An overview of the why, what, and how behind our Workforce Marketing process.

1. Workforce
Marketing
A LinkedIn®-based approach to business that
improves communication and amplifies branding.

2. WORKFORCEMARKETING.COM
Ready or not, here they come…
Social media has put all employees on the front
line of brand marketing. Company affiliations
are now “on” 24/7, with no downtime for either
employees or executives.
Weekend warrior, still representing. Yikes. Clients saw that.Brand ambassador.

3. WORKFORCEMARKETING.COM
So while this is how you see your company...

4. WORKFORCEMARKETING.COM
This is often what the world sees.

5. WORKFORCEMARKETING.COM
0
0.33
0.67
1.00
Marketing Media Interactive Digital Social Brand Mobile Engagement Audience
1.5%
3.1%
5.9%
9.6%10.4%
16.8%16.9%
26.4%
34.3%
0%
4.4%
6.5%
13.0%
8.7%
60.9%
19.6%
15.2%
69.6%
Keywords
}
Company Keyword Engagement
Employee Keyword Engagement
83%of
employees’
LinkedIn
profiles
lackedthe
keyword
“digital.”
In itsfirstresearchproject,Ajaxlookedatthe LinkedInprofiles
ofthe50biggestdigitaladagenciesandtheir51,608employees.
In total,wefoundmisalignmentin90%ofemployee profiles.
Beyond engagement. Alignment.

6. WORKFORCEMARKETING.COM
“Netflix monthly
viewing
exceeded 1
billion hours for
the first time
ever in June.” –
Reed Hastings,
Netflix CEO,
7/3/13, via his
Facebook page.
The SEC took 10
months to clear
Hastings for the
disclosure.
A major software
company gets
400,000 views to
employees’
LinkedIn profiles
each month—4.8
million brand
touch points a
year, every one of
which happening
outside the
control of
marketing.
IBM, Duke, and
Rutgers studied
the impact of
social media
usage on IBM’s
business.
They found that
inside sales
professionals
who used social
media effectively
closed 26% more
deals.
One Ajax client in
the financial
services sector
used his Ajax-
optimized
LinkedIn profile to
close a new, $3
million account.
According to
Morgan Stanley,
62% of advisors
who use LinkedIn
generate new
business from it.
The benefits are significant.

7. WORKFORCEMARKETING.COM
Ajax makes employees better brand
advocates, both for themselves and
for their employers.
Photo courtesy Sanden Daphid.

8. WORKFORCEMARKETING.COM
We give companies and employees a
framework for working together to
communicate a clear and consistent
brand message.
Employee Questions
What should I say?
Who’s listening?
Who should I connect with?
How can I control my message?
What are the legal risks?
Why should I care?
What’s the best way to engage?
Company Questions
How can we align employees?
How do we measure the investment?
Who’s on social media?
How do we influence the message?
How do we ensure compliance?
What results should we expect?
How does this fit with our other work?

9. WORKFORCEMARKETING.COM
Ajax’sprogramresultsin
brandamplificationand
measurableefficienciesin
sales,marketing,and/or
recruiting.
...but this one yielded results.Friends liked this photo...

10. AJAX WORKFORCE MARKETING WORKFORCEMARKETING.COM
1. Get executive buy in.
2. Put existing company
messaging into every day
language.
3. Give employees a reason
to make that messaging
their own.
4. Show them how.
5. Measure pull through.
6. Measure impact.
Messaging can be
customized for enterprises
with multiple companies/
products/geographies.
HowAjaxworks

11. WORKFORCEMARKETING.COM
We use a variety of tools to get that
messaging into the hearts and
minds of employees.
Our training process includes three
parts. The first is a custom video webinar
that walks employees through (1)
common social business adoption
challenges, (2) best practices for using
LinkedIn day-to-day, and (3) how to
optimize aLinkedInprofile.
The video webinar is used to show employees/
stakeholders “why” they should care. We explain
what’s in it for them, and for the company, and give
them the opportunity to “opt in” to the program.

12. WORKFORCEMARKETING.COM
The Ajax Brand Amplifier.
Our proprietary Brand Amplifier takes
employees step-by-step through the
development of a personal brand that is
aligned with the company. It makes
executing that brand push-button
simple, and gives companies the ability
to provide on-brand messaging to
employeestouse.

13. WORKFORCEMARKETING.COM
Activation and support.
We hold activation webinars for
employees to show them how to
leverage an optimized profile to build
their networks and do business more
efficiently.
For influencers, managers, and self-
motivated professionals, additional
coaching services are available (one-
timeorongoing).

14. WORKFORCEMARKETING.COM
Voluntary
Message Alignment
24%
9%
16%
0%
11%
40%
Message 1
Message 2
Message 3
Message 4
Message 5
Customized
Data review.
Using the Brand Amplifier creates a
feedback loop that allows management
to see which messages are resonating
with employees, so they can make
adjustments in real-time to improve
voluntary message alignment, as well as
research, test, or refine employer
branding.

15. WORKFORCEMARKETING.COM
Train-the-trainer.
Ajax works to make clients self-sufficient
in the area of social business. To achieve
this goal, Ajax trains internal trainers on
our methodologies and helps them
integrate the Ajax approach into new
employee on-boarding, corporate
universities,andotherkeyareas.

16. WORKFORCEMARKETING.COM
Program management.
Throughout the program, Ajax works
closely with its client to ensure proper
internal communication with
stakeholders at each step along the way,
fromproject scopingtocloseout.

17. WORKFORCEMARKETING.COM
Wheretostart
Keep it simple.
Our most common starting point is a
simple, ½ day workshop for either
executive decision makers or a single
team.
We use the time to answer questions,
address concerns, and probe into clients’
expectations. Our semi-structured
format ensures engagement and
prepares clients to move forward with
confidence.
?

18. WORKFORCEMARKETING.COM
• Assessment of “social readiness” of current messaging
• 6 or more “social ready” versions of key brand messaging
• Review and development of social media policies and
guidelines
• Optimized employee LinkedIn profiles
• 1:1 coaching for influencers and managers
• Activation training (live or webinar)
• Analytics & impact assessment
• Train-the-trainer materials
• Internal communication plan
Programdeliverables

19. AJAX WORKFORCE MARKETING WORKFORCEMARKETING.COM
Text
Partialclientroster

20. AJAX WORKFORCE MARKETING WORKFORCEMARKETING.COM
Sales&Marketing
AboutAjax
AjaxisaLinkedIn
preferredvendor.We
provideprofile
optimizationsupport
andotherservicesto
LinkedIn’senterprise
andmid-sizeclients.

21. AJAX WORKFORCE MARKETING WORKFORCEMARKETING.COM
Sales&Marketing
OurMission
Wemakeprofessional
communicationmoregenuine
andproductive.
WeareaWorkforceMarketingagency.Webring
companiesandtheiremployerstogetherto
communicateaclearbrandmessagetothemarket.
JasonSeiden | CEO
jason@ajaxwm.com
m312961-2107
PatrickAnderson | Sales
patrick@ajaxwm.com
m312972-1330