aligning your employer and customer brand | webcast
TRANSCRIPT
April 23rd, 2013
The Secret Sauce of Top Companies: Aligning Your Employer & Customer Brand
Presenters
John Marshall
Lippincott
Elizabeth Rosenberg
LinkedIn Talent Solutions
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Four key takeaways
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Talent Acquisition & Marketing are not that different
1 2 3 4 What you can do tomorrow
Aligning your Talent and Customer Brands = Financial Rewards
Your brand is a two-way street
Your brand is a two way street
Dramatically enhanced
customer power
Shift from push to pull media
Accelerating change and
shrinking brand lifecycles
Evolving set of cultural and
generational priorities
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Don’t just say something, be something
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AWARENESS CONSIDERATION
PURCHASE
LOYALTY
SERVICE ADVOCATING
USING
BUYING
SEARCHING
AWARENESS
No longer: But now:
The powerful combination of a brand story and an employee experience
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LEGENDS
UNATTACHED STORY TELLERS
Ex
pe
rie
nc
e p
ow
er
Story power
TRIBAL
Increasingly, the strength of a brand lies in the Company
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2%
19%
Growth in total advertising spend in 2012
Growth in corporate advertising spend in 2012
Source: Kantar Media analysis
The role of brand goes beyond the expected
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Highly engaged employees = brand ambassadors
Source: Employee Engagement is Strongly Tied to Customer Experience
and Productivity, According to New Temkin Group Research, 1/12
“I understand the
overall mission of
my company”
“My company asks for
my feedback and acts
upon my input.”
“My company provides me
with the training and the tools
that I need to be successful.”
Purpose Impact Enablement
480% more committed to helping their
company succeed
370% more likely to recommend that a friend
or relative apply for a job
Power of a brand
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36%
*Cumulative stock performance over 5 year period
Stronger financial
results due to
strength of
consumer and
talent brand
BrandView is Lippincott’s
proprietary approach to measuring
brands and identifying where a
brand needs to improve in order to
succeed tomorrow
How do we measure consumer brand success today?
4 years
4 continents
1,000+ brands
35,000+ consumers
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BrandView Core Metrics
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Story Power &
Experience Power
Employee Belief
& Employee Action
Brand Authenticity
& Brand Vitality
Rule 3:
Beyond customers
Internal purpose that drives external promise
Rule 2:
Beyond consistency
Deliver both the true and the new
Rule 1:
Beyond communications
Don’t just say something, be something
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Talent Brand n.
• the highly social, totally public version of your
employer brand incorporating what talent thinks,
feels, and shares about your company as a place
to work
• a significant asset for both hiring/retaining great
talent and promoting your corporate image to the
market
We assess two components of your brand: Reach and Engagement
Talent Brand Reach
Talent
Talent that’s familiar with you as an employer
Talent Brand Engagement
Talent that is interested in you as an employer
30,000 members
5,400 members
Researching company and career pages
Following your company
Viewing jobs and applying
Viewing employee profiles
Connecting with your employees
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Talent Brand Reach
Talent Brand Engagement
Talent
Talent Brand Index
= Talent Brand Engagement
Talent Brand Reach
xyzCo's
18% 30,000
members
5,400 members
What percent of people who know about you, show an interest?
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Immediate benefits for your organization
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Reduce employee turnover by up to 28%
Influence the conversation — before others do
Lower your cost per hire by as much as 50%
You’ll positively impact the perceptions of
your brand among customers and clients
Source: LinkedIn Eda Gultekin, What’s the Value of Your Employment Brand?, http://lnkd.in/valueofEB, (December 1, 2011) .
A strong Talent and Customer Brand is a Powerful Combination
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Lin
ked
In T
ale
nt
Bra
nd
In
dex
Lippincott Customer BrandView Index
*Cumulative stock performance over 5 year period
36%
28% -6%
10%
High Low
Hig
h
Lo
w
To inspire and nurture the human spirit—one person, one cup
and one neighborhood at a time
Belief
• Partners know and understand Mission
• Offsite where partners can learn coffee growers’ stories,
shares ideas and offer advice
Catalyst
• Closing stores for retraining partners
Action
• Make your Mark program contributes up to 3x employee’s
hourly salary for volunteering locally and bringing two friends
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To bring the style and fun back to air travel
Belief
• Recruit those with shared values – the “glass-half-full crowd”
• Culture of “ask for forgiveness rather than permission” when
helping customers
Catalyst
• Serving customers with on-demand food and drink ordering
Action
• Annual “Refresh” ritual where small mixed groups reconnect,
review business performance, find better ways to serve
customers
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What can you do tomorrow?
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Turn marketing inward
Understand your brand inside and out
Measure it
Align Talent Acquisition & Marketing
Inspire belief and enable action
Align Talent Acquisition & Marketing to align prospect experience (e.g., messaging, process) with overall brand story
Start at the top
Your CEO and their team must get behind your brand alignment, and commit to helping promote
it. Keep making the case until they’re on board.
Bring partners to the table
Don’t go it alone. Your talent brand is part HR, part Marketing, part Communications - and it’ll
need IT support.
Brand Task Force
Leverage cross-functional expertise by including them in a cross-functional talent brand task
force. With more skin in the game your colleagues will help you succeed.
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Unmovable Unstoppable
Understand your brand inside and out, and advocate for it everyday with authenticity and purpose
Listen Up!
Listen to your customers, employees and candidates, and listen well. Ask
questions. Gather facts, opinions, and stories - the building blocks of your
brand. Put aside your own biases about what you should hear, and seek to
understand their views.
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Are >90% of team members
aware of, excited by, and
empowered to execute on the
mission? Do brand ideas get
executed spontaneously?
Do employees and the outside
world notice these, in a way that
they realize that it is real, the
company is serious and
something exciting is
happening?
Are the daily moments in the
customer experience
meaningfully different in a
branded way?
Create an environment that inspires belief and enables action in support of your brand
Turn marketing inward to a forgotten audience, the employees, to create understanding, belief and employee action in support of your brand
Ensure your executives are on board.
Get C-suite support to drive widespread participation.
Educate employees on your brand.
The more connected they are to the brand, the better
ambassadors they’ll be.
Encourage share and tell.
Share authentic stories, pictures, and company events across a
variety of media so your employees (and followers) can repost
and drive viral discussion.
Monitor for success.
Measure engagement and create action plans to build your
foundation of engaged, enthusiastic brand ambassadors.
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Measure your talent brand over time as you change your tactics, approach and messaging
In-house
Your offer acceptance rate goes up
Employee retention increases
Internal surveys confirm your employees are excited about your company
as a place to work
Online
Traffic to your career site, your employee video testimonials, etc. increases
You double the number of employees with an optimized social presence
Talent Brand Index
Your Talent Brand Index score rises versus your peers and in the
segments that you care most about
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Questions? Please email us with any confidential questions at:
Resources
Brandview
www.lippincott.com/offerings/brand-analytics/
Employer Brand Playbook
www.talent.linkedin.com/employerbrandbook/
Elizabeth Rosenberg [email protected]
LinkedIn Talent Solutions
talent.linkedin.com
http://talent.linkedin.com/blog/
@HireOnLinkedIn
John Marshall [email protected]
Lippincott
Brand Strategy & Design
lippincott.com
@lippincottbrand
Thank you for attending!
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