Bootstrap Your Employment Brand - FOT-Tweet My Jobs Webinar Slides - FINAL

7/31/2019 Bootstrap Your Employment Brand - FOT-Tweet My Jobs Webinar Slides - FINAL

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How to Participate Today

Open and close your Panel

View, Select, and Test your audio

Submit text questions and join inthe conversation in the chat box

Follow on the back channel viaTwitter using the hashtag #FOT

Q&A addressed at the end oftodays session

Link to slides will be sent out 24hrsafter presentation


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Presenter Info

Kris Dunn

CHRO at Kinetix

Founder of Fistful of Talent

Hoops Junkie

Steve Boese

Director of Talent Management

Strategy at Oracle Contributor at Fistful of Talent

BBQ Aficionado


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This Just InYourBrand isnt

Google, Apple or

Even Zappos


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Employment Brand vs. EVP

If you dont think youmatch up, stop trying to

match their brands

Sell what you can

Sell who you are

Position who you are as

the positive it is

FIND YOUR EVP andcommunicate it if you

want to get in the game


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What is an EVP? AKA Employer Value

Proposition

The EVP is an employeesperspective on whats in it forme to work here? and thus,

the employers communicatedpromise to its employees.

Key components of an EVPmay include: Compensation,Benefits, Affiliation, Career

Prospects and Work Content,Cool Factor and more.

Its What They Think, Not What You Think


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Youre shortstacked but thats ok,(you saw Moneyball, right?)

YouI dont have thetime/resources/budget/brand

to compete with those names

The UniverseWaaahh

Snap out of it, you can compete

in the EVP game.

How?

By being more aggressive,smarter, faster, willing to take

chances, and defining your

unique EVP and communicating

it in a memorable way


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How to Figure Out

What The Actual EVP

@ Your Company Is


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A complete list of employees,

broken down by Sr. Team, linemanagers and individual

contributors

Term list from the last year

List of declined offers from the lastyear

Voluntary and Involuntary term

rates for the last 2 years

Promotion list (includingpromotions and lateral moves)

GUTS to go out and interview

people and ask them what they

really think about your company


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Youll need to interviewing stakeholdersto identify true EVP themes acrossmultiple groups in your company andcommunity. Heres a sample plan ofwho to interview:

5 Sr. Team Members 5 midlevel managers at Directorlevel

5 early career managers who used to beindividual contributors before beingpromoted to the manager level

7 employees hired over the last 15 months 7 employees/individual contributors with

between 25 years of experience

The last 7 candidates who have declinedoffers at your company


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3. STEAL THIS: Heres What you Ask

Them to get to the EVPWhy do you like best about working at FOT?

1. What do you like best about working at FOT?2. What do you like least about working at FOT?

3. What does your family and friends think about you working at FOT?

4. Whats the reputation of FOT as a place to work in the Atlanta community?

5. Does FOT pay well? What info do you have that tells you that?

6. How do the benefits at FOT stack up against other companies youre familiar with? What info do you

have that tells you that?7. What are you most proud of related to FOT as a company? What do they do right related to teammembers, the community, the industry, etc.? What does FOT not do right related to team members,the community and the industry?

8. Complete the following sentence: When people see that Ive spent time at FOT, theyre going toknow that I _______________.

9. Whats the career path for you at FOT? What do you want your next job to be inside the

company?

10. What do you like best about your specific role/job at FOT?

11. What do you like least about your specific role/job at FOT?

12. If I could tell people that think FOT is a good place to work one thing, it would be that______________.

13. If I could tell people that think FOT isnt a good place to work one thing, it would be that

______________.


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4. What to Do After the Interviews

to Find Your EVP

1. Blend the raw feedback and agree onpositive themes from the interviews

2. Consider negative themes if critical for

cultural match

3. Make the number of themes you selectmanageable

4. Remember the branding work you do

with the EVP theme may focus on who

doesnt want to work at your company

vs. overselling people who will leave inthe first 12 months

5. Max number of EVP themes 5

(generally advise 3 to 4 as sweet spot)


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Developing CoolContent to

Support Your Real

World EVP

Wh D Y P EVP C ?


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Where Do You Put EVP Content?

An EVP Centric Blog

Hintits not your careers site

its not flexible enough

You need a blog for EVP

positioning that is visible and

easily accessible from your websitehome page and careers portal

Why a blog? Designed to house

informal content to market and

engage candidates in a

conversation

Source from which social and

other forms of positioning emulate


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Things to Consider When

Bootstrapping a Blog

Provider Wordpress,

Typepad, Blogger?

Naming

Format and appearancetwo column, three column?

Use of Categories and Tags

Whos going to write?

How often do you commit

to updating?

Legal approval, etc.

A Ab d d Bl i S d


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An Abandoned Blog is Sad:

Enter the Monthly Content Map You need a blog to support the EVP

(housed content)

Most people start a blog and then

abandon it (oops)

Dont be one of those people manage your commitment through

the monthly content map

Map out your 1, 2 or 3X a week

commit by making a monthly map of

what youre going to talk about when

You also need to determine your

media mix on the monthly map

written post, photo, video, audio?

Th M thl M Bi A t


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The Monthly Map: Big Areas to

Build Your Posts AroundMap a months worth of

content (weaving your EVP

themes in) along these

content types: Leadership/Values/Culture

Functional Areas

Individual Profiles

Industry news/happenings

Career Help

Career Track

Testimonials


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STEAL THIS: A Sample Monthly Content

Map For Your EVP Blog VIDEO: Bernardo Hess: What you should look for in a career. If you want a job, dont come here. VIDEO: Your CEO: If you dont want to be a partner in the company you work for, you

shouldnt take the job.

Ops Track: Think you know business? Can you run a 1.0M business right out ofundergraduate school?

Ops Track: Two questions to ask when youre hiring your first employee as a manager.

VIDEO:Profile TBD: Ops Track, Where are they now? (focuses on the opportunity that

the ops track candidates have at you company they cant find elsewhere). VIDEO:Profile TBD: Corp Track, Where are they now?

VIDEO: Goal Setting at your company: The difference between hitting and crushing yourgoals.

Floor Plan at your office: The pros and cons of open floor plans.

IN YOUR STORES: Behind the promo, or what was marketing thinking?

INTERNATIONAL: The difference between the Euro and Chicago markets at your company.

INDUSTRY NEWS: One item from the your industry of note that means something to theaverage recruit (PS the angle is you share the news from another source and then tellthe people why its important to them)

VOLUME PLAY: Stat on your company or the industry of note. The more obscure thebetter.


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Eye Candy Counts: The impact of

photos, video, audio and more

Video contin es to kill less e ceptional stars


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Video continues to kill less exceptional stars


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Great EVP Blogs: DAXKO

http://daxko.com/cultureblog/
http://daxko.com/cultureblog/http://daxko.com/cultureblog/


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Great EVP Blogs: Rackspace

http://rackertalent.com/
http://rackertalent.com/http://rackertalent.com/


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Cant or Wont Write? Get a Tumblr or Facebook

Business Page to showcase your EVP

Steal from


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Steal from

Find inspiration from anywhere


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Once Youve GotContent, You Need

Distribution


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How Social Distributes Your EVPThrough the following:

Official company accounts

Through sharing byemployees

Through sharing by people

outside your company Job postings

Open APIs that move acrossthe big 3 social tools

Your recruiting process andcommunications withcandidates

Other ways too numerous tomention

E t Wh T lki


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Engagement: Whos Talking

When They Talk?

If you do a great job with EVPcontent and social distribution,

people will engage via the

social tools

Most companies dont monitorand engage you should

Our experience says its not the

number of followersits the

total engagement picture Total engagement means you

react, answer question and talk.


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ROI and YourEmployment Brand+Social

What Do We FocusOn?


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Industry InsiderGary Zukowski

The resume:

Founder and SVP

of TweetMyJobs

On the frontlinesof the ROI of your

EVP/employmentbrand and socialefforts


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More Than Click Deep

Gary Zukowski


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DEEP THOUGHTS:How do you get your

employees involvedand engaged in your

EVP?

You Should Remember


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You Should Remember

This: The 9-Box


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Integrity

Drive

Teamwork

Ambition

CommunicationInnovation

Competitor

High EnergyExecution

Smart

Integrity

Drive

Teamwork

Ambition

CommunicationInnovation

Competitor

High EnergyExecution

Smart

The Connection of Real


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Fanatical Support in all

we do.

Results first, substance

over flash.

Committed to Greatness

Full Disclosure and

Transparency Passion for our Work

Treat fellow Rackers like

Friends and Family

The Connection of Real

Values to Your EVP

Other Ways to Engage


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Other Ways to Engage

Employees with EVP Interview for Values

with EVP components

Recognize and Rewardwith EVP in mind

Link the EVP

components to the

competencies you use

in performance

management

Connect with the external brand


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Connect with the external brand


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http://www.tweetmyjobs.com/


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Gary Zukowski [email protected] @GaryZukowski
mailto:[email protected]:[email protected]://www.tweetmyjobs.com/


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Kris:

[email protected]

www.fistfuloftalent.comTwitter: @kris_dunn

LinkedIn: www.linkedin.com/in/krisdunn

Steve:

[email protected]

Twitter: @SteveBoese

LinkedIn:

http://www.linkedin.com/in/steveboese
mailto:[email protected]://www.linkedin.com/in/krisdunnmailto:[email protected]://www.kinetixhr.com/http://www.fistfuloftalent.com/http://www.linkedin.com/in/steveboesehttp://www.linkedin.com/in/steveboesehttp://www.fistfuloftalent.com/http://www.kinetixhr.com/mailto:[email protected]://www.linkedin.com/in/krisdunnmailto:[email protected]

Bootstrap Your Employment Brand - FOT-Tweet My Jobs Webinar Slides - FINAL

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Transcript of Bootstrap Your Employment Brand - FOT-Tweet My Jobs Webinar Slides - FINAL