Getting Goosebumps with Your Employer Brand Experience Dave Hazlehurst, Best Selling Author, Speaker, Partner, Ph. Creative
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Getting Goosebumps with Your Employer Brand Experience Dave Hazlehurst, Best Selling Author, Speaker, Partner, Ph. Creative
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Getting Goosebumps with Your Employer Brand Experience Dave Hazlehurst, Best Selling Author, Speaker, Partner, Ph. Creative
- 1. @googledave
- 2. @googledave Aim for Goosebumps Explain science behind goosebumps @googledave
- 4. @googledave
- 5. @googledave
- 6. @googledave “A Brand is not what YOU say its is… it’s what THEY say it is”
- 7. @googledave Be genuine, Be sincere, Be authentic
- 9. @googledave
- 11. @googledave
- 12. @googledave World Class Experiences On and offline Every point they touch your brand @googledave
- 14. @googledave
- 15. @googledave More Tech We Have More Digital We Become The More Human We Must Be @googledave
- 17. @googledave
- 18. @googledave Plan you attack and defense Design for happiness and unhappiness – how do you make people, feel and think when it goes wrong??? Maybe some link to tripadvisor Glass door – (wonder if we can pull out some funnies from them – bit of humor – maybe good bad and ugly from it? @googledave
- 19. @googledave
- 20. @googledave
- 21. @googledave
- 24. @googledave
- 26. @googledave
- 27. @googledave
- 28. @googledave FEAR
- 32. @googledave
- 33. @googledave
- 34. @googledave
- 36. @googledave Maya Angelou @googledave “People may forget what you said or did, but they will always remember how you made them feel”
Notas do Editor
- Story of family walked into a restaurant and nobody even noticed them Candidates are spending up to 2 hours research your as a potential employer Think about the content marketing journey – attribution model What are they looking for? What questions are on their mind? What objections may they have? What information are you providing? What and how are you providing it? where? When they want it? Candidates want to get to know you before the apply – how do you help them?? Content will help you tell your story… Its help you create ‘feelings’ and thoughts towards your brands and its people
- How much are people worth to you Average value of a customer Average value of a corporate sale / client How many people go through your process? How many hires? How many rejections? How many opportunists to piss people off? Ask the audience and play out with delegates… Put the figure in your minds – and remember it.
- Stories can help you build you brand and people proposition Its backed up further as MRI scans show that when we evaluate brands, we primary use emotions and how we ‘feel’ rather than logic and facts and figures It not what you think or say it is… it is what they say it is… You can’t control your brand, you can only influence it… Its what people say about you, when you have left the room… Your employer brand doesn’t stop with pass or fail. It isn’t just about recruitment. Its retention, experience and communication from them moment they touch your brand – for their life time. Tell your brand stories through the people, those that reflect those that you want to connect with Let your people tell stories of how it feels to work with you Makes sure that your telling the stories that resonate to what matters to you audience Helping you to get on their wave length and becoming a contagious and magnetic brand
- By understanding the personas and people we want to connect join and influence the conversation going on in your audiences hearts and minds Identify the emotional drivers you candidates feel and experience; and put them into your stories, helping you connect through the power of personality humanise and bring emotion into you marketing and your people propositions.... Share genuine, real stories - bring authenticity into your brand be genuine, be sincere, be authentic…. People love what you do and how you make them feel; you benefit from the greatest marketing channel of them all ... Word of mouth… People may forget what you said or did… But the won’t forget how you made them feel….
- Explain concept and nuroscience study behind it Separate areas of the brain lighting up…. Why do you think it was….??
- Coke works really harder through various content and different channels The coke Christmas lorry The Diet coke break… You don’t ask for a Pepsi and coke – its JD and Coke! Creating moments of positive experiences and forging memories in our minds… Creating subconscious feelings towards how we feel and then think towards its brand (95% of our brains, decisions are done before we even thoughts about it!) The MRI scans proves that feelings made the people in the second test choose coke – not taste first
- Design for Happiness… http://www.uxbooth.com/articles/science-happy-design/ Design for Happiness… happy but not by accident… good design and experience comes from principles of understanding the psychology of people… what they feel and think through the process during each moment and the moment between the moments The best digital experiences create happiness Happiness correlates in the likelihood to return and recommend Happiness creates positive sentiment and likely hood to share Greater happiness, greater engagement, greater results Happiness = ROI
- World Class Experiences On and offline Every point they touch your brand
- CX Human Centered Journey mapping - how people feel and think Customer Journey Touch points in you process – visualize or use other examples… whats our version Walk in their shoes What are they feeling, thinking? How easy was it to do business at that point – how effortless What was my memory of that stage of the process NPS scores – have you finger on the pulse Make it matter, make it meaningful
- Explaining CX mapping If you think about it – most of your candidates start their journey toward you digitally Hint at Virgin work and empathy mapping
- Companies investing fortunes on technology, process Not enough on human and the capability Words matter – a lot Develop soft skills, coaching, sales techniques, It shouldn’t feel like a factory production line
- How you treat people across the process Human centred, people focused approach before, during and after Set expectations throughout the process Timeframes Online when What next How you might feel The HM is like….
- Make doing business less effort (also backed up by the FOGG model Low effort journey World class experiences Amazon – one click Simplification of process, communication Automation How easy is it to do business with us? How easy is it to find us? How easy is it to apply? How easy is it? Simplification in all we do? Its not all about the 30yard screamer – help the team get simple ‘tap-ins’
- Plan you attack and defense Design for happiness and unhappiness – how do you make people, feel and think when it goes wrong??? Maybe some link to tripadvisor Glass door – Service can actually create ‘dis-service’ the more Defence and attack How do we plan for things when they go wrong? Show list at 19.30 of what goes wrong
- Capital 1 – survey all candidates (pass and fail) 16 point questionnaire and employ a data analysts to slice and dice and look to improve the candidate experience - shifting their NPS score daily Live chat Hashtag hour
- Arrogant Hiring manager People turning up and told we’re not hiring because the manager was too busy to interview so just made up some lies to get rid of them · A manager spending 5 minutes in the interview, then telling the candidate they weren’t suitable and he had to go to a meeting so the interview is over · A manager in interview telling the candidate they won’t have time for induction or training as they have to hit the ground on day 1, and if they’re not happy with that they should leave now · ‘Regional manager from Top 6 supermarket chain -”I’m only here to compare you to someone I’ve already got in mind!?
- FISH Philosophy – maybe use this image Be in the moment Make their day Choose you attitude Have the right mindest Be there Pay attention Mindset matter Your attitude in the moment before, during and after – you and your team (and the team who the candidate will be working with)
- A brilliant way of engaging you audience with content is thought the power of Telling a good (authentic) Story Tell stories to engage your audience that resonate with them Seth Godin - marketeers don’t need to create more stuff, we need to create better stories If history lessons where taught in stories format – we’d remember them! Who have been some of the greatest story tellers over the years….
- BIG WARNING….. Symptom of synthetic marketing / fabricated culture. VIDEO WestJet master stroke They cared about their audience, they did a lovely thing for some passengers. They made a promise to do a good deed based on the number of shares. Who came up with the idea? The customer service department? The HR department? THE MARKETING DEPARTMENT STUNT – not the feel good department They made damn sure they caught every second of the experience on camera and even filmed the ‘making of it’ too. I’m not being cynical, I’m demonstrating the corporate value of understanding how to manipulate human emotion. I’m highlighting the value of building this into a plan, a process and an outcome that adds value to a business – otherwise what’s the point.
- BIG WARNING….. Symptom of synthetic marketing / fabricated culture. WestJet master stroke They cared about their audience, they did a lovely thing for some passengers. They made a promise to do a good deed based on the number of shares. Who came up with the idea? The customer service department? The HR department? THE MARKETING DEPARTMENT STUNT – not the feel good department They made damn sure they caught every second of the experience on camera and even filmed the ‘making of it’ too. I’m not being cynical, I’m demonstrating the corporate value of understanding how to manipulate human emotion. I’m highlighting the value of building this into a plan, a process and an outcome that adds value to a business – otherwise what’s the point.
- JOHN LEWIS CORE VALUE IS PROFIT. WestJet master stroke They cared about their audience, they did a lovely thing for some passengers. They made a promise to do a good deed based on the number of shares. Who came up with the idea? The customer service department? The HR department? THE MARKETING DEPARTMENT They made damn sure they caught every second of the experience on camera and even filmed the ‘making of it’ too. I’m not being cynical, I’m demonstrating the corporate value of understanding how to manipulate human emotion. I’m highlighting the value of building this into a plan, a process and an outcome that adds value to a business – otherwise what’s the point.
- We need to focus on the emotional drivers that create ‘emotionally charged events’ in our brains MRI scans show that with emotion we literally lighting up our brains Think about it – when we share funny images, videos – it not the image we are sharing – its how it makes us feel (refer to shipped pants) Build these emotions into your marketing and communications to candidates, you content, videos, Sharing is how we pass on our ‘personality’ Create emotionally charge connections People will care and share you content, amplify your brand and turn candidates into fans
- What are your companies legends? The greatest stories you want to tell? The people stories that resonate with the feelings and thoughts of those you want ot connect with. Your employees will have stories they tell about ‘why’ it is they work with you – set them free – become a brand that love to tell stories People are x10 more likely to connect with people in the brand than the brand itself – what's you plan to leverage this? The same for you suppliers – how do the agencies you engage – how much to they take time out to ‘get you’ so they can tell stories to help engage the talent and connect them with you? Tell story of BAE persona workshop – magic happened
- What are the people tales that must be told from your business Vodafone work been doing recently on how to ‘Pitch the brand’ in the recruitment process – they gave me a load of numbers! Virgin ‘Heart felt service Virgin ‘Acts of random kindness’ part of virgin magic – stories of engineers Remote control They guy who though his virgin media wasn’t working Breed , cultivate stories… but these are….Real-life stories Marketing starts with HR…… Hows to say marketing should sit within HR Need have a process to find and cultivate these real life stories, demonstrating….
- Stories should just end – the end is a catalyst for the next story The great things about a story is that they live on, and keep getting told Create anticipation. Keep your EVP alive showing candidates the experiences that resonate with them Don’t get to caught up in your brand history and heritage (by all means honor it), but look to now and the future as well – people will want to be part of shaping the next chapters in your stories, which is a new chapter for them Stories will be the foundations for trust and loyalty with people. encourage your audience to tell stories for and about you
- Love this quote…. So you’ve got your brand, you think about your candidate experience… We’ve looked at our mission for content, we’ve forging a strategic and looked at tactics and ideas on who to create a content strategy to connect with talent… But… more than anything Content is a commitment, it’s a culture… You need to build a team, that live and breath it – (mentioned Declan and RBS – he’s build his own marketing team – that’s exactly what I would do) And I truly believe you need people with passion for connecting with talent see content as a supporting voice that will help you build relationship and create conversations….