branding for hr pros
DESCRIPTION
Building your brand is critical, both inside the organization and out! This presentation highlights tips and tricks for HR Pros to embrace that will amp up recruitment, internal communications, culture building and more.TRANSCRIPT
![Page 2: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/2.jpg)
Let’s be honest!
![Page 3: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/3.jpg)
We want our recruitment efforts to yield this…
![Page 4: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/4.jpg)
![Page 5: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/5.jpg)
But sometimes the process of getting noticed feels like this…
![Page 6: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/6.jpg)
![Page 7: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/7.jpg)
![Page 8: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/8.jpg)
And while we’re at it…
![Page 9: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/9.jpg)
Marketing and HR Sometimes feels like this…
![Page 10: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/10.jpg)
![Page 11: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/11.jpg)
Instead of like this…
![Page 12: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/12.jpg)
![Page 13: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/13.jpg)
Your HR Branding Survival Pack
![Page 14: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/14.jpg)
But first a little about you and a bit about me…
![Page 15: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/15.jpg)
Who am I?
•President and Chief Brand Hero of Brand Heroes
• Integrated Marketing Consultancy• Brand Strategy and Design
• Marketing Communications
• Branded Content
•MBA and BBA Branding Instructor @ WLU
•BBA Social Media Instructor
![Page 16: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/16.jpg)
A Little Shameless Self Promotion
![Page 17: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/17.jpg)
The Skinny on Rock Star Branding•Origin, Opportunity, Values
•Brand like a networker
•Use your stars• Both in and out of the organization
•Make your content matter and make it big!• It’ll cost less than you think
•Say it loud, but don’t you be the one to say it!• Find your greatest influencers and get them to speak about you.
![Page 18: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/18.jpg)
Origin, Opportunity values•Origin: What’s your brands origin story? Why do you
exist? Why do you need to? There’s an interesting and relevant story here
•Opportunity: What opportunity are you offering your customers? How is that opportunity different from any of your competitors
•Values: What’s important to your consumers. How do your values align with theirs?
![Page 19: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/19.jpg)
Example: Bentley
![Page 20: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/20.jpg)
Example: The Dollar Shave Club
![Page 21: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/21.jpg)
Use Your Stars
•Find the folks who best relate to those you’re targeting and show their stories
•Their story first, your story second
•Show them in their element doing exactly what it is you’re selling
![Page 22: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/22.jpg)
Example: Freshbooks
![Page 23: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/23.jpg)
Example: My SLC
Contest Video: http://youtu.be/AIrnnSBzo4E
Campaign Videohttp://bit.ly/10j8d1M
![Page 24: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/24.jpg)
Market like a Networker
•Think about what’s in it for them, not you.
•Don’t just advertise yourself, otherwise you run the risk of turning your campaigns into:• A flat, one-way marketing channel that simply copies existing
content from your brochures, rather than generating anything new and interactive.
• Unauthentic, boring content that actually serves to erode and destroy brand credibility rather than grow and re-enforce it.
• Simply advertising, rather than engagement.
![Page 25: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/25.jpg)
Market like a Networker
• Instead think about what makes them tick
•What’s important to them and how can we show, not tell them, that our opportunity is meeting those needs head on.
•Example:
![Page 26: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/26.jpg)
Highlighting the calibre of select employees
![Page 27: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/27.jpg)
Leverage Employee Testimonials
![Page 28: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/28.jpg)
Emphasize the power of your culture in your job descriptions
![Page 29: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/29.jpg)
Make Your Content Matter and Make it Big
• Provide on-going industry and subject matter thought leadership.
• Provide an on-going 2-way communications channel that puts your consumers in control.
• Provide real-time info on what people are saying about you and insights on how this can impact key business decisions.
• Provide competitive differentiation and an on-going, interactive source of company engagement that can boost employee recruitment as well as business development.
![Page 30: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/30.jpg)
Example Coke:
![Page 31: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/31.jpg)
Or even give them an ability to influence your offerings:
![Page 32: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/32.jpg)
Say it loud but Don’t be the One to Say it• Find your greatest influencers and get them to speak
about you. Ideas include:
• Guest blog for major influencers
• Include re-postings of your blogs
• Pursue customer testimonials that you can post on several social media platforms
•But don’t stop there - find creative ways to get your customers to tell your stories.
![Page 33: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/33.jpg)
Example: The Fiesta Movement
![Page 34: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/34.jpg)
The Program•A grassroots social media campaign to promote the new
Fiesta model
•Placed Fiestas in the hands of 100 social “agents” and had them promote Ford’s new vehicle through Twitter, blogs, videos, and events
...all without spending a dollar on traditional media.
![Page 35: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/35.jpg)
Results After 6 Months- 4.3 million YouTube views - 500,000+ Flickr views- 3 million+ Twitter impressions- 50,000 interested potential customers, 97% of which didn’t own a Ford at the time
- Sold10,000 units in the first 6 days of sales
•38% awareness by Gen Y about the product, without spending a dollar on traditional advertising
•New chapter - http://www.fiestamovement2.com/
![Page 36: Branding for HR Pros](https://reader035.vdocuments.net/reader035/viewer/2022062313/557a14d4d8b42a37638b4a14/html5/thumbnails/36.jpg)
Summary
•Know who you are, but keep checking in with your consumers
•Empower and reward your raving fans
•Find your opinion leaders and empower them to spread the good word
•Re-think “Viral.” • Think hard about the role you want Viral to play. Is it necessarily the
right tactic for what you want and are set up to do?