1. Transforming Your Employer Brand in the Face of Extreme Challenges @DavidALee

2. 20 Lessons to Find and Retain 3. Passionate People 4. We dont have the Armys budget. 5. There is nothing more difficult to carry out, nor more doubtful of success, nor more dangerous to handle, than to initiate a new order of things. For the reformer has enemies in all those who profit by the old order, and only lukewarm defenders in all those who would profit by the new order...because of the incredulity of mankind, who do not truly believe in anything new until they have had actual experience of it. Machiavelli, The Prince Please keep an open mind 6. $2B in competing communications 7. The Challenges 8. Annual Recruiting Goal Thats like hiring all full time employees for Top 5 companies on 2014 Best Places to Work list Amazon Microsoft Starbucks US Employees 106,500 (ROTC not included) 80,000 Active Army 26, 500 Army Reserves 9. Changing Perceptions 10. Soldiers are 11. Sons 12. Daughters 13. Sisters and Brothers 14. Moms 15. Dads 16. Soldiers are 17. just like YOU! 18. Background West Point graduate with degree in Economics MA Degrees in Business, Strategy and Military Arts & Science Key Assignments before running Army Strong Campaign Commander of a 625 Soldier MLRS Battalion Strategic Planner for Chief of Staff, Army Initiatives Group Secretary of Defense Corporate Fellow Instructor at the Field Artillery School Lead the US Army Strong Campaign from April 2007 Sept 2009 Ran refugee camps for Cuban and Haitian Refugees (1994-1995) Since retiring from the Army in September 2009 Consultant Global Employer Brand Leader at Amazon Enjoy sharing ideas over coffee 19. Failure = Draft 20. Lesson 1: Leaders dont follow roads 21. they make their own! 22. Effects Based Fire Support Planning Adopted by Information Operations Planners 23. Army vs. Marketing Planning Same planning process different weapons Synchronization = Integration 24. Lesson 2: Have a Strategy and a Plan 25. Lesson 3: Intelligence is Critical 26. Military Decision Making Process Intelligence (Enemy and Friendly) 27. Who is our competition? 28. Reality or Myth? Joining the service is done as a last option. 29. Reality or Myth? Joining the service is done as a last option. 7 in 10 American youth dont meet the minimum eligibility requirements to join the service. 30. Reality or Myth? Youth from low income families make up the majority of those joining the Army. 31. Reality or Myth? Youth from low income families make up the majority of those joining the Army. Average American Income Top 40% Bottom 20% % of Army 49.6% 10.6% 32. Lesson 4: You have ONE Brand 33. Candidates BUY 34. Lesson 5: Have a Value Proposition 35. The Armys Positioning for Recruiting Positioning Statement: Being a Soldier strengthens you today and for the future because the Army develops your potential through relevant and challenging training, shared values and personal experience. Soldiers consistently take pride in making a difference for themselves, their families and the Nation. Messaging tells a story of Soldiers being mentally, physically and emotionally strong. Access DEP/EP Contract Floor Test Pass Test Appointments Conducted Appointments Made Lead Developed then Refined` Willing to Learn More Aware of Soldier Value/Army Offerings Target Prospect Population Access DEP/EP Contract Floor Test Pass Test Appointments Conducted Appointments Made Lead Developed then Refined` Willing to Learn More Aware of Soldier Value/Army Offerings Target Prospect Population 36. Army Reserve 37. ROTC 38. Medical 39. Lawyers 40. Special Forces 41. Linguists 42. Chaplains 43. Band 44. Values of Employment Economic Significance Attraction Development Social Personal 45. Lesson 6: Intelligence = Thinking Big 46. Who do you benchmark against? 47. Employees must internalize your message 48. Lesson 7: Solve the right problems 49. Whats the right problem to solve? We need to meet our recruiting goals! US Army Thats not my problem! Candidate 50. Here is the problem we had to solve How do we communicate the Truth in Service using messaging that is Authentic and Verifiable? 51. Communication Development 52. Candidate Funnel vs. Communications Awareness Experience Relationship Management Close Deal Internal Communications 53. Other Social Media Website Blog Gaming Sites or Apps Sample Integrated Marketing Matrix 1 2 3 4 Social Media Networks Hub, modula r & widgetize content for people to put on their own sites, blogs, etc. Facilitate to Interact/ connect with our prospects and influencers. Help people to learn about the brand. Provide content to learn about life and experience the company or its products. Drive to website Give a flavor of life and experience of certain products Drive to website Role FunnelStages 1 2 3 4 : which stage each program network plays a role at Social media should play a vital role in building awareness, enabling customers to experience our clients products/services, as well as helping to collect critical information Print (Ads, OOH) ADS, OOH: Generate awareness of our website. PR: Generate positive impressions about the company. Television Generate awareness of our website. Events Generate leads by allowing people to experience our brand. Generate applicants at location. 1. Appeal to the broadest segment 2. Experience 3. Relationship Management 4. Close Deal Leverage User Generated content. Demonstrate elements of the marketing campaign. Help customers connect with company or customer service Allow to ask deeper questions Real time response Use as appropriate to reach people, appli cants, candi dates and/or employees. 54. Lesson 8: Rehearse the Plan 55. Lesson 9: Have an observation plan 56. What do you measure? 57. Lesson 10: Be Innovative 58. Lesson 11: Train Recruiters 59. Lesson 12: Train as you fight 60. Lesson 13: Sell Passion 61. Lesson 14: New Hire Orientation 62. Lesson 15: Know your Rock Stars 63. Employees are Ambassadors 64. Lesson 16: Events = Experience 65. Lesson 17: Keep Improving 66. Lesson 18: Employee Retention 67. Lesson 19: You hire families 68. Lesson 20: Employee Recognition 69. End Result Reduced cost per contract Met/exceeded objectives Increased quality of candidates Army Strong being used throughout the Army 70. Veteran Hiring Program One more thought 71. Thoughts Over Coffee DavidALee.com @DavidALee /in/ColonelDavidALee Dave@DavidALee.com Col.David.Lee