Quick overview of Ajax's primary offerings: an employee brand advocacy assessment & workforce marketing engagement.

1. April, 2014

2. WORKFORCEMARKETING.COM
Ajax gets employees and
employers working
together on social media to
tell a consistent company
story.

3. WORKFORCEMARKETING.COM
This makes processes
impacted by employee
conversations—like talent
acquisition, talent
retention, and even sales—
more efficient.

4. WORKFORCEMARKETING.COM
What differentiates Workforce Marketing from
social media campaigns is a focus on resonance.
Workforce
Marketing
Impact
=
Resonance x Reach
Cost x Effort
Making the brand meaningful to
employees makes it easier for them to
share the brand with their networks.
Because employees are up to 6x
more trusted than company
spokespeople (2013 Edelman
Trust Barometer), getting heard
becomes easier.
Reach without resonance?
That’s spam.
Resonance gets employees to
self-identify with the message,
making branding programs
more sustainable and driving
down overall costs.

5. WORKFORCEMARKETING.COM
Case study: Oil & Gas
Why it works:
Our opt-in approach modeled exactly
how to use LinkedIn to solve a
specific, important challenge for
employees, with no distractions.
Ajax was approached by a major oil and gas
company to help it use LinkedIn to recruit more
efficiently. Ajax assessed employee brand
ambassadorship, across both recruiters and
non-recruiters, and then implemented a 3-step
program to engage employees. We achieved the
following:
• Voluntary use of brand messaging up 907%
• Voluntary use of LinkedIn summaries/
current job descriptions up 268%
• Voluntary use of keywords up 85%
• Voluntary use of résumé jargon down 224%
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6. WORKFORCEMARKETING.COM
Case study: eCommerce
Our data showed employees why brand advocacy is
important, and how it could help them day-to-day. Getting
buy-in on suggestions on how to use and optimize their
LinkedIn profiles—such as writing a client-focused
summary—flowed naturally from the findings.
Ajax worked with a major retailer to help it recruit technical talent in
the Bay Area more effectively. Working with business leaders and
technical staff across departments, Ajax:
• Increased overall brand advocacy 67%, from 39% to 65%.
• Increased voluntary use of company messaging nearly 300%,
from 15% to 59%.
Before
Before&After

7. WORKFORCEMARKETING.COM
Case Study: The Expert’s Experts
We have repeatedly demonstrated an ability to drive behavioral
change across all levels of employees and across all levels of social
media savvy, from “newbies” to “gurus.”
The following feedback is from a Fall 2013 program with certified
LinkedIn Recruiter users and other social-savvy recruiters:
• 97% of participants reported learning something actionable from
Ajax’s brand advocacy assessment.
• 94% of participants reported better understanding how to use
LinkedIn and social media as a business tool.
• 94% of participants reported having taken action or having a
strong intent to act on what they learned.
Our methodologies are rooted in decades of organizational science.
We have been refining them for social business since 2010.

8. WORKFORCEMARKETING.COM
Simplified Offerings
!
The Brand Amplifier
Measuring Employee Brand Advocacy
!
What we do:
• Assess brand advocacy across 200
employees.
• Deliver concrete, actionable steps for
amplifying the employer brand.
!
What the client gets:
• Quantified report on employee brand
ambassadorship, with an analysis of results.
• Individualized feedback for employees.
• A 90 minute executive briefing with Ajax.
!
How the client benefits:
• Insights pinpoint opportunities in an
actionable, scalable way.
• Insights connect the dots between
individual and organizational results.
• Subscription opportunities allow the client
to track improvement over time.
!
!
Employer Brand On-boarding
Optimizing Employee Advocacy
!
What we do:
• Assess employee brand advocacy, plus
• Support internal and agency resources to
get employees engaged with the brand
!
What the client gets:
• All output from the assessment.
• A proven, 6-week program to increase
employee brand advocacy.
• All output and communications generated
during the program.
• Follow-up assessment to measure impact.
!
How the client benefits:
• All benefits from the assessment.
• A turn key, proven model for driving
change that can be used in the future.
!
!

9. WORKFORCEMARKETING.COM
Actionable Insights
LinkedIn Profile Notes by Ajax Workforce Marketing February 7, 2014
About you: Your professional credibility
The checklist below will help you project a professional image.
If you don’t want your network to know you are updating your profile, be sure to “Turn off
activity broadcasts” in your settings before making changes.
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3LinkedIn Profile Notes by Ajax Workforce Marketing
BrandAdvocacyElements My peers Me
Comfortable
Do you have a photo?
Ready
Do you have a custom, “vanity” URL?
Connected
Do you have 500+ connections?
Descriptive
Do you have a summary + current job description?
Present
Do you avoid résumé jargon?
Natural
Is your profile written in the first person?
Strategic
Do you use multimedia to enhance your message?
To-the-point
Is your summary < 200 words?
Community minded
Have you activated the Volunteer & Civic Causes section?
Skilled
Do you list 7 or more job-related skills?
Dedicated
Is company messaging present on your profile?
Thoughtful
Have you gone beyond copying/pasting company messaging?
80%
34%
55%
27%
14%
17%
9%
60%
14%
80%
34%
17%
February 7, 2014
ugh advocacy
ages
!
!
but
our
t to
e:
be
if
ly
4
“How do I look?!”
Do you have a great profile
photo? A bad one?
Don’t worry, we won’t judge!
What we want to know is, will
your photo help you attract
the right people? Will it get
you closer to your goals?
These are different criteria
than most people use to
assess a profile. And the
results may surprise you…
Our simple
assessment tool
makes it easy to take
meaningful action,
track progress, and
measure impact.
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10. WORKFORCEMARKETING.COM
Thankyou
Jason Seiden
jason@ajaxwm.com
workforcemarketing.com

11. WORKFORCEMARKETING.COM
When people communicate well, amazing things
happen. We work with clients to help them unleash
the persuasive potential of all their professional
employees.
We identify the essence of what an enterprise stands
for, work to make everyone in the company feel
ownership of it, show employees how advocacy
benefits them as individuals, and create a path for
their aggregated efforts to benefit the organization
upon whose profits they depend.
In the end, employees are empowered to do more
amazing things, and their efforts become the
foundation for a more sustainable, effective, and
strategic employer brand.
Payroll is an investment you’ve already made. Be sure
the return is all it can be.
- Jason Seiden
CEO, Ajax Workforce Marketing
About Us