Employer Branding Webinar/Flemming Group - Creating Delicious Moments Of Joy

Mondelēz International, Ukraine & NM, EE&CA, 2014

We’re a company that recognizes the power of

But we also understand the importance of

small.

We have the scale and resources of a $35

billion global powerhouse.

With the speed, creativity and agility of a

startup.

Great place to work where great people want to work

Great Place To Work Institute

FinancialPerforma

Great Place To

WorkWe are pretty sure, great employers have all they need and have more potential to become best performers.

And high performing organizations attract best talents.

So these two goals are equal for us.

Happy people become moresuccessful

The Happy Secret To Better Work, Shawn Anchor

ListenTo your current employees, ex-employees, candidates.

Engagement Attrition Researches &Rankings

Blacklists Hiring KPI’s Surveys

Feedback from stakeholders and TA’s

You will get the most on how your employer brand looks like from feedback. Even if you’ll have a quick chat with an employee, or take exit interview option. This may add a huge value to understand better your audiences, your blind spots and opportunities.

EngagePeople to build your company employer brand

Decision makers

You must have managers on board of your employer brand initiatives. They have to be the first to participate and lead their teams by example.

You have to lead them, but you can’t do all the job for them.

And they drive employer brand by their actions and decisions. So they are responsible same as you. Be sure they are aware of it.

Opinion makers

There are people around you with the power to change opinions. And they can be found inside and outside of your company.

You should know them well and you should have a constant dialogue with them.

Opinion makers can bring you insights on how to bring your employer brand on the next level. They will help you to get the full picture on how things are going. And they have voice other people will hear. And even more, they will add value by taking part in your initiatives

Employees

You already the best team onboard. You’ve found them, you’ve trained them, you’ve invested time and resources. Now you should not only speak and listen.

Work with them. Create project teams, use focus groups, bring a new experience to their day to day life.

You don’t need creative agency, consultant or anyone else to design and roll our your employer brand strategy. Best creatives and consultants already work for you. You just need to create space for engagement.

Candidates

Those people “not yet your employee” still can contribute your employer brand and be engaged.

Have a pool of potential candidates, create it using representative group of target professionals.

You can not only communicate with them time to time. You can create their experience,

Partners

Yes, partners. Those people we usually forget about when it comes to employment topics.

They experiencing what it’s like to work with your company. And they share that experience with other people. Sometimes they become first one to meet your future employee.

Be sure to do anything you can to make their experience remarkable, to give them all information in time, to make them happy about you.

Community

Yes, your business goals first. But you should never forget about communities you live and work in.

Being responsible business player is important.

This goes not only to CSR, charity, Green office and sponsorships. You can contribute to your professional area, market and country by developing others, sharing your experience and expertise. Great people would love to work for the company being care of the better world. In all meanings.

CommunicateIf you won’t tell no one will

Employees first

You have to take the most of Internal communication tools to share your successes, ideas, inspiration with employees.

They are your first employer brand ambassadors. So any company news, all employer advantages have to be known by employees.

Be sure to use consistent and considered approach, use best in class tools. And keep your internal employer communications clean and simple, and event more – honest, distinct and emotional.

Face to Face

We sink in the ocean of e-mails and texts. Another day brings more and more and people get overloaded with all the information they get 24/7.

Use non formal and conversational mode.

Creative way

Re-think your communications in new and creative way. Use same tools but with new approach.

Learn from creativity guru’s – creative agencies, IT companies. They really good on making usual things fun and creative.

Accessible online

You must have managers on board of your employer brand initiatives. They have to be the first to participate and lead their teams by example.

You have to lead them, but you can’t do all the job for them.

And they drive employer brand by their actions and decisions. So they are responsible same as you. Be sure they are aware of it.

Big pictureHow all these pieces work together

We research all the time and collect

feedback constantly

We assess our brand and compare

with best in class

We designour EVP engaging our

audiences

We deliverbasic tools, new platforms

and communications

We checkon the results and dynamicsand define what to improve

and change

We changeto what needs to be changedand make things differently

Do’s and Don’ts

Don’t be a lone wolf

Employer brand manager, specialist, talent acquisition director… whatever, you’re not alone in this game. Your expertise and influence sphere don’t make you smarter or better.

You should be open to ideas of other people. Even those guys from finance or procurement, or helpdesk. You should listen to people, in an elevator, in a car, anywhere. Bright ideas and useful inputs may come from anywhere.

Cooperate

HR, PR and Marketing - three functions united make the powerful boost to your strategy and tactics.

Moreover, corporate, product and employer brand depend of each other.

You should have a big picture in mind and get insights of your colleagues and their involvement.

Don’t treat your employees as human resource

They deserve to know why of management decisions. They need to be treated like professionals to become more professional.

If you want to have strong employer brand, first you should build trust and respect between employee and company.

Invest in your people

They more appreciated they are for successes, the more they will bring back to business. Investments are not only about money. It’s about emotions too.

Ask people how they’re going, take them to lunch, be patient enough when someone’s in need of your help.

And as a company, be sure your investments in professional and personal development are the must.

Don’t forget to learn all the time

The world is changing. It goes faster. And you should learn all the time. Like Alice in Wonderland:

…it takes all the running you can do, to keep in the same place. And if you wish to go anywhere you must run twice as fast as that.

Stay in touch with communications, technologies, business strategy, marketing, design, production and many other spheres. Subscribe on magazines re innovations, online education and don’t underestimate professional communities.

Learn from the best and the worse

Other companies successes and failures are the best teacher you have.

Do your homework: define what was done good and what was messed up. Be sure to take these lessons into account.

Fortune 100, Great Place To Work Institute, TED.com, HBR, Glassdoor.com, Slideshare.com, HCI, EBO.com and many others

Fast, Cheap, Qualitative – choose any two of them

Your employer brand is not a topic for cost saving. And be sure most results will not come the same day.

If you want to have a great place to work you should be precise on planning your resources and time, use all the capabilities and if you don’t your employer brand will create itself. And it won’t be the one you dream of.

Expect the unexpected

You can have best in class employer brand strategy and communication platform and great creative initiatives. But still we are in people business. And we have a real war for great place to work nomination.

So check upon your employer brand KPIs as much as you can. And be sure to leave a space for maneuver to adjust your initiatives to the reality.

Easy to stealAlmost zero cost things you can do starting tomorrow

Branded recruiting

Your employer brand the same as product brand should be distinctive and you need to build awareness. Your recruitment communications can help you with that.

We’ve designed templates for any kind of recruiting communication – invitation, feedback, autoreply. And it’s in line with our overall talent acquisition campaign. Moreover, we used that tool to communicate our process and principles, what to expect when you become our candidate.

We’ve created special cozy conference room for interviews, to give a flavour of our atmosphere on a very start. Mondelēz International, Ukraine & NM, EE&CA, 2014

Audience Candidates

Cost $0

Time 2 weeks

You will need Recruitment ProcessBrand bookInDesignMS OutlookFantasy

OnBoarding

They say in the end of the first day at your company newcomer already knows how long he’s ready to stay. We think the same. So it is critical to have smooth and engaging onboarding process.

We have three months program: to learn the company and business, to feel a part of the team and to start being productive and successful.

All our newcomers have meetings with all functions and future contacts. These meetings are planned beforehand. Same as workplace and all equipment he or she will need.Mondelēz International, Ukraine & NM, EE&CA, 2014

Audience Newcomers

Cost $0

Time 6 months

You will need EVPAlignmentInputs

Recognition programs

Has critical influence on employees engagement. And as result, company employer brand.

We use formal and non formal recognition programs. Formal ones recognize business results and successes. Non formal dedicated to peer to peer recognition and drive appreciation in the team, positive feedback between people and gratitude.

Audience Employees

Cost Minimal

Time 6 weeks

You will need Recognition strategyAlignmentInputs

Ambassadors club

Your employees are ambassador #1. And those who have a privilege to speak for your company on external events can boost your employer brand. You just need to help them.

We’ve gathered our speakers in a club, created a guide with tips on speaking, presentations and company messages. We’ve sponsored them on how to’s re social media and a list of speaking opportunities during the hole year.

Audience Employees

Cost $0

Time 1 day

You will need Social media policyBrand bookInDesignFantasy

HR Partner Book

To give our partners and friends a flavour of what it’s like to be a part of Mondelēz International we’ve created HR Partner Book.

We wanted not only to give informational point but to share our culture, emotions, successes.

It’s more than 60 pages full of colorful photos and packed with employer brand messages.

Audience Anyone

Cost $0

Time 3 weeks

You will need EVPMessagingPhoto materialsBrand bookInDesignFantasy

To develop communities and support image of benchmark company, we’ve created experience and knowledge sharing platform.

Have a JOY of your work and JOIN to those who feel passionate about what they do.

We move with JoyIn to consumer insights, human resource, procurement and plan to many other professional communities.

Audience Candidates

Cost $200 + $200

Time 2 months

You will need SupportPioneersDesign agencyFacebook

Anastasiya VasylchenkoManager, Employer BrandingUkraine & New Markets, EE&CAMondelez International

anastasiya.vasylchenko@mdlz.com

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