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Branding – Creating a strong brand to attract top talent

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Presentation on theme: "Branding – Creating a strong brand to attract top talent"— Presentation transcript:

1 Branding – Creating a strong brand to attract top talent
@MervynDinnen Creating Content | Building Community | Social Engagement Strategy

2 What is ‘Employer Brand’?
“The term ‘employer branding’ describes how an organisation markets what it has to offer to potential and existing employees. Marketers have developed techniques to help attract customers, communicate with them effectively and maintain their loyalty to a consumer brand. Employer branding involves applying a similar approach to people management” CIPD 2012

3 Branding is about Differentiation
“Branding is about differentiation but, unfortunately, your new employer branding strategy and that sexy new employee value proposition you came up with (‘Empowering Excellence with Integrity and Innovation’) is exactly the same as everyone else’s” Marketing Week July 2013

4 What Makes a Great Place to Work?
A company they feel good about Interesting work to challenge and motivate Encouragement to get better, development opportunities Feeling of importance, self-esteem Compensation and reward, being valued

5 It’s about Culture, not Values
Whose values were these? Communication – We have an obligation to communicate. Respect – We treat others as we would like to be treated. Integrity – We work with customers and prospects openly, honestly, and sincerely. Excellence– We are satisfied with nothing less than the very best in everything we do

6 Values Don’t Always Reflect Behaviours

7 Understand Your Culture


9 What’s Most Important for Workplace Happiness?
Top Five Working with people I get on with Feeling valued Good money Good hours, benefits and rewards (wellbeing) Working for a boss I get on well with (Source Jobsite survey 2011)

10 What Words Do We Use to Attract Talent For Recruitment?
Driven Passionate Money motivated Resilient Thrive on competition and challenge Tenacious Autonomous Target driven

11 ‘Top talent does not “apply” to work FOR your company; top talent “expresses interest” to work WITH your company’ Smart Recruiters (USA) 2013

12 How Can You Tell Top Talent About Your Employee Experience?

13 Satisfied and engaged employees are your greatest brand advocates, and their referrals should be your most successful source of hire. Let them share their stories of what it’s like to work with you.

14 Who Do We Trust the Most?

15 Employees are Talking About You Already!

16 Share to Personal networks
How to Participate? Photos Videos Blog Tell a Story Share to Personal networks

17 For Employees, it’s All About the Social Conversation
Encourage Enable Empower Facilitate Share If you make someone use social networking channels they’ll do it badly



20 What Does Your Hiring Process Say About The Employee Experience
What Does Your Hiring Process Say About The Employee Experience? Will it Match Expectations?

21 Your Content Should be Unique and Authentic
Your Content Should be Unique and Authentic. Don’t Chase Easy Likes and Shares – They Won’t Impress Top Talent!

22 Finally, Does Your Website Impress...

23 ...What Does it Say About Your Priorities?

24 Any Questions? @MervynDinnen

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