Developing Your Employer Brand & Content Recruiting Strategy
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Nando Rodriguez (Head of Employment Branding at Horizon Media) + Celinda Appleby (Head of Recruitment Branding at Oracle) come together to give you their insider tips on how to develop your employer brand, execute it and amplify it.
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Developing Your Employer Brand & Content Recruiting Strategy
- 2. NANDO RODRIGUEZ Twitter: @NandoRecruit nrodriguez@horizonmedia.com CELINDA APPLEBY Twitter: @CelindaAppleby celinda.appleby@oracle.com
- 3. NANDO RODRIGUEZ Head of Employer Branding & Candidate Experience for Horizon Media CELINDA APPLEBY Global Head of Digital Recruitment & Employer Brand for Oracle’s Global Talent Acquisition Organization
- 4. STRATEGY Your strategy is your north star guiding you through the employment branding muck. 75% of job seekers consider an employer’s brand before even applying for a job. CAREERARC
- 5. Employers with a strong talent brand drive 2x the amount of applicants per job compared to other companies. LINKEDIN
- 6. QUOTABLE: The biggest risk is not taking any risk… In a world that’s changing really quickly, the only strategy that is guaranteed to fail is not taking risks. -Mark Zuckerberg
- 7. EXECUTION Executing relies heavily on the alignment between your brand, your mission and company values. 89% of job seekers feel that a company’s brand is mostly about their promise. BECOLOURFUL
- 8. How a company uses their social channels will directly impact their ability to attract & engage talent.
- 9. QUOTABLE: Branding is knowing what you stand for and bringing it to life.
- 10. ACTIVATION Targeting the right people with the right message through the right media triggering the right response. Employees have 10X more Social followers than their Companies have. LINKEDIN
- 11. Activating your EB will resonate both externally & internally. Externally, people are looking for a reason why they should enter, internally, people are looking for the reason to stay.
- 12. QUOTABLE: Content is fire, social media is gasoline! -Jay Bayer
- 13. THANK YOU
Editor's Notes
- Tweet with us during session # ICE BREAKER
- 1. Knowing to build a strategy form scratch 2. How to create content that kicks ass 3. How to activate & amplify
- According to Before getting started – look @ 3 competitors Create a mission statement (hire developers out of MIT) – can be campaign driven Create your 3 pillars ( what do developers like) 1. visual 2. copy 3. fun (business, culture, careers) What content for each pillar? Video, imagery, info graphic, employee spotlight, blog post Exercise – do your company strategy now (10 minutes)
- discuss
- The brand is “the promise” not necessarily the logo or the photos. 89%: http://www.becolourful.co.uk/2016/02/thought-the-problem-with-branding-2/ 1. Knowing to build a strategy form scratch 2. How to create content that kicks ass 3. How to activate & amplify CONTENT STRATEGY Trending news, trending topics, Employee advocacy, brand advocates, holidays What mediums will you use: platforms/channels Think of your resources – instead of you being responsible -- in newsletter Celinda asks for content form employees) Content must align to the 3 pillars
- Creative brief: Leveraging employees, how would you create 1 piece of conent leveraging one of the pullars on Video, instagram, facebook, LinkedIN, GET AS CREATIVE AS POSSIBLE (15 MINUTES) ASK HOW TO GET AROUND IT IN INDUSTRIES THAT ARE REGULAGED
- Data idea 1 - see attached image (content mix) Source: http://www.business2community.com/branding/the-7-point-plan-to-employer-brand-management-01366703#WcgyHXZ3ZB8Wt6vL.97 Employees have 10X more social followers than their companies has. Learn how to tap into your talent brand goldmine: https://lnkd.in/bvqxe6Q CONTENT CALENDARS, SCHEDULING & SHARING * MAKE SURE IT’S IN A PLACE WITH REAL-TIME CHANGES – GOOGLE EXCEL (REDBOOTH, HOOTSUITE, BUFFER) * SCHUDULING TOOLS (HOOTSUITE, TWEETDECK, BUFFER, FACEBOOK) * VARY YOUR CONTENT BY DAYS & TIME – YOU DON’T WANT TO GO TO YOUR SITE AND SEE THE SAME THING ACROSS ALL CHANNELS SAME DAY. * GET INSIGHTS FROM YOUR CHANNEL TO SEE WHEN YOUR SITE IS MOST ACTIVE
- WHAT TIPS DO YOU HAVE? (1-2 MINUTES)
- Q&A