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Transcript of Allison Kruse #EBrandCon for download
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ALLISON KRUSE
@AllisonAKruse
SR. MANAGER, SOCIAL MEDIA & TALENT ACQUISITION
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@AllisonAKruse #EBrandCon
ALLISON KRUSE@ A l l i s o n A K r u s e
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THE CANDIDATE POWERED ECONOMY2015 Candidate Behavior Study by CareerBuilder
ON AVERAGE, JOB SEEKERS USE 18
DIFFERENT SOURCES WHEN
SEARCHING FOR A JOB.
@AllisonAKruse #EBrandCon
3 IN 4 FULL-TIME EMPLOYED
WORKERS ARE OPEN TO OR
ACTIVELY LOOKING FOR NEW JOB
OPPORTUNITIES.
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THE MODERN SALES FUNNEL
Awareness
Interest
Consideration
Evaluation
Purchase
Marketing
Marketing
Sales
Sales
THEN NOW
@AllisonAKruse #EBrandCon
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@AllisonAKruse #EBrandCon
OUR INDUSTRY DOESN’T EXIST IN A BUBBLE
WHAT DO OUR CANDIDATES CUSTOMERS NEED?
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INFO THAT IS EASY TO
FIND AND NAVIGATE
1 ON 1
COMMUNICATION
WITH A RECRUITER
DISCUSSIONS ABOUT CAREER PATHS AT YOUR COMPANY
TESTIMONIALS
FROM THEIR PEERS
AN *ACTUAL* “DAY IN THE
LIFE” STORY, SPECIFIC TO
THE CANDIDATE
@AllisonAKruse #EBrandCon
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DO A DIGITAL AUDITTHROUGH THE EYES OF YOUR
TARGET CANDIDATE
@AllisonAKruse #EBrandCon
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AVOIDEMPLOYER
BLANDING@AllisonAKruse #EBrandCon
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EMPLOYER BLANDING: Companies
doing the same thing, telling the same story
and merging in to one. Copying best
practices, shying from innovation and being
unique. Start thinking about reaching an
audience of one.
- BILL BOORMAN
“
“
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YOUR EMPLOYER BRAND
IS IN THE EYE OF
THE BEHOLDER
@AllisonAKruse #EBrandCon
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ONE
WOMAN’S
EVP
A woman in Singapore worked long hours, and
thankfully had a 24 hour canteen so she could
get food on her way home.
She changed jobs and forgot to ask if
they had a 24 hour canteen during the
interview.
After joining, she discovered the
canteen was closed in the evening.
This greatly inconvenienced her, and
led to a quick exit.
Her “EVP” was a 24 hour
canteen.
Ever seen that listed
anywhere?
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ALL OF YOUR CULTURE BRANDING
EFFORTS SHOULD BE ABOUT
SHOWING THE GOOD, THE BAD AND
UGLY OF WORKING IN YOUR
COMPANY.
THAT WAY FEWER PEOPLE APPLY. THE
NUMBERS GO DOWN, BUT THE RIGHT
PEOPLE APPLY.
““
- BILL BOORMAN
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EMPOWER
YOUR
PEOPLE
@AllisonAKruse #EBrandCon
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Fundamental to moving
from “doing social” to
“being social” for a brand is
recognizing that people are
the channel.
- Ragy Thomas, CEO of Sprinklr
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HELP THEM WITH CONTENT STRATEGY
It can range from an
enterprise-wide platform
that includes gamification,
social sharing, training
and rich analytics
to a monthly digest of
copy and graphics sent to
your “brand ambassadors”
via email.
Establish a mechanism for
putting high quality content
into your employee’s hands.
Creating and curating engaging
content is time-consuming.
@AllisonAKruse #EBrandCon
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MOST OF THE TIME THE CONTENT
REQUESTS COME TO US.
SOMETIMES WE INITIATE SUPPORT.
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WORD OF MOUTH MARKETING INTERNALLY
@AllisonAKruse #EBrandCon
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THERE IS NO WAY WE
COULD PRODUCE
ENOUGH CONTENT FOR
ALL OUR EMPLOYEES.
AND WE WOULDN’T
WANT TO.
@AllisonAKruse #EBrandCon
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YOU CAN’T BLAST OUT
YOUR CORPORATE
MESSAGES THROUGH YOUR
EMPLOYEES’ SOCIAL MEDIA
AND EXPECT YOUR
AUDIENCE TO ENGAGE.
@AllisonAKruse #EBrandCon
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THE CONTENT NEEDS
TO BE OPTIMIZED
FOR EACH VENUE.
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01
THEGENERAL
Section Number One
Section Breaking Page
Example text goes here with your
own text.
YOUR
EMPLOYEES
ARE NOT
PARROTS.
@AllisonAKruse #EBrandCon
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INVEST IN YOUR PEOPLE: PROVIDE HIGH QUALITY,
RELEVANT TRAINING
PERSONAL
BRANDING
SOCIAL
EMPLOYEES
EFFECTIVE
MESSAGINGSPEAKING
SOCIALLYSHARING
CONTENT
@AllisonAKruse #EBrandCon
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A FEW BENEFITS OF EMPOWERINGSOCIAL EMPLOYEES
WHICH IS WHAT CANDIDATES
ACTUALLY WANT TO HEAR
ABOUT.
THEY’LL BE MORE
ENGAGED AND HAPPIER,
WHEN TRUSTED
THEY WILL TAP INTO TALENT/LEAD GEN POOLS
NOT ACCESSIBLE VIA TRADITIONAL AVENUES
YOUR AUDIENCE/NETWORK
WILL EXPONENTIALLY
INCREASE
THEY WILL TELL
THEIR OWN STORY IN
THEIR OWN VOICE
THEY PROVIDE WINDOWS INTO YOUR
*ACTUAL* CULTURE/EVP…
@AllisonAKruse #EBrandCon
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#Profersonal
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Being the Brand Nerd and totally type A,
I was SO stressed about managing my
online identity when I first got on social.
My cofounder, Jason Seiden, cut
through that anxiety by giving me
permission to just be authentic. I don’t
worry about managing anymore, I’m
just true to myself!
““ LISA CERVENKA
Cofounder/Chief Branding Officer, Brand Amper
@BrandNRD
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THOUGHT
LEADERSHIP
PROGRAM
HIGHEST PERFOMING CONTENT CATEGORY
EVERY MONTH ACROSS THE BOARD
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IN ADDITION TO ROGUE SOCIAL MEDIA EFFORTS,
LACK OF SUPPORT COULD LEAD TO ANOTHER
PROBLEM…
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3145 REQS –I’M IN A REAL JAM!
KEEP COOL –JUST OPEN A CAN OF
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Source: 2015 LinkedIn Talent Trends Survey of over 20,000 fully employed workers in 29 countries
Over 70% Should Respond…
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HOW DO YOU EARN RESPONSES
FROM CANDIDATES?
@AllisonAKruse #EBrandCon
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START WITH WHY
CHECK OUT @SimonSinek ON TWITTER AND HIS BOOK START WITH WHY
ENCOURAGE YOUR
RECRUITERS TO ASK
THEMSELVES
WHY CANDIDATES
ARE IGNORING
THEIR MESSAGES
@AllisonAKruse #EBrandCon
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ASK YOUR RECRUITERS WHY TALENT IS IGNORING THEM
THE EMAIL IS SLOPPY
AND FULL OF ERRORS
THE RECRUITER SEEMS
UNPROFESSIONAL
THE CANDIDATE DOESN’T
SEE A GOOD REASON TO
TALK TO THE RECRUITER
TOO MANY MESSAGES
SENT TO CANDIDATE
THE RECRUITER SEEMS
UNTRUSTWORTHY
THE RECRUITER
OFFENDED THE
CANDIDATETHE WRONG JOB WAS
SENT TO THE WRONG
PERSON
@AllisonAKruse #EBrandCon
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WHEN YOU APPROACH
POTENTIAL CANDIDATES,
TREAT THEM AS A
PERSON FIRST
AND A POTENTIAL
CANDIDATE SECOND.
““
- GLEN CATHEY
@AllisonAKruse #EBrandCon
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I've learned that people will forget what you
said, people will forget what you did, but
people will never forget how you made them
feel.
- Maya Angelou
The basic architecture of the brain
ensures that we feel first and think
second.
- Neuroscientist Joseph LeDoux
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“Understand what
it’s like to be
constantly pursued
by recruiters.”
- Glen Cathey
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“Great people will ask you what pulled you
to them. Answering "um, you have Python"
won't get much of a response...”
“I read out loud before hitting send.
If it doesn't sound like something I'd say in
person I change it.”
HUMAN SPEAK > HR SPEAK
- Amy Miller
- Steve Levy
@AllisonAKruse #EBrandCon
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LISTEN FIRST, SPEAK SECOND
@AllisonAKruse #EBrandCon
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A focus group at Boston University
was shown a job posting and were
asked: “How many of you would
apply to work here?”
More than ¼ of the students in the
room raised their hands.
Next, he showed the
company’s Glassdoor page, showing
a rating below 3.0 and limited and/or
lame reviews.
Then the presenter asked
again: “Now, how many of you would
apply?”
Not a single hand went up.
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RESPONSE TRIAGE AND FEEDBACK LOOP
R EC R U ITERS
LEGAL
TR AIN IN G
C U STOMER
SERVIC E
LEAD ER SHR
@AllisonAKruse #EBrandCon
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ACHIEVING A POSITIVE REPUTATIONAND ATTRACTING THE RIGHT CANDIDATES
01WE NEED TO UNDERSTAND
THAT IT IS A CANDIDATE
ECONOMY
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03THE EMPLOYER BRAND IS
IN THE EYE OF THE
BEHOLDER
02WE NEED TO AVOID
EMPLOYER BLANDING
04WE MUST EMPOWER
OUR PEOPLE
#MEH
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05WE NEED TO TRAIN
RECRUITERS ON EFFECTIVE
MESSAGING
06OUR ROLE IS TO HELP OUR
EMPLOYEES LOOK GOOD
07 WE NEED TO HELP EMPLOYEES
BUILD THEIR OWN BRAND AS
#PROFERSONALS
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09WE NEED TO
CONSISTENTLY SHARE
FEEDBACK WITH
STAKEHOLDERS
08WE NEED TO LISTEN TO WHAT
PEOPLE SAY ABOUT US
10WE MUST TREAT OTHERS THE
WAY WE WISH TO BE TREATED
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THANK YOU!@AllisonAKruse #EBrandCon
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DISCUSSION