employer branding

Employer Branding Traditional vs Progressive Communications

Fredrik Karlström – Speaker’s Corner

can your employer branding make your organization more successful

than your competitors?

if your company follows it

every day

how it looks what it says how it acts

if your company follows it every day

how it looks what it says how it acts

if all divisions are aligned for success, from the top!

* September 2011© Copyright Magic Pencil – October 2014 * September 2011© Copyright Magic Pencil – October 2014 * September 2011© Copyright Magic Pencil – October 2014

* September 2011

...however only 332 books are available on Amazon.com*

554,760 books on marketingvs...however only 332 books

are available on Amazon.com*

* September 2011© Copyright Magic Pencil – October 2014 * September 2011© Copyright Magic Pencil – October 2014 * September 2011© Copyright Magic Pencil – October 2014

what is it

why does it matter

does it really work

how do you get started

how do you reach

your audience

is it the latest fad

the future of HRor

how can you differentiate yourself

by being the best company to work for

what is branding?

the word comes from burning a mark into the hide of cattle to identify them.

today it does a lot more than just identify...

what is brandingthe word comes from burning a mark into the hide of cattle to identify them.

branding?the word comes from burning a mark into the hide of cattle to identify them.

what is branding?

the word comes from burning a mark into the hide of cattle to identify them.

brandingthe word comes from burning a mark into the hide of cattle to identify them.

branding?the word comes from burning a mark into the hide of cattle to identify them.

“distinctive brands have to be powered up to deliver a full sensory and emotional experience”

foreword by Philip Kotler in Brand Sense

what is employer branding?

in a nut-shell, it’s like match-making

ideal candidate

ideal candidateattractive employer

ideal candidate identificationattractive employer

why does employer branding matter?

James Scott Talgo The New Strategic Brand Management:

Creating and Sustaining Brand Equity Long Term

“a brand that captures your mind gains behavior,

a brand that captures your heart gains commitment”

does employer branding really work?

a strong, clear, consistent and engaging employer brand will:

attract the best talent

attract the best talent ensure high employee retention and overall superior team performance

strength of a team = strength of a company

Frederick F. Reichheld The Loyalty Effect (Harvard Business School Press)

“a 5% increase in employee & customer retention can yield between 25% to almost 100%

increases in profits”

how do you get started?

research

know your environment

research

EVP or DNA

define your story

research

EVP or DNA

define your story

communication strategy

reach your audience

research

EVP or DNA

define your story

reach your audience

communication solutions

create your look and feel

research

EVP or DNA

define your story

reach your audience

action internal & external

make it happen

follow-up

engage all your employees in pro-active storytelling = brand ambassadors

inside-out dynamic touchpoint wheel

engage all your employees in pro-active storytelling = brand ambassadors

inside-out dynamic touchpoint wheel

inside-out dynamic touchpoint wheel follow-up

how can you reach your audience?

research

EVP or DNA

define your story

reach your audience

action internal & external

make it happen

traditional event-driven channels (one-offs)

channels

progressive process-driven channels (on-going dialogues)

traditional event-driven channels (one-offs)

various brand engagement experiences

baby-boomers 1950s-1960s

generation Y 1970s-1990s

generation Z 1990s+

generation X 1960s-1970s

generation Z 1990s+

employer branding campaign career fairs

on-campus activities company brochure company events company website

PR (rankings, editorials, etc.) sponsorships

academic partnerships university chairs

internship programs alumni events

on-line job postings (monster, jobup, etc.) teaser emails

career websites (inside stories) career blogs infomercials

facebook career site linked-in career page

twitter experience sharing career channels on youtube

visual talk radio channel video testimonials

virtual world recruiting job podcasting micro-blogging

interactive events calendar on-line assessments

on-line village interactive channels all mobile accessible

traditional channels progressive channels future channels

generation Z 1990s+

employer branding campaign career fairs

on-campus activities company brochure company events company website

PR (rankings, editorials, etc.) sponsorships

academic partnerships university chairs

internship programs alumni events

on-line job postings (monster, jobup, etc.) teaser emails

career websites (inside stories) career blogs infomercials

facebook career site linked-in career page

twitter experience sharing career channels on youtube

visual talk radio channel video testimonials

virtual world recruiting job podcasting micro-blogging

interactive events calendar on-line assessments

on-line village interactive channels all mobile accessible

how to build and measure employer brand equity

by using social media?

for more information please contact Fredrik Karlström at Magic Pencil on 021 811 37 37 or go to www.tmp.ch

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