
need to work hand in hand.”
​Martin Lindstrom – Global Branding vs Local Marketing - 23 Nov 2000