shrm 2016 pursuing purpose in building your brand

Slide title

70 pt

CAPITALS

Slide subtitle

minimum 30 pt

Pursuing purpose in

building your brand

@matthewjkaiser

About.me/mattjkaiser

Slide title

44 pt

Text and bullet level 1

minimum 24 pt

Bullets level 2-5

minimum 20 pt

Characters for Embedded font: !"#$%&'()*+,-./0123456789:;<=>?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`abcdefghijklmnopqrstuvwxyz{|}~¡¢£¤¥¦§¨©ª«¬®¯°±²³´¶·¸¹º»¼½ÀÁÂÃÄÅÆÇÈËÌÍÎÏÐÑÒÓÔÕÖ×ØÙÚÛÜÝÞßàáâãäåæçèéêëìíîïðñòóôõö÷øùúûüýþÿĀāĂăąĆćĊċČĎďĐđĒĖėĘęĚěĞğĠġĢģĪīĮįİıĶķĹĺĻļĽľŁłŃńŅņŇňŌŐőŒœŔŕŖŗŘřŚśŞşŠšŢţŤťŪūŮůŰűŲųŴŵŶŷŸŹźŻżŽžƒȘșˆˇ˘˙˚˛˜˝ẀẁẃẄẅỲỳ–—‘’‚“”„†‡•…‰‹›⁄€™ĀĀĂĂĄĄĆĆĊĊČČĎĎĐĐĒĒĖĖĘĘĚĚĞĞĠĠĢĢĪĪĮĮİĶĶĹĹĻĻĽĽŃŃŅŅŇŇŌŌŐŐŔŔŖŖŘŘŚŚŞŞŢŢŤŤŪŪŮŮŰŰŲŲŴŴŶŶŹŹŻŻȘș−≤≥fifl ΆΈΉΊΌΎΏΐΑΒΓΕΖΗΘΙΚΛΜΝΞΟΠΡΣΤΥΦΧΨΪΫΆΈΉΊΰαβγδεζηθικλνξορςΣΤΥΦΧΨΩΪΫΌΎΏ ЁЂЃЄЅІЇЈЉЊЋЌЎЏАБВГДЕЖЗИЙКЛМНОПРСТУФХЦЧШЩЪЫЬЭЮЯАБВГДЕЖЗИЙКЛМНОПРСТУФХЦЧШЩЪЫЬЭЮЯЁЂЃЄЅІЇЈЉЊЋЌЎЏѢѢѲѲѴѴҐҐәǽẀẁẂẃẄẅỲỳ№

Do not add objects or text in the

footer area

Global Talent Acquisition | Employer Brand | 2016-05-31 |

I. The power of purpose

II. Understanding your employer brand

III. Communicating your message

IV. Tracking your results

V. Key takeaways

VI. Q&A

agenda

purpose:

‘The reason for which something is done or created

or for which something exists.’

Source: dictionary.com

Source: Wikipedia

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


Purpose in business

Patagonia Facebook Southwest

Airlines Trader Joe’s Bono

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


›Learning & development

›Innovation

›Purpose

TOP ATTRACTORS graduates & young professionals

Source: Universum

Slide title

70 pt

CAPITALS

Slide subtitle

minimum 30 pt

Why choose you?

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


message

–Review internal materials and benchmarks: existing research, employee surveys, programs, core values

–Conduct qualitative and quantitative research: interviews and surveys with employees and external audience

–Analyze competitors: how to best position your organization

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


Who is Ericsson?

39,000

5th

40%

2.5 billion

1 billion

180

115,000+

Subscribers

managed by us

Subscribers

supported by us

Of the world’s mobile traffic Employees

Countries with customers Largest software

developer

Patents

In R&D

$33 B Net Sales

$5 BILLION

Transformation: World leading provider

of information and

communications

technology & services

Innovation: 140 years of innovating,

including Bluetooth and

Erlang

Impact: Connecting not just

places and people –

but also machines and

devices

Purpose: Connecting the world and

enabling unique solutions

in healthcare, education &

humanitarian efforts

2015 Annual Report figures

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


Advocating for change

Ericsson takes an active role in advocating for ICT’s transformational role in sustainable

development. This includes:

Peace building

and humanitarian

response

Connecting the

unconnected

Scaling up access

to education

Reducing carbon

emissions

Contributing to

sustainable

urbanization

Women’s

empowerment

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


You + ericsson GLOBAL

HUMAN

IMPACTFUL

CHANGE-

MAKER

EMPOWERING

You + ericsson

Discover what makes

a powerful combination.

YOU help shape our success.

YOU contribute to our culture and reinforce

our values.

YOU help drive change and shape our

contributions to society and sustainability

YOU contribute to something bigger.

Employer brand message

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


› How does your audience find

your message?

› What does your audience think

about when they see your

message?

› What does your audience do

when they read your message?

Online in 60 seconds

Source: Smart Insights

By 2020, customers will

manage 85% of their

relationships without talking to

a human.

Source: Hubspot

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


N

RESEARCH SCOPE &

PLAN

RESOURCES METRICS

Communication strategy

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


Education

Communication

Engagement

Career Site

Talent Community

Social Media

Search

Traditional (F2F)

Conferences

University Engagement

employees Online and digital

Offline and events

Channels & Content: reach active, passive and diverse talent and may be

segmented based on experience, geography & business area and role

scope

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


Activation PLan

Differentiated (Competitors)

Mobile CORPORATE CAREERS

Career Site &

Talent Community

EMPLOYEES

EVENTS

Brand ambassadors

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


83% of people in 60 different countries trust

recommendations of friends and family.

78% of candidates are influenced by employee

reviews when deciding where to work.

Source: Nielsen

Source: Glassdoor

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


Employee advocacy

› Awareness – Employer brand and social

media training

– Tip sheets

– Branded emails

– Toolkits

– Employee portal

– Internal community

– Onboarding

› Measurement – Employer brand awareness

internally and externally

– Training effectiveness

– Advocacy program

engagement and impact

– Key influencers

› Engagement – Brand Ambassador

Program

– Team Ericsson

– LinkedIn Elevate

– Employee Referral Program

– @EricssonCareers

– Glassdoor

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


Employee portal

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


Employee toolkits

Employee Toolkit AUG 28 2015.pdf

Diversity Toolkit AUG 17 2015.pdf

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


Employee engagement

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


› Approved branded messages

› Easy to share with any social network

› Multiple topics and business areas

› Engaging and empowering

› Measurable

Team ericsson

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


• Employee engagement

• Attrition

• Cost Per Hire and Time to Fill

• Agency spend

• Job board usage

• Employee referrals

• Sourcing channels (social)

• Career site traffic & engagement

• LinkedIn Talent Brand Index

• Employer awards

• Non-employer achievements

• Social media followers, reach

and engagement

• Brand recognition and sentiment

• Employee advocacy

• Digital influencers

• Glassdoor

• Universum

HEALTH CHECK Visibility

Metrics

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


› Find purpose in your company and build it into your message

› Conduct research to support your ideas and strategy

› Know your audience, tailor messages & adapt channels

› Encourage and empower employees to be social advocates

› Measure results and continue to evolve your message and

communication strategy

› Pay it forward

Key takeaways

Slide title

44 pt


minimum 24 pt

Bullets level 2-5

minimum 20 pt



footer area


Thank You!

About.me/mattjkaiser

shrm 2016 pursuing purpose in building your brand

Documents