Transcript
Page 1: Employer Branding – Traditional vs Progressive Communications

Employer Branding Traditional vs Progressive Communications

Fredrik Karlström – Speaker’s Corner

© Copyright Magic Pencil – October 2014

Page 2: Employer Branding – Traditional vs Progressive Communications

can your employer branding make your organization more successful

than your competitors?

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Page 3: Employer Branding – Traditional vs Progressive Communications

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if your company follows it

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every day

if your company follows it

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every day

if your company follows it

how it looks what it says how it acts

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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!

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

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* September 2011

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

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

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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

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what is it

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why does it matter

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does it really work

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how do you get started

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how do you reach

your audience

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is it the latest fad

the future of HRor

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how can you differentiate yourself

by being the best company to work for

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what is branding?

!

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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.

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

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...

© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014

Page 21: Employer Branding – Traditional vs Progressive Communications

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...

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

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

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...

© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014

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

foreword by Philip Kotler in Brand Sense

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what is employer branding?

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what is employer branding?

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

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what is employer branding?

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

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ideal candidate

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what is employer branding?

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

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ideal candidateattractive employer

© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014

what is employer branding?

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

Page 28: Employer Branding – Traditional vs Progressive Communications

what is employer branding?

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

ideal candidate identificationattractive employer

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why does employer branding matter?

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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”

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does employer branding really work?

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does employer branding really work?

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

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does employer branding really work?

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

attract the best talent

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does employer branding really work?

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

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

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does employer branding really work?

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

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

strength of a team = strength of a company

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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”

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how do you get started?

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how do you get started?

research

know your environment

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how do you get started?

research

know your environment

EVP or DNA

define your story

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how do you get started?

research

know your environment

EVP or DNA

define your story

communication strategy

reach your audience

© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014

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how do you get started?

research

know your environment

EVP or DNA

define your story

communication strategy

reach your audience

communication solutions

create your look and feel

© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014

Page 42: Employer Branding – Traditional vs Progressive Communications

how do you get started?

research

know your environment

EVP or DNA

define your story

communication strategy

reach your audience

communication solutions

create your look and feel

action internal & external

make it happen

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follow-up

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

inside-out dynamic touchpoint wheel

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

inside-out dynamic touchpoint wheel

inside-out dynamic touchpoint wheel follow-up

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how can you reach your audience?

© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014

Page 46: Employer Branding – Traditional vs Progressive Communications

how can you reach your audience?

research

know your environment

EVP or DNA

define your story

communication strategy

reach your audience

communication solutions

create your look and feel

action internal & external

make it happen

© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014

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traditional event-driven channels (one-offs)

channels

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progressive process-driven channels (on-going dialogues)

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traditional event-driven channels (one-offs)

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various brand engagement experiences

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baby-boomers 1950s-1960s

generation Y 1970s-1990s

generation Z 1990s+

generation X 1960s-1970s

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baby-boomers 1950s-1960s

generation X 1960s-1970s

generation Y 1970s-1990s

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

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Page 53: Employer Branding – Traditional vs Progressive Communications

generation Z 1990s+

baby-boomers 1950s-1960s

generation X 1960s-1970s

generation Y 1970s-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

...

?

© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014

Page 54: Employer Branding – Traditional vs Progressive Communications

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

© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014


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