Employment branding: From beginning strategies to excellence

Lisa BormannBritta Dihel

Lisa Bormann

Britta Dihel

BrittaDihel

• One of the world’s largest food companies

• Products marketed in more than 100 countries on six continents

• 42,000 employees

• $17.6 billion in fiscal 2015 net sales*

Who we are Today

A Look Back in Time

Our brands. Your legacy.

2009

Reality Check

Aligned with Our Mission Represents all functionsMeeting all candidate needsClearly defined “EVP”

2013

Employer Brand Take 2

2014

Power of Purpose

2015

Our Pursuits

Time to Pivot

2015

5 Steps to create an employer brand

1. Educate on employer brand

2. Research/Discovery

3. Finalize and launch

4. Activate

5. Sustain

Key watch out: Assume everyone knows what it is

“We have aCorporate Brand”

“Our EVP is TotalRewards”

1. E

du

cate

1. E

du

cate

2. R

esea

rch

/Dis

cove

ry

Key watch out: Being too exclusive

2. R

esea

rch

/Dis

cove

ryEducate & Finalize with Others

Key watch out: Being too exclusive

3. F

inal

ize

and

lau

nch

Key watch out: Allowing someone to have too loud of a voice

4. A

ctiv

ate

Key watch out: Stopping at a logo and tagline

• Create a toolkit

• Educate others on the tools

• Save and share them

Where Candidates Expect Us

18

CandidatesBookmarking

& Sharing

On-CampusPresence

EmployeeReferrals

RelationshipMarketing/

Talent Pools

Key watch out: Stopping at a logo and tagline

19

5. S

ust

ain

Key watch out: Thinking you are done. There is always opportunity to do more.

Samemessagedifferent creative expression

5. S

ust

ain

Key watch out: Thinking you are done. There is always opportunity to do more.

5 Steps to create an employer brand

1. Educate on employer brand

2. Research/Discovery

3. Finalize and launch

4. Activate

5. Sustain

Questions?

Thank you

• Lisa Bormann @LisaBormann_MN

• Britta Dihel @BDihel

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