Building an employer brand online isn't easy. With the rise of two-way social platforms, recruitment and talent management has become more complex. Here's how to win that game.

1. Don’t tell me.
Show me.
Employer Branding And Online
Social Networking

2. It’s not them. It’s you.

3. Social media is an amplifier.
Create good experiences?
People talk about you.
Create bad experiences?
People yell about you.

4. The four corners of perception.
KNOW
BELIEVE
THINK
FEEL

5. The four corners of perception.
Existing employees Non-employees
KNOW
BELIEVE
THINK
FEEL

6. The four corners of perception.
Existing employees Non-employees
Head
Heart
KNOW
BELIEVE
THINK
FEEL

7. Belief is not based
on evidence, but
on personal
connection with
an idea.

8. Social media is three things;
1. User-driven and user-relevant
2. Interaction-focused
3. FOREVER

11. Individuals have an opinion.
Those opinions combine to
become your reputation.
Reputation and marketing
combine to form a brand.

12. You will never be an
employer of choice for
everyone.
Defining the right people for
your organisation lets you
tailor your message.

13. The key to combining social
media with your employer
brand is about creating
atmosphere which resonates
with the right people.

14. 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.

15. Which brand am I?

16. Which brand am I?

17. Which brand am I?

18. 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.

19. 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

20. FOREVER
What happens online, stays online,
and is searchable
Different people in different media
spaces will get varied impressions
Off-brand communications are
more easily found and contrasted

21. To encourage belief, the
nature of the experience
must resonate and saturate.
It must be believable,
universally recognisable
and overwhelming.

22. Who is your EVP?

23. Your employer brand
strategy is about
connection with
people.

24. Questions?