@willstaney+ #ebrandcon+ misunderstood brands: how to ... · 1. defining/refreshing a compelling...

HEADING

Misunderstood Brands: How to Build a Brand & Change

Candidate Perceptions

Proactive Talent | Your Recruiting Strategy. Optimized.

By Will Staney

@willstaney #EBrandCon

About Will

With a combined total of 7 years in the Talent Acquisi8on industry, Will Staney is the Founder of Proac<ve Talent Strategies, LLC, a consul<ng company focused on Talent Acquisi<on Strategy, Employer Branding, OnDemand Recrui<ng, and Training.


1 Proactive Talent | Your Recruiting Strategy.

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@willstaney #EBrandCon “Brand is just a perception, and

perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.” - Elon Musk

Does your employer brand feel like this?


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Even the best employer brand strategy can’t fix a broken or non-existent culture. It’s about telling the story of working at your company through your employee’s perspective. If the story sucks, so will your employer brand. Fix your culture. Make a better story. Then tell it.


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@willstaney #EBrandCon DISCLAIMER

Common mistakes to avoid


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1. Not having an EVP (Employee Value Proposition)

2. Being inauthentic 3. Getting stuck in the facts 4. Disconnecting yourself from your

consumer brand 5.  Failing to evolve


Creating Course


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1. Defining/refreshing a compelling EVP/Employer Brand Narrative/CVP

2.  Telling authentic stories that resonate 3. Empowering your employees as brand

ambassadors 4. Building your marketing machine 5.  Learning from success stories


Write a compelling EVP/Brand Narrative/CVP


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Gather data

Analyze

Develop

Deliver


1. Gather Data


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❏  Why did you join? Why do you stay? ❏  How did they find out about the company? ❏  What motivates them? ❏  Fair compensation? ❏  Do your managers make you feel rewarded? ❏  What does working at ABC Company feel like?

Surveys

Anecdotal

Group brainstorms


2. Analyze


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Example: 70% of employees say that having an impact on customers makes them love their job

Dive into your data → Look for commonalities


3. Develop


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❏  Craft your value proposition: Simple overarching statement that becomes the essence of your brand commitment

❏  Clarify areas of focus to support your EVP. For example: ❏  Career Development ❏  Work/Life Balance ❏  Connection to the mission

❏  Test your EVP against your HR Strategy ❏  Do your HR practices reflect the EVP? ❏  Run the EVP by a focus group of employees ❏  Revise if needed.


4. Deliver

1 Proactive | Your Recruiting Strategy.

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❏  Recruitment Marketing/Employer Branding efforts ❏  Recruiting process ❏  Onboarding ❏  Career development/Performance Management ❏  Employee Engagement/Experience ❏  Exit stage

Incorporate your EVP/Brand Narrative into:


Empowering your employees as brand ambassadors


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❏  Don’t put words in their mouths ❏  Make it easy - communicate what employees can do ❏  Offer a class on personal branding ❏  Create an Employer Branding Playbook

But what if companies recruit my people?


Building your marketing machine


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❏  Steps to building the strategy? ❏  Define the Audience/Personas ❏  Channel Strategy ❏  Content Strategy ❏  Editorial Calendar ❏  Distribution strategy ❏  Tie it back to hiring strategy

Content feeds the whole machine


Building your marketing machine (cont.)


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HEADING Case Studies

Proactive Talent | Your Recruiting Strategy. Optimized.


SAP


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Before ❏ Distributed recruitment

marketing and employer branding efforts by region

❏ Seen as not innovative, older on-premise tech

❏ Doing some amazing things in cloud computing but know one knew about it

❏ Acquired a lot of great tech companies and talent which was changing the culture for the better

After ❏ Consolidated regional careers

pages ❏ Built out Life at SAP to share

employee experience and culture

❏ New college grad academies and internships

❏ Have won dozens of awards for their use of social media and technology to attract talent


GoDaddy


Optimized.

Before ❏ Bad rep in tech talent market,

a few bottom of the barrel marketing practices in the past

❏ Little market knowledge about what the company did beyond domain registration

After ❏ Reinvented themselves as a

champion of small businesses ❏ Focused on employee

engagement and culture ❏ #GoDaddyLife ❏ Personal responses to

Glassdoor reviews ❏ Referral program revamp ❏ Focused on quality content and

engagement. Followers and engagement doubled.


GE Digital


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Before ❏ GE Corp EB strategy was

strong but lacked a focus on GE Digital and tech employee stories

❏ Seen as an old industrial and appliance company (not the case anymore)

❏ Doing some amazing things in IoT and industrial internet but know one knew about it

❏ Huge global corp marketing efforts to change corp brand perception (Owen ads) but not translating at candidate research stage

After ❏ Built out all new EB narrative

and talent personas ❏ GE Digital career site refresh

featuring employee stories + campaign microsites

❏ Built out @InsideGEDigital channels to share digital employee experience and culture

❏ Built and executed new Glassdoor strategy for GE Digital page

❏ Inside GE Digital video series ❏ Built out Employer Brand

Playbook


Questions?

@willstaney #EBrandConf

@willstaney+ #ebrandcon+ misunderstood brands: how to ... · 1. defining/refreshing a compelling...

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