Tom De Baere - keynote at 'The next 10 years in employer marketing'
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Tom De Baere HappiFish
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Een werkgeversverhaal is veel meer dan een slagzin die je via traditionele kanalen de arbeidsmarkt instuurt. Wil je de juiste kandidaten aan je binden, dan moet je achter de schermen laten kijken. Enkel zo krijg je een authentiek imago dat aantrekkelijk is voor de mensen die écht bij je cultuur passen. Tom De Baere is een specialist in content marketing en social business. Hij legt uit waarom je werkgeversverhaal best door je eigen mensen verteld wordt en hoe je hen activeert tot echte storytellers.
Transcript of Tom De Baere - keynote at 'The next 10 years in employer marketing'
Tom De BaereHappiFish
THE CHANGING ROLE OF EMPLOYEES
Next Ten Years – Insilencio
200M “Don’t Call” in US
86% skip TV Ads
44% unopened paper mail
99,9% banners not clicked
90% emails not opened
ADVERTISEMENT OVERLOAD
CONTENT OVERLOAD
204 million emails
72 hours Youtube
2 million Google searches
280.000 Tweets
CONTENT TRIPLED IN 3 YEARS
2010 2013
“BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”.
SiriusDecisions
0
13
25
38
50
up to 30 31-‐‑40 41-‐‑50 51-‐‑60 Older
Use of social media for information or advice, by age
Use in %
THE MILLENIAL EFFECT
CHANGING ROLE OF SALES AND MARKETING
THE LONG LIST
Marketing
Sales
Longlist
Shortlist
Sale !
That long list is less and less influenced by marketing and sales.
THE LONG LIST
WHAT SHOULD MARKETING DO?
Listen & answer, company wide
Create content with buyers in mind
Set content free & promote heavily
Help the organization
THIS IS NOT ABOUT MARKETING ALONE Marketing Sales Production
& LogisticsCustomer Service
>>> TRUST & INTEREST <<<
Answer questions & business issues(with products and content)
HR
Customers Recruits
Stories ma_er to customers, and future employees
Employees are “promise keepers”
Only real stories make employees proud, and are shared
GIVE EMPLOYEES A VOICE, A FACE, AND A CHANNEL
Image source: Managing Content Marketing, Joe Pulizzi
ENABLE EMPLOYEES TO HELP TELL YOUR BRAND STORY
Foundation – “educate people”
New processes – “listen & answer”
Making it real – “the team”
Never finish – Anchor in HR
CREATE YOUR CHANGE MANAGEMENT PROGRAM
Internal com
mun
ication
EMPLOYEE TRAINING ON NEW ROLES AND RESPONSIBILITIES
• Evangelization
• Content creation & amplification
• Social media and escalation mechanisms
• New roles, processes and governance
Image source: Kapost
Co-‐‑workers A-‐‑team
Orchestrated & planned Peer to Peer
2 CONTENT STREAMS
ORCHESTRATED, BUT AUTHENTIC - LIFE AT GOOGLE
CONTENT MARKETING AT COOLBLUE – AUTHENTIC AND USEFUL
RABOWORKX – EVOLVING TO ONLINE EXPERIENCE PLATFORM
PEER TO PEER - FROM ONE ENGINEER TO ANOTHER
PEER TO PEER - DIRKZWAGER.NL LAWYERS – SHARE KNOWLEDGE
PEER TO PEER – EMPLOYEE STORIES @NEWTEC
BUYING CYCLE VS HIRING CYCLE – ALMOST IDENTICAL
Content
Content
Content
Content
Content
CTA
’s & K
PI’s
Image source: @sbenzur
INTELLIGENTLYPUBLISH EVERYWHERE
• Don’t spam• Publish intelligently • Start conversations
EMPLOYEE AMPLIFICATION POTENTIAL
300 employees150 contacts first degree22.500 second degree
45.000 first degree6,7M second degree
• Only corporate cultures rooted in trust can do this
• Connect “peers to peers” – train, facilitate, remove barriers
• Connect and work with marketing – embed employer brand into content, help orchestrate
• Enrich your culture -‐‑ content creation, sharing and social• Competences & on-‐‑boarding training• Incentives & gamification• Internal communication
KEY SUCCESS CRITERIA
WRAP UP
