Work Together, Win Together. - SMPS...

x x x x x x

Work Together, Win Together. How Marketing and HR Can Collaborate

to Win the War for Talent (and Clients too)

2 0 1 8 S M P S S o u t h e r n R e g i o n a l C o n f e r e n c e - F e b r u a r y 2 , 2 0 1 8 T i m A s i m o s , C P S M ; V P & D i r e c t o r o f D i g i t a l I n n o v a t i o n a t c i r c l e S s t u d i o

@TimAsimos @circleSstudio

@TimAsimos @circleSstudio

The war for talent is intensifying.

@TimAsimos @circleSstudio

72%

Source: PWC - 19th Annual Global CEO Survey

of CEOs are concerned about the availability of key skills.

@TimAsimos @circleSstudio

@TimAsimos @circleSstudio

T H E C E O ’ S F O C U Sx x x x x x

Risk Management

Avoiding Commoditization New Business

Profitability Employee Retention

Growth

Client Experience

Culture

Talent Acquisition

@TimAsimos @circleSstudio

Finding, attracting and retaining top talent is one of the biggest challenges today’s firms face.

@TimAsimos @circleSstudio

Everyone’sa free agent.

@TimAsimos @circleSstudio

Job seekers arenow job shoppers.

Culture Salary

Benefits Bonus

Ownership Projects Clients

Advancement Location

Office Space

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Experiences are shared.

Culture:the reason your employees stay or go.

@TimAsimos @circleSstudio

@TimAsimos @circleSstudio

The only competitive advantage we have is the culture and values of the company. Anyone can open up a coffee store… - Howard Schultz, CEO, Starbucks

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@TimAsimos @circleSstudio

…All we have is the relationship around the values of the company and what we bring to the customer every day. - Howard Schultz, CEO, Starbucks

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@TimAsimos @circleSstudio

Client experiencewins.

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CX is directly a function of employees.

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Human resources is evolving.

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Employer branding is on the rise.

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Marketing is evolving too.

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HR + Marketing teaming together.

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HR’s ObjectivesAwareness Positioning Recruitment Engagement Retention

Marketing ’s Expertise

Strategy Branding

Communications Creative/Design

Content Marketing

@TimAsimos @circleSstudio

Collaboration is essential.

@TimAsimos @circleSstudio

@TimAsimos @circleSstudio

Align Your Brand Fromthe Inside Out

1

@TimAsimos @circleSstudio

What is a brand?

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A brand is more than a name, logo

or service.

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A brand lives in your mind.

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The sum of your thoughts, feelings and experiences.

@TimAsimos @circleSstudio

@TimAsimos @circleSstudio

T A N G I B L E S & U N T A N G I B L E S

Rides & Attractions

Shows & Entertainment

Food & Beverages

Merchandise

Nostalgia

ImmersiveTheming

Storytelling

Fantasy & Awe

@TimAsimos @circleSstudio

Intangibles are felt emotions.

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80%of decision making involves emotion.

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WHAT THE HECK does this have to do with HR?

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A brand is a promise.

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Branding reenforces that promise.

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The promise is realized through experience.

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Experience is empowered by culture.

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Your cultureis your brand.

@TimAsimos @circleSstudio

Your company’s culture and your company’s brand are really just two sides of the same coin. - Tony Hsieh, CEO of Zappos.com

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@TimAsimos @circleSstudio

Your internal cultureand your external brand must be aligned.

@TimAsimos @circleSstudio

External Internal

Value Proposition

Brand Messages

Client Experience

Brand Identity

Marketing & Advertising

Mission

Values

Operations

Work Space

Internal Communications

@TimAsimos @circleSstudio

Identify gaps and misalignment.

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Ensure authenticity in messaging.

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CONDUCT a recruitment audit.

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Build a TalentMarketing Machine

2

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Recruitment IS marketing. If you’re not marketing, you’re not in it to win it. - Matthew Jeffery, Head of Global Sourcing and Employment Branding for SAP

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@TimAsimos @circleSstudio

RecruitmentMarketing

Plan

Put a strategy and plan in place.

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Build on marketing fundamentals.

Audience

BrandMarketing

Mix

SWOT Research Planning

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Create candidiate personas.

Young Professional Mid-Career Professional Senior Professional

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Background Goals

Questions Topics of Interest

Looking for… Information Sources

Challenges to Overcome

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Awareness Interest/ Consideration

Evaluation/ Selection

EMPLOYEECANDIDATE

Consider the context of the candidate’s journey.

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Develop a content roadmap.

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Leveragethe modern recruitment playbook.

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TRADITIONALx x x x x x

Career Site Job Descriptions

Applicant Tracking Systems (ATS) University Career Fairs

Job Boards Best Firm Lists

Referrals Event Collateral

Branded Giveaways Third Party Recruiters

MODERNx x x x x x

“Buyer” Personas Content Strategy

Inbound Marketing Landing Pages

Brand/Culture Videos Enhanced Benefits

Thought Leadership Culture Blog

Native Advertising SEO / SEM

Interactive Job Descriptions Live Streaming Video

Mobile Marketing Email Nurturing

Lead Scoring / Predictive

Candidate Surveys Virtual Reality

Webinars / Podcasts Social Ads

Corporate Responsibility Social Media

Glassdoor Ad Retargeting

Branded Visual Assets Employer Branding

Campaigns Public Relations

Employee Ambassadors Live Chat

Enhanced Offer Letters

@TimAsimos @circleSstudio

Make your website the hub.

@TimAsimos @circleSstudio

52%

Source: CareerArc

of job seekers first visit a firm’s online properties to gain insight on employer brand identity and culture.

@TimAsimos @circleSstudio

Integrate your marketing efforts.

ADVERTISING

CONTEN

T

MARKE

TING

SOCIAL MEDIA

VIDEO

EVENTS

DIRECT

PR

@TimAsimos @circleSstudio

EVENTSDIRECT

PR

SOCIAL MEDIA

ADVERTISINGCONTENTMARKETING

VIDEO

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Measure the impact.

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HOLD a strategic planning offsite.

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Empower Internal Communication

3

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74%

Source: Gallup

of employees feel like they’re missing out on important company news and information.

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Internal communicationis an underlying influence of employee engagement.

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Gather employee feedback.

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Use the righttools.

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31%

Source: Prescient Digital Media

of employees never use their company intranet.

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Develop a useful company intranet.

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Personalized Login

Clean & Functional Design

Streamlined Navigation

Responsive / Mobile-friendly

Robust Search

Accessible Anywhere

User Experience

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Personalized Content

Document Sharing & Forums

Company Calendar

Blogs & Newsletters

Training & Tutorials

Employee Profiles

Integrated Social Streams

Essential Features

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Assist with email announcements.

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Partner on company events.

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TREAT internal like external.

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Enlist Employees asBrand Advocates

4

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Harness the power of social media.

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Employee advocacy programs can amplify social marketing and sales efforts while improving employee engagement. - Gartner Research

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@TimAsimos @circleSstudio

Create guidelines for advocacy.

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Turn employees into content creators.

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Amplify your firm’s thought leadership.

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COMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSYOUR FIRM’S EMPLOYEES’CONTACTS/CONNECTIONS

YOUR FIRM’SEMPLOYEES

YOURFIRM

@TimAsimos @circleSstudio

Source: Inc

increase in web traffic.

Employee advocacy results in a

5x

@TimAsimos @circleSstudio

Leverage tools for advocacy.

@TimAsimos @circleSstudio

@TimAsimos @circleSstudio

CREATE a marketing rewards program.

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Develop a Firm-wide Marketing Mindset

5

@TimAsimos @circleSstudio

Marketing is not a department. It is your business. -Harry Beckworth, Selling the Invisible

“”

@TimAsimos @circleSstudio

Provide marketing training.

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Share trends and best practices.

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Communicate your activities.

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Reinforce the brand continuously.

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START WITH a few key champions.

TAKEAWAYS &FINAL THOUGHTS

x x x x x x

@TimAsimos @circleSstudio

Align Your Brand From the Inside Out

Build a Recruitment Marketing Machine Enlist Employees

as Brand Advocates

Empower Internal Communication

Develop a Firm-wide Marketing Mindset

@TimAsimos @circleSstudio

Invite each other to the table.

@TimAsimos @circleSstudio

Clarify roles and responsibilities.

@TimAsimos @circleSstudio

Celebrate shared success.

circle S studio

@TimAsimos

linkedin.com/in/TimAsimos

tim@circleSstudio.com

804.232.2908 x312

@circleSstudio

linkedin.com/company/circle-s-studio

/circleSstudio

circleSstudio.com/insights

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Tim Asimos

KEEP IN TOUCH

THANK YOU!