leverage your employees as brand ambassadors | talent connect sydney 2014
TRANSCRIPT
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
(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!
