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Employer Branding using Real Customer Stories, Through Employee Peer-to-Peer Connectivity

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Employer branding is much more than a slogan send through traditional stories to future employees. If you want to attract the right candidate, usually hard to get candidates, you'll have to become an open and transparent company.

This can only be accomplished by activating your employees to tell your employer story through real and authentic stories that are build to appeal your... current customers.

Only this way you get an authentic image, which is real at the same time. Employer brands of tomorrow are communicating THROUGH their employees, using stories that appeal CUSTOMERS and FUTURE employees.

Your employer brand should not be told on branded and corporate job sites with "feel good" stories about how nice it is to work for the brand. It must be reflected and shown in the genuine content your give to your customers. Because your future employees are either working for your current customers, or are connected through social networks with your employees.

In this presentation you get a concrete method why this needs to happen, and how to actually make the change to have your employees connect with future employees through content that appeals both current customers and future employees.

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Employer Branding using Real Customer Stories, Through Employee Peer-to-Peer Connectivity

  1. 1. May 2014, Tom De Baere THE CHANGING ROLE OF EMPLOYEES Next Ten Years – Insilencio
  2. 2. The attention span of a goldfish is 9 seconds… Today, we humans … 8 seconds Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press
  3. 3. 200M “Don’t Call” in US 86% skip TV Ads 44% unopened paper mail 99,9% banners not clicked 90% emails not opened ADVERTISEMENT OVERLOAD We don’t want this anymore… *end of 2013
  4. 4. CONTENT OVERLOAD Every 60 seconds*: • 204 million emails • 72 hours Youtube • 2 million Google searches • 280.000 Tweets Because we have this. *end of 2013
  5. 5. “BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”. SiriusDecisions, 2013
  6. 6. 0 10 20 30 40 50 60 up to 30 31-40 41-50 51-60 Older Use of social media for information or advice, by age Use in % THE MILLENIAL EFFECT The decision makers of tomorrow use social more and more… Source : Buyersphere 2012
  7. 7. CHANGING ROLE OF SALES AND MARKETING All of this is changing the role of sales and marketing…
  8. 8. THE LONG LIST Marketing Sales Longlist Shortlist Sale ! This is how you used to get on “the shortlist” of buyers…
  9. 9. THAT LONG LIST IS LESS AND LESS INFLUENCED BY MARKETING AND SALES. So who is influencing that long list today?
  10. 10. Yep…them again…
  11. 11. Listen & answer, company wide Create content with buyers in mind Set content free & promote heavily Help the organization What should marketing do?
  12. 12. … but we DO trust our PEERS! Did you know that buyers don’t trust marketing anymore?
  13. 13. ALL EMPLOYEES NEED TO BUILD TRUST… Marketing Sales Production & Logistics Customer Service >>> TRUST & INTEREST <<< ALL YOUR EMPLOYEES HR Customers Recruits …by answering questions to technical and business issues
  14. 14. WHAT’S THE RELATION WITH EMPLOYER BRANDING?
  15. 15. Stories matter to customers, and future employees Only real stories make employees proud, and are shared by employees to future employees That’s your employer brand reaches future employees Image source: Managing Content Marketing, Joe Pulizzi Give your employees a voice, a face, and a channel…
  16. 16. LET ME REPEAT THAT… Because peers connect with peers, remember? Only real stories … …are shared by employees …to future employees.
  17. 17. ENABLE EMPLOYEES TO HELP TELL YOUR EMPLOYER BRAND STORY
  18. 18. Foundation – “educate people” New processes – “listen & answer” Making it real – “the team” Never finish – Anchor in HR CREATE YOUR CHANGE MANAGEMENT PROGRAM Internalcommunication
  19. 19. TRAIN EMPLOYEES ON NEW ROLES AND RESPONSIBILITIES • Evangelization • Content creation & amplification • Social media and escalation mechanisms • New roles, processes and governance
  20. 20. Image source: Kapost This is your sweet spot!
  21. 21. Co-workersMarketing Orchestrated & planned Peer to Peer You’ll need 2 content streams
  22. 22. This is what you often see… “feel good” stuff. …but only visited by job-seekers
  23. 23. Real nerds, who are not seeking a new job… …read this stuff…
  24. 24. …attract future employees, when they are not looking for a job Employees that tell real stories…
  25. 25. BUYING CYCLE VS HIRING CYCLE – ALMOST IDENTICAL Content Content Content Content Content CTA’s&KPI’s Image source: @sbenzur The buying cycle VS The hiring cycle
  26. 26. EMPLOYEE AMPLIFICATION POTENTIAL 300 employees 150 contacts first degree 22.500 second degree 45.000 first degree 6,7M second degree The power of a social organization
  27. 27. WHAT DOES IT TAKE TO EMBED EMPLOYER BRANDING INTO STORIES FOR FUTURE EMPLOYEES
  28. 28. • Only corporate cultures rooted in trust can do this • Connect “peers to peers” – train, facilitate, remove barriers • Connect and work with marketing – embed employer brand into content, help orchestrate • Enrich your culture - content creation, sharing and social KEY SUCCESS CRITERIA
  29. 29. www.happifish.be We are HappiFish. From Belgium. (You know, the land of chocolate and beer?) We help companies to create marketing that people actually want. Because we believe marketing should be relevant to customers. P.S. We slaved all day over this Powerpoint, for You. If you like this presentation, why not returning the favor by visiting our site and check out what we do?

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