PowerPoint Presentation

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Aim for GoosebumpsExplain science behind goosebumps

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Be genuine, Be sincere, Be authentic

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By understanding the personas and people we want to connect join and influence the conversation going on in your audiences hearts and minds

Identify the emotional drivers you candidates feel and experience; and put them into your stories,helping you connect through the power of personality

humanise and bring emotion into you marketing and your people propositions.... Share genuine, real stories - bring authenticity into your brand be genuine, be sincere, be authentic.

People love what you do and how you make them feel; you benefit from the greatest marketing channel of them all ... Word of mouth

People may forget what you said or did But the wont forget how you made them feel.3

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Story of family walked into a restaurant and nobody even noticed them

Candidates are spending up to 2 hours research you as a potential employer

Think about the content marketing journey attribution model

What are they looking for? What questions are on their mind? What objections may they have?

What information are you providing? What and how are you providing it? where? When they want it?

Candidates want to get to know you before the apply how do you help them??

Content will help you tell your story

Its help you create feelings and thoughts towards your brands and its people

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How much time do candidates spend researching a job?2-4 HOURS1-2 HOURSOVER 5 HOURS38%18%16%

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A Brand is not what YOU say its isits what THEY say it is#TLCon

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Stories can help you build you brand and people proposition

Its backed up further as MRI scans show that when we evaluate brands, we primary use emotions and how we feel rather than logic and facts and figures

It not what you think or say it is it is what they say it is

You cant control your brand, you can only influence it

Its what people say about you, when you have left the room

Your employer brand doesnt stop with pass or fail. It isnt just about recruitment.

Its retention, experience and communication from them moment they touch your brand for their life time.

Tell your brand stories through the people, those that reflect those that you want to connect with Let your people tell stories of how it feels to work with you

Makes sure that your telling the stories that resonate to what matters to you audience Helping you to get on their wave length and becoming a contagious and magnetic brand6

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How much are people worth to youAverage value of a customerAverage value of a corporate sale / clientHow many people go through your process? How many hires?How many rejections?How many opportunists to piss people off?Ask the audience and play out with delegatesPut the figure in your minds and remember it.

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And think about this in your digital experiences. The moment between the moments

ASOS catwalk videos and if you dropout of checkout and they will call you up with a call to actionTesco Opticians people want to try glasses on augmented reality has improved conversion

So what are you Moments between the Moments identify them, where they?

In your world, this would be the candidate experience

But for me this isnt the recruitment process, on boardin - Its the moment they touch your brand

It not when they apply, when they fail its the moment they touch your brand

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How many people do you say no to every year?

Such a little word. But can cause a lot of pain

Virgin this little symbol raise expectations.

18% where customers

6% disconnected within month of being rejected gulp.

7.5k customers lost in 2015

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CX

Human Centered Journey mapping - how people feel and think

Customer JourneyTouch points in you process visualize or use other examples whats our versionWalk in their shoes

What are they feeling, thinking?How easy was it to do business at that point how effortlessWhat was my memory of that stage of the process

NPS scores have you finger on the pulse

Make it matter, make it meaningful

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Explain concept and nuroscience study behind it

Separate areas of the brain lighting up.

Why do you think it was.??11

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Coke works really harder through various content and different channels

The coke Christmas lorry

The Diet coke break

You dont ask for a Pepsi and coke its JD and Coke!

Creating moments of positive experiences and forging memories in our minds

Creating subconscious feelings towards how we feel and then think towards its brand (95% of our brains, decisions are done before we even thoughts about it!)

The MRI scans proves that feelings made the people in the second test choose coke not taste first12

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Explaining CX mapping

If you think about it most of your candidates start their journey toward you digitally

Hint at Virgin work and empathy mapping

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Design for Happiness http://www.uxbooth.com/articles/science-happy-design/

Design for Happiness happy but not by accident

good design and experience comes from principles of understanding the psychology of people

what they feel and think through the process during each moment and the moment between the moments

The best digital experiences create happiness

Happiness correlates in the likelihood to return and recommend

Happiness creates positive sentiment and likely hood to share

Greater happiness, greater engagement, greater results

Happiness = ROI

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World Class ExperiencesOn and offlineEvery point they touch your brand

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World Class ExperiencesOn and offlineEvery point they touch your brand

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More Tech We HaveMore Digital We BecomeThe More Human We Must Be

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Companies investing fortunes on technology, processNot enough on human and the capabilityWords matter a lotDevelop soft skills, coaching, sales techniques, It shouldnt feel like a factory production line

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BeforeDuringAfter

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How you treat people across the process and the actors who are involved

Human centred, people focused approach before, during and after

Set expectations throughout the processTimeframesOnlinewhenWhat nextHow you might feelThe HM is like.

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Make doing business less effort (also backed up by the FOGG modelLow effort journeyWorld class experiences Amazon one clickSimplification of process, communicationAutomationHow easy is it to do business with us?How easy is it to find us?How easy is it to apply?How easy is it?Simplification in all we do?

Its not all about the 30yard screamer help the team get simple tap-ins

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Plan you attack and defenseDesign for happinessand unhappiness how do you make people, feel and think when it goes wrong???Maybe some link to tripadvisorGlass door (wonder if we can pull out some funnies from them bit of humor maybe good bad and ugly from it?

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Plan you attack and defenseDesign for happiness and unhappinesshow do you make people, feel and think when it goes wrong???Maybe some link to tripadvisorGlass door

Service can actually create dis-service the more Defence and attackHow do we plan for things when they go wrong?Show list at 19.30 of what goes wrong

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First Impressions Count

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#TalentConnectBut it's not always the first time as many candidates have experienced the brand before.

So how do you nature peopleWhat's your boomerang planAlumni Nurture relationships

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CommunicationLets us down

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#TalentConnectCandidate may record a quick thank you, wow!

Nearly 50% candidates don't receive any update onto where they are in the processHow many actually get feedback?!

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Capital 1 survey all candidates (pass and fail) 16 point questionnaire and employ a data analysts to slice and dice and look to improve the candidate experience - shifting their NPS score daily

Live chat

Hashtag hour

Ollie at LinkedIn access to his team prior to the presentation

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Listen tounderstand

#TalentConnectWhat did I send Mark in email..

The biggest problem with communication is we listen to reply, we dont listen to understand

In retail and online we have something called VOC = vocie of the customer

Lets take onboarding do we listen I bet we dont even ask how the recruitment felt to candidates? What they thought? Asked an opinion in the recruitment process

Only 11% pf companies surveyed did this!25

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Arrogant Hiring manager People turning up and told were not hiring because the manager was too busy to interview so just made up some lies to get rid of them

A manager spending 5 minutes in the interview, then telling the candidate they werent suitable and he had to go to a meeting so the interview is over

A manager in interview telling the candidate they wont have time for induction or training as they have to hit the ground on day 1, and if theyre not happy with that they should leave now

Regional manager from Top 6 supermarket chain -Im only here to compare you to someone Ive already got in mind!?

With Virgin Media, weve actually persona mapped and CX journey mapped a hiring manager, and walked in their shoes The mission is to make their life easier to help the resourcing team video vacany briefs with key questions answerd to help candidates questions get answered

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@googledave

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A brilliant way of engaging you audience with content is thought the power of

Telling a good (authentic) Story

Tell stories to engage your audience that resonate with them

Seth Godin - marketeers dont need to create more stuff, we need to create better stories

If history lessons where taught in stories format wed remember them!

Who have been some of the greatest story tellers over the years.

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A herosJourney

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BIG WARNING..Symptom of synthetic marketing / fabricated culture.

VIDEO

WestJet master stroke

They cared about their audience, they did a lovely thing for some passengers.They made a promise to do a good deed based on the number of shares.

Who came up with the idea?The customer service department?The HR department?

THE MARKETING DEPARTMENT

STUNT not the feel good department

They made damn sure they caught every second of the experience on camera and even filmed the making of it too.

Im not being cynical, Im demonstrating the corporate value of understanding how to manipulate human emotion.Im highlighting the value of building this into a plan, a process and an outcome that adds value to a business otherwise whats the point.

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What are the people tales that must be told from your business

Vodafone work been doing recently on how to Pitch the brand in the recruitment process they gave me a load of numbers yet when asked, had some incredible stories to bring their EVP alive

Virgin Heart felt serviceVirgin Acts of random kindness part of virgin magic stories of engineersRemote controlThey guy who though his virgin media wasnt working

Breed , cultivate stories but these are.Real-life stories

Marketing starts with HR whos to say marketing should sit within HR

Need have a process to find and cultivate these real life stories, demonstrating.

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@googledave

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What are your companies legends?

The greatest stories you want to tell?

The people stories that resonate with the feelings and thoughts of those you want ot connect with.Your employees will have stories they tell about why it is they work with you set them free become a brand that love to tell stories

People are x10 more likely to connect with people in the brand than the brand itself what's you plan to leverage this?The same for you suppliers how do the agencies you engage how much to they take time out to get you so they can tell stories to help engage the talent and connect them with you?

Tell story of BAE persona workshop magic happened

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@googledave

Stories shouldnt just end the end is a catalyst for the next story

The great things about a story is that they live on, and keep getting toldCreate anticipation. Keep your EVP alive showing candidates the experiences that resonate with them

Dont get to caught up in your brand history and heritage (by all means honor it), but look to now and the future as well people will want to be part of shaping the next chapters in your stories, which is a new chapter for them

Stories will be the foundations for trust and loyalty with people. encourage your audience to tell stories for and about you

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Maya Angelou

@googledavePeople may forget what you said or did, but they will always remember how you made them feel#TLCon

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Thank you.@googledavegoogledave@ph-creative.com

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