Building an Employment Brand: Strategies and Pitfalls

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This document discusses strategies for building an employment brand, including being real, repeatable, and roving. It recommends using tactics like internal photo sharing, blogs, and tweets written by real employees. Examples given include using an internal social network to share photos, an internal radio show with live chat, and an ebook featuring employees that went viral. The document also discusses potential pitfalls like initiatives not being values-driven or including all employees. It promotes having fun and engaging employees to build trust in the brand.

Technology Business

The Essential 21st Century

STRATEGY

Pearson Advisory. All rights reserved.

#1: Be Real

Pearson Advisory. All rights reserved.

#2: Be Repeatable

Pearson Advisory. All rights reserved.

#3: Be Roving

Pearson Advisory. All rights reserved.

BUILD Relationships

Pearson Advisory. All rights reserved.

Easy to Implement

TACTICS

Pearson Advisory. All rights reserved.

Southwest Airlines
Facebook Photo

Real
Ask Your People (aka customers)
Recognize Themes
Align & Emphasize | Market Desires

Pearson Advisory. All rights reserved.

Zappos Rock Wild Wellness Fair
Facebook Photo

Repeatable
Stories Tell & Sell
Photo = 1000 Words
People are Social Animals

Pearson Advisory. All rights reserved.

Roving
Share the Story: Mobile & Global
Leverage your People/Passions/Social Circles
Build Social Media Proficiency

Pearson Advisory. All rights reserved.

Relationships
Connection is a Two-Way Street
Listen
Engage

Pearson Advisory. All rights reserved.

Real, Repeatable, Roving, and Relationship-Building

EXAMPLES

Pearson Advisory. All rights reserved.

Radio Show
Do you have an internal Webcast capability?

“REPEATABLE:” Radio is a story-telling platform. This example added
photos of the guests in a slide-show experience and live interactivity via chat.

The

PITFALLS

Pearson Advisory. All rights reserved.

Unfounded
Initiative-Driven vs. Values-Driven
Move your execs/company to a values
conversation or abandon ship.

Pearson Advisory. All rights reserved.

Unfunded
Subset of Company
Sounds like Static to the Marketplace
Build an Alliance!
Fear sells, too: ROI = Risk of Ignoring
Pearson Advisory. All rights reserved.

Untrue
Not Real
Employees Told vs. Engaged
Include employees and SHOW they are
welcome to participate. Build trust. No sticks.
Pearson Advisory. All rights reserved.

Summary

Be Real

Be Repeatable

Be Roving

Build Relationships
…and Have Fun! Contact me if you need help.
Pearson Advisory. All rights reserved.

Positive Branding is Contagious

Polly Pearson, Principal
Pearson Advisory
BLOG: http://www.pollypearson.com
EMAIL: pearsonpolly@gmail.com
TWITTER: @PollyPearson
MOBILE: 508-314-7628

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Building an Employment Brand: Strategies and Pitfalls

13. Internal Photo Sharing Do you have an internal social network? “REAL:” These photos are among the hundreds posted by employees globally to a “Day in the Life” photo sharing event. They made the brand personal. Pearson Advisory. All rights reserved.

14. Radio Show Do you have an internal Webcast capability? “REPEATABLE:” Radio is a story-telling platform. This example added photos of the guests in a slide-show experience and live interactivity via chat.

15. eBook “100 Job Search Tips” eBook “ROVING:” This e-book featured employees and went viral, providing great brand-reach and impressions. Named “Top 10 Job Search Book of the Year.”

16. Reality-Style “TV” Do you have an Intranet or Social Network? YouTube? “REAL & REPEATABLE:” Short clips of leaders being “real,” sharing personal stories and perspectives, make the brand experience intimate and easy to re-tell. Post these on YouTube, and they become “ROVING” as well.

17. Blogs “REAL & REPEATABLE & ROVING:” Blogs tell stories. When written unfiltered by real employees, they become powerful, viral “reference-type” brand endorsements. Pearson Advisory. All rights reserved.

18. Tweets “REAL & REPEATABLE & ROVING:” Twitter is made to repeat a good story. Sent by real employees and real customers, your brand gets the powerful “reference sell.” Pearson Advisory. All rights reserved.

19. Tweets & Blogs Aggregated for SEO: “Why I work at _____” “REAL & REPEATABLE & ROVING:” Combine real employee sentiments from blogs and Twitter, and your brand gets SEO boost and message impressions.

20. Social Mass-Markets Your Brand

21. “Viral Fly Paper”

28. Q&A

29. Positive Branding is Contagious Polly Pearson, Principal Pearson Advisory BLOG: http://www.pollypearson.com EMAIL: pearsonpolly@gmail.com TWITTER: @PollyPearson MOBILE: 508-314-7628

Editor's Notes

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