Post on 21-Mar-2017
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HowEMPLOYEE STORYTELLINGDifferentiates Your Employer Brand
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Featured Speakers
Elizabeth MurphyChannel Marketing Manager
at Glassdoor
@EBHoster
Sarah ClaytonEVP, Employee Engagement & Change
Management at Weber Shandwick
@SJensenClayton
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#GDChat
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Agenda
• What Is an Employer Brand?
• Why Empower Employee Storytelling?
• Action Plan
• Questions
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What Is an Employer Brand?
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family and friends
52%
Most trusted resourcesfor learning about companies
feedback and reviewsfrom other people who work at the company
14%1 2
Source: Harris Interactive, Survey Commissioned by Glassdoor, January 2012
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Reviews on Glassdoor
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Employee Survey
Ask your Employees! What perks matter most to you?
What motivates you to perform well?
Why did you choose to work here?
Why do you choose to continue working here?
When you’re at a BBQ, how do youdescribe our company?
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Encourage Employee Storytelling!
Presenting a Realistic Picture of Culture
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Why Empower Employee Storytelling?
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Employees Are Your Most Credible Recruiters
A truth universally acknowledged
People are far more likely to trust a company based on what its employees have to say than
on its recruitment advertising.
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BlogsCommunities &
WorkspacesIntranet Corporate
“YouTube”
Face-to-face
EX
TER
NA
L
INTE
RN
AL
EMPLOYEES
LinkedIn Twitter
Face to Face
YouTube Glassdoor
Many Platforms to Make Their Voices Heard
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Employees Are Already Talking About Their Employers
use at least one social media site for personal use
have posted something about their employer in social media
that they wish they hadn’t
14%
post messages, pictures or videos in social media about
employer very often, somewhat often or from time-to-time
50%
have shared praise or positive comments online
about employer
39%
have shared criticism or negative comments online about
employer
16%
88%
69% of employees have made positive comments about their employer to friends or family and 58% would recommend their employer to others as a place to work
Source: Weber Shandwick
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BUT,ARE THEY AS EFFECTIVE
AS THEY COULD BE?
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It’s Not Just What They Say; It’s How They Say It
Storytelling Posting
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“This is where traditional internal communication is heading. We’re moving away from communicating to employees,
and more toward enabling them to be great communicators themselves.”
- Kevin Bishop, former VP Worldwide Brand System & Workforce Enablement at IBM
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Your Employees’ Story Matters
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Every Good Story Has A…
And details that bring it all to life…
BEGINNING
Situation
Challenge
Opportunity
MIDDLE
Turning Point
Choice
END
Clear
Relatable
Outcome
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BEGINNING
MIDDLE
END
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Employee Storytelling on Career Pages
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Employee Storytelling on Facebook
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A Partnership Between Companies and Employees
1. Initiating 2. Sourcing 3. Packaging 4. Sharing
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Expected Outcomes
For Companies: For Employees:
• More engaged employees that better understand the personal connection they have to the business
• A richer, more diverse and more authentic brand voice
• Quicker to surface and treat high interest topics
• Authentic media assets to aid in storytelling
• Message amplification far beyond traditional channels
• Opportunity to build their personal brands
• Contribute to a culture of dialogue, transparency and engagement
• Possibility of working with people they like and respect
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Action Plan
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Getting Started
The right technology
Communications & Marketing as
invested partners
An engagedemployee base
A riskmanagement
strategy+ + +
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Questions?
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