Een werkgeversverhaal is veel meer dan een slagzin die je via traditionele kanalen de arbeidsmarkt instuurt. Wil je de juiste kandidaten aan je binden, dan moet je achter de schermen laten kijken. Enkel zo krijg je een authentiek imago dat aantrekkelijk is voor de mensen die écht bij je cultuur passen. Tom De Baere is een specialist in content marketing en social business. Hij legt uit waarom je werkgeversverhaal best door je eigen mensen verteld wordt en hoe je hen activeert tot echte storytellers.
11. That long list is less and
less influenced by
marketing and sales.
THE LONG LIST
12.
13.
14.
15. WHAT SHOULD
MARKETING DO?
Listen & answer,
company wide
Create content with
buyers in mind
Set content free &
promote heavily
Help the
organization
16.
17. THIS IS NOT
ABOUT
MARKETING
ALONE Marketing Sales Production
& Logistics
Customer
Service
>>> TRUST & INTEREST <<<
Answer questions & business issues
(with products and content)
HR
Customers Recruits
18. Stories ma_er to customers, and
future employees
Employees are “promise keepers”
Only real stories make employees
proud, and are shared
GIVE EMPLOYEES A VOICE, A FACE, AND A CHANNEL
Image source: Managing Content Marketing, Joe Pulizzi
20. Foundation – “educate people”
New processes – “listen & answer”
Making it real – “the team”
Never finish – Anchor in HR
CREATE YOUR CHANGE MANAGEMENT PROGRAM
Internal communication
21. EMPLOYEE TRAINING ON NEW ROLES AND RESPONSIBILITIES
• Evangelization
• Content creation &
amplification
• Social media and escalation
mechanisms
• New roles, processes and
governance
33. • Only corporate cultures rooted in trust can do this
• Connect “peers to peers” – train, facilitate, remove
barriers
• Connect and work with marketing – embed employer
brand into content, help orchestrate
• Enrich your culture -‐‑ content creation, sharing and social
• Competences & on-‐‑boarding training
• Incentives & gamification
• Internal communication
KEY
SUCCESS
CRITERIA