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Op onze blog en vanuit de media krijgen we regelmatig vragen over 'Employer Branding', een discipline waarin FINN mooie referenties kan voorleggen. - Hoe kan je je bedrijf aantrekkelijk maken voor moeilijke profielen als ingenieurs, financiële profielen en Generation Y? - Hoe kunnen hybride campagnes (social + paid media + earned media) ervoor zorgen dat je bedrijf het lawaai overstijgt met een relevante boodschap? - Welke rol is er weggelegd voor de CEO of zaakvoerder in het aantrekken van jong talent? Een no nonsense webinar, vol stevig onderbouwde praktijkvoorbeelden vanuit onze eigen ervaring (ondermeer Atlas Copco, Jan De Nul en Projective) en met vele tips van grote en kleine bedrijven die worstelden met dezelfde moeilijkheden als uw bedrijf.
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finnwebinar
EMPLOYER BRANDING 101
11/01/2012
FINN Public Relations
Kristien vermoesenMANAGING PARtNER
www.finn.bekristien.vermoesen@finn.beTwitter: @kris10vermoesenFB: facebook.com/FINNPR
INtROrules of the gameplaying the gamebest practices
finn
finnemployer branding 101
johN cleese Is the INveNtor oF employer braNdINg
or somethINg close eNough to It...
finnemployer branding 101
1990’s:
> backstreet boys > employer braNdINg
introRuLEs Of thE GAMEplaying the gamebest practices
finn
finnemployer branding 101
employeeS WanT 2 THingS 1. aTTracTiveneSS 2. accuracy.
finnemployer branding 101
attractIveNess =
awareNessdIFFereNtIatIoNresoNaNce &relevaNce
finnemployer branding 101
THaT’S like b2c markeTing! eaSy!
THe caTcH iS THe “accuracy” parT
finnemployer branding 101
#1 you caN hIde orgaNIzatIoNal chaos From customers
Not From employees
finnemployer branding 101
employer markeTing iS a contract WiTH proSpecTive employeeS. Honour iT, or loSe THe “cuSTomer”.
finnemployer branding 101
puT differenTly: you can’T impoSe iT Top doWn
“THe employer brand iS deeply rooTed in THe culture and behaviour of THe many differenT TypeS of people To be found WiTHin any organiSaTion” (moSley)
finnemployer branding 101
#2 “accuracy” iS noT enougH, you muST alSo be perceived To be accuraTe
finnemployer branding 101
consultants: “if we compare ourselves to a car? oh, I’d say audi or bmw”
finnemployer branding 101
“ah, yes: typical consultants”
introrules of the gamePLAYING thE GAMEbest practices
finn
finnemployer branding 101
1. reSearcH inSide (qualiTaTive iTvS)2. reSearcH ouTSide (inTervieWS)3. look for inconsistencies4. differenTiaTion5. recruiTmenT value propoSiTion6. communicaTion
finnemployer branding 101
the most valuable INsIghtswIll probably hurt a bIt
photo: Thomas Fano, used under creative commons licence
finnemployer branding 101
THeSe Hard Won inSigHTS migHT even Serve aS pr opportunities, becauSe THey SHoW you WHere you are differenT from THe reST of your SecTor.
finnemployer branding 101
kNow who you are//kNow who you waNt//INvolve key players//be FrIeNdly//go back to basIcs(shawn Kessler, zero in recruitment: “how your midsize hospital can compete for the best physicians”)
introrules of the gameplaying the gameBEst PRActIcEs
finn
finnemployer branding 101
show, don’T Tell
finnemployer branding 101
jaN de Nul: “durvers & doeNers”book++++vIdeo
finnemployer branding 101
you don’T Have To Spend a loT of money. offer SomeTHing of value To poTenTial recruiTS. value = conTacTS, inSigHTS,....
finnemployer branding 101
finnemployer branding 101
integrate employer branding in oTHer pr, Social, markeTing iniTiaTiveS
finnemployer branding 101
atlas copco2011twItter++“poINtoFsale”
++Facebookpress+++
finnemployer branding 101
include top management. Would you raTHer Work for
finnemployer branding 101
this boSS?
finnemployer branding 101
or this boSS?
finnemployer branding 101
reSearcH by FINN SuggeSTS THaT ceo’S projecT a very Hard “all business no smiles” image in THeir dealingS WiTH THe preSS.finn/auxipreSS: “ceo media ranking”, 2011
finnemployer branding 101
be relevant
finnemployer branding 101
finnemployer branding 101
aSk your employeeS WHaT THey like abouT you (testimonials Work!)
finnemployer branding 101
finnemployer branding 101
experimenT & Have fun
finnemployer branding 101
projectIveoFFsIte2011+++tumblr++vIdeo++qrcode++book++photo
about us
finn
finnemployer branding 101
pr | Social | communicaTion | branding
finnfinn
dId you eNjoy thIs preseNtatIoN?
tell someoNe else about us. ClICK here to tweet about tHIs WebINaR!aNd oF CouRse, FolloW FINN oN Facebook FoR exClusIve CoNteNt!
Kristien.vermoesen@finn.betwitter: @Kris10vermoesenrssfeed: http://www.finn.be/finn.rss
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