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Storytelling and social media - your talent engagement toolkit

Kat Lynn, Associate Director Marketing & Communications, and Amelia Pardieu, Head of Digital Media, share how to use social media and storytelling to effectively boost your brand presence and communicate with talent in a meaningful way.

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Storytelling and social media - your talent engagement toolkit

  1. 1. Social Media and Storytelling Presence | Purpose Kat Lynn, Associate Director Marketing & Communications, Americas Amelia Pardieu, Head of Digital Media & Activation, Americas
  2. 2. Everyone has an employer brand.
  3. 3. There is a lot of noise out there.
  4. 4. of the world’s internet traffic is from mobile devices and we now buy more smartphones than ‘dumb’ phones 27 billion WhatsApp messages are sent every day pictures are shared on social media every day 758 million In early 2014 nearly 3 billion people were online 20% 6 billion hours of video are watched on YouTube every month Facebook has almost 1.2 billion users worldwide
  5. 5. Is it transformative, or is all the hype just garbage? Breakout copy to go here just like this. Breakout copy to go here just like this. Breakout copy to go here just like this. 17 Does social media matter?
  6. 6. How many hours a day is talent spending on social media? 4.3 4.3 3.9 3.8 3.8 3.6 3.5 3.2 3.1 3.0 2.9 2.9 2.7 2.6 2.5 2.5 2.5 2.4 2.2 2.1 2.1 2.1 2.1 2.0 1.9 1.9 1.8 1.7 1.3 0.7 Argentina Philippines Mexico Brazil Thailand UAE Malaysia SouthAfrica Vietnam SaudiArabia Turkey Indonesia UnitedStates Russia India Italy Singapore GlobalAverage UnitedKingdom Poland Canada Australia Germany France Spain Netherlands HongKong China SouthKorea Japan More than you think. Average numbers of hours per day spent by social media users (16-64) on all social media channels as of January 2015, by country GlobalWebIndex; We Are Social | 16-64 years
  7. 7. In a recent study conducted by Universum, studying the popularity of Facebook with the top 200 ranked employer brands in America, we found that there was a 560% growth in the number of employers speaking to talent on Facebook over the last 24 months. These social employers produced over 25,000 posts, photos and videos to millions of target talent. There is a social media land-rush happening now with employers 2010 11 employers 20 employers 25 employers 43 employers 141 employers 2011 2012 2013 2014
  8. 8. • Some of the best posts are 10,000 – 100,000x more engaging than the average • This means that the employers who are great at this now are getting better. • And that means it’s going to be increasingly difficult for you to compete.
  9. 9. Social media is now a critical tool for building your employer brand. The majority of students expect brands to have a social presence and in 2013, 29% of experienced hires used social media as their primary tool for job searches. Knowing that you are speaking to the right talent and that your messaging is aligned to the attributes that students are looking for in an employer are the most important things you can do to be successful socially. It’s not about page likes (according to Facebook), it’s all about the right content at the right time.
  10. 10. 10 What social media channels do you currently use for your employer brand? Facebook LinkedIn Twitter Instagram Blog platform Other (please specify in the comments)
  11. 11. That’s why employers with the best CONTENT strategies win Gen Y’s Attention Spans are MINIMAL
  12. 12. The CULTURE of a company is much more important to Millennials than a company’s reputation and image.
  13. 13. Your people are your biggest asset. • Quotes about the benefits of working for your company • Behind-the-scenes look at your company • Blog posts • Thought leadership and advice from top management • Photos celebrating interns and their contributions • Video testimonials conveying authentic messaging
  14. 14. Most employers on social media are content confused.
  15. 15. Branding Recruiting
  16. 16. EVP Themed Stories By creating relevant stories in line with the target groups desires and needs we raise the Engagement level and drive meaningful awareness for your employer brand, distinguishing it from the competition. A human-centric content strategy, paired with robust targeting and strong engagement nurturing will super-charge your employer brand on social channels. Showcase Employee Ambassadors Your most powerful tool for brand awareness is already in your hands. The same values told through an ambassador will resonate better than when told through the brand itself. 2-way Conversation The most important first step you can take in social media is to listen before you “speak.” Social media offers a unique window into the lives of your target group. Make sure to adapt both content topics and planning accordingly.
  17. 17. EVP Themed Stories By creating relevant stories in line with the target groups desires and needs we raise the Engagement level and drive meaningful awareness for your employer brand, distinguishing it from the competition. A human-centric content strategy, paired with robust targeting and strong engagement nurturing will super-charge your employer brand on social channels. Showcase Employee Ambassadors Your most powerful tool for brand awareness is already in your hands. The same values told through an ambassador will resonate better than when told through the brand itself.
  18. 18. EVP Themed Stories By creating relevant stories in line with the target groups desires and needs we raise the Engagement level and drive meaningful awareness for your employer brand, distinguishing it from the competition. A human-centric content strategy, paired with robust targeting and strong engagement nurturing will super-charge your employer brand on social channels. Sponsored Content Through sponsored social media posts, you can extend the Reach by your content and stories significantly. 2-way Conversation The most important first step you can take in social media is to listen before you “speak.” Social media offers a unique window into the lives of your target group. Make sure to adapt both content topics and planning accordingly. Supercharged Strategy Supercharge your social content strategy with thoughtful campaigns that generate attention and drive interaction. Showcase Employee Ambassadors Your most powerful tool for brand awareness is already in your hands. The same values told through an ambassador will resonate better than when told through the brand itself.
  19. 19. 26 Who primarily manages your social media? A dedicated (in-house) social media person A dedicated (in-house) social media team Another in-house team (i.e. marketing or HR communications) A third party agency Other (please specify in the comments)
  20. 20. 27 How much does your company invest in activating your Employer Brand on digital channels each year? <$15,000 $15,000 - $50,000 $50,000 - $100,000 >$100,000
  21. 21. 65% of companies surveyed plan to increase their social media spending across the next 5 years. Source: Outlook 2020, Universum

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