2. finn 11/
06/
seminar 2012
Kristien vermoesen
Managing Partner
FINN Public Relations
www.finn.be
kristien.vermoesen@finn.be
Twitter: @kris10vermoesen
FB: facebook.com/FINNPR
social media and
the employer brand

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intro
rules of the game
playing the game
social employer branding
tips & tricks, cases

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employer branding “social”
john cleese is
the inventor of
employer branding
or something close enough to it...

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employer branding “social”
1990’s:
> Backstreet boys
> employer branding

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intro
rules of the game
playing the game
social employer branding
tips & tricks, cases

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employer branding “social”
EMPLOYEES WANT 2 THINGS
1. attractiveness
2. accuracy.

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employer branding 101
attractiveness =
awareness
differentiation
resonance &
relevance

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employer branding “social”
that’s like b2c marketing! easy!
the catch is the “accuracy” part

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employer branding “social”
#1 you can hide
organizational
chaos from
customers
not from employees

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employer branding “social”
employer marketing is a contract with
prospective employees. Honour it, or lose
the “customer”.

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employer branding “social”
put differently: you can’t impose it top
down
“The employer brand is deeply rooted in
the culture and behaviour of the many
different types of people to be found
within any organisation” (Mosley)

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employer branding “social”
#2
“accuracy” is not enough, you must also
be perceived to be accurate

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employer branding “social”
consultants:
“if we compare
ourselves to a
car? oh, I’d say
audi or bmw”

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employer branding “social”
“ah, yes:
typical
consultants”

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intro
rules of the game
playing the game
social employer branding
tips & tricks, cases

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employer branding “social”
1. research inside (qualitative itvs)
2. research outside (interviews)
3. LOOK for inconsistencies
4. differentiation
5. recruitment value proposition
6. communication

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employer branding “social”
the most valuable
insights
will
probably hurt a
bit
photo: Thomas Fano, used under creative commons licence

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employer branding “social”
these hard won insights might even serve
as pr opportunities, because they show
you where you are different from the
rest of your sector.

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employer branding “social”
know who you
are//know who
you want//
involve key
players//be
friendly//go
back to basics
(shawn kessler, zero in recruitment: “how your midsize hospital can compete for the best
physicians”)

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intro
rules of the game
playing the game
social employer branding
tips & tricks, cases

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employer branding “social”
obligatory picture

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employer branding “social”

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employer branding “social”
it’s not about channels
“how many, which ones, why this, why
“
not that, this is new

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employer branding “social”
what’s the goal?

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employer branding “social”
con version

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employer branding “social”
in employer branding
= talent = talent pool = resumés = List
building = crm

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employer branding “social”

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employer branding “social”
3 sustainable strategies:
aggregation/curation
light content + aggregation/curation
deep content + aggregation /curation

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employer branding “social”
employer branding = culture
aggregation & curation alone won’t cut
it. You’ll need original content.

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employer branding “social”
relevant content for target
demographic.
career advice
management issues
sector trends
company initiatives

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employer branding “social”
“how to plan a career in engineering”
“how to manage an international team”
“how to transition from a sales position
to management”
“how to manage teams in different
locations”
...

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employer branding “social”
“show, don’t tell”
let employees tell about their projects,
ambitions, cases...
(they know more about what will appeal
to the targe demographic than you)

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employer branding “social”
jan de nul:
“durvers &
doeners”
book++++video++
website

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employer branding “social”
think beyond just text
youtube video
slideshare/issuu presentation
Facebook app or game
twitter: retweet actions, etc

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employer branding “social”
porosity

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employer branding “social”
listen, respond, share, reward,
measure

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employer branding “social”
online citizenship is about:
■■ values
■■ emotion
■■ sharing
■■ relevance
but also:
■■ status & ego: “me”

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employer branding “social”
don’t expect
• massive response
• massive engagement
(most people already have employers)
lurking is fine, as long as your list grows
and your job openings are filled with
quality employees

40. finn
intro
rules of the game
playing the game
social employer branding
tips & tricks, cases

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employer branding “social”
show, don’t tell

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employer branding “social”
you don’t have to spend a lot of money.
offer something of value to potential
recruits. Value = contacts, insights,....

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employer branding “social”

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employer branding “social”
integrate Employer branding in other pr,
social, marketing initiatives

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employer branding “social”
atlas copco2011
twitter++
“pointofsale”
++facebook
press+++

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employer branding “social”
include top management. Would you
rather work for

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employer branding “social”
this boss?

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employer branding “social”
or this boss?

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employer branding “social”
research by Finn suggests that ceo’s
project a very hard “all business no
smiles” image in their dealings with the
press.
finn/auxipress: “ceo media ranking”, 2011

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employer branding “social”
be relevant

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employer branding “social”

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employer branding “social”
ask your employees what they like about
you (testimonials work!)

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employer branding “social”

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employer branding “social”
experiment & have fun

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employer branding “social”
projectiveoff
site2011+++tum
blr++video++q
rcode++book+
+photo

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about us

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employer branding “social”
pr | social | communication | branding

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kristien.vermoesen@finn.be
Twitter: @kris10vermoesen
RSSfeed: http://www.finn.be/finn.rss

59. SOCIAL MEDIA@WORK
10 spelregels
Jan Hofkens, Advocaat – vennoot