building your employer brand online

Don’t tell me. Show me.

Employer Branding And Online Social Networking

It’s not them. It’s you.

Social media is an amplifier. Create good experiences?

People talk about you.Create bad experiences?

People yell about you.

The four corners of perception.

KNOW

BELIEVE

THINK

FEEL

The four corners of perception.Existing employees Non-employees

KNOW

BELIEVE

THINK

FEEL

The four corners of perception.Existing employees Non-employees

Head

Heart

KNOW

BELIEVE

THINK

FEEL

Belief is not based on evidence, but

on personal connection with

an idea.

Social media is three things;1. User-driven and user-relevant2. Interaction-focused3. FOREVER

Individuals have an opinion.

Those opinions combine to become your reputation.

Reputation and marketing combine to form a brand.

You will never be an employer of choice for

everyone.

Defining the right people for your organisation lets you

tailor your message.

The key to combining social media with your employer

brand is about creating atmosphere which resonates

with the right people.

Building Your Employer Brand

Consistency of message to unify or disprove multiple reputations.

Conversation, not proclamation. Talk, don’t preach.

Every touch-point is an expectation met, missed or exceeded.

Which brand am I?

Which brand am I?

Which brand am I?

User driven and user-relevant

If I don’t care, I won’t watch, listen, or interact

I’m not here to be sold to - I’m not your ‘audience’.

Pretending to know me is the quickest way to alienate me.

Interaction focused

Give me a way to comment, share, promote and interact

Validate my contribution. Let me become part of the experience.

Let me get next to your brand by becoming part of the conversation

FOREVER

What happens online, stays online, and is searchable

Different people in different media spaces will get varied impressionsOff-brand communications are

more easily found and contrasted

To encourage belief, the nature of the experience

must resonate and saturate.

It must be believable, universally recognisable

and overwhelming.

Who is your EVP?

Your employer brand strategy is about connection with

people.

Questions?