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The Cultural “Fit” Factor:  Aligning employment brand, culture  and social media to increase  the ROI of recruitment and retention  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Program Information:  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is Attract, Retain, Repel  as it relates to culture? ,[object Object],[object Object],[object Object]
What is Attract, Retain, Repel as it relates to recruitment and retention = ROI ,[object Object],[object Object],[object Object]
The connection between culture and employment branding and its effect on ROI… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Did you know? Video Clip is on Youtube! Did you know
Gallup Study on Employee Engagement: ,[object Object],[object Object],[object Object],[object Object]
The cost of the disengaged……Calculator for you to take back to your organization ,[object Object],[object Object],[object Object],[object Object],[object Object]
Employment Branding Study Results  ,[object Object],[object Object]
EMERGE Study - 2007:  Does employment branding provide a competitive advantage? Statement Agree Neutral Disagree Employment branding efforts provide a competitive edge in our recruiting efforts. 89% 9% 3% Our company’s employment brand helps attract top talent. 67% 30% 4% Our company’s employment brand helps retain top talent. 60% 33% 6%
EMERGE Study - 2007:  Is it important to have an employment brand? Statement Agree Neutral Disagree Employment branding is important to my company. 85% 13% 3% Employment branding is one of the top five strategic initiatives for my company in the upcoming year. 49% 30% 22% We have budgeted dollars for the upcoming year to work on our employment brand. 36% 19% 45%
Key finding from the EMERGE study shows… A cultural assessment would allow us to understand gaps that may exist between what we are and what we desire to be as it relates to retention and recruitment.
Conduct a culture and employment brand assessment to determine  what “fit” will be ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What should be measured and why?
Quantitative data allows you to determine who you are and who you are NOT!  No more guess work or assumptions
How does organizational cultural “fit” relate to employment branding? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
ROI with an aligned employment brand? YES!  Employees will:  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
EMPLOYMENT VALUE PROPOSITION A narrative proclamation (to the employees)  of how an employer will carry out the promise and uphold the values in the employment relationship.  It needs to be both rational and emotional.
Your Employer Value Proposition/Brand Recruiting/ Orientation Training and Career Development Pay,  Recognition, Performance Health and Well-being Financial Security Work/ Life Integration Work  Environment Exit Consumers and Shareholders Employees Leadership Employment Brand Promise Aligned to EVP Source: Libby Sartain, co-author brand from the inside Content Communication Delivery
Example of positioning your EVP: start each top line with “we offer”……. Compensation Benefits Amenities Connections Life Tools Career Dev. Competitive Salary, Stock Options, Bonus, and Promotional Opportunities So that you can grow with us and create the career and experience you want. More choices, more options, more possibilities So that you can customize your package to meet your needs Free Latte, Health Club, Foos Ball,  Sport Courts, Covered Parking So that you can take a break and have fun at work More opportunity to learn and grow So that you can grow your career with us and get the most important things in your life. More solutions to help you plan your life and future: Financial Planning, Child Care Assistance, 401(k) So that you Can Create Financial Security. . You can work with some of the brightest people around, in a dynamic, challenging environment So that your work Makes a Difference  Source: Libby Sartain, co-author brand from the inside
Why do you need an  employment brand promise? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cult-like cultures: what do they have in common?  The 1999 book “Built to Last” ,[object Object],[object Object],[object Object],[object Object]
Who has a cult-like culture? ,[object Object],[object Object],Photo Source: Libby Sartain
The Starbucks brand: it’s all “green” to me… And to them!
Boomer Challenges  ,[object Object],[object Object],[object Object],[object Object]
The Next Gen Challenges  ,[object Object],[object Object],[object Object],[object Object]
Social Responsibility & The Next, Next Gen Challenges ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Herman Miller - This is YOU
Social Networking – Quick quiz ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Employee of the future: Social Networking - Who owns it and how will it be used ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
LinkedIn is most popular Social Network for Recruiters
“ World’s Most Engaged Brands” Altimeter Group / Wetpaint Study - July 2009 www.engagementdb.com
“ World’s Most Engaged Brands” - Results 1. Starbucks 2. Dell 3. eBay 4. Google 5. Microsoft 6. Thomson Reuters 7. Nike 8. Amazon 9. SAP 10. Intel Altimeter Group / Wetpaint Study - July 2009 www.engagementdb.com
Social Media Engagement Correlates to Financial Performance… Altimeter Group / Wetpaint Study - July 2009 www.engagementdb.com
Elements your FB page should have ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
To best engage,  Be Available Sodexo offers 16 ways for candidates to network with them.  Very engaging!
[object Object],[object Object],[object Object],This is NO Fairy Tale:  Once upon a twitter time at Yahoo!
Twitter and Yahoo! ,[object Object],[object Object],[object Object],[object Object],[object Object]
Twitter and Yahoo! ,[object Object],[object Object],[object Object],[object Object],[object Object]
Twitter: a real stream of consciousness
The new approach to employment branding  ,[object Object],[object Object],[object Object],[object Object]
Why use Video in the Employment Branding process? ,[object Object],[object Object],[object Object],[object Object]
Time Results 1 to 3 Months Diagnostic, Data Collection, Analysis Delivery of action plan 3 to 6 Months Establish value proposition  Develop brand message Roll out initiatives 1 to 3 Years Full alignment Significantly better business results Increased ROI of recruitment & retention programs 12 Months Redeploy diagnostic to measure progress  Track ROI Employment Brand Promise: Delivery Timeline
New ads and branding campaigns have emotional attachment angles
Why an external when it comes to  Brand Creative Approach? This is our core competency.  While your internal marketing departments know your company’s brand, they may not have the psychometrics or external exposure to pin point the EVP or perception.  External can be seen as a “trusted 3 rd  party”.  Source: Southwest Airlines
Employment Branding:  Sign me up!
More information:  ,[object Object],[object Object]

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Aligning employment brand, culture and social media for recruitment and retention

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6. Did you know? Video Clip is on Youtube! Did you know
  • 7.
  • 8.
  • 9.
  • 10. EMERGE Study - 2007: Does employment branding provide a competitive advantage? Statement Agree Neutral Disagree Employment branding efforts provide a competitive edge in our recruiting efforts. 89% 9% 3% Our company’s employment brand helps attract top talent. 67% 30% 4% Our company’s employment brand helps retain top talent. 60% 33% 6%
  • 11. EMERGE Study - 2007: Is it important to have an employment brand? Statement Agree Neutral Disagree Employment branding is important to my company. 85% 13% 3% Employment branding is one of the top five strategic initiatives for my company in the upcoming year. 49% 30% 22% We have budgeted dollars for the upcoming year to work on our employment brand. 36% 19% 45%
  • 12. Key finding from the EMERGE study shows… A cultural assessment would allow us to understand gaps that may exist between what we are and what we desire to be as it relates to retention and recruitment.
  • 13.
  • 14. Quantitative data allows you to determine who you are and who you are NOT! No more guess work or assumptions
  • 15.
  • 16.
  • 17. EMPLOYMENT VALUE PROPOSITION A narrative proclamation (to the employees) of how an employer will carry out the promise and uphold the values in the employment relationship. It needs to be both rational and emotional.
  • 18. Your Employer Value Proposition/Brand Recruiting/ Orientation Training and Career Development Pay, Recognition, Performance Health and Well-being Financial Security Work/ Life Integration Work Environment Exit Consumers and Shareholders Employees Leadership Employment Brand Promise Aligned to EVP Source: Libby Sartain, co-author brand from the inside Content Communication Delivery
  • 19. Example of positioning your EVP: start each top line with “we offer”……. Compensation Benefits Amenities Connections Life Tools Career Dev. Competitive Salary, Stock Options, Bonus, and Promotional Opportunities So that you can grow with us and create the career and experience you want. More choices, more options, more possibilities So that you can customize your package to meet your needs Free Latte, Health Club, Foos Ball, Sport Courts, Covered Parking So that you can take a break and have fun at work More opportunity to learn and grow So that you can grow your career with us and get the most important things in your life. More solutions to help you plan your life and future: Financial Planning, Child Care Assistance, 401(k) So that you Can Create Financial Security. . You can work with some of the brightest people around, in a dynamic, challenging environment So that your work Makes a Difference Source: Libby Sartain, co-author brand from the inside
  • 20.
  • 21.
  • 22.
  • 23. The Starbucks brand: it’s all “green” to me… And to them!
  • 24.
  • 25.
  • 26.
  • 27. Herman Miller - This is YOU
  • 28.
  • 29.
  • 30. LinkedIn is most popular Social Network for Recruiters
  • 31. “ World’s Most Engaged Brands” Altimeter Group / Wetpaint Study - July 2009 www.engagementdb.com
  • 32. “ World’s Most Engaged Brands” - Results 1. Starbucks 2. Dell 3. eBay 4. Google 5. Microsoft 6. Thomson Reuters 7. Nike 8. Amazon 9. SAP 10. Intel Altimeter Group / Wetpaint Study - July 2009 www.engagementdb.com
  • 33. Social Media Engagement Correlates to Financial Performance… Altimeter Group / Wetpaint Study - July 2009 www.engagementdb.com
  • 34.
  • 35. To best engage, Be Available Sodexo offers 16 ways for candidates to network with them. Very engaging!
  • 36.
  • 37.
  • 38.
  • 39. Twitter: a real stream of consciousness
  • 40.
  • 41.
  • 42. Time Results 1 to 3 Months Diagnostic, Data Collection, Analysis Delivery of action plan 3 to 6 Months Establish value proposition Develop brand message Roll out initiatives 1 to 3 Years Full alignment Significantly better business results Increased ROI of recruitment & retention programs 12 Months Redeploy diagnostic to measure progress Track ROI Employment Brand Promise: Delivery Timeline
  • 43. New ads and branding campaigns have emotional attachment angles
  • 44. Why an external when it comes to Brand Creative Approach? This is our core competency. While your internal marketing departments know your company’s brand, they may not have the psychometrics or external exposure to pin point the EVP or perception. External can be seen as a “trusted 3 rd party”. Source: Southwest Airlines
  • 45. Employment Branding: Sign me up!
  • 46.