Post on 19-May-2015
finnseminar
social media and the employer brand
11/06/2012
FINN Public Relations
Kristien vermoesenmanaging partner
www.finn.bekristien.vermoesen@finn.beTwitter: @kris10vermoesenFB: facebook.com/FINNPR
introrules of the gameplaying the gamesocial employer brandingtips & tricks, cases
finn
finnemployer branding “social”
johN cleese Is the INveNtor oF employer braNdINg
or somethINg close eNough to It...
finnemployer branding “social”
1990’s:
> backstreet boys > employer braNdINg
introrules of the gameplaying the gamesocial employer brandingtips & tricks, cases
finn
finnemployer branding “social”
employees WanT 2 THings 1. aTTracTiveness 2. accuracy.
finnemployer branding 101
attractIveNess =
awareNessdIFFereNtIatIoNresoNaNce &relevaNce
finnemployer branding “social”
THaT’s like b2c markeTing! easy!
THe caTcH is THe “accuracy” parT
finnemployer branding “social”
#1 you caN hIde orgaNIzatIoNal chaos From customers
Not From employees
finnemployer branding “social”
employer markeTing is a contract WiTH prospecTive employees. Honour iT, or lose THe “cusTomer”.
finnemployer branding “social”
puT differenTly: you can’T impose iT Top doWn
“THe employer brand is deeply rooTed in THe culture and behaviour of THe many differenT Types of people To be found WiTHin any organisaTion” (mosley)
finnemployer branding “social”
#2 “accuracy” is noT enougH, you musT also be perceived To be accuraTe
finnemployer branding “social”
consultants: “if we compare ourselves to a car? oh, I’d say audi or bmw”
finnemployer branding “social”
“ah, yes: typical consultants”
introrules of the gameplaying the gamesocial employer brandingtips & tricks, cases
finn
finnemployer branding “social”
1. researcH inside (qualiTaTive iTvs)2. researcH ouTside (inTervieWs)3. look for inconsistencies4. differenTiaTion5. recruiTmenT value proposiTion6. communicaTion
finnemployer branding “social”
the most valuable INsIghtswIll probably hurt a bIt
photo: Thomas Fano, used under creative commons licence
finnemployer branding “social”
THese Hard Won insigHTs migHT even serve as pr opportunities, because THey sHoW you WHere you are differenT from THe resT of your secTor.
finnemployer branding “social”
kNow who you are//kNow who you waNt//INvolve key players//be FrIeNdly//go back to basIcs(shawn Kessler, zero in recruitment: “how your midsize hospital can compete for the best physicians”)
introrules of the gameplaying the gamesocial employer brandingtips & tricks, cases
finn
finnemployer branding “social”
obligaTory picTure
finnemployer branding “social”
finnemployer branding “social”
iT’s noT abouT channels
“HoW many, WHicH ones, WHy THis, WHy noT THaT, THis is neW “
finnemployer branding “social”
WHaT’s THe goal?
finnemployer branding “social”
coNversIoN
finnemployer branding “social”
in employer branding = TalenT = TalenT pool = resumés = lisT building = crm
finnemployer branding “social”
finnemployer branding “social”
3 sustainable sTraTegies:
aggregaTion/curaTionligHT conTenT + aggregaTion/curaTiondeep conTenT + aggregaTion /curaTion
finnemployer branding “social”
employer branding = culTureaggregaTion & curaTion alone Won’T cuT iT. you’ll need original content.
finnemployer branding “social”
relevant content for TargeT demograpHic.
career advicemanagemenT issuessecTor Trendscompany iniTiaTives
finnemployer branding “social”
“HoW To plan a career in engineering”“HoW To manage an inTernaTional Team”“HoW To TransiTion from a sales posiTion To managemenT”“HoW To manage Teams in differenT locaTions”...
finnemployer branding “social”
“show, don’t tell”
leT employees Tell abouT THeir projecTs, ambiTions, cases...(THey knoW more abouT WHaT Will appeal To THe Targe demograpHic THan you)
finnemployer branding “social”
jaN de Nul: “durvers & doeNers”book++++vIdeo++ websIte
finnemployer branding “social”
THink beyond jusT TexT
youTube video slidesHare/issuu presentationfacebook app or gametwitter: reTWeeT acTions, eTc
finnemployer branding “social”
porosIty
finnemployer branding “social”
lIsteN, respoNd, share, reward,
measure
finnemployer branding “social”
online citizenship is about: ■ values ■ emoTion ■ sHaring ■ relevance
but also: ■ sTaTus & ego: “me”
finnemployer branding “social”
don’T expecT
•massive response•massive engagemenT
(mosT people already Have employers)
lurking is fine, as long as your list groWs and your job openings are filled WiTH qualiTy employees
introrules of the gameplaying the gamesocial employer brandingtips & tricks, cases
finn
finnemployer branding “social”
show, don’T Tell
finnemployer branding “social”
you don’T Have To spend a loT of money. offer someTHing of value To poTenTial recruiTs. value = conTacTs, insigHTs,....
finnemployer branding “social”
finnemployer branding “social”
integrate employer branding in oTHer pr, social, markeTing iniTiaTives
finnemployer branding “social”
atlas copco2011twItter++“poINtoFsale”
++Facebookpress+++
finnemployer branding “social”
include top management. Would you raTHer Work for
finnemployer branding “social”
this boss?
finnemployer branding “social”
or this boss?
finnemployer branding “social”
researcH by FINN suggesTs THaT ceo’s projecT a very Hard “all business no smiles” image in THeir dealings WiTH THe press.finn/auxipress: “ceo media ranking”, 2011
finnemployer branding “social”
be relevant
finnemployer branding “social”
finnemployer branding “social”
ask your employees WHaT THey like abouT you (testimonials Work!)
finnemployer branding “social”
finnemployer branding “social”
experimenT & Have fun
finnemployer branding “social”
projectIveoFFsIte2011+++tumblr++vIdeo++qrcode++book++photo
about us
finn
finnemployer branding “social”
pr | social | communicaTion | branding
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SOCIAL MEDIA@WORK 10 spelregels
Jan Hofkens, Advocaat – vennoot