This document summarizes a presentation about using local employee stories to attract global candidates. It discusses Philips' employer brand and using a persona-driven strategy to determine which stories matter in different regions. Specific tactics are provided for finding and capturing stories from distributed teams during the pandemic, such as using employee videos, equipment loans, and facilitated conversations. The importance of tying stories to the employer value proposition and repurposing content across channels is also covered.

1. IN PARTNERSHIP WITH
Secrets to Global and Local
Employer Brand Storytelling

2. © 2020
Today’s Speakers

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Lori Sylvia
Founder and CEO
Rally
Jill Shabelman
Director of Client Services
Stories Incorporated
Maria Velandia
Content Marketing Manager,
Employer Brand & Recruitment
Marketing, The Americas
Philips

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About Philips
As a leading health technology company, it is our purpose to
improve people’s health and well-being through meaningful
innovation.
We aim to improve 2.5 billion lives per year by 2030 and be the
best place to work for people who share our passion.
Our people serve a purpose in the world that is bigger than
themselves, and we believe that our company is at its best when
our people are at theirs.
Philips is headquartered in Eindhoven, Netherlands and has
87 office locations across 54 countries

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Stories Incorporated
Stories Inc. creates content (blogs, videos, photos)
inspired by employee experiences we uncover. We
take what’s unique about your culture and prove it
to candidates by using real stories to support your
brand messages and values.

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What You’ll Learn Today
• Specific tactics you can use to know what stories matter to candidates in
each region where your company operates
• How to tie your employee stories to your global employer brand pillars
• With distributed teams and travel limited, how to uncover and capture
employee stories in an authentic and professional way
• Live Q&A with our speakers

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Global & Local RM strategy
Awareness
Consideration
Conversion
Selection
Hire
Recruitment
Marketing
drives results
Talent
Acquisition
drives results
Total REACH
# of ENGAGEMENTS
# VISITORS to career site
# social channel FOLLOWERS
# talent CRM OPT-INS
# APPLY starts
Talent Segment
Priorities
80%
General EVP
Ad hoc requests
20%

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Employee Value Proposition
A one-time campaign
An advertisement
Marketing speak
An image, a video or a piece of content
A short term fix for recruitment,
engagement or retention challenges
The answer to the question:
“Why should I work for Philips instead of
another company?”

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Persona oriented strategy

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Persona driven content strategy
Seniority Talent Segment

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How to find stories
✔ Partner with local HR, business, hiring managers
✔ Send out email asking for nominations
✔ Communicate the participation as an award and honor
✔ Request videos as a contest and give a reward (campus)

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Sharing
Purpose-Drive
n Stories

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Connecting
EVP to a local
story

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Your employee stories are more
important than ever
• Candidates want to know:
• What makes your culture unique
• How you’ve supported employees during the
pandemic
• How work has changed
• Candidates and employees want to know:
• Your commitments to safety and social issues

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Show how your culture crosses borders
“Working during the pandemic with two
working parents and a
one-and-a-half-year old has been
challenging. My manager recognized I
was juggling a lot and was the first one
to encourage me to block of chunks of
time in my calendar where I wouldn’t be
accessible so I could be with my son. I
felt empowered.”
-Portia, United States
“We started working from home
overnight and Philips provided all the
necessary support. They gave me a
monitor so I could set up my home
office. It’s improved my quality of life. I
don’t waste time in traffic. I grab coffee
and start my morning and at the end of
the day, turn off my computer and I’m
home with my family!”
-Felipe, Brazil

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How to Uncover
Employee Stories Now

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Capturing employee stories virtually
• Distributed workforces
are here to stay
• You can still uncover
employee stories!

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How to capture video content now
Use what’s
available
• Phones
• Tablets
• Webcams
Send equipment
A little gear goes a long way
Capture on-site
• Hybrid
production days
• Individual stories

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What We’ve Learned
• Employees are resilient and open
• They’re comfortable at home
• We underestimate their flexibility
• They want to talk about the hard things
• Local stories can be uncovered remotely
• Technology helps hear from a wider range of employees

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Your global stories checklist
• Identify your personas
• Take inventory
• Select team members
• Facilitate conversations
• Speak their language

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Repurposing content
• Always repurpose content:
A video can turn into
- Q&A
- Imagery
- Podcast, etc.
- Blog
- Infographic
- Listicle

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Distribution
Paid media campaign Landing page / career site
1 2 3
Apply
CRM – email marketing
Internal distribution - advocacy

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Pro Tips
Maria
• Make your employees feel
great about representing
the company
• Stick to your EVP
• Always find ways to
repurpose the content
Jill
• Embrace virtual storytelling!
• Give guidance so that
employees look and sound
great
• Facilitate conversations
when you can

27. IN PARTNERSHIP WITH
Attract Global Candidates
Using Local Stories