eBrands is a brand design agency based in Sydney. We gave a one hour presentation to a room of HR professionals about how to build, manage and measure employer brand equity using social media. It's a broad presentation.

1. Social Media
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

2. Opportunity Awaits
Social media has been a complex beast.
Now, the biggest risk is not being involved.
Opportunity to build Employer Brand Equity.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

3. Agenda
A bit about eBrands
Social media is coming of age
The opportunity for employment brand
Building employment brand equity
A strategy in action
Measuring success
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

4. eBrands
Will Innes – Director, Client Business
12 years’ experience developing corporate and employment brand, 5 years digital.
Marc Iannacone – Director, Strategy
15 years’ experience in digital and brand communications, 7 years employment brand.
Our Company, eBrands
12 years’ strong, full service creative agency with dedicated employment branding
practice, pushing brand innovation through technical and digital leadership
Recent opening of a New York office, bridging closer relationships with technology,
research and new business.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

5. Virtually veterans
We’ve seen, and been amongst, trends
A culmination of all the positives from these growth phases; social
media has developed into ‘a way of thinking’, not just another fad.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

6. Social media is coming of age
The move to mobile (Australia)
43% of mobile telephones internet enabled 2010, forecast to reach 69% in 2011.
Brands are no longer in a one way conversation
25% of search results for the world’s Top 20 largest brands are links to user generated content.
Traditional ROI models have been turned on their head
Ford’s 2011 Explorer launch on Facebook generated a 200% greater return than a Super Bowl ad.1
66% of users consider online commentary and feedback before making purchasing decisions.2
Social media channels provide immense speed and reach
Hudson River Plane crash was tweeted with a picture as it happened. 20 minutes before the main media.
Social now impacts our daily lives, from restaurant choices….to our next employer
For 76% of employers in the US, Linkedin is classed as their primary sourcing tool.
1
(Social Media Case Studies, Stories, Perspectives) 2
(Universal McCann)
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

7. Examples we can learn from
Intel Starbucks
Diversification and targeting Powerful innovation loop
Website, Blog, Twitter and Facebook My starbucks idea
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

8. What are the opportunities?
Create, produce, publish and distribute content like never before.
Internal application
• Idea generation - Concepts shared through Yammer can receive instant collaboration.
• Engagement - Keeping people ‘in the loop’ and connected to their peers.
• Process improvement - Continuous control and feedback loops using twitter.
External application
• Build a community - Telstra, missed opportunity.
• Increase peer reach and referral - 244 contacts, 4,099 connections.
• Uncover hidden talent and connect with passive audience - Twitter followers.
• Targeted advertising opportunities - LinkedIn.
So much data available to track this activity – strategy is measurable and accountable.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

9. Experiences we can learn from
CH2M Speed and cost efficiency Adidas Connect with audiences
Mission Find an HR Manager Started a social media network for
in Korea with knowledge of the recruitment and got 5,000 followers
industry and experience working for within weeks.
western European companies.
Provided an iPhone application for
Within 30 minutes they identified graduate recruitment which was
100 LinkedIn profiles relating to HR downloaded 7,000 times.
managers in Korea.
The company’s various LinkedIn
Filtered these down to 10 with groups have 3,500 members.
relevant industry experience, and
eventually made the hire they
needed within 2 weeks!
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

10. Experiences we can learn from
Deloitte Inside out Cisco Virtual water cooler
800 employees created 100+ videos “Cisco just offered me a job! Now I have to weigh the utility
50,000 views. of a fatty paycheck against the daily commute to San Jose and
hating the work!”
“It’s been a great way for employees to share their
stories internally and to give potential candidates an “Who is the hiring manager? I’m sure they will love to know
unscripted insight into the people inside our firm” you will hate the work. We here at Cisco are versed in the web”.
Job offer withdrawn.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

11. Success factors for digital brand
• Align digital strategy to business goals.
• Create goals that can be reviewed and measured.
• Foster top of the tree support, open the mindset, remove barriers.
“I don’t worry about my staff doing Facebook in work time. I worry more about them
working during Facebook time.” CEO, Deloitte.
• Clearly delegate responsibility for goal attainment – one person from key functions and
empower to create from within.
• Develop a ‘playbook’ (rules of engagement).
• Be prepared to stretch the organisation but not the social media team’s resources.
• ‘Test and learn’ minimises risk (cost and exposure) which can be mitigated.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

12. Our approach to building brand equity
Our research and development over 3 years formulated a model:
Content
creating relevant content to engage audiences with your strategy
Search
traffic attraction by getting as high up in search as possible
Social
stimulate conversation across your networks to build community and grow your brand
Organisations and brands often deploy these in isolation.
Bring them together and it’s an unstoppable force.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

13. Content Search Social
Content
Presence in search engine ranking is haphazard.
Viewing of content is dependant on
existing web site visitors only.
1
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

14. Content Search Social
Content + Search
Content is geared in alignment with keyword
strategy resulting in higher ranking.
1
Content will be viewed by more site,
visitors increasing penetration.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

15. 1
Content Search Social
Content + Search + Social
Content is highly ranked on destination site and also ranked
by its presence on social media channels.
Social media propagates content through
various forms of advocacy.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

16. A Content Life
Brilliant
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

17. A content life - Start of the journey
Inception
Idea is born and discussed using
the internal collaboration tool
Yammer.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

18. A content Life - Content in action
Produced
Idea metabolises and is put up
on the web site to be viewed by
visitors.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

19. A content life - Content in action
Published
It’s in the blog, and entered the
web’s live data stream – RSS.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

20. A content life - Social reach
Twitter
Twit to who? The video has
entered the personal peer
networks of employees.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

21. A content life - Social reach
Facebook
Facetime with active brand
endorsers.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

22. A content life - Social reach
YouTube
All references can be hooked
to a central delivery point,
providing a measurable home
for distributed content.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

23. Finally
Not including slideshare, stumbled upon, diggit, reddit or other sites…
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

24. A content life - Search
Content is aligned to keyword
strategy.
Tags on the page are written
correctly – like a filing cabinet
All items work together for
optimal search performance.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

25. A content life - Search
Great content that has been
properly optimised and shared
across social platforms leads to
great search results.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

26. Proving value
A common refrain is that social media is difficult to call to account in
terms of impact on employer brand.
Data is the new black.
Still refining how to best use all this information.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

27. Proving value
Social measures
Fans, followers, links, traffic, shares, readers, Google Analytics.
Recruitment measures
Time to hire, quality of candidate, competitor sourcing, recruitment campaign ROI,
increase in direct sourcing, discovery of hidden candidates and more.
Employment brand equity measures:
Share of voice, Growth of peer network, Share of market, Share of view/dwell,
PEER indexes, Tech connections versus web property visitors, Social.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

28. The digital employer brand equity measure
16% – 27%
People who’s career decision-making will be affected by social media.
Content Search Social provides a way to understand this scenario and
put measures in place to see how you are tracking.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

29. Dynamic dashboards - Peer index
With new technology it’s
possible to create real time peer
indexes to establish competitor
benchmarks.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

30. Dynamic dashboards - Peer index
Deeper view of a Peer index.
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

31. Summary
Opportunities exist so get involved or be left behind
Build support from within your business
Put a structure in place, such as Content Search Social
Create equity in your brand
Measure and refine continuously
Preferably, talk to eBrands
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011

32. Find out more
To watch a 2 minute promo of this presentation please visit
http://www.ebrands.com.au/eBrands/buildbrandequity
For the full presentation, either in person or to watch the 60
minute video, please contact Will Innes on (02) 9383 4279
or will@ebrands.com.au
Thank you
Why your employer brand needs to embrace it, now
MARCH 24TH, 2011