![Page 1: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/1.jpg)
Strategy, Tactics & Pitfalls
Polly Pearson, PrincipalPearson Advisory
www.pollypearson.com
Pearson Advisory. All rights reserved.
Building Your Employment Brand
![Page 2: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/2.jpg)
STRATEGYThe Essential 21st Century
Pearson Advisory. All rights reserved.
![Page 3: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/3.jpg)
#1: Be Real
Pearson Advisory. All rights reserved.
![Page 4: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/4.jpg)
#2: Be Repeatable
Pearson Advisory. All rights reserved.
![Page 5: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/5.jpg)
#3: Be Roving
Pearson Advisory. All rights reserved.
![Page 6: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/6.jpg)
Pearson Advisory. All rights reserved.
BUILD Relationships
![Page 7: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/7.jpg)
TACTICSEasy to Implement
Pearson Advisory. All rights reserved.
![Page 8: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/8.jpg)
RealAsk Your People (aka customers)
Recognize ThemesAlign & Emphasize | Market Desires
Pearson Advisory. All rights reserved.
Southwest AirlinesFacebook Photo
![Page 9: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/9.jpg)
RepeatableStories Tell & Sell
Photo = 1000 WordsPeople are Social Animals
Pearson Advisory. All rights reserved.
Zappos Rock Wild Wellness FairFacebook Photo
![Page 10: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/10.jpg)
RovingShare the Story: Mobile & Global
Leverage your People/Passions/Social CirclesBuild Social Media Proficiency
Pearson Advisory. All rights reserved.
![Page 11: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/11.jpg)
Pearson Advisory. All rights reserved.
RelationshipsConnection is a Two-Way Street
ListenEngage
![Page 12: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/12.jpg)
EXAMPLESReal, Repeatable, Roving, and Relationship-Building
Pearson Advisory. All rights reserved.
![Page 13: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/13.jpg)
Internal Photo Sharing
Pearson Advisory. All rights reserved.
Do you have an internal social network?
“REAL:” These photos are among the hundreds posted by employees globally to a “Day in the Life” photo sharing event. They made the brand personal.
![Page 14: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/14.jpg)
Radio ShowDo you have an internal Webcast capability?
“REPEATABLE:” Radio is a story-telling platform. This example addedphotos of the guests in a slide-show experience and live interactivity via chat.
![Page 15: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/15.jpg)
“100 Job Search Tips” eBook
eBook
“ROVING:” This e-book featured employees and went viral, providing great brand-reach and impressions. Named “Top 10 Job Search Book of the Year.”
![Page 16: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/16.jpg)
Reality-Style “TV” Do you have an Intranet or Social Network? YouTube?
“REAL & REPEATABLE:” Short clips of leaders being “real,” sharing personal stories and perspectives, make the brand experience intimate and easy to re-tell.Post these on YouTube, and they become “ROVING” as well.
![Page 17: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/17.jpg)
Pearson Advisory. All rights reserved.
Blogs
“REAL & REPEATABLE & ROVING:” Blogs tell stories. When written unfiltered by real employees, they become powerful, viral “reference-type” brand endorsements.
![Page 18: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/18.jpg)
Tweets
Pearson Advisory. All rights reserved.
“REAL & REPEATABLE & ROVING:” Twitter is made to repeat a good story. Sent by real employees and real customers, your brand gets the powerful “reference sell.”
![Page 19: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/19.jpg)
Tweets & Blogs Aggregated for SEO:“Why I work at _____”
“REAL & REPEATABLE & ROVING:” Combine real employee sentiments fromblogs and Twitter, and your brand gets SEO boost and message impressions.
![Page 20: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/20.jpg)
Social Mass-Markets Your Brand
![Page 21: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/21.jpg)
“Viral Fly Paper”
![Page 22: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/22.jpg)
Share-worthy Photos
Pearson Advisory. All rights reserved.
YOURBRAND
YOURBRAND
YOURBRAND Sticky Stories
Search Magic
![Page 23: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/23.jpg)
PITFALLSThe
Pearson Advisory. All rights reserved.
![Page 24: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/24.jpg)
Unfounded
Pearson Advisory. All rights reserved.
Initiative-Driven vs. Values-DrivenMove your execs/company to a values
conversation or abandon ship.
![Page 25: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/25.jpg)
Unfunded
Pearson Advisory. All rights reserved.
Subset of CompanySounds like Static to the Marketplace
Build an Alliance!
Fear sells, too: ROI = Risk of Ignoring
![Page 26: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/26.jpg)
Untrue
Pearson Advisory. All rights reserved.
Not RealEmployees Told vs. Engaged
Include employees and SHOW they are welcome to participate. Build trust. No sticks.
![Page 27: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/27.jpg)
Summary
Be RealBe RepeatableBe RovingBuild Relationships
…and Have Fun! Contact me if you need help.Pearson Advisory. All rights reserved.
![Page 28: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/28.jpg)
BLOG: http://www.pollypearson.comEMAIL: [email protected]: @PollyPearsonMOBILE: 508-314-7628
Polly Pearson, PrincipalPearson Advisory
Positive Branding is Contagious
![Page 29: Employment branding strategy, tactics, pitfalls april 24 2012](https://reader033.vdocuments.us/reader033/viewer/2022061202/547ac081b4af9f68358b458c/html5/thumbnails/29.jpg)
Pearson Advisory. All rights reserved.
Pearson Advisory will help your company:
Discover and build your real employment brandCoach and guide executive teamsDeliver visible results