Tom De Baere - keynote at 'The next 10 years in employer marketing'
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Een werkgeversverhaal is veel meer dan een slagzin die je via traditionele kanalen de arbeidsmarkt instuurt. Wil je de juiste kandidaten aan je binden, dan moet je achter de schermen laten kijken. Enkel zo krijg je een authentiek imago dat aantrekkelijk is voor de mensen die écht bij je cultuur passen. Tom De Baere is een specialist in content marketing en social business. Hij legt uit waarom je werkgeversverhaal best door je eigen mensen verteld wordt en hoe je hen activeert tot echte storytellers.
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Tom De Baere - keynote at 'The next 10 years in employer marketing'
- 2. THE CHANGING ROLE OF EMPLOYEES Next Ten Years – Insilencio
- 4. 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
- 5. CONTENT OVERLOAD 204 million emails 72 hours Youtube 2 million Google searches 280.000 Tweets
- 6. CONTENT TRIPLED IN 3 YEARS 2010 2013
- 7. “BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”. SiriusDecisions
- 8. 0 13 25 38 50 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
- 11. That long list is less and less influenced by marketing and sales. THE LONG LIST
- 15. WHAT SHOULD MARKETING DO? Listen & answer, company wide Create content with buyers in mind Set content free & promote heavily Help the organization
- 17. THIS IS NOT ABOUT MARKETING ALONE Marketing Sales Production & Logistics Customer Service >>> TRUST & INTEREST <<< Answer questions & business issues (with products and content) HR Customers Recruits
- 18. Stories ma_er to customers, and future employees Employees are “promise keepers” Only real stories make employees proud, and are shared GIVE EMPLOYEES A VOICE, A FACE, AND A CHANNEL Image source: Managing Content Marketing, Joe Pulizzi
- 19. ENABLE EMPLOYEES TO HELP TELL YOUR BRAND STORY
- 20. Foundation – “educate people” New processes – “listen & answer” Making it real – “the team” Never finish – Anchor in HR CREATE YOUR CHANGE MANAGEMENT PROGRAM Internal communication
- 21. EMPLOYEE TRAINING ON NEW ROLES AND RESPONSIBILITIES • Evangelization • Content creation & amplification • Social media and escalation mechanisms • New roles, processes and governance
- 23. Co-‐‑workers A-‐‑team Orchestrated & planned Peer to Peer 2 CONTENT STREAMS
- 24. ORCHESTRATED, BUT AUTHENTIC - LIFE AT GOOGLE
- 25. CONTENT MARKETING AT COOLBLUE – AUTHENTIC AND USEFUL
- 26. RABOWORKX – EVOLVING TO ONLINE EXPERIENCE PLATFORM
- 27. PEER TO PEER - FROM ONE ENGINEER TO ANOTHER
- 28. PEER TO PEER - DIRKZWAGER.NL LAWYERS – SHARE KNOWLEDGE
- 29. PEER TO PEER – EMPLOYEE STORIES @NEWTEC
- 30. BUYING CYCLE VS HIRING CYCLE – ALMOST IDENTICAL Content Content Content Content Content CTA’s&KPI’s Image source: @sbenzur
- 31. INTELLIGENTLY PUBLISH EVERYWHERE • Don’t spam • Publish intelligently • Start conversations
- 32. EMPLOYEE AMPLIFICATION POTENTIAL 300 employees 150 contacts first degree 22.500 second degree 45.000 first degree 6,7M second degree
- 33. • 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 • Competences & on-‐‑boarding training • Incentives & gamification • Internal communication KEY SUCCESS CRITERIA
- 34. WRAP UP
- 35. www.happifish.be