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7/31/2019 Bootstrap Your Employment Brand - FOT-Tweet My Jobs Webinar Slides - FINAL
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How to Participate Today
Open and close your Panel
View, Select, and Test your audio
Submit text questions and join inthe conversation in the chat box
Follow on the back channel viaTwitter using the hashtag #FOT
Q&A addressed at the end oftodays session
Link to slides will be sent out 24hrsafter presentation
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Presenter Info
Kris Dunn
CHRO at Kinetix
Founder of Fistful of Talent
Hoops Junkie
Steve Boese
Director of Talent Management
Strategy at Oracle Contributor at Fistful of Talent
BBQ Aficionado
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This Just InYourBrand isnt
Google, Apple or
Even Zappos
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Employment Brand vs. EVP
If you dont think youmatch up, stop trying to
match their brands
Sell what you can
Sell who you are
Position who you are as
the positive it is
FIND YOUR EVP andcommunicate it if you
want to get in the game
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What is an EVP? AKA Employer Value
Proposition
The EVP is an employeesperspective on whats in it forme to work here? and thus,
the employers communicatedpromise to its employees.
Key components of an EVPmay include: Compensation,Benefits, Affiliation, Career
Prospects and Work Content,Cool Factor and more.
Its What They Think, Not What You Think
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Youre shortstacked but thats ok,(you saw Moneyball, right?)
YouI dont have thetime/resources/budget/brand
to compete with those names
The UniverseWaaahh
Snap out of it, you can compete
in the EVP game.
How?
By being more aggressive,smarter, faster, willing to take
chances, and defining your
unique EVP and communicating
it in a memorable way
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How to Figure Out
What The Actual EVP
@ Your Company Is
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A complete list of employees,
broken down by Sr. Team, linemanagers and individual
contributors
Term list from the last year
List of declined offers from the lastyear
Voluntary and Involuntary term
rates for the last 2 years
Promotion list (includingpromotions and lateral moves)
GUTS to go out and interview
people and ask them what they
really think about your company
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Youll need to interviewing stakeholdersto identify true EVP themes acrossmultiple groups in your company andcommunity. Heres a sample plan ofwho to interview:
5 Sr. Team Members 5 midlevel managers at Directorlevel
5 early career managers who used to beindividual contributors before beingpromoted to the manager level
7 employees hired over the last 15 months 7 employees/individual contributors with
between 25 years of experience
The last 7 candidates who have declinedoffers at your company
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3. STEAL THIS: Heres What you Ask
Them to get to the EVPWhy do you like best about working at FOT?
1. What do you like best about working at FOT?2. What do you like least about working at FOT?
3. What does your family and friends think about you working at FOT?
4. Whats the reputation of FOT as a place to work in the Atlanta community?
5. Does FOT pay well? What info do you have that tells you that?
6. How do the benefits at FOT stack up against other companies youre familiar with? What info do you
have that tells you that?7. What are you most proud of related to FOT as a company? What do they do right related to teammembers, the community, the industry, etc.? What does FOT not do right related to team members,the community and the industry?
8. Complete the following sentence: When people see that Ive spent time at FOT, theyre going toknow that I _______________.
9. Whats the career path for you at FOT? What do you want your next job to be inside the
company?
10. What do you like best about your specific role/job at FOT?
11. What do you like least about your specific role/job at FOT?
12. If I could tell people that think FOT is a good place to work one thing, it would be that______________.
13. If I could tell people that think FOT isnt a good place to work one thing, it would be that
______________.
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4. What to Do After the Interviews
to Find Your EVP
1. Blend the raw feedback and agree onpositive themes from the interviews
2. Consider negative themes if critical for
cultural match
3. Make the number of themes you selectmanageable
4. Remember the branding work you do
with the EVP theme may focus on who
doesnt want to work at your company
vs. overselling people who will leave inthe first 12 months
5. Max number of EVP themes 5
(generally advise 3 to 4 as sweet spot)
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Developing CoolContent to
Support Your Real
World EVP
Wh D Y P EVP C ?
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Where Do You Put EVP Content?
An EVP Centric Blog
Hintits not your careers site
its not flexible enough
You need a blog for EVP
positioning that is visible and
easily accessible from your websitehome page and careers portal
Why a blog? Designed to house
informal content to market and
engage candidates in a
conversation
Source from which social and
other forms of positioning emulate
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Things to Consider When
Bootstrapping a Blog
Provider Wordpress,
Typepad, Blogger?
Naming
Format and appearancetwo column, three column?
Use of Categories and Tags
Whos going to write?
How often do you commit
to updating?
Legal approval, etc.
A Ab d d Bl i S d
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An Abandoned Blog is Sad:
Enter the Monthly Content Map You need a blog to support the EVP
(housed content)
Most people start a blog and then
abandon it (oops)
Dont be one of those people manage your commitment through
the monthly content map
Map out your 1, 2 or 3X a week
commit by making a monthly map of
what youre going to talk about when
You also need to determine your
media mix on the monthly map
written post, photo, video, audio?
Th M thl M Bi A t
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The Monthly Map: Big Areas to
Build Your Posts AroundMap a months worth of
content (weaving your EVP
themes in) along these
content types: Leadership/Values/Culture
Functional Areas
Individual Profiles
Industry news/happenings
Career Help
Career Track
Testimonials
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STEAL THIS: A Sample Monthly Content
Map For Your EVP Blog VIDEO: Bernardo Hess: What you should look for in a career. If you want a job, dont come here. VIDEO: Your CEO: If you dont want to be a partner in the company you work for, you
shouldnt take the job.
Ops Track: Think you know business? Can you run a 1.0M business right out ofundergraduate school?
Ops Track: Two questions to ask when youre hiring your first employee as a manager.
VIDEO:Profile TBD: Ops Track, Where are they now? (focuses on the opportunity that
the ops track candidates have at you company they cant find elsewhere). VIDEO:Profile TBD: Corp Track, Where are they now?
VIDEO: Goal Setting at your company: The difference between hitting and crushing yourgoals.
Floor Plan at your office: The pros and cons of open floor plans.
IN YOUR STORES: Behind the promo, or what was marketing thinking?
INTERNATIONAL: The difference between the Euro and Chicago markets at your company.
INDUSTRY NEWS: One item from the your industry of note that means something to theaverage recruit (PS the angle is you share the news from another source and then tellthe people why its important to them)
VOLUME PLAY: Stat on your company or the industry of note. The more obscure thebetter.
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Eye Candy Counts: The impact of
photos, video, audio and more
Video contin es to kill less e ceptional stars
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Video continues to kill less exceptional stars
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Great EVP Blogs: DAXKO
http://daxko.com/cultureblog/
http://daxko.com/cultureblog/http://daxko.com/cultureblog/7/31/2019 Bootstrap Your Employment Brand - FOT-Tweet My Jobs Webinar Slides - FINAL
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Great EVP Blogs: Rackspace
http://rackertalent.com/
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Cant or Wont Write? Get a Tumblr or Facebook
Business Page to showcase your EVP
Steal from
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Steal from
Find inspiration from anywhere
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Once Youve GotContent, You Need
Distribution
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How Social Distributes Your EVPThrough the following:
Official company accounts
Through sharing byemployees
Through sharing by people
outside your company Job postings
Open APIs that move acrossthe big 3 social tools
Your recruiting process andcommunications withcandidates
Other ways too numerous tomention
E t Wh T lki
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Engagement: Whos Talking
When They Talk?
If you do a great job with EVPcontent and social distribution,
people will engage via the
social tools
Most companies dont monitorand engage you should
Our experience says its not the
number of followersits the
total engagement picture Total engagement means you
react, answer question and talk.
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ROI and YourEmployment Brand+Social
What Do We FocusOn?
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Industry InsiderGary Zukowski
The resume:
Founder and SVP
of TweetMyJobs
On the frontlinesof the ROI of your
EVP/employmentbrand and socialefforts
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More Than Click Deep
Gary Zukowski
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DEEP THOUGHTS:How do you get your
employees involvedand engaged in your
EVP?
You Should Remember
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You Should Remember
This: The 9-Box
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Integrity
Drive
Teamwork
Ambition
CommunicationInnovation
Competitor
High EnergyExecution
Smart
Integrity
Drive
Teamwork
Ambition
CommunicationInnovation
Competitor
High EnergyExecution
Smart
The Connection of Real
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Fanatical Support in all
we do.
Results first, substance
over flash.
Committed to Greatness
Full Disclosure and
Transparency Passion for our Work
Treat fellow Rackers like
Friends and Family
The Connection of Real
Values to Your EVP
Other Ways to Engage
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Other Ways to Engage
Employees with EVP Interview for Values
with EVP components
Recognize and Rewardwith EVP in mind
Link the EVP
components to the
competencies you use
in performance
management
Connect with the external brand
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Connect with the external brand
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http://www.tweetmyjobs.com/7/31/2019 Bootstrap Your Employment Brand - FOT-Tweet My Jobs Webinar Slides - FINAL
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Gary Zukowski [email protected] @GaryZukowski
mailto:[email protected]:[email protected]://www.tweetmyjobs.com/7/31/2019 Bootstrap Your Employment Brand - FOT-Tweet My Jobs Webinar Slides - FINAL
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Kris:
www.fistfuloftalent.comTwitter: @kris_dunn
LinkedIn: www.linkedin.com/in/krisdunn
Steve:
Twitter: @SteveBoese
LinkedIn:
http://www.linkedin.com/in/steveboese
mailto:[email protected]://www.linkedin.com/in/krisdunnmailto:[email protected]://www.kinetixhr.com/http://www.fistfuloftalent.com/http://www.linkedin.com/in/steveboesehttp://www.linkedin.com/in/steveboesehttp://www.fistfuloftalent.com/http://www.kinetixhr.com/mailto:[email protected]://www.linkedin.com/in/krisdunnmailto:[email protected]