leverage your employees as brand ambassadors | talent connect sydney 2014

  Brie Mason  Employment Brand Manager, Telstra

Leverage Your Employees as Brand Ambassadors

  Amanda Smith  People Potential Manager, lululemon athletica

  Brie Mason  Employment Brand Manager, Telstra

Changing the Perceptions of a Nation

#intalent

#intalent

#intalent

TELSTRA’S JOURNEY OF BRAND TRANSFORMATION

BRAND ASSESSM

ENT

Employment brand health check External market research – brand

perceptions Internal research – employee

engagement

#intalent

BRAND HEALTH CHECK

PERCEPTION OF WHETHER TELSTRA IS ‘A GREAT PLACE TO WORK’

22%

81%

EXTERNAL FEELINGS: not progressive limited career

opportunities humanless monolithic conservative a cube city

Source: Telstra Corporate Reputation Study, 2012 and Telstra Employee Engagement Survey, 2013

Source: Telstra External Market Study, Adcorp Australia, 2008

of external people agreeof internal people agree

#intalent

BRAND HEALTH CHECK

PERCEPTION OF WHETHER TELSTRA IS ‘A GREAT PLACE TO WORK’

22%

81%

EXTERNAL FEELINGS: not progressive limited career

opportunities humanless monolithic conservative a cube city

Source: Telstra Corporate Reputation Study, 2012 and Telstra Employee Engagement Survey, 2013

Source: Telstra External Market Study, Adcorp Australia, 2008

of external people agreeof internal people agree

REMEDY: Embed new associations with

our current employment brand, by

creating more relevant experiences that

people care about

#intalent

ENGAGE YOUR

PEOPLE

BRAND ASSESSME

NT

.

.

.

.

TELSTRA’S JOURNEY OF BRAND TRANSFORMATION

Create an amazing employment experience

Increase employee advocacy: Engagement Culture Alignment with a common purpose

#intalent

#intalent

EMPLOYEE VALUE

PROPOSITION

BRAND ASSESSME

NT

ENGAGE YOUR

PEOPLE

.

.

.

TELSTRA’S JOURNEY OF BRAND TRANSFORMATION

Craft an EVP that: Your target market needs and wants –

not what you want it to be Is based on reality Is competitively differentiated

#intalent

#intalent

EMPLOYMENT BRAND IDENTITY

BRAND ASSESSME

NT

ENGAGE YOUR

PEOPLE

EVP

.

.

TELSTRA’S JOURNEY OF BRAND TRANSFORMATION

Design a brand identity that is reflective of you, communicates your EVP and resonates with your audience: Brand values Personality Look and feel

#intalent

#intalent

EMPLOYMENT

MARKETING

STRATEGY

BRAND ASSESSME

NT

ENGAGE YOUR

PEOPLE

EVP

BRAND IDENTITY

.

TELSTRA’S JOURNEY OF BRAND TRANSFORMATION

Define your target audience Identify the best mix of marketing

channels and promotion efforts to reach and resonate with your audience

#intalent

INTEGRATED MARKETING CAMPAIGN

OWNED

EARNED

PAID

WEBSITES

SOCIAL

SEARCH

PROMOTION

WORD OF MOUTH

ADVERTISING

MEDIA

ONLINE

OFFLINE

#intalent

DEFINING THE ROLE OF SOCIAL

MEDIA

Social media and online communities have added a new dimension to managing a brand and the perceptions that define it

It is however, just one channel that fits into your overall marketing mix

Explore how it can be used to achieve your

overall employment brand objectives

Define your social objectives before getting started

#intalent

#intalent

#intalent

#intalent

#intalent

#intalent

MEASURE &

REASSESS

BRAND ASSESSMENT

ENGAGE YOUR

PEOPLE

EVP

BRAND IDENTITY

MARKETING

STRATEGY

.

TELSTRA’S JOURNEY OF BRAND TRANSFORMATION

Use the tools and data available to help calculate ROI

Ultimately its about understanding the impact on your talent acquisition, so refer to your recruitment data

#intalent

QUALITY OF HIRE

10%

INCREASED BY

NUMBER OF JOB APPLICATIONS

16%WHICH IS

AN INCREASE

OF

203,598

HIRES FROM TALENT POOL

17%INCREASETELSTRA CAREERS SOCIAL MEDIA FOLLOWER INCREASE FY12 – FY13

253%FACEBOOK78%

TWITTER 85%

FROM NOV 2009 TO NOV 2012

‘A GREAT PLACE

TO WORK’

175% INCREASE INEXTERNAL PERCEPTIONOF TELSTRA AS A

IN 2012/2013

95%

OF ROLESFILLEDDIRECT

VISITS TO CAREERS WEBSITE

59%INCREASEIN THE LAST YEAR

TIME TO FILL

7%

FY 2011 FY 2012 FY 20130

500000

1000000

1500000

2000000

714591

1103179

1748809

REDUCED BY

LINKEDIN

(ALMOST NO AGENCIES!)

Source:Telstra Internal DataGoogle AnalyticsFacebook, Twitter & LinkedIn analyticsTelstra Corporate Reputation Study – 2009 and 2012

#intalent

BRAND ASSESSME

NT

ENGAGE YOUR

PEOPLE

EVP

BRAND IDENTITY

MARKETING

STRATEGY

MEASURE &

REASSESS

TELSTRA’S JOURNEY OF BRAND TRANSFORMATION

This is a continual cycle, so keep measuring and reassessing

Perceptions change The currency and relevancy of your

EVP will change due to the changing needs of talent, the market, and what you’re delivering on

#intalent

WRAPPING IT ALL UP

Brand and company reputation are key factors in attracting talent

You can’t create advocacy in the external employment market, without first creating advocacy amongst your people

Build a clear, engaging and inspirational brand image in the hearts and minds of current and potential employees

Design an employment marketing strategy that positions you as an employer of choice

Remember your brand is owned by every one of your people, and they’re the key to your success

Employees as Brand Ambassadors

  Amanda Smith  People Potential Manager, lululemon athletica

Our secret recruiting strategy and employer brand:

LIVES IN EVERY HIRE WE MAKE1.Culture fit

2.Developing people from the inside out

3.We have Fun!