employer branding using real customer stories, through employee peer-to-peer connectivity
DESCRIPTION
Employer branding is much more than a slogan send through traditional stories to future employees. If you want to attract the right candidate, usually hard to get candidates, you'll have to become an open and transparent company. This can only be accomplished by activating your employees to tell your employer story through real and authentic stories that are build to appeal your... current customers. Only this way you get an authentic image, which is real at the same time. Employer brands of tomorrow are communicating THROUGH their employees, using stories that appeal CUSTOMERS and FUTURE employees. Your employer brand should not be told on branded and corporate job sites with "feel good" stories about how nice it is to work for the brand. It must be reflected and shown in the genuine content your give to your customers. Because your future employees are either working for your current customers, or are connected through social networks with your employees. In this presentation you get a concrete method why this needs to happen, and how to actually make the change to have your employees connect with future employees through content that appeals both current customers and future employees.TRANSCRIPT
May 2014, Tom De Baere
THE CHANGING ROLE OF EMPLOYEES
Next Ten Years – Insilencio
The attention span of a goldfish is 9 seconds…
Today, we humans … 8 secondsSource: National Center for Biotechnology Information, U.S. National Library of Medicine, The
Associated Press
200M “Don’t Call” in US
86% skip TV Ads
44% unopened paper mail
99,9% banners not clicked
90% emails not opened
ADVERTISEMENT OVERLOAD
We don’t want this anymore…
*end of 2013
CONTENT OVERLOAD
Every 60 seconds*:
• 204 million emails
• 72 hours Youtube
• 2 million Google searches
• 280.000 Tweets
Because we have this.
*end of 2013
“BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”.
SiriusDecisions, 2013
up to 30 31-40 41-50 51-60 Older0
10
20
30
40
50
60
Use of social media for information or advice, by age
Use in %
THE MILLENIAL EFFECT
The decision makers of tomorrow use social more and more…
Source : Buyersphere 2012
CHANGING ROLE OF SALES AND MARKETING
All of this is changing the role of sales and marketing…
THE LONG LIST
Marketing
Sales
Longlist
Shortlist
Sale !
This is how you used to get on “the shortlist” of buyers…
THAT LONG LIST IS LESS AND LESS INFLUENCED BY MARKETING AND SALES.
So who is influencing that long list today?
Yep…them again…
And these guys…
Listen & answer, company wide
Create content with buyers in mind
Set content free & promote heavily
Help the organization
Tell me something I don’t know!
What should marketing do?
… but we DO trust our PEERS!
Did you know that buyers don’t trust marketing anymore?
ALL EMPLOYEES NEED TO BUILD TRUST…
Marketing Sales Production &
Logistics
Customer Service
>>> TRUST & INTEREST <<<
ALL YOUR EMPLOYEESHR
Customers
Recruits
…by answering questions to technical and business issues
WHAT’S THE RELATION WITH
EMPLOYER BRANDING?
Stories matter to customers, and future employees
Only real stories make employees proud, and are shared by employees to future employees
That’s your employer brand reaches future employees
Image source: Managing Content Marketing, Joe Pulizzi
Give your employees a voice, a face, and a channel…
LET ME REPEAT THAT…
Because peers connect with peers, remember?
Only real stories …
…are shared by employees
…to future employees.
!ENABLE EMPLOYEES TO HELP TELL YOUR EMPLOYER BRAND STORY
Foundation – “educate people”
New processes – “listen & answer”
Making it real – “the team”
Never finish – Anchor in HR
CREATE YOUR CHANGE MANAGEMENT PROGRAM
Inte
rnal
com
mu
nic
ati
on
TRAIN EMPLOYEES ON NEW ROLES AND RESPONSIBILITIES
• Evangelization
• Content creation & amplification
• Social media and escalation mechanisms
• New roles, processes and governance
Image source: Kapost
This is your sweet spot!
Co-workers Marketing
Orchestrated & planned Peer to Peer
You’ll need 2 content streams
This is what you often see… “feel good” stuff.
…but only visited by job-seekers
Real nerds, who are not seeking a new job…
…read this stuff…
…attract future employees, when they are not looking for a job
Employees that tell real stories…
BUYING CYCLE VS HIRING CYCLE – ALMOST IDENTICAL
Content
Content
Content
Content
Content
CTA
’s & K
PI’s
Image source: @sbenzur
The buying cycle VS
The hiring cycle
EMPLOYEE AMPLIFICATION POTENTIAL
300 employees150 contacts first degree
22.500 second degree
45.000 first degree6,7M second degree
The power of a social organization
?WHAT DOES IT TAKE TO EMBED
EMPLOYER BRANDING
INTO STORIES FOR FUTURE EMPLOYEES
• Only corporate cultures rooted in trust can do this
• Connect “peers to peers” – train, facilitate, remove barriers
• Connect and work with marketing – embed employer brand into content, help orchestrate
• Enrich your culture - content creation, sharing and social
KEY SUCCESS CRITERIA
www.happifish.be
We are HappiFish. From Belgium. (You know, the land of chocolate and beer?)
We help companies to create marketing that people actually want.
Because we believe marketing should be relevant to customers.
P.S. We slaved all day over this Powerpoint, for You. If you like this presentation, why not returning the favor by visiting our site and check out what we do?