Download - 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?