Employer Branding – Traditional vs Progressive Communications

EmployerBranding
Traditional vs Progressive Communications
Fredrik Karlström – Speaker’s Corner
© Copyright Magic Pencil – October 2014

can youremployerbranding make
your organization more successful
than your competitors?
© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014© Copyright Magic Pencil – October 2014

if your company
follows it

every day
if your company
follows it

every day
if your company
follows it
how it looks
what it says
how it acts

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!

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

* 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

554,760 books
on marketing
vs
...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

what is it

why does it matter

does it
really work

how do you
get started

how do you reach
your audience

is it the latest fad
the future of HRor

how can you
differentiate yourself
by being the best
company to work for

what is branding?
!
!

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 branding
branding?

what is branding?
branding
branding?

“distinctive brands have to be powered up
to deliver a full sensory and emotional experience”
foreword by Philip Kotler in
Brand Sense

what is
employer branding?

what is
employer branding?
in a nut-shell, it’s like match-making

ideal candidate
what is
employer branding?

ideal candidate
attractive
employer
what is
employer branding?

what is
employer branding?
ideal candidate identification
attractive
employer

why does employer branding matter?

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”

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

ensure high employee retention and overall superior team performance
strength of a team = strength of a company

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”

how do you get started?

research
know your environment

research
EVP or DNA
define your story

research
EVP or DNA
define your story
communication
strategy
reach your audience

research
EVP or DNA
define your story
communication
strategy
reach your audience
communication
solutions
create your look and feel

research
EVP or DNA
define your story
communication
strategy
reach your audience
communication
solutions
action
internal & external
make it happen

follow-up
engage all your employees in pro-active
storytelling = brand ambassadors
inside-out dynamic
touchpoint wheel

engage all your employees in pro-active
storytelling = brand ambassadors
inside-out dynamic
touchpoint wheel
inside-out dynamic
touchpoint wheel follow-up

how can you reach your audience?

how can you reach your audience?
research
EVP or DNA
define your story
communication
strategy
reach your audience
communication
solutions
action
internal & external
make it happen

traditional event-driven channels
(one-offs)
channels

!
!
!
!
!
!
!
!
!
!
!
!
progressive process-driven channels
(on-going dialogues)
!
!
!
!
!
!
!
!
!
!
!
!
traditional event-driven channels
(one-offs)

various brand engagement experiences

baby-boomers
1950s-1960s
generation Y
1970s-1990s
generation Z
1990s+
generation X
1960s-1970s

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

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
...
?

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

Employer Branding – Traditional vs Progressive Communications

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