SlideShare a Scribd company logo
Branding for Talent & Engagement
January 17th, 2013
Agenda
7:30-7:45 Breakfast and Networking
7:50-7:55 Welcome – Kathleen Everett, Boly:Welch Consulting
7:55-8:10 The Power of the Story, Managing the Tension -
Nels Gabbert, NGPDV
8:10-8:30 Operationalizing THE Brand – Scott Davis, From the
Rooftops
8:30-8:40 The HR Opportunities – Susan Wallin, Boly:Welch HR
Matters
8:40-9:00 Panel Q & A
in
Carie
Strahorn
Susan
Wallin
Nels
Gabbert
Scott
Davis
Kathleen
Everett
in
in
“For sale: baby shoes, never
worn.”
Talent & Engagement
• Consistent
• Clear
• Convincing
Two Components to Employer
Branding
Employer
Brand
Existing
Employees
Future
Employees
Existing Employees
1. Define your ideal employee (Hopefully
you have some already)
2. Communicate, celebrate the right
behaviors
3. Build the systems to support those
behaviors
4. Benchmark your performance as an
employer
Future Employees
1. Define your ideal employee
2. Build the message to resonate with them
and align with reality
3. Go where they are
4. Open up
Case Study
Build The Systems
 Onboarding and ongoing training
 Performance measurement and
compensation
 Communication and technology
Benchmark Your Performance
Build the Message
Open Up
Open Up
Open Up
Know the Value of the
Brand for…
Recruiting & Staffing
Acquisitions
Marketing
Operations
Policies
Products
LEADERSHIP
HR ~The Keeper of the
Brand
1. Develop Guidelines for The Brand
2. Make The Brand a natural part of life
3. Help adjust The Brand as you change
4. Develop and implement ways to collect
meaningful and ongoing feedback
5. ACT on the feedback to protect The Brand
Take Aways
 Define the ideal employee for your organization
 Build a message to attract and retain employees
 Communicate the message consistently and clearly
 Build systems to support the message and behaviors
 Go where they go
 Benchmark your performance
Umpqua Careers
Text
Wendy’s
Wal-Mart
SAIF
Title
NW Natural
Text
Intel
• Text
• Text
NWEA
• Now what…
Nike
• Now what…
Microsoft
• Now what…
Ziba
• Now what…
Weiden & Kennedy
• Now what…
Title
• Now what…
Title
• Now what…
Title
• Now what…
Title
• Now what…
Title
• Now what…

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