every employer has a story to tell
DESCRIPTION
Communicating an employer’s brand entails a lot more than merely having a careers page on your website and a LinkedIn company profile. All companies have a story to tell, not only about their products and services, but also about why they’re a great (or terrible) place to work. These stories sometimes lurk in the “below the surface” world of word-of-mouth, namely the mouths of employees, of ex-employees, of investors, and of executives. But companies can no longer afford to allow these stories to remain part of the enterprise’s collective subconscious. An employer brand disconnected from the companies other marketing messages, or worse yet ignored, represents real risk that can be experienced as an ever-increasing difficulty when it comes to attracting, hiring and retaining talented employees. In this presentation, Todd Nilson, a 15-year recruiting consultant and social media strategist, will outline some leading practices for an effective employer branding approach: * Getting started or Cultural Anthropology for Business * Laying out your employer brand strategy * Considerations for integrating your employer brand with your overall marketing and branding efforts * Matching up your social media campaigns with word of mouth marketing * Revving up your Careers Pages for maximum effect * Your active and passive digital employer brand * Metrics, measurement and accountability for your employer brandingTRANSCRIPT
Every employer has a story to tell
Your employer brand strategy via social media
Is your employer story less than stellar? Come work for us. We’re a great place to work. Really! We really mean it. C’mon! (Pay no aBention to the ominous smoke stacks.)
Yesterday
In the past, our channels were limited.
• Print • Radio • Television
One-‐‑way communication
Potential Hires
Radio
Television
We are an awesome
place to work!
...
Today
370
Social Media = mainstream
Source: Did You Know 4.0
370
Social Media = mainstream
Source: Did You Know 4.0
370
Social Media = mainstream
Source: Did You Know 4.0
For many companies, social media is only a...
Short Quiz 1. I have a LinkedIn profile. 2. I have a Facebook profile. 3. I tweet. 4. I belong to one or more other social networks. 5. My company has hired someone I identified or
attracted via one of these social networks. 6. I have tracked hiring results via social media. 7. My company has blocked one or more of these
social networks.
Who uses social to hire? • Recruiters who look at social profiles... 86%
• Companies who reported hiring someone using...
o LinkedIn... 89%
o Facebook... 26%
o Twitter... 15%
• Social companies get 31% more employee referrals!
Source: Jobvite 2012 Survey
Social Media Reaction Scenarios
Risk Benefits Trust Response Risk Benefits
High Low Low Control High None
High Low Low Ignore High None
Varies High Varies Explore Low Low
Low High High Engage Low High
While organizations that aBempt to ignore or control social media perceive high risk, the actual risk of this reaction is high due to blind spots, missed market opportunities, and more agile competitors who realize the benefits of engaging.
Perceived Actual
Social Media as Irritant
Omni-‐‑directional communication
Online
Broadcast
We are an awesome
place to work!
Meh. That’s not what my Facebook friend said!
Planning your employer brand strategy
Check and mate, old
man!
Social Media Business Context
Business Strategy
Brand
Company Values
Social Media Message
Metrics for Accountability
ü Influence ü Engagement ü Placement
Social Media KPI’s ü Feedback ü Targets achieved ü Guidance
Execution Framework Social Solution Suite Results
Mission Vision
Direction
Accountability
ROI
Stories
Word of Mouth
Company’s actions
Social responsibility
People
Channels Interesting
Was there a reaction?
Achievement targets
Timing
Focus
Marketing
Public Relations
What were the best channels?
Was it the reaction we wanted to achieve?
How do we do beBer?
Advertising
Public Policies
Adjust Message
Social Solution Suite A set of social media channels and the means of measuring actionable outcomes so that you can adjust your market messages to best effect and maximize your Strategic Objectives
START HERE
Start with a brand audit • Do you have a careers site? • What drives prospective employees there? • What do your current (and former) employees have to
say about you? (glassdoor.com) • Your online presence
o Discussion boards o Blogs o Facebook o LinkedIn o Twitter o YouTube
• Benchmark your competitors o Regional o Global o Top Brands outside your vertical
Formulate your employer brand message
• Know your assets o Pay o Benefits o Facility o Upward mobility o Technology o Management team
• Elevator pitch • Look the part • Supporting documents • Your online self (yes, you,
not the company!)
What are your building blocks?
is for Amazing Benefits is for Brilliant Management is for Creative
Environment
Great story demonstrating how amazing
Great story demonstrating rock star team
Great story demonstrating how cool your shop really is
Building the brand
Your foundational stories
Brochures, LinkedIn company profile, digital communications
What you convey face-‐‑to-‐‑face
The Direct Approach
Wabbit Hunting • LinkedIn / Facebook / Twitter Profile Searches • LinkedIn Answers / Quora • Hunt LinkedIn Groups • Follow LinkedIn Companies • Blog searches
o Via Technorati, Icerocket
• Google Alerts
The Indirect Approach
Honey Pot • Interesting blog content • Webinars • Viral videos about your company • Thought leadership • Conversation leadership • Community creation
o Pinterest o Instagram o LinkedIn Groups
• White papers • Traditional job posting
Metrics Accountability Awareness • Visits, views, followers, fans, subscribers, mentions
Influence • Share of voice, sentiment, top influencers, recurring visitors
Engagement • Shares, replies, wall posts, comments, blog entries
Action / Conversion • Resumes received, interviews, offers extended
Hired! Based upon image by Nichole Kelly. ABribution-‐‑NoDerivs 2.0 Generic (CC BY-‐‑ND 2.0)
Insight Tools
Free Pay
hBp://wiki.kenburbary.com/social-‐‑meda-‐‑monitoring-‐‑wiki
Tomorrow
Prepare for more disruptions
Augmented Reality
Augmented Reality
Followers 12 Following 5
Augmented Reality
Followers 12 Following 5
EllKell: @talentline411 Waiting for my tweets and LinkedIn activity to yield $100K
Prepare for future disruptions... • 3D Printing • Big Data • Social CRM • Bioscientific
advances • Cyborgification • Artificial intelligence • Quantum computing
... and their impacts • Ubiquity of connectedness (the
good and bad of it) • Organizational uncertainty /
blurring • Free agent nation • Globalization, localization and
extreme audience segmentation
• Gamification • Social profiles replace resumes • Predictive networks (Talentbin,
Entelo) • Extreme longevity forces
companies to be friendlier to older “re-careering” employees
• Millennials demand a better candidate experience
What to watch for
A few closing thoughts • Remain calm. • Social engagement matters in the
“War for Talent.” • Personally embrace these tools and
raise your awareness of what they can do.
Special Offer Connect with me online (LinkedIn, Twitter, etc.) and receive a free PDF guide: 99 Questions to Start Building a Better Employer Brand Todd Nilson @socialsyntax (414) 378-2083 http://socialsyntax.net