energy communication conference 2014 - employee branding - andreas helgesen, kommunikasjonsdirektør...
TRANSCRIPT
Employer Branding
Andreas Helgesen
Company v. employer brand – what’s the difference?
Attract and Retain
EMPLOYEE
Company Brand
Contract
CUSTOMER
Employer Brand
KEY ATTRIBUTES KEY ATTRIBUTES
Branding Branding
Outcome:
Audience:
Employer Branding
Our Corporate Employer Brand
Concept Synopsis:
FMC Technologies doesn’t need marketing gimmicks to sell its employer brand. It only needs to share what everyone in the company is doing RIGHT N OW to help put customers first and keep them ahead.
Employer Branding
Pushing BoundariesWe push boundaries- even in ad campaigns
Employer Branding
RIGHT NOW, we have more than 200 job opportunities.Every one of them lead to many more.
RIGHT NOW, 57 nationalities are represented in FMC Technologies Norway.
RIGHT NOW, FMC Technologies beats Google and Apple in Forbes’ ranking of the world’s most innovative companies.
RIGHT NOW, engineers want to work for us.
Become a part of the world’s most admired company*. RIGHT NOW.
Familiarity
Consideration
Desire
Application
Acceptance
Campaign Responsibility
Communications
Communications
HR & Communications
HR
Recruitment
Pushing Boundaries campaign
CollaborationCustomer-centered
IntegrityInnovation
Quality Safety & Sustainability
Valuing People
Retention
”The Challenge”
Results
Brand Awareness9% 31%
Ideal employer (Engineering – National)
Students 18 6 place Y & S professionals 6 3 place
The Challenge 30% attendance150 signed up for ½ maraton