How to Leverage your Employer Brand in Building and Engaging with Talent Communities by Robert Peasnell, Managing Director, TMP Worldwide
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How to Leverage your Employer Brand in Building and Engaging with Talent Communities by Robert Peasnell, Managing Director, TMP Worldwide
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How to Leverage your Employer Brand in Building and Engaging with Talent Communities by Robert Peasnell, Managing Director, TMP Worldwide
- 1. USING YOUR EMPLOYER BRAND to Develop Talent Communities
- 2. It’s the essence of what makes you a great employer An articulation of what makes an organisation unique as an employer... the DNA of who you are as an employer An Employer Brand A promise between and organisation and its employees It’s the basis on which people should join an organisation and a key reason why they should stay
- 3. 26 Discover Understand internal and external perceptions and develop your EVP Measure and Optimise Measure your employer brand’s impact and use the learning to optimise future performance Agree Communications Objectives i.e. recruitment and/or engagement and retention. Then agree scope of work 1 4 35 Visualise and Validate Start visualising your employer brand identity and test it to ensure it works corss-culturally Activate Bring your brand to life through brand guidelines and activate across your chosen channels Create Agree and finalise your employer brand identity
- 4. Creative Proposition Employer Value Proposition People Strategy Corporate Brand Proposition Vision “...” “...” “...” “...” “...” “...” Internal & external articulation of your EVP Your brand promise Supporting stories and evidence Employer Brand Themes Corporate position Relationships Quality Innovation Internaltional growth Careeer development Diverse culture Employer Brand Hierarchy
- 5. Employer Brand Careerswebsite Role profile/preview materials Hiring manager briefing and toolkit Offerpack Onboardingportal andassets Assessmentand interview materials andassets Candidate management communications and expeience Recruitment marketing toolkit Recruitment agency briefings and toolkit Talent network andcommunity keep warmmaterials SocialMediachennerls (linkedin,Twitter,etc) Thirdpartyreview sites(i.e.Glassdoor) Cam pusand events collateral Inductionprogramme andcollateral Employeereferral programmeandassets Internalm obility platform Performance management programme and materials Reward and benefits portal Wellbeing programme and assets Intranet/collaborationplatform Culture and engagement programme Em ployee recognition schem e/program m e Alumniprogramme andmarketing Employee advocacyplatform HR ServicesCommunications (PR for HR) Learning,development andtalentmanagement programmesand materials AWARENESS ATTRACTION ASSESSM ENT NURTURE Employer Lifecycle Touchpints
- 8. &Reputation Activation Online listing Trade Press Digi banners Job Alerts Recruitment Events Direct Sourcing Conversations on social Hero Videos Promoted content Content from employees Networks / Advocacy Experiences & Stunts
- 9. STAGE 2 MPU DRAKE ‘ONE DANCE’ WILL BE THE SCHOOL ANTHEM WHEN I’M IN CHARGE #ImInCharge IMINCHARGE.CO.UK #IMINCHARGE WHAT WOULD YOU DO, IF YOU WERE IN CHARGE? SHARE YOUR IDEA. AND WE MIGHT MAKE IT HAPPEN IN YOUR SCHOOL. WHEN I’M IN CHARGE IMINCHARGE.CO.UK WHEN I’M IN CHARGE IMINCHARGE.CO.UK I’LL ASK ED SHEERAN TO TAKE OUR MUSIC CLASS IMINCHARGE.CO.UK WE’LL USE MINECRAFT TO TEACH CITIZENSHIP IMINCHARGE.CO.UK WHAT WOULD YOU DO, IF YOU WERE IN CHARGE? Share your idea. And we might make it happen in your school. #ImInCharge IMINCHARGE.CO.UK IMINCHARGE.CO.UK WHAT WOULD YOU DO, IF YOU WERE IN CHARGE? Share your idea. And we might make it happen in your school. #ImInCharge
- 10. Hero films
- 11. Advocacy & AmbassadorsAdvocacy & ambassadors
- 12. Twitter - powered devices Twitter-powered DEVICEs
- 13. Geofilters A way to engage youth audiences at specific locations and events - works best when paired with offline promotion. geofilters A way to engage youth audiences at specific locations and events - works best when paired with offline promotion.
- 14. geofilters wow!
- 15. A mobile employer brand engagement unita mobile employer brand engagement unit
- 16. amplification that outperforms billboards
- 20. Big Picture Big Data ONS White Papers Data Vendors Data Aggregators Company Search Chartered Associations Target Organisations Competitors Social Sourcing LinkedIn / Facebook Twitter / YouTube Google+ / Pinterest International Social Networks Tools Chartered Associations Target Organisations Competitors Direct Sourcing Talent Communities People Aggregators LinkedIn Analytics Job Boards Information Lists Conference Lists Events/Seminars Company Directory Org Charts Phone Research Forums/SIG Communities LinkedIn Groups Professional M/ships Social Forums
- 24. Insight and Approach Ambitious Experienced Personal Development Brand Agnostic Passionate Peaking Status Brand Ambassador Goal orientated Mid Point Control Brand Agnostic Structured Consolidating Responsibility Brand Aware