Ajax CEO Jason Seiden spoke again at LinkedIn's Talent Connect conference this year... he provided 4 strategic "stop doing" points, 3 "start doing" points, and 1 strategic model for helping HR leaders leverage LinkedIn to engage their employees and amplify their employer brands. Here is the deck...
We noticed an uptick in interest in our Workforce Marketing solution this year and wanted to understand what was driving it. To find out, we reached out to our clients and asked them: where was the value? How were they using it? This is what we learned.
The 7 Secrets to Successful Recruitment MarketingSoutherlyComms
On the hunt for top talent?
Recruitment content marketing helps you cut through the noise and show candidates why you're the employer for them.
Learn the 7 secrets to successful recruitment marketing here.
We noticed an uptick in interest in our Workforce Marketing solution this year and wanted to understand what was driving it. To find out, we reached out to our clients and asked them: where was the value? How were they using it? This is what we learned.
The 7 Secrets to Successful Recruitment MarketingSoutherlyComms
On the hunt for top talent?
Recruitment content marketing helps you cut through the noise and show candidates why you're the employer for them.
Learn the 7 secrets to successful recruitment marketing here.
The Trilogy of Modern Talent Acquisition: Employer Branding, Recruitment Mark...SmashFly Technologies
This webinar from Glassdoor's Dina Rulli and SmashFly's Chris Brablc was an interactive discussion on using integrated recruitment marketing and employer branding to capture thousands of qualified candidates in your talent network, nurture them to become fans of your employer brand, and analyze and optimize the effectiveness of every recruitment marketing dollar.
And get great hires faster who meet the talent needs of the business.
You’ll learn how to:
- Define the key attributes of your employer brand
- Use content marketing to attract qualified candidates
- Implement email nurturing to keep your talent network engaged
- Track, measure and analyze recruitment marketing success
Rally recruitment marketing_ideabook_11_ways_to_humanize_the_candidate_experi...Jill Patterson, MBA
Rally Recruitment Marketing Ideabook:
11 Ways to Humanize the Candidate Experience
Improving the candidate experience is an ongoing priority for HR and TA leaders. Good progress has been made in areas like mobile-friendly career sites, shorter apply times and standardized interview methods.
Process improvements are important, but what candidates are telling us they really want is more communication.
The latest Talent Board research shows that job seekers rated their candidate experience higher when there was open, transparent and two-way communication (including feedback) between them and the employer throughout their candidate journey.
It turns out that a great candidate experience has come down to meeting a few basic human needs: the chance to be heard, the satisfaction of getting a response and the feeling of being respected.
It’s time for us to take the next step in improving the candidate experience. It’s time to HUMANIZE it.
This Ideabook will inspire you to humanize the candidate experience through new strategies and technologies that enable better communication and engagement.
Become a magnet for top talent by borrowing inbound marketing best practices from marketers. Here, you'll see tips for framing personalized content across different stages in the candidate journey. This presentation was given at the Greenhouse Recruiting Optimization Workshop.
The Secret Sauce of High-Performance Recruitment MarketingGlassdoor
Talent acquisition has often drawn on elements of marketing and sales in the past. Today, recruitment marketing has become a more formalized process, and the most effective hiring organizations leverage advanced marketing practices to create highly effective strategies that go well beyond simply broadcasting open jobs. But not all recruitment marketing strategies are created equal.
Glassdoor, one of the leaders in employer brand management, has partnered with Brandon Hall Group to present “The Secret Sauce of High-Performance Recruitment Marketing.” Join Brandon Hall Group Talent Acquisition Analyst, Kyle Lagunas; 1-800-Contacts’ VP of Human Resources and Administration, Rod Lacey; and Glassdoor's Director of Product Marketing, Alison Hadden as they present exclusive insights into:
--How to bake engagement, cohesion, authenticity, agility and measurement into your recruitment strategy
--How to leverage SEM, social media marketing, employer brand management, candidate relationship management and content marketing to attract the best candidates
--How 1-800 Contacts promotes its employer brand and effectively attracts top talent
B2B Lead Generation for technology startups GanjaAgency
A guide on marketing outbound strategy for B2B technology products and services. It gives our vision on how to connect future clients today with active social networking and email campaigns. A presentation gives valuable insights about LinkedIn strategy, messaging tips and organizational
peculiarities which helps to organize a successful B2B marketing department.
Experts from Glassdoor and SmashFly discuss the candidate journey and nurture's role in recruitment marketing. Learn how to use a nurture strategy throughout each stage of the candidate journey, from attraction to application to hire.
Talent Brand ROI Webcast: Metrics To Measure Talent Brand SuccessLinkedIn
Join LinkedIn's Talent Brand experts for a live webcast: 'Talent Brand ROI: Metrics Speak Louder Than Words', and learn how to demonstrate the impact of your talent brand including four key metrics to measure ROI and talent brand success.
SmashFly's Director of Marketing outlines 5 fundamental shifts in talent acquisition and how recruitment marketing practices will help organizations strengthen their talent acquisition strategies.
Survey of talent acquisition organizations reveals:
* How to get 28% more hires from referrals by doing this one thing
* Percentage of organizations with formal ERPs and what results they get
* Ways organizations manage and track referrals today, and what challenges they face
* Most popular incentives used to reward successful referrals
* What you can do to generate more hires from referrals without sacrificing quality of candidates
The survey was conducted in April 2015 by SmashFly Technologies, the leading Recruitment Marketing Platform provider: http://smashfly.com
4 Essential Tips to Convert your Employees to Talent Brand Ambassadors | WebcastLinkedIn Talent Solutions
Click through this webcast to learn how to leverage your greatest assets (hint: your employees) to strengthen your employer brand.
Get inspired with LinkedIn's Employer Brand Playbook: http://linkd.in/174lYC9
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
Learn more about your Talent Brand Index at http://linkd.in/1CHwo0I.
In today’s competition for top talent, your reputation as an employer is a key factor in whether a candidate will take your job – or leave it.
The bottom line impact is real: a strong talent brand reduces cost per hire by up to 50% and lowers turnover rates by 28%.
The Importance Of Building a Strong Talent Brand, Munish SudanThe HR Observer
Employer brand has been around as a term for decades and is a well-established practice, in fact in a recent study conducted by LinkedIn, the results showed that 83% of recruiting leaders believe employer brand has significant impact on their ability to hire top talent. During the last few years, with the rise of Social networks, your reputation as a place to work is based on much more than what you say about it. At LinkedIn we use the term ‘talent brand’ because we think it better reflects the fact that your reputation now incorporates what talent – past, present and future employees – think, say and share about your company as a place to work. In this session, Munish Sudan will talk about the importance of Talent Brand in the competitive environment we live in and how can LinkedIn help your enterprise build a strong online presence.
This presentation was used at HR Summit and Expo 2013 www.hrsummitexpo.com
The Trilogy of Modern Talent Acquisition: Employer Branding, Recruitment Mark...SmashFly Technologies
This webinar from Glassdoor's Dina Rulli and SmashFly's Chris Brablc was an interactive discussion on using integrated recruitment marketing and employer branding to capture thousands of qualified candidates in your talent network, nurture them to become fans of your employer brand, and analyze and optimize the effectiveness of every recruitment marketing dollar.
And get great hires faster who meet the talent needs of the business.
You’ll learn how to:
- Define the key attributes of your employer brand
- Use content marketing to attract qualified candidates
- Implement email nurturing to keep your talent network engaged
- Track, measure and analyze recruitment marketing success
Rally recruitment marketing_ideabook_11_ways_to_humanize_the_candidate_experi...Jill Patterson, MBA
Rally Recruitment Marketing Ideabook:
11 Ways to Humanize the Candidate Experience
Improving the candidate experience is an ongoing priority for HR and TA leaders. Good progress has been made in areas like mobile-friendly career sites, shorter apply times and standardized interview methods.
Process improvements are important, but what candidates are telling us they really want is more communication.
The latest Talent Board research shows that job seekers rated their candidate experience higher when there was open, transparent and two-way communication (including feedback) between them and the employer throughout their candidate journey.
It turns out that a great candidate experience has come down to meeting a few basic human needs: the chance to be heard, the satisfaction of getting a response and the feeling of being respected.
It’s time for us to take the next step in improving the candidate experience. It’s time to HUMANIZE it.
This Ideabook will inspire you to humanize the candidate experience through new strategies and technologies that enable better communication and engagement.
Become a magnet for top talent by borrowing inbound marketing best practices from marketers. Here, you'll see tips for framing personalized content across different stages in the candidate journey. This presentation was given at the Greenhouse Recruiting Optimization Workshop.
The Secret Sauce of High-Performance Recruitment MarketingGlassdoor
Talent acquisition has often drawn on elements of marketing and sales in the past. Today, recruitment marketing has become a more formalized process, and the most effective hiring organizations leverage advanced marketing practices to create highly effective strategies that go well beyond simply broadcasting open jobs. But not all recruitment marketing strategies are created equal.
Glassdoor, one of the leaders in employer brand management, has partnered with Brandon Hall Group to present “The Secret Sauce of High-Performance Recruitment Marketing.” Join Brandon Hall Group Talent Acquisition Analyst, Kyle Lagunas; 1-800-Contacts’ VP of Human Resources and Administration, Rod Lacey; and Glassdoor's Director of Product Marketing, Alison Hadden as they present exclusive insights into:
--How to bake engagement, cohesion, authenticity, agility and measurement into your recruitment strategy
--How to leverage SEM, social media marketing, employer brand management, candidate relationship management and content marketing to attract the best candidates
--How 1-800 Contacts promotes its employer brand and effectively attracts top talent
B2B Lead Generation for technology startups GanjaAgency
A guide on marketing outbound strategy for B2B technology products and services. It gives our vision on how to connect future clients today with active social networking and email campaigns. A presentation gives valuable insights about LinkedIn strategy, messaging tips and organizational
peculiarities which helps to organize a successful B2B marketing department.
Experts from Glassdoor and SmashFly discuss the candidate journey and nurture's role in recruitment marketing. Learn how to use a nurture strategy throughout each stage of the candidate journey, from attraction to application to hire.
Talent Brand ROI Webcast: Metrics To Measure Talent Brand SuccessLinkedIn
Join LinkedIn's Talent Brand experts for a live webcast: 'Talent Brand ROI: Metrics Speak Louder Than Words', and learn how to demonstrate the impact of your talent brand including four key metrics to measure ROI and talent brand success.
SmashFly's Director of Marketing outlines 5 fundamental shifts in talent acquisition and how recruitment marketing practices will help organizations strengthen their talent acquisition strategies.
Survey of talent acquisition organizations reveals:
* How to get 28% more hires from referrals by doing this one thing
* Percentage of organizations with formal ERPs and what results they get
* Ways organizations manage and track referrals today, and what challenges they face
* Most popular incentives used to reward successful referrals
* What you can do to generate more hires from referrals without sacrificing quality of candidates
The survey was conducted in April 2015 by SmashFly Technologies, the leading Recruitment Marketing Platform provider: http://smashfly.com
4 Essential Tips to Convert your Employees to Talent Brand Ambassadors | WebcastLinkedIn Talent Solutions
Click through this webcast to learn how to leverage your greatest assets (hint: your employees) to strengthen your employer brand.
Get inspired with LinkedIn's Employer Brand Playbook: http://linkd.in/174lYC9
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
Learn more about your Talent Brand Index at http://linkd.in/1CHwo0I.
In today’s competition for top talent, your reputation as an employer is a key factor in whether a candidate will take your job – or leave it.
The bottom line impact is real: a strong talent brand reduces cost per hire by up to 50% and lowers turnover rates by 28%.
The Importance Of Building a Strong Talent Brand, Munish SudanThe HR Observer
Employer brand has been around as a term for decades and is a well-established practice, in fact in a recent study conducted by LinkedIn, the results showed that 83% of recruiting leaders believe employer brand has significant impact on their ability to hire top talent. During the last few years, with the rise of Social networks, your reputation as a place to work is based on much more than what you say about it. At LinkedIn we use the term ‘talent brand’ because we think it better reflects the fact that your reputation now incorporates what talent – past, present and future employees – think, say and share about your company as a place to work. In this session, Munish Sudan will talk about the importance of Talent Brand in the competitive environment we live in and how can LinkedIn help your enterprise build a strong online presence.
This presentation was used at HR Summit and Expo 2013 www.hrsummitexpo.com
Learn more about Hiring Accelerator, a program that is designed to help you with hiring surges, difficult to fill roles, or the need to build a deep talent pipeline for the future. We want to help you fill your critical roles faster, and with better quality candidates, so that you can meet your goals. Whether it’s filling sales positions to drive revenue, hiring top engineers to build and launch amazing products on time, or filling that executive position to lead your employees, LinkedIn’s new Hiring Accelerator program can help. This solution is a highly efficient and cost effective way to manage tough hiring conditions.
Twin Cities eX Summit: Unleashing the Potential of People and Teams - Scott B...Amy Patterson
2 in 3 US employees are not engaged in their work. Learn how Structural aims to drive employee engagement and unleash the potential of people and teams. www.Structural.com
Gamification, From theory to realtity - Kristoffer Frangkristofferfrang
This was presented on the "Gamification day" conference i Stockholm, Sweden.
Gamification is on everyone's lips and there are numerous theories and models to explain its dynamics and different aspects. But how do you apply that knowledge in your project? This presentation takes theory to reality and gives hands on advice about what you should think about when applying gamification.
Social media for many recruiters has become a box ticking exercise which has offered little tangible value and can seem like “just more tech” to add to an already busy workload. It has introduced the risk to many recruitment firms.
I ran a webinar for APSCo and reviewed some strategic and tactical tips that recruitment directors and managers can take away to help them understand the real value of social media, both as a brand improver as well as adding real speed and £$€ value to a recruiter’s day to day role.
It really is time for recruiters to stop-box-ticking-job-posting-time-wasting-everyone-is-a-candidate-assuming and start having a real and positive reason to be on social media, and get giddy about some tangible and £$€ results.
Read here: http://www.barclayjones.com/blog/social-media-for-recruiters/social-media-strategy-webinar-free-to-apsco-members/
Treating Candidates like Customers - Beamery Innovation SpotlightTALiNT Partners
Tom Maynard, Account Director, Beamery
The most successful organizations build awareness and relationships with candidates long before the application. Beamery is the only Recruitment CRM & Marketing Platform that helps you attract, initiate and nurture those relationships effectively and turn passive candidates into enthusiastic applicants
How can CPAs use Social Media to help them grow as professionals and leaders? Presentation by Janice Maiman (AICPA) and Tom Hood, CPA (MACPA) at the inaugral AICPA Leadership Academy in Chicago on July 10, 2009
Jskipper using social media for recruitment 201004Jeff Skipper
Many companies are looking at how social media can be applied in their organization for use other than traditional marketing and
communications, including how to use social media for recruitment purposes. I was asked to look into this area and provide an update on what is happening. Absolutely fascinating! The recruiting methods have been revolutionized opening both new opportunities and major risks. Let me know if you are interested in having me present to your team!
Similar to Jason Seiden @ LinkedIn Talent Connect 2013 (20)
Simple, powerful bits of wisdom to make your professional communications more impactful. For digital marketing, internal communications, social media, and anyone else who gets things done with words.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
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RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
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Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
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Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
2. Knock It Off
A 4-Point “Stop Doing” List That Will Make
You 9 Gajillion Percent* More Effective On LinkedIn
Jason Seiden
CEO, Ajax Workforce Marketing
(*Rough Estimate)
6. Personal branding vs. employer branding
on LinkedIn profiles
For Fortune’s top 25 Best Companies to Work For
60.0%
50.0%
40.0%
company branding
personal branding
30.0%
20.0%
10.0%
0.0%
max
mean
min
info@ajaxwm.com
7. Stop expecting executives and
professionals to see social media the
same way.
–me again
info@ajaxwm.com
22. Applying traditional marketing to social:
Expensive.
Need people
following the
company.
Message
impact
=
Limited.
People
have their
guards up.
reach * resonance
effort
Expensive.
Weight is born
by corporate
and/or an
agency.
info@ajaxwm.com
23. Applying traditional marketing to social:
Expensive.
Need people
following the
company.
Message
impact
=
Limited.
People
have their
guards up.
reach * resonance
effort
Expensive.
Weight is born
by corporate
and/or an
agency.
info@ajaxwm.com
24. Applying traditional marketing to social:
Expensive.
Need people
following the
company.
Message
impact
=
Limited.
People
have their
guards up.
reach * resonance
effort
Expensive.
Weight is born
by corporate
and/or an
agency.
info@ajaxwm.com
25. Applying traditional marketing to social:
Expensive.
Need people
following the
company.
Message
impact
=
Limited.
People
have their
guards up.
reach * resonance
effort
Expensive.
Weight is born
by corporate
and/or an
agency.
info@ajaxwm.com
26. Who do you trust…
when it comes to a company’s employer brand?
63% 21% 11%
Employees
CEO
Spokesperson
2013 Edelman Trust Barometer
info@ajaxwm.com
27. In other words…
Here’s how much of every dollar spent has impact:
63¢
Employee
Messaging
21¢
CEO
Messaging
11¢
Spokesperson
Messaging
info@ajaxwm.com
32. Applying workforce marketing to social:
Amplified by
size of
employees’
personal
networks.
Message
impact
=
Amplified by
employees’
knowledge of
their networks’
interests.
reach * resonance
effort
Distributed to
the shoulders
of employees
around the
company.
info@ajaxwm.com
33. Applying workforce marketing to social:
Amplified by
size of
employees’
personal
networks.
Message
impact
=
Amplified by
employees’
knowledge of
their networks’
interests.
reach * resonance
effort
Distributed to
the shoulders
of employees
around the
company.
info@ajaxwm.com
34. Applying workforce marketing to social:
Amplified by
size of
employees’
personal
networks.
Message
impact
=
Amplified by
employees’
knowledge of
their networks’
interests.
reach * resonance
effort
Distributed to
the shoulders
of employees
around the
company.
info@ajaxwm.com
Thanks for being here…I take it we’re all here because we want to be more effective…Here’s the deal: I’m going to walk thru 4 things you need to stop doing immediately.But then I’m going to go a little deeper. I’m going to give you 3 things you need to start doing immediately.And between the stop doing list and the start doing list, I’m going to share a strategic model with you that will help you understand why you need to change your behaviors. This is important because when you get home, you’re going to say to the people you work with, “stop doing these four things, and start doing these 3 things instead,” and they’re going to say, “why?” I’ll give you the why.Sound good?4 things to stop doing, 3 things to start doing, and a strategic model to tie everything together?And everything you’re about to hear all relates back to a very simple idea:Getting your employees to say the right thing to the right people at the right time.
Great.Let’s get started.
Thing #1 you need to stop doing right now: stop telling people on your teams and in your organizations how they should and shouldn’t be using LinkedIn.Wait… WHAT?!What on earth does this have to do with being more EFFECTIVE on LinkedIn?!Yeah, well, I’m sure some of you may have figured this out already, but to achieve the kind of efficiency gains I promised in the title of this program, you’re going to have to do more than fix your profile or tweak your status updates. You’re going to have to work as a team.So this presentation is about what you need to do to maximize how you use LinkedIn as a team.My team is optimizing profiles at the Rock My Profile booth—and I encourage you to stop by and have them take a look at your profile. Right now, we’re going to fry the big fish. Starting with how you communicate internally.
Here’s the deal. If you’re not teaming up with your employees, you’re creating a problem. You’re not just missing out on opportunity… you are creating. A. problem.I don’t know about you, but when I think about social media problems, the first thing that comes to mind for me is the rogue tweet or blog post where an employee shows poor judgment and the whole thing goes viral in a bad way.But it turns out, there’s another social media problem companies have. This one is much bigger, but it’s harder to see because it’s chronic. It puts a slow drag on your results every single day.And you can see it in this chart.Just a few years ago, my company did a research project. We analyzed how the top 50 digital ad agencies used LinkedIn. We looked up the companies themselves, and then we looked up their 51,608 employees who had LinkedIn profiles. This chart shows the frequency with which the companies and employees used certain keywords.Digital, for instance, was used by about 61% of the companies we looked at. Why that number wasn’t 100%, I have no idea, but that’s a different story. Only 17% of employees, however, had the word digital show up anywhere on their profiles.The other 83% either said nothing, or had undifferentiated profiles about how they were passionate, innovative program managers… just like everyone else. Overall, we found that if you looked up an employee from an ad agency, you had a 90% chance of learning zero about the company where the person worked.Why is this a problem? Because the way people look for jobs today starts online. It starts with people looking up their friends and peers online to see what companies look good. If you don’t show up in that initial orientation that prospects are doing, then your recruiters have to work that much harder to catch up later.
And by the way, I know that the ad agency market isn’t exactly known for its stellar corporate cultures.So this year, we did a quick follow up study where we analyze the top 25 best companies to work for.On average, about 20% of the employees we saw had any sort of company messaging in their profiles. 38% had messaging touting what amazing individuals they were, though. Even the best company we saw still had fewer than 50% of its employees aligned with the company message. So this is a problem that effects everybody.And you know how you’re NOT going to fix it? You’re not going to fix this problem by yelling at everyone to start using company messaging. All that will do is create new compliance costs, degrade morale, and create more acute problems for you as employees start venting on Glassdoor.How many of you have had your company outed on Glassdoor?So stop with the cram down communications, it stops teamwork dead.
Next, you need to stop expecting to be able to create one approach to social business that works for everyone in your organization.Again, this may not be a problem you think you have, because like the last thing you need to stop doing, it’s not something that’s immediately obvious.But let me show you what I’m talking about.
How many of you recognize this poster?You’ve seen these in offices, in airplane magazines… everywhere.Well, meet one of the guys responsible for making these happen.
Meet Peter. Some of you may have already met him at the Rock My Profile Booth. Peter’s the guy responsible for all those Successory posters we’e all seen on office walls, about teamwork and leadership and perseverance. He founded that company, he’s taken firms public, and private, and he’s a mentor to me and I’m lucky to have him as part of the Ajax team.When Peter first said to me, “Explain this LinkedIn thing to me,” here’s what he was thinking:I’ve been doing this for 30 years plus. I know who my network is. I have personal relationships with many of the people I work with, and I know what work my friends do in case I have a business opportunity for them, too. When I reach out to someone, I’m very careful about how I do it because everything I do has meaning to someone…. So show me how I can shift from phone calls to LinkedIn without creating risk.”Peter’s problem is partly technical. But ultimately, peter’s problem is political. He needs coaching on how to leverage linkedin in a fixed network where all the players are set and relationships are set and there’s a delicate balance to everything.
Now meet Ben.Ben graduated from Northwestern University in 2011. He’s making a documentary. Ajax is his first real gig.When Ben looked at me the first time and said, “Explain this LinkedIn thing to me,” he was thinking something totally different.He wanted to know what a professional profile was, how it differed from a resume, and how he was going to put one together.And, he wanted to know how he could appeal to 3 different networks with one profile:• his current professional network, • the professional network he was still trying to build, • and his personal network, where he already had a “brand,” but maybe not one that would work for him professionally.His needs are 180º from Peter’s. Ben needs training on basic communications. What is a professional persona, how does it differ from a personal persona and why is it important and what should I share and what shouldn’t I share. Ben needs help building a story. And Ben doesn’t need any technical training at all.You can’t just put Ben and Peter in a room together and expect them to figure things out. You need a translator to challenge their assumptions and make sure they understand each other before they start trying to solve the social business problem. And if you don’t have a translator? You end up creating guidelines and policies that work for some and create problems for others. And if you’re creating problems, you’re holding people back. Knock it off.
This lookssimilar to what I was saying before about cramming down rules about how to use LinkedIn, but it’s just different enough that I thought it merited its own slide.Earlier, I was talking about the way in which communication happened. This is about how decisions happen.Even if management is nice about how they ask employees to engage on LinkedIn, if they try to control the process from the top, they immediately run into two problems:
First, you’re trying to control something that’s bigger than you. When it comes to social media, you the company, you’re the tail, not the dog. This is my inmap. If you’ve never seen an image like this before, go to inmaps.linkedinlabs.com and create your own. Very powerful.This is a picture of my professional network. Every dot here is a person I’m connected to.Let’s pretend that the gray area to the left is ajax. If my boss tried to tell me what to do, I could quit tomorrow, and you know what changes about my network? Nothing. At worst, a few people in that small gray cluster don’t like me. so what?By making everything explicit, Linkedin makes it far easier for me to move through my network. So if my company tries to control me, I can hit the eject button. Even if I don’t quit, I can certainly stop trying and start looking for my next job.How many employees are ejecting from your company because they resent being controlled? It’s an interesting question, right?
Here’s the 2nd problem with control: it’s slow.You’re employees are out there right now, today, and tomorrow, and next week, and every day between now and next year when your management team finally gets itself aligned and puts out approved guidelines.Which means that between now and then, you’re at the mercy of each employee’s sense of professional judgment.This is Pat, btw, another Ajax team member, and despite the photos, Pat actually shows good judgment.
Finally, the fourth thing you need to stop doing. Stop putting 100% of your social budget into broadcasting status updates.It’s a failed strategy.
Any chicagoans in the house?This is buddy ryan, who was credited with changing the way football is played in 1985 when he changed the way the chicago bears played defense.
Offense is more glamorous, and in football, we all love the quarterback and those last minute heroics. But the beauty of having a great defense is this: it buys time for the offense to do its thing.A strong defense reduces risk and keeps you in the game, which is especially important when it comes to social business because you may not know what the secret to success is yet.As buddy said, “offense wins games. Defense wins championships.”
So those are the four things you need to stop doing:Stop dictating.Stop trying to come up with a single solution for everyone.Stop trying to control social communications.Stop playing 100% offense.
Here’s what you need to be doing instead.
Actually, hold on.
Slow down.Turns out, the reason company leaders engage in these practices is because they’re trying to move too fast.they’re either trying to skip a step (like going all offense all the time, or trying to establish one policy for everyone) or they’re trying to scale too quickly (controlling things from the top, cramming down communication).True leverage comes from slowing down just enough that you can get everyone on the team to see what you’re doing and buy in.Win-win thru opt-in is the phrase we use, which was coined by Lisa Cervenka, self-proclaimed brand nerd, but to me, she’s the powerhouse behind Ajax’s understanding of how to help companies optimize their branding to work on social. Some of you may have met her with me on the 2nd floor… Lisa, would you please stand up?This is the way to become 9 gajillion % more effective on LinkedIn!So before I get into the 3 things you need to be doing, let’s talk about the strategy behind it all.
This is what you’re working with.This is the communication equation according to ajax.
Let’s look at the traditional marketing approach, which is also the “run like hell” approach, where a few people at corporate drive things,They work under the assumption that employees at large either can’t or won’t support their efforts.
Resonance is tough…When you speak as a monolithic company, you’re trying to be all things to all people.Very difficult.And besides, who here would prefer to to talk with a company when you could engage with a real person.Seriously… show of hands… how many of you would prefer to connect with a company?’Actually, I have some data on that in a moment…
…one we call workforce marketing.We need something new here.We need a phrase that we can use that will help remind people that we need to change our habits, that the same old same old won’t cut it.The phrase we use at Ajax is Workforce Marketing.
Here’s what workforce marketing is about.Engaging employees in making simple, effective optimizations to their linkedin profiles so that they…
Project a polished, professional image to the world, and…
Communicate a clear and consistent company brand message.This is a win-win… it’s good for companies and good for employees.The 3 steps are all designed to help achieve that very thing: employee buy in.So let me talk about the company benefits for a moment. I’ll get into the individual benefits when I talk about the 3 new behaviors you should be engaging in.
So, how do we do this?
Very simple.3 steps.Step 1.
There is a big difference between being on LinkedIn and using LinkedIn well.If you bought me a great set of paint brushes, it wouldn’t change the fact that I can’t paint.Even if I learned how to use them all, it still wouldn’t make much of a difference.I’d still need to learn how to paint.On social, people need to learn how to deliver a message. LinkedIn is just the paintbrush
In terms of social, here’s what that means literally.Let’s say we all worked for Nike.Any Nike people here?Adidas? Reebok?OK, Nike. Nike has one of the most well known brand statements of any company in the history of ever.But as employees, we’re not going to run around saying “just do it, man!” to each other. That’s great for a at-shirt or magazine ad, but it doesn’t work as interpersonal communication.
What employees need is a framework for turning the idea of “just do it” into messaging that will work on social media.This is akin to what knowing how to use a paintbrush. Literally, this is knowing what message you want to communicate via linkedin.
Step 2.
You need to get your message into the hearts and minds of your employees.But how?
Any company that has ever tried to get employees to work together has faced this challenge.And when their efforts failed, here’s what they said.I’ve been in talent development and communications for nearly 2 decades. This isn’t a social thing—this is a management thing.But in terms of social, here’s what’s often missing:
Looking at a program from the perspective of the people who will be going through it.Taking the time to walk a mile in employees’ shoes to ask, what does this look like from their perspective?What’s in it for them?
Remember Peter and Ben?They have totally different problems.So your solution needs to address both of their needs.For Ben, you need to help him optimize his profile for 2 and possibly 3 networks—personal and professional, and maybe even personal, current professional, and future professional.Peter, meanwhile, needs a more strategic understanding of how to use LinkedIn without losing a feel for all the the political delicacies that exist in his network.At ajax, we have a protocol that gets people what they need, all underscored with a technology that keeps things consistent and scalable.If you have a solution coming together, great… if we can help you, great. We’re here to help!
Finally…
Use a process that creates feedback.When you direct things from the top, the only feedback you get about your employees is how compliant they are.But when you set the stage right and give employees a chance to opt in to good messaging and use it to their own benefit, then you get all sorts of feedback.You learn who your employee advocates are. You learn what company messaging resonates with employees, and what messaging doesn’t.You learn which managers are building teams of advocates and which aren’t.It’s rich stuff!
And here’s the real power of all this feedback.Even thought the technologies change, success metrics don’t.
THAT’S IT.4 things to stop doing as an organization.Stop dictating.Stop trying to come up with a single solution for everyone.Stop trying to control social communications.Stop playing 100% offense.3 things to start doing:Focus on messaging.Help employees understand how they can benefit from using company messaging in their own profiles.Set up feedback loops that track engagement rather than compliance.And one strategic protocal:Workforce marketing… amplifying the communication equation by asking employees to take specific, tactical steps to optimize their profile that make them look more professional and leverage consistent messaging to make everyone—employee and company alike—look better.That’s how you get to be 9 gajillion % more effective on LinkedIn.Now if you want more:If you want to optimize your personal profile, come to the 3rd floor. Meet Peter and Ben and Pat and the team.If you have questions about how to put this in produce for your company, come to the 2nd floor. See lisa. Lisa, stand up!We’ll be there tomorrow!Thank you.
We have a few minutes left for questions?
If you have questions that we didn’t have a chance to answer, or if you want more information about how Ajax helps companies maximize the value they get from LinkedIn, email me or connect with me on LinkedIn. I look forward to talking with you!