The document provides guidance on creating an effective employer brand to attract top talent. It discusses that an employer brand is more than just a tagline and involves the culture, mission, values and expectations that potential candidates associate with a company. The key elements that make up an employer brand are outlined. Steps are then presented for defining the brand which include researching current perceptions, validating any brand messaging with stakeholders, and gaining organizational alignment. Methods for implementing the brand through various internal and external channels are reviewed. Metrics for evaluating the success of the employer brand are also discussed.
Click through this presentation to see the power of employer branding, and how you can incorporate that talent brand for successful talent acquisition.
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Seven steps to effective thought leadership James Ralph
Effective Thought Leadership boosts the bottom line and enables faster growth. This presentation sets out Good Relations' seven step process for developing and running business boosting Thought Leadership programmes.
Branding Beyond Borders: A Quick Guide for International Employer BrandingNexxt
The globalization of many companies has created a brave new world of employer branding. Embark on this journey with a reliable guide to creating an employer brand that transcends borders. Visit us at www.beyond.com/employers for more resources.
Becoming a trusted resource and perceived expert in a specific field or industry can bring great benefits to a brand. This presentation explains the strategy for becoming a Thought Leader among industry peers as well as a reliable information source for media.
Many companies today strive to be “thought leaders,” but only a select few truly live up to that aspiration. Thought leadership requires a unique point of view, the ability to provide valuable information, and a layered approach to disseminating that information. This presentation explores what makes a thought leader, best practices for thought leadership, and why a content strategy is essential to help companies grow and sustain their thought leadership — helping with everything from navigating internal politics to prioritizing resources.
Click through this presentation to see the power of employer branding, and how you can incorporate that talent brand for successful talent acquisition.
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Seven steps to effective thought leadership James Ralph
Effective Thought Leadership boosts the bottom line and enables faster growth. This presentation sets out Good Relations' seven step process for developing and running business boosting Thought Leadership programmes.
Branding Beyond Borders: A Quick Guide for International Employer BrandingNexxt
The globalization of many companies has created a brave new world of employer branding. Embark on this journey with a reliable guide to creating an employer brand that transcends borders. Visit us at www.beyond.com/employers for more resources.
Becoming a trusted resource and perceived expert in a specific field or industry can bring great benefits to a brand. This presentation explains the strategy for becoming a Thought Leader among industry peers as well as a reliable information source for media.
Many companies today strive to be “thought leaders,” but only a select few truly live up to that aspiration. Thought leadership requires a unique point of view, the ability to provide valuable information, and a layered approach to disseminating that information. This presentation explores what makes a thought leader, best practices for thought leadership, and why a content strategy is essential to help companies grow and sustain their thought leadership — helping with everything from navigating internal politics to prioritizing resources.
An introduction into Integrated Marketing Communications. How IMC serves the advertising function for promoting organizations, their products, and services.
What is Thought Leadership?
Verbose definition
“Individuals or Organizations that are recognized by peers, customers & Industry experts as someone who deeply understands the business they are in, the needs of the customers, and the broader marketing space they operate in”
“Thought leadership can reduce your cost of sale to less than half”
Armando Camarillo Personal Branding Assessment Sep 2010 For Linkedin ProfileArmando Camarillo
360°Reach is the first and leading web-based personal brand assessment that helps you get the real story about how you are perceived by those around you. It gives you the critical feedback you need so you can expand your career or business success. It\'s an integral part of the personal branding process and an indispensable tool for thriving in today\'s professional environment.
Internal Branding To Strengthen Talent Retention StrategiesKenny Ong
*Signal to the staff the chance of career development in your
organisation
*Secondment - Increasingly being recognised as valuable for development.
*Providing increase in flexibility of working patterns which
will be increasingly important in the future.
*Understand secondment
well to develop your organisation’s skills base and avoid the possible
pitfalls.
l*Internal branding and employee engagement - Learn the building and maintaining of successful internal brand. *Discover how this will
positively affect your position as an employer, staff retention rates and customer service.
Personal branding and social selling on LinkedInJason Cormier
2016 best practices and insights on personal branding and social selling using the world's top social network (LinkedIn) for business. Includes the latest research on the LinkedIn social network, top tips for improving your LinkedIn profile, recommendations on tools, resources, and insights from multiple third-party resources and LinkedIn experts.
[Whitepaper] Talent Decisions that can Make or Break your Business - Lessons ...Appcast
Read this whitepaper to learn why recruiting is an important function that serves to improve overall business results.
Written by David Forman | Industry Thought Leader & Author, Fearless HR
A presentation of the integrated marketing communication plan for the communications agency Harrison & Shriftman based in two main assignments:
-Positioning the agency as a Corptique Lifestyle Communications Agency.
-Assisting the agency in building a comprehensive online presence that will allow them to keep up with their competitors, attract new clients, and new employee talent.
Project developed by Inspiration Lane agency, a team of graduate students from the Integrated Marketing Communication program at Emerson College. This project is the last required course of the program. The project consists to developed an integrated marketing communication plan for a real client.
Presented on April 26, 2013.
Bob Johnson goes beyond the basics to look at how we can strengthen our employer brands. And, he unveils our new All-Way Brand Alignment model. He also looks at the impact of review sites on talent attraction
Building your brand – A practical guide for nonprofit organizations4Good.org
This "brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand.
SmashFly Transform: Give Them a Candidate Experience They Can't RefuseSmashFly Technologies
Julia Levy, Talent Acquisition & Recruiting Operations Director at Fiserv, outline what makes the Fiserv candidate experience stellar, from understanding the candidate decision cycle and recruiter and hiring manager to retargeting ads and personalization.
Candidate Experience: The Next Competitive Battleground in Recruiting! #CXchatBelong
This is presentation that Aadil Bandukwala from Belong presented along with Kevin Frietas from InMobi on Candidate Experience: The Next Competitive Battleground in Recruiting! #CXchat
An introduction into Integrated Marketing Communications. How IMC serves the advertising function for promoting organizations, their products, and services.
What is Thought Leadership?
Verbose definition
“Individuals or Organizations that are recognized by peers, customers & Industry experts as someone who deeply understands the business they are in, the needs of the customers, and the broader marketing space they operate in”
“Thought leadership can reduce your cost of sale to less than half”
Armando Camarillo Personal Branding Assessment Sep 2010 For Linkedin ProfileArmando Camarillo
360°Reach is the first and leading web-based personal brand assessment that helps you get the real story about how you are perceived by those around you. It gives you the critical feedback you need so you can expand your career or business success. It\'s an integral part of the personal branding process and an indispensable tool for thriving in today\'s professional environment.
Internal Branding To Strengthen Talent Retention StrategiesKenny Ong
*Signal to the staff the chance of career development in your
organisation
*Secondment - Increasingly being recognised as valuable for development.
*Providing increase in flexibility of working patterns which
will be increasingly important in the future.
*Understand secondment
well to develop your organisation’s skills base and avoid the possible
pitfalls.
l*Internal branding and employee engagement - Learn the building and maintaining of successful internal brand. *Discover how this will
positively affect your position as an employer, staff retention rates and customer service.
Personal branding and social selling on LinkedInJason Cormier
2016 best practices and insights on personal branding and social selling using the world's top social network (LinkedIn) for business. Includes the latest research on the LinkedIn social network, top tips for improving your LinkedIn profile, recommendations on tools, resources, and insights from multiple third-party resources and LinkedIn experts.
[Whitepaper] Talent Decisions that can Make or Break your Business - Lessons ...Appcast
Read this whitepaper to learn why recruiting is an important function that serves to improve overall business results.
Written by David Forman | Industry Thought Leader & Author, Fearless HR
A presentation of the integrated marketing communication plan for the communications agency Harrison & Shriftman based in two main assignments:
-Positioning the agency as a Corptique Lifestyle Communications Agency.
-Assisting the agency in building a comprehensive online presence that will allow them to keep up with their competitors, attract new clients, and new employee talent.
Project developed by Inspiration Lane agency, a team of graduate students from the Integrated Marketing Communication program at Emerson College. This project is the last required course of the program. The project consists to developed an integrated marketing communication plan for a real client.
Presented on April 26, 2013.
Bob Johnson goes beyond the basics to look at how we can strengthen our employer brands. And, he unveils our new All-Way Brand Alignment model. He also looks at the impact of review sites on talent attraction
Building your brand – A practical guide for nonprofit organizations4Good.org
This "brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand.
SmashFly Transform: Give Them a Candidate Experience They Can't RefuseSmashFly Technologies
Julia Levy, Talent Acquisition & Recruiting Operations Director at Fiserv, outline what makes the Fiserv candidate experience stellar, from understanding the candidate decision cycle and recruiter and hiring manager to retargeting ads and personalization.
Candidate Experience: The Next Competitive Battleground in Recruiting! #CXchatBelong
This is presentation that Aadil Bandukwala from Belong presented along with Kevin Frietas from InMobi on Candidate Experience: The Next Competitive Battleground in Recruiting! #CXchat
Extending the Candidate Experience from Shoulder Tap to First DayGlassdoor
Learn how to create a stellar candidate experience from shoulder tap to first day.
Edward Dias, Director of Recruitment Intelligence and Innovation at L'Oreal
David Pumpelly, Director of Talent Solutions at Avature
Lisa Holden, Employer Communications Manager at Glassdoor
The Insiders Guide to Employer Branding - 27 Best Practice InsightsKelly Services
Many of the old tools and strategies for building an authentic, globally relevant employer brand have been discarded, and new ones are taking over. Both the challenges and opportunities have grown almost in tandem, and it’s all happening at break-neck speed.
One thing is clear: employer branding has changed, dramatically.
Our Global Best Practice Xchange (BPX) Roundtable on the subject confirmed it. It was 90 minutes of rigorous discussion with eight seasoned professionals leading the way in employer branding innovation for their organizations. They shared their successes, mistakes and thoughts on their plans for the future.
So, if you are wondering if there’s a better, clearer way to lead your organization and practice through this change, this guide is for you.
Recruitment: Candidate Experience and Storytelling Lessons from HollywoodPh.Creative
With the war for talent, we can't forget that the hero in story is in fact the candidate, not the brand.
This presentation looks at how recruiters can learn to improve the candidate experience by learning some key storytelling lessons from hollywood and even ancient mythology.
Candidate experience mapping is much like planning a classic 'Hero's Journey'.
We must understand more about how the candidate feels and what they think at each stage of the candidate experience in order to optimise the end result.
Get Em Keep Em Grow Em: a Texas BBQ of Integrated Talent ManagementDan Medlin
Originally presented to the Austin Human Resource Management Association for its Stepping Stones program, which prepares senior HR professionals for their next elevation into management or strategy, this program looks at the People, Processes and Tools required, in detail, for each stage of the Integrated Talent Management lifecycle.
Presented for the Rocklin Chamber of Commerce as part of their Business Excellence Series. This presentation focused on:
- What branding is
- Steps in Creating Your Brand
- Brand Marketing Strategies
- Online Brand Management
- Offline Brand Management
Humanizing Your Brand with Internal Influencers - Employee Advocacy 2.0 (AMA...Social Jack
From big brands to small businesses the hottest trend of Influencer Marketing it to look inside your own business. Dean DeLisle, Digital Transformation Enthusiast will take you through the 7 steps they use to convert brand advocates to true Social Thought Leaders, without breaking the bank. You will learn how to build trust on the outside while creating a fun, team-based culture on the inside. No matter where your organization is in your digital journey, you will walk away with some easy cool next steps. Dean will also cover a few case studies and results from current projects. This session will be fast and furious and oh, all attendees will get access to a fast track course for when you are ready to roll out your program.
Presented by Dean DeLisle (Founder/CEO of Forward Progress, LLC & The Creator of Social Jack) at the AMA's BrandSmart 2020 Virtual Event.
About Dean DeLisle
Dean DeLisle, Founder and CEO of Forward Progress, and the creator of Social Jack, the number one Influencer Development Platform in the world, has developed training programs and services to help organizations and professionals become an influence in a very digital world. He and his team have delivered over 2,000 webcasts and live events elevating and showcasing influencers over the last 15 years.
About BrandSmart
BrandSmart is the longest-running brand marketing conference in the country. Now in its 18th year, BrandSmart brings together noteworthy industry speakers, marketing decision-makers, and future-forward brand associates looking to share proven tools, strategies, and stories.
5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar SlidesThe HR Observer
For large and small companies alike, an inspiring employer brand will deliver real results, driving down cost per hire and employee turnover. Find out how a strong employer brand impacts your hiring efficiency.
Building Your Employer Brand Strategy - Stacy ParkerSocialHRCamp
In this interactive mega-session Stacy will take participants through the process of building a social media employer brand
strategy. Workshop components include:
- Why is employer branding important?
- How does your employer brand strategy rank?
- Steps to employer brand strategy
- Building a social media employer brand strategy
- Communicating your employer brand
- The role of social media on your employer brand strategy
- Adding measurable value
DIY Employer Brand: 4 Steps to a Compelling Employer Brand from ScratchAndy, Xinbin Hu
While 72% of recruiting leaders worldwide agree that employer brand has a significant impact on hiring, just 55% have a proactive employer brand strategy. (Global Recruiting Trends 2016, LinkedIn)
If you belong to one of the 45% of companies who do not have a proactive employer brand strategy, getting started can feel daunting.
In this upcoming event at LinkedIn Hong Kong, LinkedIn Employer Brand specialists will show you how you can build a compelling employer brand in-house and from scratch.
You will learn:
How to setup your employer brand project for success
How to develop your Employer Value Proposition
How to plan your employer brand communications
How to rollout your employer brand
You will also get an overview of Next Generation LinkedIn Career Pages – a platform tailored to allow employees to voice their opinions on their respective organisations, better than ever.
Date: Tuesday, November 1, 2016 (English)
Time: 5:00pm - 6:00pm (check in starts at 4:30pm)
Address: 38/F, Hysan Place, 500 Hennessy Road, Causeway Bay, Hong Kong
The Martec & Employer Brand Mason Webinars | Session 1 - Maximise the benefit...Daire Dalton
The topic for this session is “Maximising the impact from advocacy tools LinkedIn Elevate, Hootsuite Amplify, Smarp”
Some of the areas covered in the session were:
1. How employee advocacy impacts employer branding efforts
2. Types of content employees most commonly share
3. Identifying the best content mix for your platform
4. Tips for getting the most value from your current (or future) tools
human and physical Branding resources.pptxssuserc63c04
branding
An organization that embraces values like integrity and teamwork is really no different from any other.
If you want to produce the kinds of specific outcomes that will allow your company to differentiate from others, you need to define a unique culture that cultivates the necessary kinds of employee attitudes and behaviors.
Companies that do this well also identify a desired brand identity and align their company culture to that identity.
Building this unique culture goes beyond internal aspirations. Companies that do this well also identify a desired brand identity, ‘how you want your organization to be perceived and experienced by customers and other external stakeholders.’
If your company culture is aligned and integrated with that identity, your employees are more likely to make decisions and take actions that deliver on your brand promise.
Brand types differ from brand archetypes, which classify brands according to classic storytelling character types such as the Hero, the Joker, and the Sage.
While brand archetypes can be helpful in creating a narrative and tone of voice to use in advertising campaigns and other communications, the brand types referred to here are strategic ways that brands compete and are positioned relative to each other.
For example, Patagonia falls into the “conscious brand” type because it is characterized by its sustainability mission, while Apple is an “innovative brand” type given its pursuit of new products.
Some of these brand types overlap, and some characteristics are—or should be—embraced by all brands. All brands should offer good service, for example.
But a brand that falls into the service brand type prioritizes delivering high-quality customer care and service above anything else — and its strategies, operations, and ultimately customer value propositions are all centered around differentiating through great service.
Each of the nine brands types is distinguished by two main characteristics. The first one is its point of reference — that is, the standard that your brand is positioned relative to or how you want customers to understand your brand.
A disruptive brand like Richard Branson’s Virgin is all about challenging the leader in every category, so Virgin brand’s point of reference is the category leader. The second characteristic that distinguishes a brand type is its tone and manner, which is how the brand usually behaves or expresses itself. For example, Walmart and Subway fall into the value brand type and they tend to act in down-to-earth, practical, and straightforward ways.
Once you know the type of brand you have or want to build, the next step to aligning external brand and internal culture is to identify the kind of culture required to deliver on it.
Different types of brands are achieved through different types of cultures. If you want to position your brand as disruptive, for example, then you must cultivate a culture of risk-taking so that your people are inclined to
Business Survival Strategies: Why a Human-Centric Approach to Your Business i...Spodek & Co.
Learn how to apply a human-centric strategic approach to your business, recruitment, and marketing efforts during periods of disruption.
Here's what you need to know
How are you and your business coping in the age of COVID-19?
We’re all having to adapt at an unprecedented pace in order to survive. How your business responds to the pandemic has the potential to reflect on your company for years to come. Three experts in business, recruitment and marketing will discuss approaches to:
Understanding the difference between culture and performance culture and why both are important
Navigating the complexity of human resources and recruitment during a crisis
Defining your brand today while building customer loyalty for the future
Apply these tips and strategies today and be prepared for future disruptions.
This is a workshop that I researched and developed for Municipal Employment Workers. The concept behind behind "Branding The Under Employed" is to help employment counsellors assist clients them to help discover and build a brand for employment. This is the the introduction of a three part workshop.
3. • A brand is the set of expectations, memories, stories and relationships that,
taken together, account for a consumer’s decision to choose one product or
service over another.
Seth Godin
• A brand for a company is like a reputation for a person. You earn reputation
by trying to do hard things well.
Jeff Bezos
Branding demands commitment; commitment to continual re-invention;
striking chords with people to stir their emotions; and commitment to
imagination. It is easy to be cynical about such things, much harder to be
successful.”
Sir Richard Branson
4. What do you think of when you see
the following brands?
5. • The sum total of a company’s
reputation as a place to work.1
• Word of mouth in local and
professional communities2
3
• How the workplace is described
by it’s members4
Stories the company tells
about itself
What is an Employment Brand?
More than a tagline or a slogan, more the
pictures or social networking.
6. Learning Objectives
• Understand the elements of an effective
employer brand
• Research and implement a compelling
and memorable employer brand
regardless of the type of organization
• “Tell the story of the organization" and
create a "call to action" for potential
candidates and employees
• Establish and deploy our organization's
employment brand
• Understand and use methods in which to
incorporate the employment brand as a
conduit to your organizational culture.
8. • What is an employer brand?
– The benefits of the brand.
• The elements of an effective employer brand
– Culture, Mission/Vision Considerations
• Steps in which to define and establish your brand
– Market and Research Methods
– Focus Group approaches
– Survey Methods
• Implementing the brand
– Aligning to organizational branding
– Develop strategy and approach
– Buy-in and commitment
• Marketing and outreach uses of your brand
– Developing brand content
– Communicating your brand
• Placement and applications
– Incorporating branding into the employee
lifecycle
• Sustaining and revisiting your brand
• Q&As
9. Why have an Employment Brand?
•More jobs are becoming available at the same time that fewer
candidates are entering the job market.
•The war for talent is intensifying.
•By having expectations outlined early, before application,
those not buying into the brand will not apply; increasing
recruitment efficiency.
•You need to have a strategic advantage.
•Job seekers are now Job Shoppers.
•Every experience is shared at light speed.
10. Benefits
•Tells the story of your organization
•Attract the right people to your organization
•Compete on a dimension other than solely
compensation
•Set expectations and improve retention
After all, why should a candidate want to work
for your organization over your competitor?
A survey by Careerealism shows that
80% of job seekers will research an
employer online before applying.
11. The Elements of an Employment
Brand
Element What does it mean?
Culture Who are we really
Mission/Vision Who do we strive to
become
Expectations of
associates
What we want and
expect from associates
An easy to understand
value proposition
What can we really
offer associates
An emotionally-based
call to action
What we do together
for the betterment of
us and others
12. McClelland's Motivational
Theory
• David McClelland (1917-1998) was an American psychologist, noted
for his work on Motivation Need Theory. He published a number of
works during the 1950s and the 1990s. McClelland is credited with
developing the Achievement Motivation Theory commonly referred
to as need achievement or n-achievement theory. He is considered
to be among the top twenty cited psychologists of the 20th century.
• Abraham Harold Maslow (1908–1970) was an
American psychologist who was best known for creating Maslow's
Hierarchy of Needs, a theory of psychological health predicated on
fulfilling innate human needs in priority, culminating in self-
actualization. He is considered to be among the top ten most cited
psychologists of the 20th century.
13. The Three Motivators
Dominant Motivator Characteristics
Achievement •Has a strong need to set and accomplish
challenging goals.
•Takes calculated risks to accomplish their
goals.
•Likes to receive regular feedback on their
progress and achievements.
•Often likes to work alone.
Affiliation •Wants to belong to the group.
•Wants to be liked, and will often go along
with whatever the rest of the group wants to
do.
•Favors collaboration over competition.
•Doesn't like high risk or uncertainty.
Power •Wants to control and influence others.
•Likes to win arguments.
•Enjoys competition and winning.
•Enjoys status and recognition.
15. Define the scope, objectives, and
metrics
• Ask the following questions:
– Will the focus be global, national or regional?
– Is this an employer branding project or strategic employer brand?
– Who will lead the effort (Marketing, Talent Acquisition, ECM, HR)
– How or will employer branding fit into organizational strategies
such as marketing, HR, and communications
– What resources are available?
– How engaged will leadership be in the branding?
– How do we define success?
– Is there a budget or resources planned
• Communications Specialist or “Brand Ambassador”
– Will there be a need for new technology
• Social Networking Management (i.e. Hootsuite)
• Mobile App
– Is there a role for “Big Data” analysis?
16. Considerations before we begin
• What role will change management have in this
effort?
• How will we take a lifestyle approach to our
brand?
– 24/7 nature of the global economy and internet
– Integration of work and home
– Telecommuting and virtual work
• How will diversity incorporate into your
strategy?
17. • Market and Research Methods
– Focus Groups
• Associate and Leadership
• Alumni
– Surveys
• Recurring Associate Surveys
• Employment Candidate Surveys or Post-Hire
Interviews
– Exit Interviews When designing an
Employment brand for a
Global Organization consider
different cultural preferences
18. The Data
– Certain patterns or stories will point to who an
organization really is in the mind of others
– Condense the message into several words
• Avoid lengthy statements or re-establishing
mission/vision statements
– Be honest with yourself as to who you are
It’s OK to say that you're hard working
It’s OK to say that you’re a stable work
environment
It’s OK to stay it’s a great place as a stop-over
to your next opportunity
It’s OK to say you’re in it to win
Any opportunity to connect
to the furthering of society
or the globe is especially
important to millennials:
But don’t fake it
19. Validation and Alignment:
• Share findings with key stakeholders:
– Leadership
– Marketing
• Alignment to marketing brand
– How does the findings align with overall marketing messaging and direction?
– What opportunities exist that connect the existing branding to the employment
branding efforts?
• Secure commitment
– Does your findings and alignment to marketing connect with leaders and
associates?
– Have you considered “test marketing” the brand?
• With current associates
• With employment candidates?
• Determine where the Employment brand will connect with the
organization’s Social Responsibility efforts (if necessary)
20. Organizational Integration
Considerations
• How will you connect other associate related
programs to your brand?
– Employee Communications
• Leadership introduction/communication
• Reinforcing and Recurring employee communication
vehicles
– Newsletters, E-Mail distribution, Intranet, etc.
– Benefits alignment
– Performance, Compensation, Organizational Events,
Job Descriptions, Goals, Charity work, etc.
Associates can be one of the best
ways to share your brand which is
why it needs to be integrated into
your other HR programs
21. Development of the Brand:
• Develop messaging
– Short statements and elevator speeches
– Imaging representing the branding
– Engage others in messaging
» Slogan brainstorm sessions
» Employee contests
– Materials to be used
» Marketing kits
• Advertisement-ready logo and images
• Associate success/impact profiles
• Organizational history or key points
• Recruitment advertisement introduction statement
• Templates for letterhead, social networking
postings, business cards, etc.
22. Sharing and Reinforcing the Brand:
• Establish consistent and persistent sharing of the
brand externally in:
– Social Networking
• LinkedIn, Twitter, Facebook, YouTube Google+, etc.
• How will you connect updates to the brand?
– Stories that align to the brand?
– Application process or selection process?
– Advertisements
– Employee Communications
– Marketing Efforts
– Job Fairs
– Job Fair Giveaways
– Training Materials
– Workplace postings and communication
– Share with customers and others as appropriate
23. Sharing and Reinforcing the Brand:
• Define how brand will be shared with your associates
• Share reasons for the change with associates and leaders
• Train leaders in the communication and sharing of the brand strategy
• Develop an internal communications strategy for the brand
• Ensure that your leadership and associates have a say and stake in the
brand
• Giveaways and Contests
• Do not neglect other influences to your employment
brand
• Candidate experience
• Employee relations
• Leadership
• Competitive Total Rewards
A great employer brand does
not forgive bad Leadership and
HR Practices; it mocks it. -RB
24. How did you know if the brand effort
worked?
• Before and after measures
– Retention
– First 90 days of success assessments
• Cost per Hire
• Employee Surveys
– Incumbent and new hire
• Anecdotal information
• Internet feedback
– Comments
– Online feedback (Glassdoor, Indeed, Yelp, etc.)
25. Revisit and Evolve the Brand
• Repeat all or parts of the process every
several years
– Ensure the message is accurate and relevant as
the organization changes
– Seek to connect the previous brand to the new
brand while making the connection to
stakeholders to reflect progression, not just
change
– Align with organization’s and marketing efforts
26. Closing
• Employment Branding is a key competitive
edge for your organization
• Not limited to large, for-profit organizations
• Will provide benefit in many aspects as an
employer; not just recruitment
• Is an opportunity to tie organizational
members together towards a common goal