Managing Your Employer Brand During the Pandemic
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As the digital landscape evolves in response to COVID-19, it’s important for you to pivot employer brand communications to align with the fast-changing needs of your audience. From social media and advertising to career websites and email, how job seekers engage with content is shifting. View these slides to learn more about: -Shifts in job-seeker behavior right now and strategies for employers to connect -How to update your messaging to be useful, relevant and aligned with your hiring needs -Examples from talent teams of how they’re adapting employer brand and career websites to reflect the changing market during COVID-19
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Managing Your Employer Brand During the Pandemic
- 1. April 15, 2020 MANAGING YOUR EMPLOYER BRAND DURING THE PANDEMIC
- 2. 2 CIELO EMPLOYER BRAND & MARKETING Best Use of Social Media 2016 (finalist) 2015 (winner) Excellence in Employer Branding (2017) Best creative offline marketing 2019 (winner) 2019 (winner) 2019 (winner) KEY CLIENTS 200M People interactions per annum 400+ Premium Campaigns per annum 150m Digital impressions per annum 42EVPs created 38 Managed websites 150+ Social Profiles managed by Cielo on behalf of clients 39 Social Media Programs 72 Countries covered by websites 25k BAU Campaigns per annum 8 clients awarded CandE’s in 2019 BRAND Insight & Research Digital Content & Creative Managed Services & Social Media Consulting: Strategy, Brand & EVP
- 3. 3 NEW CO-WORKERS AND WAYS OF WORKING
- 5. 5 WHAT MAKES US FEEL
- 6. MAKE OR BREAK FOR BRANDS IN THE CURRENT MARKET
- 7. 7 BE REAL AND RELEVANT Employer Brand = Company Reputation These both depend on experience 85% of people are more likely to stick with a brand through a crisis if that brand is transparent.
- 8. 8 A TALE OF TWO FAST-FOOD COMPETITORS
- 9. 9 A TALE OF TWO FAST-FOOD COMPETITORS • Agency partnered with McDonald’s Brazil to redesign the Golden Arches to represent social distancing. This was published to all the brand's Brazilian social accounts. • The reaction was immediate and harsh, including a reaction from former U.S. presidential candidate Bernie Sanders. • Criticism included: Questioning how the brand has been treating its own workers and it seemed like an opportunistic marketing play. • McDonald's Brazil quickly moved strategies to reflect similar messaging to what was being done in the U.S. but the damage was done.
- 10. 10 A TALE OF TWO FAST-FOOD COMPETITORS • “Stay Home of the Whopper” takes relevant and timely messages and combines that with tasteful light humor. • Ads use the word "heroes" playfully, implying we all need to do our part. • Operationally, Burger King is waiving delivery fees, giving away 250,000 free Whoppers to healthcare workers and encouraging consumers to donate via text to the American Nurses Foundation Coronavirus Response Fund • They also put out a letter from the CEO outlining paid sick leave options, added pay bonus for the month of April in their corporate-owned locations and the delivery of 15,000 infrared thermometers to all locations to monitor workers’ health before they start their shifts
- 11. 11 THE LESSONS WE CAN LEARN 1. Know your audience: Candidates, employees, alumni and future candidates • Who will be affected by your message? • How will they feel about it? 2. Is your content relevant, accurate and appropriate • Are you finding the right balance between the head and the heart? 3. Does it reflect your brands mission, vision and values? • Don't become something you weren't before – speak to who your organization is
- 13. 13 APPROPRIATE BRAND MESSAGING While nurses have always acted with kindness, compassion and clinical expertise, they have equally acted with courage, strength and bravery – all important attributes during this challenging time. This campaign emphasizes these critical attributes – breaking the mold of what is expected, to what is needed. Messaging strengths: 1. Real and relevant 2. Balances head and heart 3. True to brand
- 15. 15 TAKE CARE OF YOUR EMPLOYEES
- 17. 17 CONTENT TRENDS ACROSS CHANNELS, THEMES & TACTICS Channels Themes Tactics • Desktop • Facebook, Instagram, TikTok, Snapchat, YouTube • Podcasts • Remote Working Apps • Positive Messages • Home Workouts • Virtual events • Hangouts • Live Content • User Videos • Q&As • Podcasts • Mobile • LinkedIn • Streaming Quality • Branded Videos • Employee Testimonials • Holiday Posts • Travel • Post Frequency • Humor
- 18. 18 CHANGING HOW WE CONNECT ONLINE Changing Needs Safety Security Flexibility Evolving Personas Works in Public Working Remotely Recently Laid Off Temporarily Out of Work New Ways of Connecting Virtual Interviews Video How-to / Q&A Support Gratitude Risk Management Community Management Tone & Voice Post Frequency Review Sites - Business Outlook IT Security Connection
- 19. 19 GRATITUDE SECURITY FLEXIBILITY SAFETY CHANGING HOW WE CONNECT ONLINE
- 20. 20 DON’T Post content for content’s sake Give health advice or act as a healthcare official Make light of the situation Share personal opinions on the pandemic Interact with trolls DO Share relevant company updates Showcase your adaptive culture Share your support for employees Be transparent with job seekers Go live Manage communities daily CONTENT & SOCIAL MEDIA BEST PRACTICES Listen, stay true to your values and don't go dark
- 21. Cielo, Inc.21 CREATE A ROADMAP TO SUSTAINABILITY Top down strategy and bottom up make it happen SUPERIOR TALENT ACQUISITION • Improved time to hire • Reduced cost of hire • Increased ROI SUPERIOR TALENT PERFORMANCE • Improved quality of hire • Increased retention • Recruitment prevention • Increased engagement SUPERIOR BUSINESS PERFORMANCE • Innovation & performance • Improved Patient Outcomes • Agility & risk mitigation • Sales & profitability EFFICIENCY COMPETITIVEADVANTAGE VALUE FOR MONEY: EFFICIENCY ADD VALUE: EFFECTIVENESS VALUE CREATION: COMPETITIVE ADVANTAGE • Direct relationships with internal/ external candidate marketplace • Optimised attraction operations • Talent pools & communities for critical roles/people of the future • Marketing channel planning • Segmented attraction & engagement campaigns • Market intelligence, including audit of top talent competitors Employer brand guardianship • Global EVP & employer brand • Culture, including diversity & inclusion activated • Fully integrated technology & start of automation journey • SaaS smart careers website & video job ads across the board • Reputation Management & activation including personal branding • Innovation Workshops Employer Brand activation • One Brand, One Experience • Artificial Intelligence hardwired • Virtual reality • Digital self serve and frictionless organisation for employees • Monthly ideas hackathon • Differentiated employer brand value – winning unfair share of talent in the market • Driving customer (patient) awareness and engagement Full Employer Brand realisation EFFECTIVENESS
- 22. 22 Make content relevant, accurate and appropriate for your audience • Are you finding the right balance between the head and the heart? Reflect your brand’s mission, vision and values • Don't become something you weren't before – speak to who your organization is Know your audience • Current employees and future candidates, employees and alumni • Who will see your message? • How will they feel about it? 3 STEPS TO ADAPT YOUR EMPLOYER BRAND 1 2 3
- 23. 23 Ooh look at that CREATE GREAT BUT APPROPRIATE CONTENT
- 24. 24
Editor's Notes
- [ MATT ]
- Andy
- [ ANDY ] We’re seeing thought leaders talking about how this is a huge opportunity to reset and think differently and come out stronger. Adapt to a fast-changing work environment. The tone of conversations right now is less reactive than what it was a few weeks ago. Now starting to shift to how they want to come out of this. More conversations around what they want their teams and strategies to look like after they come out of the current phase. Think about transformation. Opportunities to address inefficiencies in process or lagging technology adoption. New reqs and fills are slowing considerably, some orgs are delaying start dates Bright spots out there in terms of hiring. While many orgs around the world are reducing their workforce (Disney just furloughed 43,000 theme park employees), there are some staffing up like grocery stores and retail stores. Some of this is due to increased demand of their products and services, some of this is due to an increased focus on cleaning their facilities, and some of this is due to current employees not showing up out of fear of getting sick. Great examples of companies working together to take care of their workforces during the difficult times, like Aldi in Europe offering McD employees jobs for 3 months. Easy to apply. Easy to interview. Seeing an increase in other talent-related service needs like executive search and employer brand One organization reassessed their talent priorities and kept their partnership with us as a top priority.
- [ ANDY ]
- [ ANDY ]
- Employer brand has always been more than talent attraction. Now more than ever before companies are being watched on how they are managing in a crisis. Your employer brand has always been tied to your company reputation and now that is all underpinned by experience: to current employees, candidates and alumni How are you looking after your teams? Keeping your best people, developing them? How are you supporting your employees? Are you aligned with in your industry? This is vital for your employee reputation in the long term, especially consumer brands. You can lose employees, potential candidates and even clients.
- https://adage.com/creativity/work/mcdonalds-separated/2245431 https://www.adweek.com/agencies/burger-king-stay-home-of-the-whopper-waives-delivery-fees-and-salutes-couch-potatriotism/
- https://adage.com/creativity/work/mcdonalds-separated/2245431 https://www.adweek.com/agencies/burger-king-stay-home-of-the-whopper-waives-delivery-fees-and-salutes-couch-potatriotism/
- https://adage.com/creativity/work/mcdonalds-separated/2245431 https://www.adweek.com/agencies/burger-king-stay-home-of-the-whopper-waives-delivery-fees-and-salutes-couch-potatriotism/
- I chose these two examples because they are at the forefront of navigating through this crisis. Their workforce is considered essential workers, however, it is unlikely that their employees when deciding to work at either of these fast food organizations thought they would be put in the same category as our healthcare workers. These are complex situations and they will continue to be watched and they will continue to evolve day by day, week by week – transparency backed by information and clear decision making from leadership, is key here. How that is communicated will affect their reputation as an employer and an organization. The take away is continue to evolve your strategy and apply a strong sense of emotional intelligence during this time.
- 85% of people are more likely to stick with a brand through a crisis if that brand is transparent. Three simple words to help guide your message through a crisis: Meaning Purpose Heart
- [ ANDY ] Be personal and flexible Employees: Daily huddles, connect with your teams to make sure they’re okay. Candidates: Communicate regularly and honestly. Notes: use video for both candidates and employees where possible. Be flexible with work from home and understand productivity will lower for some time while people adjust. Find the humor in the chaos. Review capabilities & tech Global tech capabilities being tested to an extreme Be kind to your IT teams, thank them Pivot your TA processes quickly, try new things and move on Notes: Be understanding when networks drop or bandwidth buffers. Offer alternatives to HMs and candidates – use free tech like zoom and google video. Maybe facetime. Help HMs understand how to optimize a video interview and how to put candidates at ease and how to make a hiring decision via video if necessary. Not everything will work. Try things, be agile and move on. If you have capacity, work with your network to loan recruiters to companies that are rapidly hiring in response to this. Start planning for the long-term The upside? This will fundamentally change how we recruit. Use downtime to improve workflows, document processes, pipeline Implement or enhance your onboarding technology and process Notes: When we come out of this, and we will, we will have pushed our teams and hiring managers forward years in terms of technology usage and virtual hiring. Tech companies will be pushing new and better virtual tech into the market in the coming years because they have more adoption and user feedback than ever. You can use this time to enhance your TA function and processes. Workflows, templates, language, etc.
- Cielo is committed to keeping you informed and equipped with the resources and support you need to navigate this unique time. We’ll be sending you all a recording of this webinar, the slides tomorrow. And sharing new resources and tools as we produce them.