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Employer Brand Workshop Zurich July 2015

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Employer Brand Workshop Zurich July 2015

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This workshop is to help you to understand employer branding better and the power of LinkedIn in order to help you succeeding in executing your employer brand strategy.

This workshop is to help you to understand employer branding better and the power of LinkedIn in order to help you succeeding in executing your employer brand strategy.

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Employer Brand Workshop Zurich July 2015

  1. 1. July 1st 2015 Zürich Employer Brand Workshop
  2. 2. Introductions ​Marlen Mesgarzadeh ​Media Account Manager ​LinkedIn ​Marlene de Koning ​Talent Brand Consultant ​LinkedIn
  3. 3. Session Objectives Employer Brand Workshop 1. Understand the importance of Employer Branding 2. How to bring your Employer Brand to life 3. Network with your peers
  4. 4. Times have changed…
  5. 5. 6 Consumer Buying Process “Need a new camera!”
  6. 6. 7 The Old Candidate Journey: Linear Path
  7. 7. 8 The New Candidate Journey: Flight Map
  8. 8. There are many points of influence along a candidate’s decision path 9
  9. 9. 10 To succeed, engage candidates… Everywhere All the Time Everywhere All the Time With the right message
  10. 10. Consumer Brand vs. Employer Brand
  11. 11. 5 Steps to Boosting Your Talent Brand Through Content 12 Exercise
  12. 12. of recruiters don’t understand their own employer brand. 50% Corporate Executive Board- thought leadership survey. 2012
  13. 13. Employer Brand is: The attributes and value that is associated with your company as a place to work
  14. 14. The beauty of employer branding is you don’t need everybody to know your name. Only the right people.
  15. 15. What does it mean to work for your organization?
  16. 16. One brand – different audiences
  17. 17. Employer Brand Attributes  Relevant– To the target audience  Consistent– Must build trust  Credible– Must deliver on its promises  Inspirational– A strong brand connects on an emotional level  Unique– Set apart from its competitors
 ​
  18. 18. “Doing business without advertising is like winking at a girl in the dark. You know your doing it, but no one else does” E.W. Howe
  19. 19. What is your Employer Brand?
  20. 20. Let’s get started!
  21. 21. 365M+ registered members LinkedIn: A global pool of talent DACH 6M+
  22. 22. Goals of your LinkedIn Careers Page How to bring your Employer Brand to life  Excite candidates about what’s happening at your company  Increase awareness of hiring at your company  Evangelize your company culture  Increase likelihood of candidate action
  23. 23. Relevant Content
  24. 24. Simple and fun
  25. 25. 28
  26. 26. Build targeted pages
  27. 27. Tailor-made content for each audience Default Europe IndiaEngineering University APAC University London Germany - GermanAustralia & NZ Sales 33
  28. 28. One Compliment & One Tip
  29. 29. ©2014 LinkedIn Corporation. All Rights Reserved. ​Marlen Mesgarzadeh ​mmesgarzadeh@linkedin.com ​Marlene de Koning ​mdkoning@linkedin.com
  30. 30. 5 Qualifying questions for Targeted Pages  What are your key talent pools this year?  Do you have a student or recent graduate recruiting strategy?  What are the top Functions of your current jobs?  What are the top Locations of your current jobs?  Do these Functions or Locations have different value propositions, messaging, content, and goals? ​ Can you custom-tailor a Career Page for them?
  31. 31. Engage Followers with targeted updates

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