SEPTEMBER 21, 2016

Activating Your Employer Brand: Inside and Out

Agenda

1 Introductions

2 Why activating your employer brand is critical

3 What we mean by employer brand activation

4 How we’ve seen companies successfully activate

their employer brands

5 Q&A

Introductions – 30 seconds

Name?

Organization?

Expectations?

Agenda

1 Introductions

2 Why activating your employer brand is critical

3 What we mean by employer brand activation

4 How we’ve seen companies successfully activate

their employer brands

5 Questions

Because of multi-tasking, we now have 31 hours in a day

Consumers watch multiple screens at once, scanning for information on mobile phones, tablets, and more.

The result? We’ve added 7 hours of viewing time to each day.

hours

Sleep

7:06hrsNon-work

7:13hrs

Work

6:04hrs

Media & consumer

tech activity

11:05hrs

Information overflow is a fact.

Sources: Activate, Bureau of Labor Statistics, The Telegraph, Edison Research, We Are Social, eMarketer, Nielsen, National Sleep Foundation, Deloitte,

SNL Kagan, Sandvine, Ipsos, comScore, Global Web Index, OECD, Activate analysis. Behaviors averaged over 7 days.

Yesterday

Today

A lot of employers are out there talking

85% of Gen Z respondents

are open to being contacted BY EMPLOYERS on social media

The appetite for social employer brands is there.

Universum Gen Z Report, 2015

Students are already using an average of 8.5 channels to

learn about employers

66%

65%

59%

40%

39%

38%

38%

37%

37%

36%

34%

31%

31%

30%

29%

28%

28%

24%

22%

20%

Social media

Employer websites

Career fairs

Job boards (sites where job openings are posted)

Employer presentations on campus

Employer advertisements on TV

University press & student organization publications

Career guidance websites

Employer advertisements in social media

Career and job related apps

Employer office/site visits

Brochures presenting career possibilities at a company/organization

Outdoor/billboard advertisings

Lectures/case studies as part of curriculum

Career magazines/guides/books

Employer advertisements on news/business-related websites

Targeted emails

Blogs

Employer advertisements in lifestyle magazines & other periodicals

Informational interviews with employers

Which channels do you use in general to learn about potential employers? Choose as many as applicable.

…and it’s really hard to stand out.

…when everyone says the same thing.

Today’s media landscape = a challenging and ever-

changing field

Unless we utilize the right tools, knowledge and skills…

…this will happen!

Since it’s impossible to CONTROL your brand…

…you need to INFLUENCE it...

…as successful employer brands are built from within.

Agenda

1 Introductions

2 Why activating your employer brand is critical

3 What we mean by employer brand activation

4 How we’ve seen companies successfully activate

their employer brands

5 Questions

What does activation mean to you?

It will all come back full circle.

Activating your employer

brand requires:

THE RIGHT

TOOLS.

KNOWLEDGE,

NOT HUNCH.

GREAT

CONTENT.

SKILLS.

TIME.

MONEY.

Activating your employer

brand requires:

Cornerstones in employer brand communication:

INTERNAL COMMUNICATIONS

EXTERNAL COMMUNICATIONS

MULTIPLIERS - PERSONAL

BRANDS

RECRUITMENT CAMPAIGNS

General branding approaches and tactics apply to employer

brands, too.

It is all about knowing your audience, your message and

your platform.

Build your

communication

on

KNOWLEDGE

Don`t be a

Brand. Be Real

People.

Let your

employees talk

for you. They

do it anyway.

Easy access.

Get and share

information.

1 2 3 4

4 steps are valid both internally and externally:

Agenda

1 Introductions

2 Why activating your employer brand is critical

3 What we mean by employer brand activation

4 How we’ve seen companies successfully

activate their employer brands

5 Questions

Micro-moments are changing the rules.

%Look up info on their smartphones in the middle of a task.

You never have someone’s full attention.

Source: Google/Ipsos, “Consumers in the Micro-Moment,” March 2016.

Micro-moments are changing the rules.

agree that the quality, timing, or relevance of a company's

message influences their perception of a brand.

This changes how employer brands need to be activated

as well.

Source: Google/Ipsos, “Consumers in the Micro-Moment,” March 2016.

%

The successful brands of

tomorrow will be those that

have a strategy for

understanding and meeting

talents' needs in these micro-

moments.

1. Seamless integration of the look & feel, candidate experience and EVP

1. Seamless integration of look & feel, candidate experience and EVP

1. Seamless integration of look&feel, candidate experienceand EVP

2. Let the employees speak

2. Let the employees speak

www.smarp.com

3. Build your concept on the power of ambassadors

3. Build your concept on the power of ambassadors

• Selecting the suitable text and photo for the channel

• ”Social scripting” know-how

• Sophisticated targeting based on data

• The target groups may surprise you – Don’t go with beliefs

• Moment-of-Truth: how to maximise the impact

• Storytelling, unique content

• Relevance to the target group

How do we do it - and what is needed for a successful

content marketing in social media

Great content

The Right Format

Targeting

A/B Testing

Optimization

Agenda

1 Introductions

2 Why activating your employer brand is critical

3 What we mean by employer brand activation

4 How we’ve seen companies successfully activate

their employer brands

5 Questions