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eBrands; social media in employer branding

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eBrands; social media in employer branding

eBrands is a brand design agency based in Sydney. We gave a one hour presentation to a room of HR professionals about how to build, manage and measure employer brand equity using social media. It's a broad presentation.

eBrands is a brand design agency based in Sydney. We gave a one hour presentation to a room of HR professionals about how to build, manage and measure employer brand equity using social media. It's a broad presentation.

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eBrands; social media in employer branding

  1. 1. Social Media Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  2. 2. Opportunity Awaits Social media has been a complex beast. Now, the biggest risk is not being involved. Opportunity to build Employer Brand Equity. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  3. 3. Agenda A bit about eBrands Social media is coming of age The opportunity for employment brand Building employment brand equity A strategy in action Measuring success Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  4. 4. eBrands Will Innes – Director, Client Business 12 years’ experience developing corporate and employment brand, 5 years digital. Marc Iannacone – Director, Strategy 15 years’ experience in digital and brand communications, 7 years employment brand. Our Company, eBrands 12 years’ strong, full service creative agency with dedicated employment branding practice, pushing brand innovation through technical and digital leadership Recent opening of a New York office, bridging closer relationships with technology, research and new business. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  5. 5. Virtually veterans We’ve seen, and been amongst, trends A culmination of all the positives from these growth phases; social media has developed into ‘a way of thinking’, not just another fad. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  6. 6. Social media is coming of age The move to mobile (Australia) 43% of mobile telephones internet enabled 2010, forecast to reach 69% in 2011. Brands are no longer in a one way conversation 25% of search results for the world’s Top 20 largest brands are links to user generated content. Traditional ROI models have been turned on their head Ford’s 2011 Explorer launch on Facebook generated a 200% greater return than a Super Bowl ad.1 66% of users consider online commentary and feedback before making purchasing decisions.2 Social media channels provide immense speed and reach Hudson River Plane crash was tweeted with a picture as it happened. 20 minutes before the main media. Social now impacts our daily lives, from restaurant choices….to our next employer For 76% of employers in the US, Linkedin is classed as their primary sourcing tool. 1 (Social Media Case Studies, Stories, Perspectives) 2 (Universal McCann) Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  7. 7. Examples we can learn from Intel Starbucks Diversification and targeting Powerful innovation loop Website, Blog, Twitter and Facebook My starbucks idea Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  8. 8. What are the opportunities? Create, produce, publish and distribute content like never before. Internal application • Idea generation - Concepts shared through Yammer can receive instant collaboration. • Engagement - Keeping people ‘in the loop’ and connected to their peers. • Process improvement - Continuous control and feedback loops using twitter. External application • Build a community - Telstra, missed opportunity. • Increase peer reach and referral - 244 contacts, 4,099 connections. • Uncover hidden talent and connect with passive audience - Twitter followers. • Targeted advertising opportunities - LinkedIn. So much data available to track this activity – strategy is measurable and accountable. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  9. 9. Experiences we can learn from CH2M Speed and cost efficiency Adidas Connect with audiences Mission Find an HR Manager Started a social media network for in Korea with knowledge of the recruitment and got 5,000 followers industry and experience working for within weeks. western European companies. Provided an iPhone application for Within 30 minutes they identified graduate recruitment which was 100 LinkedIn profiles relating to HR downloaded 7,000 times. managers in Korea. The company’s various LinkedIn Filtered these down to 10 with groups have 3,500 members. relevant industry experience, and eventually made the hire they needed within 2 weeks! Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  10. 10. Experiences we can learn from Deloitte Inside out Cisco Virtual water cooler 800 employees created 100+ videos “Cisco just offered me a job! Now I have to weigh the utility 50,000 views. of a fatty paycheck against the daily commute to San Jose and hating the work!” “It’s been a great way for employees to share their stories internally and to give potential candidates an “Who is the hiring manager? I’m sure they will love to know unscripted insight into the people inside our firm” you will hate the work. We here at Cisco are versed in the web”. Job offer withdrawn. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  11. 11. Success factors for digital brand • Align digital strategy to business goals. • Create goals that can be reviewed and measured. • Foster top of the tree support, open the mindset, remove barriers. “I don’t worry about my staff doing Facebook in work time. I worry more about them working during Facebook time.” CEO, Deloitte. • Clearly delegate responsibility for goal attainment – one person from key functions and empower to create from within. • Develop a ‘playbook’ (rules of engagement). • Be prepared to stretch the organisation but not the social media team’s resources. • ‘Test and learn’ minimises risk (cost and exposure) which can be mitigated. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  12. 12. Our approach to building brand equity Our research and development over 3 years formulated a model: Content creating relevant content to engage audiences with your strategy Search traffic attraction by getting as high up in search as possible Social stimulate conversation across your networks to build community and grow your brand Organisations and brands often deploy these in isolation. Bring them together and it’s an unstoppable force. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  13. 13. Content Search Social Content Presence in search engine ranking is haphazard. Viewing of content is dependant on existing web site visitors only. 1 Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  14. 14. Content Search Social Content + Search Content is geared in alignment with keyword strategy resulting in higher ranking. 1 Content will be viewed by more site, visitors increasing penetration. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  15. 15. 1 Content Search Social Content + Search + Social Content is highly ranked on destination site and also ranked by its presence on social media channels. Social media propagates content through various forms of advocacy. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  16. 16. A Content Life Brilliant Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  17. 17. A content life - Start of the journey Inception Idea is born and discussed using the internal collaboration tool Yammer. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  18. 18. A content Life - Content in action Produced Idea metabolises and is put up on the web site to be viewed by visitors. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  19. 19. A content life - Content in action Published It’s in the blog, and entered the web’s live data stream – RSS. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  20. 20. A content life - Social reach Twitter Twit to who? The video has entered the personal peer networks of employees. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  21. 21. A content life - Social reach Facebook Facetime with active brand endorsers. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  22. 22. A content life - Social reach YouTube All references can be hooked to a central delivery point, providing a measurable home for distributed content. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  23. 23. Finally Not including slideshare, stumbled upon, diggit, reddit or other sites… Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  24. 24. A content life - Search Content is aligned to keyword strategy. Tags on the page are written correctly – like a filing cabinet All items work together for optimal search performance. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  25. 25. A content life - Search Great content that has been properly optimised and shared across social platforms leads to great search results. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  26. 26. Proving value A common refrain is that social media is difficult to call to account in terms of impact on employer brand. Data is the new black. Still refining how to best use all this information. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  27. 27. Proving value Social measures Fans, followers, links, traffic, shares, readers, Google Analytics. Recruitment measures Time to hire, quality of candidate, competitor sourcing, recruitment campaign ROI, increase in direct sourcing, discovery of hidden candidates and more. Employment brand equity measures: Share of voice, Growth of peer network, Share of market, Share of view/dwell, PEER indexes, Tech connections versus web property visitors, Social. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  28. 28. The digital employer brand equity measure 16% – 27% People who’s career decision-making will be affected by social media. Content Search Social provides a way to understand this scenario and put measures in place to see how you are tracking. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  29. 29. Dynamic dashboards - Peer index With new technology it’s possible to create real time peer indexes to establish competitor benchmarks. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  30. 30. Dynamic dashboards - Peer index Deeper view of a Peer index. Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  31. 31. Summary Opportunities exist so get involved or be left behind Build support from within your business Put a structure in place, such as Content Search Social Create equity in your brand Measure and refine continuously Preferably, talk to eBrands Why your employer brand needs to embrace it, now MARCH 24TH, 2011
  32. 32. Find out more To watch a 2 minute promo of this presentation please visit http://www.ebrands.com.au/eBrands/buildbrandequity For the full presentation, either in person or to watch the 60 minute video, please contact Will Innes on (02) 9383 4279 or will@ebrands.com.au Thank you Why your employer brand needs to embrace it, now MARCH 24TH, 2011

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