Branding – Creating a strong brand to attract top talent

@MervynDinnen

Creating Content | Building Community | Social Engagement Strategy

What is ‘Employer Brand’?

“The term ‘employer branding’ describes how an organisation markets what it has to offer to potential and existing employees. Marketers have developed techniques to help attract customers, communicate with them effectively and maintain their loyalty to a consumer brand. Employer branding involves applying a similar approach to people management”

CIPD 2012

Branding is about Differentiation

“Branding is about differentiation but, unfortunately, your new employer branding strategy and that sexy new employee value proposition you came up with (‘Empowering Excellence with Integrity and Innovation’) is exactly the same as everyone else’s”

Marketing Week July 2013

What Makes a Great Place to Work?

• A company they feel good about

• Interesting work to challenge and motivate

• Encouragement to get better, development opportunities

• Feeling of importance, self-esteem

• Compensation and reward, being valued

It’s about Culture, not Values

Whose values were these?

• Communication – We have an obligation to communicate.• Respect – We treat others as we would like to be treated.• Integrity – We work with customers and prospects openly,

honestly, and sincerely.• Excellence– We are satisfied with nothing less than the very

best in everything we do

Values Don’t Always Reflect Behaviours

Understand Your Culture

What’s Most Important for Workplace Happiness?

Top Five

• Working with people I get on with• Feeling valued• Good money• Good hours, benefits and rewards (wellbeing)• Working for a boss I get on well with

(Source Jobsite survey 2011)

What Words Do We Use to Attract Talent For Recruitment?

• Driven• Passionate• Money motivated• Resilient• Thrive on competition and challenge• Tenacious• Autonomous• Target driven

‘Top talent does not “apply” to work FOR your company; top talent “expresses interest” to work WITH your company’

Smart Recruiters (USA) 2013 - @SmartRecruiters

How Can You Tell Top Talent About Your Employee Experience?

Satisfied and engaged employees are your greatest brand advocates, and their referrals should be your most successful source of hire.

Let them share their stories of what it’s like to work with you.

Who Do We Trust the Most?

Employees are Talking About You Already!

How to Participate?

Photos Videos

Blog Tell a Story

Share to Personal networks

For Employees, it’s All About the Social Conversation

• Encourage

• Enable

• Empower

• Facilitate

• Share

• If you make someone use social networking channels they’ll do it badly

What Does Your Hiring Process Say About The Employee Experience?

Will it Match Expectations?

Your Content Should be Unique and Authentic. Don’t Chase Easy Likes and

Shares – They Won’t Impress Top Talent!

Finally, Does Your Website Impress...

...What Does it Say About Your Priorities?

Any Questions?

@MervynDinnenhttp://www.linkedin.com/in/mervyndinnen