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Employer branding evolution workshop overview part 2 final 2016
This document provides an overview of employer branding and the role of employee brand ambassadors. It discusses how employee advocacy is important for developing an authentic employer brand from the inside out. Employees are a trusted source for sharing their experiences and stories about working at an organization. The document also provides tips on identifying brand ambassadors, developing ambassador programs, creating and sharing content, and platforms for content distribution. The goal is to bring the employer brand to life through employee voices and stories.
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Employer branding evolution workshop overview part 2 final 2016
- 1. Recruitment Workshop Employer Branding ina global talent landscape Explained Part 2 (of 4) 1 Alexander Crépin recruitment strategist, coach & trainer freelance, interim recruiting & management Alexander Crépin AC@Recruitmentcoach.nl
- 2. Today you willlearn what Employer Branding is about You’ll get an overview about WHAT & HOW Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 2
- 3. Recruitment Workshop Employer Branding 4Parts So take your time! when only watching on Slideshare 3 Alexander Crépin AC@Recruitmentcoach.nl
- 4. Employer Branding In theseWorkshops you’ll learn about: Part 1 • Employer Brand • Employer Branding Part 2 • Employer Brand Advocacy & Ambassadors • Employee Engagement • Internal Branding Part 3 • Employer Value Position Part 4 • Employer Branding & Social Media Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 4
- 5. SAAA Corporate RecruitmentModel 4 phases Attract AppointAssessStrategize Alexander Crépin AC@Recruitmentcoach.nl Recruitment is simple 5
- 6. Hiring Talent Acquisition Attract Appoint Selecting Assess On- boarding Strategize Employer Branding SAAA CorporateRecruitment Model Forecasting Planning Engaging Talent Pool Flex Force Contingent Staff “Permanent” staff Alexander Crépin AC@Recruitmentcoach.nl Job Branding Sourcing and / or 6 Employer Branding critical success factor in today’s Corporate Recruiting process
- 7. Employer Branding In Part1 you learned: • What an Employer Brand is • What Employer Branding is Next • Employer Brand Advocacy Employer Brand Ambassadors Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 7
- 8. Employer Branding EmployeeDriven Brand your employees, not your organization!! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 8
- 9. Employer Branding EmployeeBranding Employee Driven Employer Branding • Great Employer Brands developed from inside out • Great EB is driven by people in your workforce • The ones actually living & co-shaping your Brand! • Day in & day out … • Practicing what you preach …. Alexander Crépin AC@Recruitmentcoach.nl 9 Employer Branding
- 10. Employer Branding EBContent Sharing Employee Advocacy, a No Brainer …. • Employees familiar with Social Sharing & posting messages, pics or video on social media about their work! • Social sharing has become an organic, rather simple process • Time to capitalize on what employees already doing • Involve them in sharing your EB content Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 10
- 11. Employer Branding Keyto Success Bringing your Employer Brand to Life! • Voluntarily Sharing Stories & Showcasing – Working Experience – Day-to-day EB reality – Insider’s, authentic view – Curated content choice – Business Thought Leadership – Nice Workspace • Organically influencing EB perception, in- & outside Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 11
- 12. Employer Branding AuthenticStories Employees, Authentic Insider’s view • EB Empowered Workforce / Employees – Have plenty of things to say about working for & with you – Top “source” for authentic EB insider’s view, sharing real life stories, expertise, experiences and ….. enthusiasm – Add human element to EB, showing your human side, offering human touch – Access, a connection opportunity, relationship option – When talking in stories, black&white words turn into colour Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 12
- 13. Employer Branding Keyto Success Employees bringing your EB to Life! • However ……. It still feels like employer branding is brand & content driven rather than people driven ….. Joe Karns Director of Technology & Product Innovation Socialjack.com • But …… • Your people are key differentiator in a marketplace full of identical competitors! Josh Claflin, Brand Development Specialist Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 13
- 14. Employer Branding Storytelling AlexanderCrépin AC@Recruitmentcoach.nl Employer Branding Tell me the Stories Worth listening to & To get to know you better 14
- 15. Employer Branding DoingGreat Things Employer Branding “Simply” by Doing • Awesome Stuff • In a great manner • In an inspiring & rewarding working environment • Surprising customers & other stakeholders • Celebrating successes, being proud & enjoying it • Making it explicit & visible in short stories • Illustrating who you are, your EB • Sharing it within internal & external networks Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 15
- 16. Employer Branding Storytelling EBWorkforce Storytelling Challenge • Uncovering, illustrating your EB in action • Surfacing amazing stories about your EB, culture, workforce • Building a storyline telling who you are & what your company stands for + • Recognizing Workforce Role, in developing Brand Value Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 16
- 17. Employer Branding EB& Trust Employees Trusted Source for EoC check • Employees excellent positioned to create trust! • Employee stories have significantly higher impact than ads because they come from real people (you actually know) • More trust in what (former) employees have to say! • People trust (peer) people more than brands • People convincing People • Provided: Management Trust & Support Employee Advocacy concept! Alexander Crépin AC@Recruitmentcoach.nl 17 Employer Branding
- 18. Employer Branding EmployeesTrusted Today Employee Voice still more credible than CEO Alexander Crépin AC@Recruitmentcoach.nl 18 Employer Branding
- 19. Employer Branding Ambassadors EBAmbassadors • Your role models • Augmenting EB power • Talent magnets, visible company personalities • Influencers, very well connected to Target Talent online communities • Network builders, expanding EB reach in Target Talent groups Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 19
- 20. Employer Branding EB-ATeam Work EB Ambassador “Recruiting” • Identify EB voices to reflect your Great Place to Work • Analyse Workforce online / social media presence & activity • Go for personality, authority, enthusiasm rather than seniority • Encourage, enable & reward to become EB Ambassador sharing experiences, expertise & enthusiasm • Pull, don’t push Alexander Crépin AC@Recruitmentcoach.nl 20 Employer Branding
- 21. Employer Branding AmbassadorProfile Your EB Hero’s, Frontrunners Profile • Likes working for you • At least a solid performer • Excited about being brand ambassador • Contact & influence with your target audience • Social media savvy with positive reputation • Social media image consistent & compatible with EB • Common sense & judgment: what (not) to talk about • Time & energy without compromising other responsibilities • Understands high profile is not about performing in job • Able to put experiences into words & images to share Alexander Crépin AC@Recruitmentcoach.nl 21 Employer Branding
- 22. Employer Branding AmbassadorProfile • Amway Example Alexander Crépin AC@Recruitmentcoach.nl 22 Employer Branding
- 23. Employer Branding EmployeeDiversity EB Ambassador Segmentation • Ensure fair representation of diversity of workforce employees from all levels, functions, locations, career stages … • Target Talent easier identify with real peers professionally & career wise • Showing your diversity in all respects Examples – Graduates to attract Graduates – Millennials to attract Millennials – Women to attract women – Technical specialists to attract Tech Talent – French people to attract for France – Etc etc. Alexander Crépin AC@Recruitmentcoach.nl 23 Employer Branding
- 24. Employer Branding EB-ARewarding EB Ambassador Rewards • Offer incentives to influence EB development • Reward EB Ambassadors for sharing EB messages, referring people from their networks • Always show your truth, so don’t pay EB Ambassadors! • First & foremost recognize value of sharing accomplishments Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 24
- 25. Employer Branding EB-ARewarding EB Ambassador Reward options • Inviting top performing Ambassadors in Content Leadership Forum/Team/Board • Personal Branding exposure • Ambassador in-house recognition events • Special training for ambassadors only • Training Vouchers • Access to external events, workshops, seminars • EB-A Team bonus for achieving EB goals Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 25
- 26. Employer Branding EB-ATeam Work EB Ambassador Community Coordinator • Taking care of engagement&value adding EB-A participation • Coaching, advising, listening, suggesting, planning/scheduling • Process improvement • Ensuring Marketing, Recruitment, HR alignment • Content development & sharing skills, tools & resources • Having the finger on the pulse of (prospective) Workforce • Monitoring progress, added value Audience Growth, Audience Profile, Content Reach & Engagement, Followers, Applications, Ambassador Engagement … • Reporting, sharing successes & next steps Alexander Crépin AC@Recruitmentcoach.nl 26 Employer Branding
- 27. Employer Branding EmployeeDriven Employee Ambassador Engagement Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 27 1 2 3
- 28. Employer Branding ContentInput EB Ambassador Strength & Preference Diversity in Content Delivery Strength • Writers Creating articles, blog posts, presentations etc. • Actors Busy people video-based interviews often times best option (least time investment) • Talkers: Interview-based blogging. 1-hour interview for up to 10 potential blogs/articles • Questioners: for input/ideas of content to reach target audiences, focus on content curation (source: Marcus Sheridan) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 28
- 29. Employer Branding ContentInput EB Ambassador Talker Example Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 29
- 30. Employer Branding ContentInput EB Ambassador Talker Example Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 30
- 31. Employer Branding ContentInput EB Ambassador Writer Example Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 31
- 32. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl 32 Employer Branding
- 33. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl 33 Employer Branding
- 34. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl 34 Employer Branding
- 35. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl 35 Employer Branding
- 36. Employer Branding EB-AContent Team EB Content Development Roles • EBranding “Process Owner” (HR, Recruitment, Marketing?) • EB Content coordinator & planner • EB Ambassadors - writing & sharing content for their network • Content creators – people who create branded content • Content curators – discovering & organizing content to share • Copywriting advisor • Monitoring & analytics specialist • Marketing communications specialist • Executive sponsor Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 36
- 37. Employer Branding EB-AContent EB Ambassadors Making EB Content (1) • Making quality content challenge – put your ideas, opinion into words, video – find new items to write about • Available time • Available budget • Roi Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 37
- 38. Employer Branding EB-AContent EB Ambassadors Making EB Content (2) about • Their work • Their team • Their working experiences • Their expertise, know how • Their (team) successes • Company’s successes, know-how, tech, tools, etc. • Showcasing, promoting or positively endorsing company culture in action Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 38
- 39. Employer Branding ContentIntent EB Content to • Share experiences, feelings, fun, pride • Inform providing basic insight, day-to-day life • Educate in-depth knowledge, expertise • Entertain media type, great copy, tone of voice • Inspire achievements, purpose • Combination of the above …… Gain attention, generate interest, engage, develop& nurtureTalent Relationship Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 39
- 40. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl 40 Employer Branding
- 41. Employer Branding ContentTips Why should you work here? • What kind of organization is this? • What are we doing? • How do we make money? • Who are involved? • What makes our people perform at their best? • What does it bring them? • Why do they like it here? • How open are we in showing what it is really are here? • What do we care about, what’s important, what engages us? • What could or would be your next challenges? • Etc etc. Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 41
- 42. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl 42 Employer Branding
- 43. Employer Branding Storytelling DeloitteEmployee Generated Video Content • Deloitte Film Festival What’s your Deloitte? • Goals: – Showing potential hires how great it is to work for Deloitte – Engaging current employees through EB participation • Over 2,000 employees participated • 75% shared the project with friends, family & colleagues outside Deloitte Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 43
- 44. Employer Branding ContentThemes EB Intangible Benefits to Share Alexander Crépin AC@Recruitmentcoach.nl Employer Branding • A pleasant work atmosphere • Trust & Respect • Stimulating, Challenge, Contribution & Role Recognition • Career progression • Learning culture, offering training & development framework • Open, internal & external communication excellence • Community, Friendship, Camaraderie • Team spirit • Visible leadership, inspiring & opportunity driven • Innovation, industry leadership • Ability to take pride in where they work • Sense of Community, environmental care • Ethics • Fun • Flexible work environment • Provide a work/life balance • Family friendly place to work • Working with excellent professionals • Customer excellence matching internal excellence • Etc.etc. 44
- 45. Employer Branding ContentThemes EB Benefits to Share Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 45
- 46. Employer Branding ContentThemes EB (Business) Content options Alexander Crépin AC@Recruitmentcoach.nl Employer Branding • Photos & Videos about Business • Personal Interests / Expertise • Testimonials • Employee spotlight or profile • Interviews • Company news • Feature stories about projects • Showcase Service Excellence • Industry Thought Leadership • Practical value adding info/tips • Surveys, polls & feedback • Statistics and/or infographics • Industry news • Product reviews • New product/service announcements • Business Events • Case studies and/or white papers • Special offers or coupons • Giveaway & contest announcements • Q & A 46
- 47. Employer Branding EB-AContent EB Business Content Example Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 47
- 48. Employer Branding EB-AContent EB Business Content Example Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 48
- 49. Employer Branding EB-AContent EB Content Example Global Career Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 49
- 50. Employer Branding EB-AContent EB Content Example Working Mother Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 50
- 51. Your questions ? AlexanderCrépin AC@Recruitmentcoach.nl
- 52. Time for a5 minutes break
- 53. Employer Branding EB-AContent type EB Ambassadors Content In- & Output Options: • Blog • Vlog • Podcasts • Forums • Q&A • Newsletter input Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 53 • eBooks • Whitepapers • Infographics • Presentations • Webinars, Workshops • etc. etc.
- 54. Employer Branding EBsharing platforms EB Where to (re) Share Content Provide tips, guidelines, tools & tech for content distribution • Company Web Page • Company Blog • Industry Blog / Forum • Social Network Posts • EB Marketing Posts • Ego bait, recognize, share, like, retweet, etc Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 54
- 55. Employer Branding Content EBAmbassadors Sharing EB Content • Providing EB Ambassadors with content to share – Company made Content – Company Curated Content – 3rd party paid Curated Content – Industry/sector public Curated Content • Showing your expertise goes beyond company itself! • Enabling Employees to share EB content in just a few clicks Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 55
- 56. Employer Branding Content EB-AContent Curating • Content Curation collecting quality digital content on a specific topic to share on blogs, websites & through social media for a target market • Curated Content Gathered (online) quality content, information, relevant to a particular topic or area of interest & worth seeing Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 56
- 57. Employer Branding Content EB-AContent Curating Team • Company Content Curators – Intern Content Development Team – EB Ambassadors – Employees, Teams – Freelance, external professional Copywriters/Content producers • Content Curation Tools Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 57
- 58. Employer Branding EBAdvocacy EB Employees' Content Reach • Research shows employees far greater reach than official brand pages in social!! • only 3% of a brand’s messages today reach consumers without the support of paid advertising on Facebook • Likely for EB it won’t be much different! • So a great EB opportunity …… Alexander Crépin AC@Recruitmentcoach.nl 58 Employer Branding
- 59. Employer Branding EBAdvocacy All ?! Employees Sharing EB Content • Everybody in Workforce using social media has followers • Utilize the wealth of contacts your employees have • Opening up your EB to audience you may not reach otherwise • The more employees involved, the more to do to ensure their efforts support your EB strategy • Ensure sophisticated monitoring tools Alexander Crépin AC@Recruitmentcoach.nl 59 Employer Branding
- 60. Employer Branding ContentCuration EB Curating Content Tools Just Google for Tools for content curation & EB Advocacy Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 60
- 61. Employer Branding ContentCuration EB Curating Content Plan(ning) • Develop periodical editorial & social media content calendar • Aligned with recruiting plans & business objectives • To prioritize & organize content development & sharing • Develop pipeline of workforce content to use over time Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 61
- 62. Employer Branding EB AmbassadorsAdvocacy tools Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 62
- 63. Employer Branding EB-ATools Features EB Advocacy tool specs • No best tool yet • Look for what’s best for you • Ideal EB-A tool merges following features in all-in-1 platform – Content pipeline for sharing – Publishing – Monitoring performance – Collaboration with other EB-Ambassadors – Gamification – Analytics Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 63
- 64. Employer Branding EB-ATalent Magnets EB Ambassadors Top Talent • Top Talent Magnets, Attracting Top Talent – Talent recognizes Talent – Good people want to work with good people! – Top professionals making you more interesting employer! – No one wants to go to work everyday to be surrounded by incompetent or lazy colleagues • Ambassador's role retention tool, acknowledgment for their value for organisation Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 64
- 65. Employer Branding PersonalBranding EB Content & Personal Exposure • Sharing relevant content at right channels • Helping to built reputation as expert, thought leader, advocate, contributor .…… • EB Ambassadors – build their own professional social followings – establishing themselves as experts in their professional field • Encouraging to develop PB’s to leverage your EB ….. NB: Employee Ambassador Exposure Risk in War-for-Talent, ensure retention!! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 65
- 66. Employer Branding PersonalBranding EB = Personal Brand* Aggregation • Strong Personal Brands for Strong Employer Brand … • Research: 9 of top 10 brands with most LinkedIn followers have at least 60% of employees on LinkedIn • Connecting EB & Personal Brands • Promoting / sharing the stories published/shared by your (top) employees • Encouraging to take advantage of EB in PB, look for alignment options Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 66
- 67. Employer Branding EB-AGuidance EB Advocacy Framework (1) • Provide trust to publish & to share company experience • Establish simple ground rules / guidance for “sharing”, supporting Policies & Procedures • Align with Social Media guidelines • Show it’s serious, value adding! Have clear, SMART objectives • Educate / Train & Facilitate how to fill in the advocacy role • Offer Employer Advocacy Q & A, questions& answers • Identify Target Networks to be present Alexander Crépin AC@Recruitmentcoach.nl 67 Employer Branding
- 68. Employer Branding EB-AGuidance EB Advocacy Framework (1A) Social Media presence Alexander Crépin AC@Recruitmentcoach.nl 68 Employer Branding
- 69. Employer Branding EB-AGuidance EB Advocacy Framework (2) • Make sharing/making content part of Culture • Have a EB Advocacy mission & goals, set clear Expectations • Allow to produce content in preferred method /style • Create Templates • Provide a List of Blogs to Follow • Promote internally Blog commenting, liking, sharing Alexander Crépin AC@Recruitmentcoach.nl 69 Employer Branding
- 70. Employer Branding EB-AGuidance EB Advocacy Framework (3) • Make sharing/making content part of Culture • Have a EB Advocacy mission & goals, set clear Expectations • Allow to produce content in preferred method /style • Read/see everything! • Monitor, track impact of efforts, assess, learn, celebrate & improve/refine • Promote / share EB Ambassador’s content • Show appreciation Alexander Crépin AC@Recruitmentcoach.nl 70 Employer Branding
- 71. Employer Branding EBAToolkit EB Ambassadors Toolkit You can’t just say: Send us stories & expect to get anything useful Alexander Crépin AC@Recruitmentcoach.nl 71 Employer Branding
- 72. Your questions ? AlexanderCrépin AC@Recruitmentcoach.nl
- 74. Employer Branding EB-ATraining EB Advocacy / Ambassador Training (A) • Follow-up Internal Branding and/or Social MediaWorkshops for all employees • Show, explore why & how contributing to EB storyline plays valuable role in building strong workforce • Show EB storyline impact on day-to-day company success • Orient to opportunities & responsibilities, does & don’ts • Promote common sense • Create awareness about meaning/importance of being Relevant, Informing, Attractive, Compelling, Memorable etc. Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 74
- 75. Employer Branding EB-ATraining EB Advocacy / Ambassador Training (B) Ensure basic understanding of • Employer Brand, Employer Branding & EB Marketing • How Employer, Personal, Business & Corporate Brand relate • EVP (Employer Value Proposition) • Talent Landscape, Labour market challenges • Interactivity of social media, dealing with feedback • Existing (legal) restrictions of confidentiality, privacy, integrity etc. (Stock market restrictions, R&D, market strategy secrets, non-discriminationetc.) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 75
- 76. Employer Branding EB-ATraining EB Advocacy / Ambassador Training (C) • Pitching, Telling, Illustrating your EB • Workforce trained to name your EB / EVP in plain English, free of empty jargon or marketing-ese • When workforce members can understand EB clearly, they can internalize it more easily • From personal experience & viewpoint, their EB illustrating content should be aligned to the EB/EVP Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 76
- 77. Employer Branding Tips SomeEB Ambassadors Success Tips (1) • Listen to market, to applicants, to employees, etc. • Figure out what kind of content inspires Target Talent • Ask sharing topics Ambassadors most excited & knowledgeable about • Brainstorm with EB-A team about content development gaining new perspectives for content ideas • Develop, collect list of possible content subjects to share • Share competitor / industry content for inspiration & insight Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 77
- 78. Employer Branding Tips SomeEB Ambassadors Success Tips (2) • Offer employees with suggested posts to share • Provide content archive for EB Ambassadors • Build & offer library of free images, photo’s & videos • Overview of Target Talent platforms/places to share content • Brainstorm with EB-A team about content development gaining new perspectives for content ideas • Listen to market, to applicants, to employees, etc. Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 78
- 79. Employer Branding Tips SomeEB Ambassadors Success Tips (3) • Stimulate to join Professional Networks & participating, starting conversations • Offer procedures for proofreading, advise • Allocate moderator roles for content creation support • Provide external professional copywriting, video editing etc. support Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 79
- 80. Employer Branding Tips SomeEB Ambassadors Success Tips (4) • Provide internal Enterprise Social Networks (ESN) for peer-to- peer communication • ESN to open up doors for workforce across time zones & departments to share & interact naturally • ESN increases transparency & also transparency starts from the inside! • Enabling workforce getting familiar & comfortable with sharing EB content & brand advocacy Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 80
- 81. Employer Branding Tips EnterpriseSocial Networks example Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 81
- 82. Employer Branding Tips SomeEB Ambassadors Success Tips (5) • Offer company platforms/tools also to share externally Blog, Facebook, Linkedin, Instagram .. • Make it easy to share in networks, spreading the word • For best EB results, minimize steps & make content sharing effortless Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 82
- 83. Employer Branding Tips SomeEB Ambassadors Success Tips (6) • Look for new ways to keep EB Ambassadors engaged & motivated • Freedom to spontaneously composing & sharing content messages without any special prompting • EB Campaigning to invite Employees to share content • Branded hashtag to aggregate all employee content on social media (T-mobile #BeMagenta) Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 83
- 84. Employer Branding Hashtags# Allstate #BringOutTheGood & #GoodWorkWednesday Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 84
- 85. Employer Branding Hashtags# #insidezappos Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 85
- 86. Employer Branding Hashtags# #iworkforDell Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 86
- 87. Employer Branding Hashtags# Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 87
- 88. Employer Branding Hashtags# Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 88
- 89. Employer Branding Hashtags# ADP #hellowork Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 89
- 90. Employer Branding Tips SomeEB Ambassadors Success Tips (7) • Provide content development tips, guidelines & examples • Pictures? Video? Text? • Share Social Media policies & guidelines ‒ No corporate speak!!!! ‒ Video quality guideline (Phone-quality video or more polished?) • Video editing support / tools Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 90
- 91. Employer Branding Tips SomeEB Ambassadors Success Tips (8) • Clear ambition, set quantitative & qualitative expectations • 5% remember facts & figures, 65% remember stories • Don’t expect too much • Discourage perfection • 1% rule of content marketing Seth Godin: Waiting for perfect is never as smart as making progress. Perfect will squash your content! Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 91
- 92. Employer Branding Tips SomeEB Ambassadors Success Tips (9) • Data Driven insight where to share & meet Target Talent • Offer Target Talent Personas/Profiles – complete with keywords, hashtags, calls to action • Monitor what works best, which, where & when content attracts quality views/visitors • Listen, learn & improve Rome was not built in a day, neither will a successful EB content strategy • Demonstrate impact & recognize efforts Highlight successes & recognize EB Ambassadors who went over & beyond Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 92
- 93. Employer Branding Tips SomeEB Ambassadors Success Tips (10) • Monitor EB Content Effectiveness • Monitor Personal Brand development of EB Ambassadors • Measuring follower growth, click-through rates, engagement • Measure EB awareness among critical Target Talent groups • Analyse impact on achieving your EB strategy & goals Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 93
- 94. Employer Branding EBAdvocacy Readiness EB Advocacy Real Opportunity? Are you ready for EB Advocacy? • Is culture really one to showcase in professional & personal networks? • Is Working Experience worth sharing? • Is workforce proud & committed to share company content? • Is company already equipped with processes, infrastructure & technologies to make the EB Ambassadors role a success? Alexander Crépin AC@Recruitmentcoach.nl 94 Employer Branding
- 95. Employer Branding EBAdvocacy Reality EB Advocacy Do or Dream? • Your People, Your Best EB Ambassadors • In reality under-prepared for EB role! Many executives start recognizing this untapped potential of their employees (Source: Gallup Research) Alexander Crépin AC@Recruitmentcoach.nl 95 Employer Branding
- 96. Employer Branding EmployeeDriven EB Advocacy challenge (1) • Generally unawareness – what a Brand is – what Branding is – what Marketing is – what company’s EB really is about – what company’s EVP really is about Alexander Crépin AC@Recruitmentcoach.nl 96 Employer Branding
- 97. Employer Branding InternalBranding Internal EB key for Employee EB Advocacy • Internal Employer Branding • Continuous two-way communication process • Helping to uncover what Employer Brand is really about • Developing workforce’s shared understanding of the – ‘who’ & ‘why’ behind your Employer Brand – ‘how’ the EB promise needs to be fulfilled / delivered • Engaging & encouraging your workforce to positively impact your EB & by bringing your EB to live Alexander Crépin AC@Recruitmentcoach.nl 97 Employer Branding
- 98. Employer Branding EmployeeDriven EB Advocacy challenge (2) • Lack of engagement / believe in (E)Brand & • Disengagement (Gap Brand perception & reality) • Great Risks for EB success • Without engagement unlikely ‒ promoting something they don’t feel, experience! ‒ (fully) be delivering your Brand promise!!! Alexander Crépin AC@Recruitmentcoach.nl 98 Employer Branding
- 99. Employer Branding (Dis)Engagement Worldwide Employee Engagement Crisis (Source: Gallup) • only 13% of employees engaged! 87% is NOT ( Gallup January 2016) (70% US workers NOT) • Fewer 50% of employees believe in company’s brand idea & even less are actually equipped to deliver to on it!! (John Marshall, Global Strategy Director Lippincott) Alexander Crépin AC@Recruitmentcoach.nl 99 Employer Branding
- 100. Employer Branding (Dis)Engagement Alexander Crépin AC@Recruitmentcoach.nl 100 Employer Branding
- 101. Employer Branding EBAdvocacy Reality EB Advocacy, going the Extra Mile …. • EB Success more than simply fulfilling tasks .…. • … It’s amazing what engaged people will do to help & to become a driver of positive EB press .… • Engaged & Empowered Employees go for the extra mile – Feeling free, trusted to use their professional voice – Truly caring for company success – Committed to share their enthusiasm, pride, expertise, etc – Voluntary promoting company’s interests Alexander Crépin AC@Recruitmentcoach.nl 101 Employer Branding
- 102. Employer Branding EBAdvocacy Reality EB Advocacy, going the Extra Mile …. • People working for you potentially your best recruiters! • When displaying your EB in their network & by talking about the work environment, culture & showing their enthusiasm • The opposite is true as well!!!!! • If you’re not living your promise, employees will be disillusioned and they’ll hurt your EB Alexander Crépin AC@Recruitmentcoach.nl 102 Employer Branding
- 103. Employer Branding EmployeeEngagement Alexander Crépin AC@Recruitmentcoach.nl 103 Employer Branding
- 104. Employer Branding EmployeeEngagement Lack of engagement • Not the problem, it’s a symptom! • Engagement woven into many aspects of EB (incl. leadership, culture, communication, etc.) • To change one of them creates a ripple affects many others! Alexander Crépin AC@Recruitmentcoach.nl 104 Employer Branding
- 105. Employer Branding BeingIrresistible Alexander Crépin AC@Recruitmentcoach.nl 105 Employer Branding
- 106. Employer Branding BeingEngaged Alexander Crépin AC@Recruitmentcoach.nl 106 Employer Branding
- 107. Employer Branding BeingEngaged Alexander Crépin AC@Recruitmentcoach.nl 107 Employer Branding
- 108. Employer Branding BeingEngaged Alexander Crépin AC@Recruitmentcoach.nl 108 Employer Branding
- 109. Employer Branding EmployeeEngagement Alexander Crépin AC@Recruitmentcoach.nl 109 Employer Branding
- 110. Your questions ? AlexanderCrépin AC@Recruitmentcoach.nl
- 111. Time for a15 minutes break
- 112. Employer Branding InternalBranding Internal (Employer) Branding • Is about employee engagement • Helping strengthen internal Talent Relationships • Influencing workforce’s perception of working environment • Assuring the EB is aligned with the reality of workplace & culture • Establishing real sense of working for a Great Company, critical when it comes to Target Talent Retention & Attraction • Making current workforce feel more secure & confident about being engaged & being employed by your organisation • Alexander Crépin AC@Recruitmentcoach.nl 112 Employer Branding
- 113. Employer Branding InternalBranding Internal (Employer) Branding • Creating sense of EB ownership • Helping to discover how workforce affects the EB & all other Business Brands’ image, success • Creating a shared understanding of what & how the EB promise needs to be fulfilled / delivered • Helping to be(come) attitudinally & behaviourally ready to represent the EB • Trying to offer a more consistent EB experience for every prospective workforce member Alexander Crépin AC@Recruitmentcoach.nl 113 Employer Branding
- 114. Employer Branding InternalEB & EB-A Top Internal EB & Everybody EB-Ambassador • Ultimate goal of Internal Employer Branding: • Making every Workforce Member / Employee EB Ambassador Alexander Crépin AC@Recruitmentcoach.nl 114 Employer Branding
- 115. Employer Branding InternalBranding Internal EB to Improve Engagement • Involve from all levels, functions & locations in EB • Emphasize everybody’s role in shaping it • Exploring how to add value in EB experience success • Inspire creating workforce behaviours delivering & matching EB promise • Encourage positive EB experience to “live the brand” • Remove traditions & obstacles hindering delivery EB promise • Monitor & refine your EB Alexander Crépin AC@Recruitmentcoach.nl 115 Employer Branding
- 116. Employer Branding InternalBranding Internal EB to Improve Engagement • Intranet news & updates • Keep workforce up to date with what’s new at the company with a custom homepage for news & announcements • an internal employee-only blog Alexander Crépin AC@Recruitmentcoach.nl 116 Employer Branding
- 117. Employer Branding InternalBranding Internal EB to Improve Engagement (3) Alexander Crépin AC@Recruitmentcoach.nl 117 Employer Branding
- 118. Employer Branding EB-AStart Step by Step, Starting small • Identify social media savvy employees & “brand champions” • Look for “happy”, positive minded colleagues • Explore match Personal, Employer & Corporate Branding • Empower to become EB Ambassador frontrunners • Offer basic, appropriate Digital Resources • Simply encourage to share company's social media updates • Offer segmented content, relevant/fun/proud/useful to share • Start with 1 medium Learn & optimize before next medium Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 118
- 119. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl 119 Employer Branding
- 120. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl 120 Employer Branding
- 121. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl 121 Employer Branding
- 122. Employer Branding Employeein Spotlight • Allowing employees to tell their stories through three different lenses • Your employees are the “hero” of a story sharing value, success they bring to team, customers, products, services etc • Your employees are characters in a broader story • stories about your customer, the value your customers receive from solving technology challenges or business problems in partnership with your employees; should not be self-serving and stories must show humility and lead with customers first. • Your employees comment on a 3rd party story • stories about your employees’ point of view about a topic in the market, the market itself or a topic that resonates with an audience and is also relevant to the brand; must add value to the market, educate and provide thought leadership. Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 122
- 123. Employer Branding EB-ASpotlight on Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 123
- 124. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl 124 Employer Branding
- 125. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl 125 Employer Branding
- 126. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl 126 Employer Branding
- 127. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl 127 Employer Branding
- 128. Employer Branding Brand Ambassador Alexander CrépinAC@Recruitmentcoach.nl 128 Employer Branding
- 129. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl 129 Employer Branding
- 130. Employer Branding BrandAmbassadors Bayer Alexander Crépin AC@Recruitmentcoach.nl 130 Employer Branding
- 131. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl 131 Employer Branding
- 132. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl 132 Employer Branding
- 133. Job Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl 133 Employer Branding
- 134. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 134
- 135. Employer Branding BrandAmbassadors Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 135
- 136. Job Branding SmilingEmployees …. Alexander Crépin AC@Recruitmentcoach.nl 136 JobBranding
- 137. Employer Branding Website AlexanderCrépin AC@Recruitmentcoach.nl Employer Branding 137
- 138. Employer Branding ReferralSuccess EB Evangelists & Referral Recruitment • Strong EB better quality & quantity Talent referrals • Engaged staff positive about working for you • More willing to invite others to work for you as well • Strong EB to tap into power of existing talent pool & their personal communities • Strong EB & staff enthusiasm for more referral success Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 138
- 139. Employer Branding EB Ambassadors& Evangelists Engagement Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 139
- 140. Employer Branding BrandRoots Great EB rooted in • Being yourself, authenticity • Company culture, values & believes • EB understanding & recognition • Workforce engagement, EB commitment • Integrated Branding • Communication, Transparency & openness • Visibility multi channel & multi media • Data, Listening, Analysing,Discussing & Adapting Alexander Crépin AC@Recruitmentcoach.nl Employer Branding 140
- 141. Your questions ? AlexanderCrépin AC@Recruitmentcoach.nl
- 142. OK or not? AlexanderCrépin AC@Recruitmentcoach.nl
- 143. Recruitment Workshop Employer Branding ina global talent landscape Explained See also Part 1, 3 & 4 143 Alexander Crépin recruitment strategist, coach & trainer freelance, interim recruiting & management Alexander Crépin AC@Recruitmentcoach.nl
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- 145. Also on byAlexander Alexander Crépin AC@Recruitmentcoach.nl
- 146. Looking for corporaterecruitment success? Looking for a recruitment trainer or coach? Contact Alexander Crépin I help you to succeed Alexander Crépin AC@Recruitmentcoach.nl
- 147.