In this webinar, David Brudenell, Global Vice President of Product and Head of Digital for Universum, explores some of the critical digital activities and best practices that employers need to implement to engage top talent more deeply, lower costs and empower their internal brand. In a lively panel discussion, experts will share experiences from the trenches and guidance on how to succeed in building a employer brand that is both authentic and allows departments to maintain control of their key messages and Employer Value Proposition.

1. Authentic and in Control:
Learn how top companies are digitally building their employer brand
Brought to you by

2. Authentic and in Control:
Learn how top companies are digitally building their
employer brand
Brought to you by
Ryan Buckley
CEO
scripted.com
Zachary Gregg
Managing Partner, Founder
Vital Design
David Brudenell
Global VP, Product | Head of Digital, Americas
Universum

3. 1. What’s going on
2. What’s hard
3. A framework for understanding the challenges
4. Voices of experience
5. A playbook for building your strategy
Brought to you by
Agenda

4. Mobile Rules
1/5 1/4 2013 2014
Brought to you by
Total webpages consumed via mobile
KPCB, Internet Trends 2014

5. +72%
+100%
+183%
+60% +111%
+42%
KPCB, Internet Trends 2014 Brought to you by

6. Brought to you by

7. Percentage of membership accessing platforms on mobile per month
Brought to you by
KPCB, Internet Trends 2014
79% 78%

8. Every time someone visits News Feed there are on average
1,500 potential stories from friends, people they follow and
Pages for them to see, and most people don’t have enough
time to see them all
-Facebook
https://www.facebook.com/business/news/News-Feed-FYI-A-Window-Into-News-Feed
Brought to you by

9. https://www.facebook.com/business/news/News-Feed-FYI-A-Window-Into-News-Feed
This is the importance that you think
your post has to target talent in the
waterfall of News Feed content.
Brought to you by

10. https://www.facebook.com/business/news/News-Feed-FYI-A-Window-Into-News-Feed
This is what it actually looks like to
talent in their News Feed.
Brought to you by

11. Brought to you by

12. 80% Expect regular weekly contact
Brought to you by

13. Brought to you by

14. Brought to you by
85% Expect you to get back to
them in 24 hours or less

15. 29%Of jobseekers use social media
as their primary search tool
http://recruiterbox.com/blog/baby-steps-in-hr-tech-social-and-your-ats/
Brought to you by

16. 45% Of non-entry hires come
from internal referrals.
http://www.nytimes.com/2013/01/28/business/employers-increasingly-rely-on-internal-referrals-in-hiring.html?pagewanted=all&_r=0
Brought to you by

17. 80% of the top 10,000
companies globally
(by revenue) do not have a
Facebook talent attraction
presence.
Brought to you by
70% of tracked North
American companies have a
Careers-focused Facebook
presence.

18. Today’s Challenges
“Is Facebook the right place to
start? What about Twitter?”
“What if my career site is not
perfect?”
“What do I talk about?”
“How do I get this past legal?”
“How do I work with marketing?”
Brought to you by

19. Framing the
problem
We need to understand the right
places to speak to Talent to
optimize our limited resources
Channels
Message
Content
Strategy
We need to create a voice that is
unique and resonates with the
Talent that we need to acquire
We need content formats that
will cut through a busy
newsfeed/tweet stream
We need to ensure compliance
with company policies and
meets our overall talent strategy
Brought to you by

20. Ryan Buckley
CEO
scripted.com
Zachary Gregg
Managing Partner, Founder
Vital Design
Brought to you by

21. Ryan Buckley
Ryan Buckley is Co-founder and Head of
Partnerships at Scripted.com. Ryan holds an MBA
from the MIT Sloan School of Management and an
MPP from the Harvard Kennedy School of
Government. Still and always a Cal Bear, Ryan
graduated from UC Berkeley with degrees in
Economics and Environmental Sciences. After
several years of doing everything from dishes to
prospecting campaigns and even Rails and Python
coding, he's settled into the role of Scripted's
ambassador to the marketing community.

22. Zac Gregg
One of New Hampshire’s most well-connected
businessmen under 40, Zac is the epitome of an
entrepreneur. Having built four New Hampshire-based
businesses from the ground up, he
recognized marketing as a vital component of any
successful company. So he did what any
entrepreneur would do and started his own
marketing company with co-founder Julia
Ahumada. Now, Zac shares his business and
marketing insights with Vital’s clients.

23. Brought to you by
Question 1:
Ryan Buckley
CEO
scripted.com
What are your views on
the current state of the
Talent Branding Industry
when it comes to digital?
How do we compare to
other industries?

24. What are your views on
the current state of the
Talent Branding Industry
when it comes to digital?
How do we compare to
other industries?
Brought to you by
Question 1:
Zachary Gregg
Managing Partner, Founder
Vital Design

25. Brought to you by
Question 2:
Tell us about your
successes in empowering
your employees to build
your employer brand.
5 minute response
Zachary Gregg
Managing Partner, Founder
Vital Design

26. Brought to you by
Zachary Gregg
Managing Partner, Founder
Vital Design

27. Employee Ambassadors. Many people are better than one brand.
Content Handbook: Principles to guide and inspire staff
Day-in-the-life. Make is as real outside as inside
Social is just as important inside as it is outside.
Brought to you by
Zachary Gregg
Managing Partner, Founder
Vital Design

28. Brought to you by
Question 2:
Tell us about your
successes in empowering
your employees to build
your employer brand.
5 minute response
Ryan Buckley
CEO
scripted.com

29. Brought to you by
Ryan Buckley
CEO
scripted.com

30. Brought to you by
Ryan Buckley
CEO
scripted.com
Happy Hours. Connecting to real people.
Choosing a wave: Market Places like those created by Uber
Know their Target Groups.
Partnering with non-competitive companies to increase reach
Editorial Calendar.

31. What recommendations can you
give employers who are about to
start their digital employer
branding activities?
Brought to you by
Question 3:

32. Right
Channels
Right
Messaging
Clear
Voice
Right
Content
Right
Strategy
Brought to you by

33. Gather usage data by channel
Define your employer brand
clearly
Monitor your talent competitors
to build a unique, clear voice
Build flexible, authentic
conversations
Build a calendar. Bring in advocates.
Enforce principles, not rules
Right
Channels
Right
Messaging
Clear
Voice
Right
Content
Right
Strategy
An action plan
Brought to you by

34. Brought to you by
Questions?
Ryan Buckley
CEO
scripted.com
Zachary Gregg
Managing Partner, Founder
Vital Design
David Brudenell
Global VP, Product | Head of Digital, Americas
Universum

35. Authentic and in Control:
Learn how top companies are digitally building their employer brand
Brought to you by
david.brudenell@universumglobal.com
@davidbrudenell
linkedin.com/in/davidbrudenell