Download - Building your employer brand online
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Don’t tell me. Show me.
Employer Branding And Online Social Networking
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It’s not them. It’s you.
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Social media is an amplifier. Create good experiences?
People talk about you.Create bad experiences?
People yell about you.
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The four corners of perception.
KNOW
BELIEVE
THINK
FEEL
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The four corners of perception.Existing employees Non-employees
KNOW
BELIEVE
THINK
FEEL
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The four corners of perception.Existing employees Non-employees
Head
Heart
KNOW
BELIEVE
THINK
FEEL
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Belief is not based on evidence, but
on personal connection with
an idea.
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Social media is three things;1. User-driven and user-relevant2. Interaction-focused3. FOREVER
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Individuals have an opinion.
Those opinions combine to become your reputation.
Reputation and marketing combine to form a brand.
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You will never be an employer of choice for
everyone.
Defining the right people for your organisation lets you
tailor your message.
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The key to combining social media with your employer
brand is about creating atmosphere which resonates
with the right people.
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Building Your Employer Brand
Consistency of message to unify or disprove multiple reputations.
Conversation, not proclamation. Talk, don’t preach.
Every touch-point is an expectation met, missed or exceeded.
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Which brand am I?
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Which brand am I?
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Which brand am I?
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User driven and user-relevant
If I don’t care, I won’t watch, listen, or interact
I’m not here to be sold to - I’m not your ‘audience’.
Pretending to know me is the quickest way to alienate me.
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Interaction focused
Give me a way to comment, share, promote and interact
Validate my contribution. Let me become part of the experience.
Let me get next to your brand by becoming part of the conversation
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FOREVER
What happens online, stays online, and is searchable
Different people in different media spaces will get varied impressionsOff-brand communications are
more easily found and contrasted
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To encourage belief, the nature of the experience
must resonate and saturate.
It must be believable, universally recognisable
and overwhelming.
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Who is your EVP?
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Your employer brand strategy is about connection with
people.
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Questions?