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EMPLOYER BRAND LOYALTY& TALENT ATTRACTION
Presenting Today:Olga Haygood Managing Director,
INSIDE Washington DC
Brand Loyalty is Key in Talent Attraction
Engage future employees before the recruitment cycle. Approach talent attraction as consumer brands approach product launches; building interest and momentum and engaging audiences with content most meaningful to them.
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Fight competitors for candidates mindshare, heartshare, and loyalty.
Fortune Magazine, 2015
Our Point of View
Building a brand following and converting them to candidates is a long game. Apply this thinking to how you segment and prioritize education of prospects, engagement with them and ultimately - recruitment.
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The Consumer WayEarn loyal customers by letting them into the tent. Showcase leadership and their vision for the future. Publicize social and business impact. Showcase sustainability, diversity, global initiatives. Leverage existing customer base to sell and endorse future products.
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You cannot have a strong consumer brand anymore without having a strong employer brand. Your consumers are your candidates and vice-versa. What one says will impact the other.
-Amy Schultz, LinkedIn
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In the past, employees valued opportunity, compensation, and security. Today, millennials occupy a larger percentage
of the workforce and are overwhelmingly attracted to companies that are perceived as strongly invested in their
personal overall growth and career development.
Having the ability to see and hear more information about the company leaders and their stories plays a
huge part in a candidates decision making. The biggest learning has been that everybody plays a
part in talent branding.
LinkedIn, Fortune 2015
What to Consider Before You BeginEven the most notable and well-known brands cant afford to go dark in todays competitive talent landscape. A perfect strategy executed poorly puts you back at square one.
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A consumer mentality has pervaded our work experience. Employees have different and more sophisticated expectations
Forbes, 2015
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We Dont Have Consumer Budgets
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One of the biggest challenges for TA/HR teams is perception that more money equals greater impact. Reality shows us that having a good strategy, executed in a meaningful way, will earn internal support for TA initiatives and can translate into dollars, collaboration and a shared commitment to amplifying your brand presence.
GEs Approach
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In an effort to dismantle myths that GE is still only a manufacturing company, in 2015 they launched an ad campaign that aims to entice technology-savvy millennials to join them all while promoting their products.
Marketing + HR = GENIUS!
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How Do You Eat an Elephant?
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One small bite at a time
Understanding Your Audience Formulating Your Story Channel Selection Media Strategy: Awareness & Response Engagement
Understanding Your Audience
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Before you can determine appropriate channels to build a brand following, you first have to understand who you are speaking with, what drives them and how to make a meaningful connection. You first have to start with your people.
The Inside Truth
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Understanding Your Employees is Critical to Forging Meaningful Relationships with Prospects
Ask your employees. What brought them to you? Why they came? Why they stay? Where they were before? Who they listen to or are influenced by? What they believe in? How they experience your mission, vision and culture? What type of person succeeds there?
Outputs: Personas Values & Motivators Culture Selling Points Myths Debunked
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Uber is one of the most valuable startups in the world, and part of that success can be attributed to an aggressive strategy to acquire and retain talented people. Talented executives and engineers flocking to Uber believe the company has world-changing ambitions with a corporate culture that
values team as much as the bottom line. Fortune, 2015
74-5 margin, drivers say that Uber has made their lives better by giving them more flexibility. These drivers are not just working for Uber because
they cant find another job only 8% were previously unemployed. New Republic, 2015
Dec 2014 study 600 Uber drivers
78% very satisfied with Uber
Future Employee Motivators
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Leverage Employee Insights to Inform External Candidate Research
Ask your prospects What drives them in their careers? What they value? What inspires them? What do you look for in an employer? What does company culture mean to you? Rate company offerings by level of importance?
Outputs: Core Values & Motivators Career Profiles Personas Brand Idea/Messaging
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Persona Development
Uncovering personas in our employee base can help us understand the people were trying to reach by defining and evaluating their experience, behaviors, beliefs and needs.
Sample PersonasSample Industry Client: Healthcare
The Grower I want a place where I can grow my career and skill sets.
The Burnout Id rather take care of patients than paperwork.
The Sceptic Theres no way X company can compete with a commercial hospital.
The Searcher I want a purpose-focused workplace, but I still have to pay the bills.
The Old Hand I am at the top of my game. Could X company be my next move?
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Message Development
With knowledge in hand about what drives your future employees and motivates current ones, developing a message architecture is critical. This will allow you to convey the most meaningful points to your prospects and begin the brand loyalty process.
Message Architecture
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Multi-Channel Approach
Once you have defined who you are speaking to and identified compelling content to foster brand loyalty, identify and assign channels most appropriate for targeted communications getting you to your end goal.
Channel Plan
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EarnedOwnedPaid
Banner ads Website Social@JWTINSIDE #INSIDEinsights
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Maximizing Paid Outreach
Devise a media plan that is flighted (scheduled) throughout the year and bolstered by a dynamic careers site and social presence.
TA Budgets in Action
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CLIENT A: Telecommunications
$2-3M/ year 20%/80%
% of annual paid media budget invested in awareness-driving vs. application-driving media
CLIENT B: Healthcare
$850K/ year 20%/80%
CLIENT C: Healthcare
$1M/ year 30%/70%
CLIENT D: Government (Multi-Discipline)
$1.7M/ year
50%/50%
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Social
Selection of channels and development of content calendars will foster the conversation and offer your followers content to endorse, share and digest - long before you recruit them.
Role of Social
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Know who is following you Conversation with a purpose Call-to-Action or Surprise & Delight Ensure posts match brand characteristics
Influence is supported by metrics. Your numbers of followers, engagement levels of those followers and who they are, and your place among other influencers are things people can look at as they evaluate you. Key steps in building brand following:
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CRM & Social
Social media is where candidates share their likes and dislikes, as well as their perception of your business. If a customer or candidate has a problem with a product or opportunity you provide, all of their friends and followers will soon hear about it.
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Target Relevant Networks
Invest in a Social CRM Tool
Monitor Interactions
Embrace Analytics
Invest in Social Media Managers
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If We Build It, Will They Come?
A number of tools and metrics can come in handy.
How will you know that your comprehensive strategy is working? How will you measure your reach so that next year, your boss approves your budget decisions?
Questions
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Olga Zimonjic Haygood Managing Director 202.448.0450 olga.haygood@jwt.com
Send us a note, share with us what you found most surprising or valuable, or schedule time for a conversation.
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mailto:olga.haygood@jwt.com
Thank You.
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