bring your employer brand to life - spring 2015 - jessica lee, marriott
TRANSCRIPT
Bring Your Employer Brand to Life -- Globally, Locally &
Individually Jessica Lee
Marriott International | @MarriottCareers | @jessica_lee
Shannon Smedstad CEB | @CEB_HR | @shannonsmedstad
RecruitDC | May 21, 2015
the strategy used to achieve an organization’s desired appeal on current and future ideal talent
the full physical, intellectual, and emotional experience of people who work there, and the anticipated experience of candidates who might work there.
in real time, it’s based on people’s experiences with your company
The image of your organization as a ‘great place to work’ in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers, and other key stakeholders).
Definitions Abound
the image an organization projects as a potential employer. If you have a strong employer brand and unique value proposition, then your company is considered.
Employer Brand, Defined Employer Brand – noun Your employer brand is what people believe, say, and think about your organization as a place to work. It’s the perception that employees (current and past), job seekers, and the public have about your company.
Employer Branding or Employment Branding – verb The art and science of influencing internal and external perceptions of your company as a great place to work, amplifying EVP and corporate culture, and creating content to attract, engage, hire, and retain talent.
Why Should I Care?
The global landscape is changing – you can’t
keep doing the same ‘ole.
A strong employer brand can lead to the
cost of turnover
decreasing.
People are 3x more likely to
trust employees over your
CEO.
It’s an opportunity to expand your
expertise, add value, and have FUN.
EVP / Brand Positioning The set of attributes the labor market and employees perceive as the value they gain through employment in the organization. OR
The essence, the promise, and positioning of the brand – grounded in research but positioned by the marketer.
Jessica’s EB Story
25%
20%
15%
15%
25%
Digital/Social
Innovation Initiatives Research
Amplify Projects
Brand Campaigns
HR Generalist
Recruiter
Recruiting Leader Blogger
Digital Consultant
Employer Brand
Life Today with Marriott Employer Brand + Communications
Shannon’s EB Story Private and Public US and Global Individual Contributor Agency Recruiter Corporate Recruiter Employer Branding Communications
Social / Digital
Print Media
Staff Activation
Career Site / ATS
Events
Training
Other
On Brand Social Profiles
Headline
Contact Information/ Websites
Professional Summary
Multimedia
Position Summary Madlibs
6 EB Takeaways Base Strategy in Research
Think Like a Marketer
Know Your Audience
Be More than Social
Measure & Re-evaluate
Re-fresh & Evolve