Downloaded 39 times
Uploaded byTALiNT Partners
Getting goosebumps with your EVP
The document discusses various topics related to branding, communication, and candidate research practices. It emphasizes the importance of authenticity, first impressions, and emotional connections in branding, along with the need for genuine communication in a digital age. Additionally, it refers to insights from Maya Angelou about the lasting impact of emotions on people's memories.
More Related Content
Similar to Getting goosebumps with your EVP
Getting goosebumps with your EVP
- 1.
- 2. @googledave Aim for Goosebumps Explainscience behind goosebumps @googledave #TLCon
- 3. @googledave Be genuine, Besincere, Be authentic #TLCon
- 4.
- 5. How much timedo candidates spend researching a job? 2-4 HOURS1-2 HOURS OVER 5 HOURS 38% 18% 16% @googledave #TLCon
- 6. @googledave “A Brand isnot what YOU say its is… it’s what THEY say it is” #TLCon
- 7.
- 8.
- 9.
- 10.
- 11.
- 12.
- 13.
- 14.
- 15.
- 16. @googledave World Class Experiences Onand offline Every point they touch your brand @googledave #TLCon
- 17. @googledave More Tech WeHave More Digital We Become The More Human We Must Be @googledave #TLCon
- 18.
- 19.
- 20. @googledave Plan you attackand defense Design for happiness and unhappiness – how do you make people, feel and think when it goes wrong??? Maybe some link to tripadvisor Glass door – (wonder if we can pull out some funnies from them – bit of humor – maybe good bad and ugly from it? @googledave #TLCon
- 21.
- 22.
- 23.
- 24.
- 25.
- 26.
- 27.
- 28.
- 29.
- 30.
- 31.
- 32.
- 33.
- 34.
- 35.
- 36.
- 37. @googledave Maya Angelou @googledave “People mayforget what you said or did, but they will always remember how you made them feel” #TLCon
- 38.
Editor's Notes
- #4 By understanding the personas and people we want to connect join and influence the conversation going on in your audiences hearts and minds Identify the emotional drivers you candidates feel and experience; and put them into your stories, helping you connect through the power of personality humanise and bring emotion into you marketing and your people propositions.... Share genuine, real stories - bring authenticity into your brand be genuine, be sincere, be authentic…. People love what you do and how you make them feel; you benefit from the greatest marketing channel of them all ... Word of mouth… People may forget what you said or did… But the won’t forget how you made them feel….
- #5 Story of family walked into a restaurant and nobody even noticed them Candidates are spending up to 2 hours research you as a potential employer Think about the content marketing journey – attribution model What are they looking for? What questions are on their mind? What objections may they have? What information are you providing? What and how are you providing it? where? When they want it? Candidates want to get to know you before the apply – how do you help them?? Content will help you tell your story… Its help you create ‘feelings’ and thoughts towards your brands and its people
- #7 Stories can help you build you brand and people proposition Its backed up further as MRI scans show that when we evaluate brands, we primary use emotions and how we ‘feel’ rather than logic and facts and figures It not what you think or say it is… it is what they say it is… You can’t control your brand, you can only influence it… Its what people say about you, when you have left the room… Your employer brand doesn’t stop with pass or fail. It isn’t just about recruitment. Its retention, experience and communication from them moment they touch your brand – for their life time. Tell your brand stories through the people, those that reflect those that you want to connect with Let your people tell stories of how it feels to work with you Makes sure that your telling the stories that resonate to what matters to you audience Helping you to get on their wave length and becoming a contagious and magnetic brand
- #8 How much are people worth to you Average value of a customer Average value of a corporate sale / client How many people go through your process? How many hires? How many rejections? How many opportunists to piss people off? Ask the audience and play out with delegates… Put the figure in your minds – and remember it.
- #9 And think about this in your digital experiences…. The moment between the moments ASOS catwalk videos and if you dropout of checkout and they will call you up with a ‘call to action’ Tesco Opticians – people want to try glasses on – augmented reality has improved conversion So what are you Moments between the Moments – identify them, where they? In your world, this would be the candidate experience… But for me this isn’t the ‘recruitment process’, on boardin - It’s the moment they touch your brand… It not when they apply, when they fail… it’s the moment they touch your brand…
- #10 How many people do you say no to every year? Such a little word…. But can cause a lot of pain… Virgin – this little symbol raise expectations…. 18% where customers 6% disconnected within month of being rejected – gulp. 7.5k customers lost in 2015
- #11 CX Human Centered Journey mapping - how people feel and think Customer Journey Touch points in you process – visualize or use other examples… whats our version Walk in their shoes What are they feeling, thinking? How easy was it to do business at that point – how effortless What was my memory of that stage of the process NPS scores – have you finger on the pulse Make it matter, make it meaningful
- #12 Explain concept and nuroscience study behind it Separate areas of the brain lighting up…. Why do you think it was….??
- #13 Coke works really harder through various content and different channels The coke Christmas lorry The Diet coke break… You don’t ask for a Pepsi and coke – its JD and Coke! Creating moments of positive experiences and forging memories in our minds… Creating subconscious feelings towards how we feel and then think towards its brand (95% of our brains, decisions are done before we even thoughts about it!) The MRI scans proves that feelings made the people in the second test choose coke – not taste first
- #14 Explaining CX mapping If you think about it – most of your candidates start their journey toward you digitally Hint at Virgin work and empathy mapping
- #16 Design for Happiness… http://www.uxbooth.com/articles/science-happy-design/ Design for Happiness… happy but not by accident… good design and experience comes from principles of understanding the psychology of people… what they feel and think through the process during each moment and the moment between the moments The best digital experiences create happiness Happiness correlates in the likelihood to return and recommend Happiness creates positive sentiment and likely hood to share Greater happiness, greater engagement, greater results Happiness = ROI
- #17 World Class Experiences On and offline Every point they touch your brand
- #18 Companies investing fortunes on technology, process Not enough on human and the capability Words matter – a lot Develop soft skills, coaching, sales techniques, It shouldn’t feel like a factory production line
- #19 How you treat people across the process and the ‘actors’ who are involved Human centred, people focused approach before, during and after Set expectations throughout the process Timeframes Online when What next How you might feel The HM is like….
- #20 Make doing business less effort (also backed up by the FOGG model Low effort journey World class experiences Amazon – one click Simplification of process, communication Automation How easy is it to do business with us? How easy is it to find us? How easy is it to apply? How easy is it? Simplification in all we do? Its not all about the 30yard screamer – help the team get simple ‘tap-ins’
- #21 Plan you attack and defense Design for happiness and unhappiness how do you make people, feel and think when it goes wrong??? Maybe some link to tripadvisor Glass door – Service can actually create ‘dis-service’ the more Defence and attack How do we plan for things when they go wrong? Show list at 19.30 of what goes wrong
- #22 But it's not always the first time as many candidates have experienced the brand before. So how do you nature people What's your boomerang plan Alumni Nurture relationships
- #23 Candidate may record a quick thank you, wow! Nearly 50% candidates don't receive any update onto where they are in the process How many actually get feedback?!
- #25 Capital 1 – survey all candidates (pass and fail) 16 point questionnaire and employ a data analysts to slice and dice and look to improve the candidate experience - shifting their NPS score daily Live chat Hashtag hour Ollie at LinkedIn … access to his team prior to the presentation
- #26 What did I send Mark in email.. The biggest problem with communication is we listen to reply, we don’t listen to understand In retail and online we have something called VOC = vocie of the customer Lets take onboarding… do we listen – I bet we don’t even ask how the recruitment felt to candidates? What they thought? Asked an opinion in the recruitment process Only 11% pf companies surveyed did this!
- #27 Arrogant Hiring manager People turning up and told we’re not hiring because the manager was too busy to interview so just made up some lies to get rid of them · A manager spending 5 minutes in the interview, then telling the candidate they weren’t suitable and he had to go to a meeting so the interview is over · A manager in interview telling the candidate they won’t have time for induction or training as they have to hit the ground on day 1, and if they’re not happy with that they should leave now · ‘Regional manager from Top 6 supermarket chain -”I’m only here to compare you to someone I’ve already got in mind!? With Virgin Media, we’ve actually persona mapped and CX journey mapped a hiring manager, and walked in their shoes… The mission is to make their life easier to help the resourcing team – video vacany briefs with key questions answerd to help candidates questions get answered
- #29 A brilliant way of engaging you audience with content is thought the power of Telling a good (authentic) Story Tell stories to engage your audience that resonate with them Seth Godin - marketeers don’t need to create more stuff, we need to create better stories If history lessons where taught in stories format – we’d remember them! Who have been some of the greatest story tellers over the years….
- #32 BIG WARNING….. Symptom of synthetic marketing / fabricated culture. VIDEO WestJet master stroke They cared about their audience, they did a lovely thing for some passengers. They made a promise to do a good deed based on the number of shares. Who came up with the idea? The customer service department? The HR department? THE MARKETING DEPARTMENT STUNT – not the feel good department They made damn sure they caught every second of the experience on camera and even filmed the ‘making of it’ too. I’m not being cynical, I’m demonstrating the corporate value of understanding how to manipulate human emotion. I’m highlighting the value of building this into a plan, a process and an outcome that adds value to a business – otherwise what’s the point.
- #35 What are the people tales that must be told from your business Vodafone work been doing recently on how to ‘Pitch the brand’ in the recruitment process – they gave me a load of numbers – yet when asked, had some incredible stories to bring their EVP alive Virgin ‘Heart felt service Virgin ‘Acts of random kindness’ part of virgin magic – stories of engineers Remote control They guy who though his virgin media wasn’t working Breed , cultivate stories… but these are….Real-life stories Marketing starts with HR…… who’s to say marketing should sit within HR Need have a process to find and cultivate these real life stories, demonstrating….
- #36 What are your companies legends? The greatest stories you want to tell? The people stories that resonate with the feelings and thoughts of those you want ot connect with. Your employees will have stories they tell about ‘why’ it is they work with you – set them free – become a brand that love to tell stories People are x10 more likely to connect with people in the brand than the brand itself – what's you plan to leverage this? The same for you suppliers – how do the agencies you engage – how much to they take time out to ‘get you’ so they can tell stories to help engage the talent and connect them with you? Tell story of BAE persona workshop – magic happened
- #37 Stories shouldn’t just end – the end is a catalyst for the next story The great things about a story is that they live on, and keep getting told Create anticipation. Keep your EVP alive showing candidates the experiences that resonate with them Don’t get to caught up in your brand history and heritage (by all means honor it), but look to now and the future as well – people will want to be part of shaping the next chapters in your stories, which is a new chapter for them Stories will be the foundations for trust and loyalty with people. encourage your audience to tell stories for and about you