ready, set, activate! bring your employer brand to life
TRANSCRIPT
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&
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…now what?
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© 2016 SmashFly Technologies333
• “Brand is what other people say
about you when you’re not in the
room.” – Jeff Bezos, Amazon
• Employer brand should be:
– A story
– Consistent
– Authentic
#EBActivate
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© 2016 SmashFly Technologies444
1.Your EVP is not the end goal.
#EBActivate
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© 2016 SmashFly Technologies555#EBActivate
2. Shift from job-led to brand-led.
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© 2016 SmashFly Technologies666#EBActivate
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© 2016 SmashFly Technologies77
SEARCH FOR JOBS ONLINE
FIND TEXT BASED JOB POST
BEFORE
#EBActivate
2. Shift From Job-led to Brand-led.
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© 2016 SmashFly Technologies88
SEARCH FOR JOBS ONLINE
FIND TEXT BASED JOB POST
BEFORE
ACTIVE PASSIVE
WORD OF MOUTH
EXPOSURE TO BRAND
ENGAGE ONLINE WITH NEWS AND ARTICLES
GOOGLE COMPANY & CHECK OUT SOCIAL MEDIA
LOOK AT COMPANY’S CAREER SITE
RESEARCH COMPANY REVIEWS
NOW
#EBActivate
2. Shift From Job-led to Brand-led.
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© 2016 SmashFly Technologies999
3. Communicate your “Why.”
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© 2016 SmashFly Technologies101010
4. It’s not a choice.
#EBActivate
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1. Activate Your Team
2. Activate Your Message
3. Activate Your Experience
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© 2016 SmashFly Technologies1313#EBActivate
“Virtually, no spokesperson is more trusted than a company’s own
employees. And yet, one out of every three employees doesn’t
trust his or her own company. For nearly every company, deeper
engagement with employees is a low hanging fruit—and a
direct avenue to growing trust in business, at the organizational
level, and at the institutional level.”
Michael Stewart
President & CEO, Europe & CIS for Edelman
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© 2016 SmashFly Technologies1414#EBActivate
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© 2016 SmashFly Technologies1515#EBActivate
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© 2016 SmashFly Technologies1616#EBActivate
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© 2016 SmashFly Technologies1717
• Marketing Director
• PR Director
• Social Media team
• Copy/Design team
#EBActivate
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© 2016 SmashFly Technologies1818#EBActivate
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© 2016 SmashFly Technologies1919#EBActivate
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© 2016 SmashFly Technologies2020#EBActivate
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© 2016 SmashFly Technologies2222#EBActivate
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© 2016 SmashFly Technologies2323#EBActivate
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© 2016 SmashFly Technologies2424
• Tools to help with social amplification
• Weekly email with copy-and-paste
links
• Tools are fads – the behavior is
what’s important
• Personalized, human, transparent,
present
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© 2016 SmashFly Technologies2626
Only 1% of Fortune 500 companies
send content other than jobs to their
talent networks.Source: SmashFly’s Recruitment Marketing
Report Card for the 2016 Fortune 500
#EBActivate
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© 2016 SmashFly Technologies2727
• How to activate your Nurture
strategy:
1. Build your talent network(s)
2. Segment your database
3. Send timely, relevant content
#EBActivate
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© 2016 SmashFly Technologies2828#EBActivate
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© 2016 SmashFly Technologies2929#EBActivate
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© 2016 SmashFly Technologies303030
• Recruiting metrics
– Quantity of applicants, time-to-fill, talent pipelines
• Source of influence
• Social engagement and reach
#EBActivate
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1. Activating your employer brand unlocks its potential to drive recruiting wins and business success
2. 3 ways to bring your brand to life:
– Activate Your Team
– Activate Your Message
– Activate Your Experience
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© 2016 SmashFly Technologies323232
Thank you!