Join David Thompson, PeopleBrand who will explore: 1.Starting with the end in mind – setting goals, objectives, convincing business cases 2.Getting the right people onboard and on-side – the critical stakeholders & partners 3.Understand your audience – who they are and what do they need? - segmentation and persona development 4.Carrying out internal and external perception research 5.Developing your employer value proposition 6.Understanding your candidate and employee touchpoints 7.Getting your own people on board. The authentic employer brand 8.Developing the brand assets - development, testing and validation 9.Measurement and feedback – what can we feasibly and accurately measure? 10.Improve, re-calibrate, improve – it’s an iterative process. Don't stand still.

17. •
•
•
•
•
•
•
•

18. Karen
“I don’t want to stand still. I want to work on
projects where I can really make my mark. But
I want to work for a business that contributes
to society as well as making profits. ”
CAREER GOALS
• Progressive career opportunities
• Working on major change projects
• Lead a team of Project Managers
• Good compensation
• Do some good!
CAREER FRUSTRATIONS
• Poor technology holding me back
• Feels overlooked in such a big
structure
• Business keeps changing direction
and ownership
• Lack of personal development
Age 35
Job Project Manager
Education Bachelors Degree.
Prince 2 qualified
Experience 7 years Project
Management
Location Bristol
Family Married, two children
aged 5 and 7
Personality
traits
Confident, Self-
assured, collaborative,
sociable, analytical
Current role IT Project Manager at
AXA Insurance
COMMUNICATING
• LinkedIn
• TEDtalks
• Influencer content/thought leadership
• Direct recruiter approaches
VALUES
• Stability and reliability
• People, then profit
• Change is to be embraced
Collaborator
Change agent
Looking for both structure and freedom
Strong views on CSR
Passionate about Tech
HOBBIES & PREFERENCES
• Keeping fit and training
• Kids schools and sports clubs
• Netflix binging
Practical and Pragmatic
Social News

26. We do our best for our people
Contact Centre
Retail
Distribution
Head Office
Our future is full of opportunity
Contact Centre
Retail
Distribution
Head Office
Our success brings security
Contact Centre
Retail
Distribution
Head Office
Our teams are close-knit and positive
Contact Centre
Retail
Distribution
Head Office

28. Karen
“I don’t want to stand still. I want to work on
projects where I can really make my mark. But
I want to work for a business that contributes
to society as well as making profits. ”
CAREER GOALS
• Progressive career opportunities
• Working on major change projects
• Lead a team of Project Managers
• Good compensation
• Do some good!
CAREER FRUSTRATIONS
• Poor technology holding me back
• Feels overlooked in such a big
structure
• Business keeps changing direction
and ownership
• Lack of personal development
Age 35
Job Project Manager
Education Bachelors Degree.
Prince 2 qualified
Experience 7 years Project
Management
Location Bristol
Family Married, two children
aged 5 and 7
Personality
traits
Confident, Self-
assured, collaborative,
sociable, analytical
Current role IT Project Manager at
AXA Insurance
COMMUNICATING
• LinkedIn
• TEDtalks
• Influencer content/thought leadership
• Direct recruiter approaches
VALUES
• Stability and reliability
• People, then profit
• Change is to be embraced
Collaborator
Change agent
Looking for both structure and freedom
Strong views on CSR
Passionate about Tech
HOBBIES & PREFERENCES
• Keeping fit and training
• Kids schools and sports clubs
• Netflix binging
Practical and Pragmatic
Social News

30. • ATS job description
• ATS application
• Regret/progress comms
• Interview
• Role play
• Literacy/Numeracy test
• Abstract
reasoning/Psychometric
test
Application & Assessment
• Offer & Contract
• Welcome email
• Pre-join onboarding comms
• Induction presentations
• Core training
• Functional training
• HRA 30 day catch up
• 3 month probation review
• Quarterly networking event
Onboarding
• Staff handbook
• Intranet
• HR system
• Benefits comms
• L&D portal
• Careers portal
• Values comms
• Performance evaluation
• Leadership workshops
• Engagement survey
Employment
• Pension
communications
• Alumni Facebook
group
Alumni network
• Job listings
• Glassdoor reviews
• LinkedIn Recruiter
social posts
• Direct approaches
• Career site pages
• Career presentations
• ATS job alerts
• Social posts
Attraction

35. 0
100
200
300
400
500
Jan Feb Mar Apr
Followers
0
10
20
30
40
50
60
Jan Feb Mar Apr
%
0
10
20
30
40
50
Jan Feb Mar Apr
%
48
50
52
54
56
58
60
62
Jan Feb Mar Apr
Days