Every employer has a story to tell
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Communicating an employer’s brand entails a lot more than merely having a careers page on your website and a LinkedIn company profile. All companies have a story to tell, not only about their products and services, but also about why they’re a great (or terrible) place to work. These stories sometimes lurk in the “below the surface” world of word-of-mouth, namely the mouths of employees, of ex-employees, of investors, and of executives. But companies can no longer afford to allow these stories to remain part of the enterprise’s collective subconscious. An employer brand disconnected from the companies other marketing messages, or worse yet ignored, represents real risk that can be experienced as an ever-increasing difficulty when it comes to attracting, hiring and retaining talented employees. In this presentation, Todd Nilson, a 15-year recruiting consultant and social media strategist, will outline some leading practices for an effective employer branding approach: * Getting started or Cultural Anthropology for Business * Laying out your employer brand strategy * Considerations for integrating your employer brand with your overall marketing and branding efforts * Matching up your social media campaigns with word of mouth marketing * Revving up your Careers Pages for maximum effect * Your active and passive digital employer brand * Metrics, measurement and accountability for your employer branding
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Every employer has a story to tell
- 1. Every employer has a story to tell Your employer brand strategy via social media
- 2. Is your employer story less than stellar? Come work for us. We’re a great place to work. Really! We really mean it. C’mon! (Pay no aBention to the ominous smoke stacks.)
- 3. Yesterday
- 4. In the past, our channels were limited. • Print • Radio • Television
- 5. One-‐‑way communication We are an Radio awesome place to work! Print Television Potential Hires ...
- 6. Today
- 7. Social Media = mainstream 370 Source: Did You Know 4.0
- 8. Social Media = mainstream 370 Source: Did You Know 4.0
- 9. Social Media = mainstream 370 Source: Did You Know 4.0
- 11. For many companies, social media is only a...
- 12. Short Quiz 1. I have a LinkedIn profile. 2. I have a Facebook profile. 3. I tweet. 4. I belong to one or more other social networks. 5. My company has hired someone I identified or attracted via one of these social networks. 6. I have tracked hiring results via social media. 7. My company has blocked one or more of these social networks.
- 13. Who uses social to hire? • Recruiters who look at social profiles... 86% • Companies who reported hiring someone using... o LinkedIn... 89% o Facebook... 26% o Twitter... 15% • Social companies get 31% more employee referrals! Source: Jobvite 2012 Survey
- 14. Social Media Reaction Scenarios Risk Benefits Trust Response Risk Benefits Perceived Actual High Low Low Control High None High Low Low Ignore High None Varies High Varies Explore Low Low Low High High Engage Low High While organizations that aBempt to ignore or control social media perceive high risk, the actual risk of this reaction is high due to blind spots, missed market opportunities, and more agile competitors who realize the benefits of engaging.
- 15. Social Media as Irritant
- 16. Omni-‐‑directional communication We are an awesome place to work! Broadcast Online Print Meh. That’s not what my Facebook friend said!
- 18. Planning your employer brand strategy Check and mate, old man!
- 19. Social Media Business Context Execution Framework Social Solution Suite Results Accountability Mission Vision Business Focus Interesting Channels Strategy Direction ROI Social ü Influence Media ü Engagement Timing ü Placement Word of Mouth Marketing Message Brand Was there a reaction? Public Relations Advertising Was it the reaction we wanted to achieve? Social Media KPI’s Company’s actions Metrics for ü Feedback ü Targets achieved Public Policies Stories Accountability ü Guidance Company What were the best channels? How do we do beBer? Values Achievement targets People Social responsibility
- 20. Social Solution Suite A set of social media channels and the means of measuring actionable outcomes so that you can adjust your market messages to best effect and START HERE maximize your Strategic Objectives Adjust Message
- 21. Start with a brand audit • Do you have a careers site? • What drives prospective employees there? • What do your current (and former) employees have to say about you? (glassdoor.com) • Your online presence o Discussion boards o Blogs o Facebook o LinkedIn o Twitter o YouTube • Benchmark your competitors o Regional o Global o Top Brands outside your vertical
- 22. Formulate your employer brand message • Know your assets o Pay o Benefits o Facility o Upward mobility o Technology o Management team • Elevator pitch • Look the part • Supporting documents • Your online self (yes, you, not the company!)
- 23. What are your building blocks? Great story Great story Great story demonstrating demonstrating demonstrating how cool your how amazing rock star team shop really is is for Brilliant is for Amazing Benefits is for Creative Management Environment
- 24. Building the brand What you convey face-‐‑to-‐‑face Brochures, LinkedIn company profile, digital communications Your foundational stories
- 26. Wabbit Hunting • LinkedIn / Facebook / Twitter Profile Searches • LinkedIn Answers / Quora • Hunt LinkedIn Groups • Follow LinkedIn Companies • Blog searches o Via Technorati, Icerocket • Google Alerts
- 28. Honey Pot • Interesting blog content • Webinars • Viral videos about your company • Thought leadership • Conversation leadership • Community creation o Pinterest o Instagram o LinkedIn Groups • White papers • Traditional job posting
- 29. Metrics Accountability Awareness • Visits, views, followers, fans, subscribers, mentions Influence • Share of voice, sentiment, top influencers, recurring visitors Engagement • Shares, replies, wall posts, comments, blog entries Action / Conversion • Resumes received, interviews, offers extended Hired! Based upon image by Nichole Kelly. ABribution-‐‑NoDerivs 2.0 Generic (CC BY-‐‑ND 2.0)
- 30. Insight Tools Free Pay hBp://wiki.kenburbary.com/social-‐‑meda-‐‑monitoring-‐‑wiki
- 31. Tomorrow
- 32. Prepare for more disruptions Augmented Reality
- 33. Augmented Reality Followers 12 Following 5
- 34. Augmented Reality EllKell: @talentline411 Waiting for my tweets and LinkedIn activity to yield $100K Followers 12 Following 5
- 35. Prepare for future disruptions... • 3D Printing • Big Data • Social CRM • Bioscientific advances • Cyborgification • Artificial intelligence • Quantum computing
- 36. ... and their impacts • Ubiquity of connectedness (the good and bad of it) • Organizational uncertainty / blurring • Free agent nation • Globalization, localization and extreme audience segmentation • Gamification • Social profiles replace resumes • Predictive networks (Talentbin, Entelo) • Extreme longevity forces companies to be friendlier to older “re-careering” employees • Millennials demand a better candidate experience
- 37. What to watch for
- 38. A few closing thoughts • Remain calm. • Social engagement matters in the “War for Talent.” • Personally embrace these tools and raise your awareness of what they can do.
- 39. Special Offer Connect with me online (LinkedIn, Twitter, etc.) and receive a free PDF guide: 99 Questions to Start Building a Better Employer Brand Todd Nilson @socialsyntax (414) 378-2083 http://socialsyntax.net