discovering and leveraging your culture and employment brand
TRANSCRIPT
© 2013 IBM Corporation
Discovering and Leveraging your Culture and Employment Brand
June1, 2015
How does
my company become the next Google or Zappos?
92% of organizations believe that one of the biggest challenges they have attracting the right talent stems from a brand problem.
Only 20% of organizations have an employment branding strategy
Only 30% of companies have teams of two or more managing the employment brand
75%
of candidates consider people and culture fit as the most important aspect of their career
72% of candidates use corporate career sites and digital channels to learn about a company’s culture
A Model for Culture to Consider
© 2013 IBM Corporation
How do we think about culture?
© 2015 IBM Corporation
Uncovering your culture
Discover
Distill
Deliver
Deploy
1. Secondary Data2. Interviews and FG’s3. IBM KCI Survey
Create your employment brand chart and EVP elements
Executive Presentation with findings and recommendations
Career Site, Recruitment Ads, Internal Rollout, Culture Change/Management, etc.
Kenexa’s Values
Kenexa’s EVP
Creating an Employment Brand Strategy for a Changing World
© 2013 IBM Corporation
Leveraging the Realities to Recruit Millennials
• Leverage Digital and Social Media Channels– Reach me where I live– Tell me where I will fit
• Focus on Mission, Global, Organizational, Career, and Personal?– What is our vision– How can I make a difference?
• Constant development and knowledge transfer– What can I expect?
• Work Life Blend v. Balance– Is this our world now?
• Know ME! – I don’t represent a group any more than you do.
• I don’t require coddling to motivate and engage me once I start.– Give me tools and resources, set expectations and tell mw here to go for answers
The message
Live events
Campus career fairsLocal career fairs
Industry career fairs
Internal comms
Recognition programs Referral programs
Connections
SearchSEO landing pages
SEM campaigns
Email marketingActive campaigns
Nurture campaigns
Careersite
Video
AdvertisingSocialmedia
Behavioral retargetingPPCPPM
Traditional
Talent communitiesMicrositesMobile site
Career webinarsJob descriptions
Virtual career fairs
LinkedInFacebook
FlikrTwitterBlogs
Attraction methods
Culture Change
© 2013 IBM Corporation
Culture Change
A Word About Hiring for Fit
Hiring for your Current Culture (clones)
Subconscious Bias
Change agents
Now that you’ve hired them…
Engagement drivers vary little across the globe
Explain early and the company vision (get back to the customer) and where the employee fits
The best managers tailor a programs to meet the needs of the individual
You have data at your hands, use it!
Some Creative Work
© 2013 IBM Corporation
TELLING YOUR STORYthrough an authentic message derived through organizational culture
UNCOVER YOUR STORYto create an authentic message defined through organizational
culture
TELL YOUR STORYto create transparency and
understanding of what it is like to work there
REINFORCE YOUR STORYusing employment branding as the foundation throughout the
candidate/employee experience
RECOGNIZE YOUR STORY TELLERS
to continuously reinforce value to your employees
• Organizational culture assessment
• IBM Kenexa Cultural Insight Survey™
• Culture management and strategy
• Culture change
• Career site• Recruitment marketing • Talent attraction efforts• Social Strategies• Culture ambassadors • Internal communication
strategies
• Digital and print advertising
• Search optimization• Mobilization • Culture driven training
and development • Video and digital story
telling• Nurture campaigns• Talent gateway
branding
• Internal recognition programs
• Referral programs• Employee reward
strategies• External company
recognition programs
01 02 03 04
IBM® Kenexa® Employment Branding
Thank You
© 2013 IBM Corporation
Anthony C. Coe, [email protected]+1 402 486-6514 office+1 402 304-4052 mobile