authentic and in control: universum webinar

Authentic and in Control:Learn how top companies are digitally building their employer brand

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Ryan Buckley CEO scripted.com

Zachary Gregg Managing Partner, Founder Vital Design

David Brudenell Global VP, Product | Head of Digital, Americas Universum

1. What’s going on

2. What’s hard

3. A framework for understanding the challenges

4. Voices of experience

5. A playbook for building your strategy

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Agenda

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Mobile Rules

1/5 1/42013 2014

Total webpages consumed via mobile KPCB, Internet Trends 2014

Brought to you byKPCB, Internet Trends 2014

+72%+183%

+100%+60% +111%

+42%

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79% 78%

Percentage of membership accessing platforms on mobile per month KPCB, Internet Trends 2014

-Facebook

Every time someone visits News Feed there are on average 1,500 potential stories from friends, people they follow and

Pages for them to see, and most people don’t have enough time to see them all

https://www.facebook.com/business/news/News-Feed-FYI-A-Window-Into-News-FeedBrought to you by

https://www.facebook.com/business/news/News-Feed-FYI-A-Window-Into-News-Feed

This is the importance that you think your post has to target talent in the

waterfall of News Feed content.

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https://www.facebook.com/business/news/News-Feed-FYI-A-Window-Into-News-Feed

This is what it actually looks like to talent in their News Feed.

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80%Expect regular weekly contact

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85%Expect you to get back to them in 24 hours or less

29% Of jobseekers use social media as their primary search tool

http://recruiterbox.com/blog/baby-steps-in-hr-tech-social-and-your-ats/Brought to you by

45%Of non-entry hires come from internal referrals.

http://www.nytimes.com/2013/01/28/business/employers-increasingly-rely-on-internal-referrals-in-hiring.html?pagewanted=all&_r=0Brought to you by

80% of the top 10,000 companies globally (by revenue) do not have a Facebook talent attraction presence.

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70% of tracked North American companies have a Careers-focused Facebook presence.

Today’s Challenges“Is Facebook the right place to start? What about Twitter?”

“What if my career site is not perfect?”

“What do I talk about?”

“How do I get this past legal?”

“How do I work with marketing?”

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Framing the problem

We need to understand the right places to speak to Talent to optimize our limited resources

Channels

Message

Content

Strategy

We need to create a voice that is unique and resonates with the Talent that we need to acquire

We need content formats that will cut through a busy newsfeed/tweet stream

We need to ensure compliance with company policies and meets our overall talent strategy

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Ryan Buckley is Co-founder and Head of Partnerships at Scripted.com. Ryan holds an MBA from the MIT Sloan School of Management and an MPP from the Harvard Kennedy School of Government. Still and always a Cal Bear, Ryan graduated from UC Berkeley with degrees in Economics and Environmental Sciences. After several years of doing everything from dishes to prospecting campaigns and even Rails and Python coding, he's settled into the role of Scripted's ambassador to the marketing community.

Ryan Buckley

One of New Hampshire’s most well-connected businessmen under 40, Zac is the epitome of an entrepreneur. Having built four New Hampshire-based businesses from the ground up, he recognized marketing as a vital component of any successful company. So he did what any entrepreneur would do and started his own marketing company with co-founder Julia Ahumada. Now, Zac shares his business and marketing insights with Vital’s clients.

Zac Gregg

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Question 1:


What are your views on the current state of the Talent Branding Industry when it comes to digital? How do we compare to other industries?

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What are your views on the current state of the Talent Branding Industry when it comes to digital? How do we compare to other industries?

Question 1:


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Tell us about your successes in empowering your employees to build your employer brand.

Question 2:

5 minute response


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Employee Ambassadors. Many people are better than one brand.

Content Handbook: Principles to guide and inspire staff

Day-in-the-life. Make is as real outside as inside

Social is just as important inside as it is outside.

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Tell us about your successes in empowering your employees to build your employer brand.

Question 2:

5 minute response


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Happy Hours. Connecting to real people.

Choosing a wave: Market Places like those created by Uber

Know their Target Groups.

Partnering with non-competitive companies to increase reach

Editorial Calendar.

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What recommendations can you give employers who are about to start their digital employer branding activities?

Question 3:

Right Channels

Right Messaging

Clear Voice

Right Content

Right Strategy

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Gather usage data by channel

Define your employer brand clearly

Monitor your talent competitors to build a unique, clear voice

Build flexible, authentic conversations

Build a calendar. Bring in advocates. Enforce principles, not rules

Right Channels

Right Messaging

Clear Voice

Right Content

Right Strategy

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An action plan

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David Brudenell Global VP, Product | Head of Digital, Americas Universum

Questions?


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[email protected]@davidbrudenelllinkedin.com/in/davidbrudenell

authentic and in control: universum webinar

Recruiting & HR