1. 1. Turbo-Charge Your Talent Brand:Develop your Employee Value Proposition
2. 2. Turbo-Charge Your Talent Brand:Develop your Employee Value PropositionTim JohnsonDirector of RecruitingEpic Games#intalent
3. 3. #intalent
4. 4. #intalent
5. 5. #intalent
6. 6. The original UnrealSince 1998, game technology has comea long way#intalent
7. 7. 2010UtahPolandNorth Carolina#intalent
8. 8. 2014WashingtonUtahUK PolandChina KoreaNorth CarolinaJapan#intalent
9. 9. Calling it a brand doesnt give it value.#intalent
10. 10. What We KnowEpic Employees build their careers at Epic55%13%21%11% < 3 Years3 5 Years5 10 Years> 10 Years#intalent
11. 11. Employee Value PropositionWhy Employees work at Epic Games#intalent
12. 12. Mission: Build the EVP
13. 13. EVP: Survey themesManagementCompany visionLiving in RaleighWork-life balance#intalent
14. 14. Whos involved?
15. 15. EVP: Survey resultsSmart, talented people are important to our successQuality mattersEmployees love living in RaleighEpic is defining the future of gaming#intalent
16. 16. #intalent
17. 17. Impact on Epic#intalent
18. 18. The humbling of EpicPhilosophically, we believe that if we're generous and weprovide value to people, that value will come back.- Paul Meegan, VP Product Development#intalent
19. 19. Tim JohnsonDirector of RecruitingEpic GamesFollow:https://www.linkedin.com/company/epic-games@EpicTalent#intalent
20. 20. Turbo-charge your employment brand:Develop your employment value propositionSara DuzikGlobal Recruiting Brand ManagerFacebooklinkedin.com/in/sduzik#intalent
21. 21. #intalent
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23. 23. Perception vs Reality#intalent
24. 24. Building an Employment Brand = Team EffortPeople/HR Lead strategy Internal implementationRecruiting Recruitment goals Brand guidelines Execute and amplifyMarketing Content strategy Research Communication design#intalent
25. 25. RESEARCH & DISCOVERY
26. 26. #intalent
27. 27. THE PROCESS1. Research & Discovery2. Development3. Testing4. Design#intalent
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29. 29. COMMUNICATION THEMESThe PeopleHow We WorkThe Opportunities#intalent
30. 30. BRAND PERSONALITYBOLD / AMBITIOUS / OPTIMISTIC /THRIVING / WELCOMING#intalent
31. 31. Visual IDContent From WithinOur major communicationstrategy is to embrace contentfrom withinactual storiesand ideas from people atFacebook.This is expressed through, butnot limited to, the followingcontent types:1. Employee quotes2. Infographics about ourcompany, teams andindividuals3. Employee Why?statementsresponding tothe prompt Connecting theworld takes every one of usbecause: (limit ten words)TEAM: SEARCH A: EverythingCAMPUS: MENLO PARKSINCE: JUNE 2012 Michael S.CODEUSEDEMPLOYEE QUOTEPhotography StyleThrough photography we aim tocapture visually appealing imagesthat portray genuine and authenticemployee moments.A successful image capturesa candid moment from withinour rich ecosystems of people,places and ideas. Facebook is aglobal company. We celebrate andembrace diversity at all levels.Images should be inclusive andrepresentative of this wheneverpossible.An off-brand photo might failby appearing sterile, formal, orstaged bringing to mind clichsof stock photography (ex: ambitiousbusiness people striking go-getterposes).25 FACEBOOK EMPLOYMENT BRAND GUIDELINES VERSION 1.0ON-BRAND OFF-BRANDWHY? STATEMENTTypefacesTEAM: SEARCH A: EverythingCAMPUS: MENLO PARKSINCE: JUNE 2012 Michael S.CODEUSEDPRIMARY FONT SECONDARY FONTSFakt Slab Pro MediumabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZFakt Slab Pro Medium ItalicabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZFreightSans Pro BlackabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZFreightSans Pro Black ItalicabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZFreightSans Pro MediumabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZFreightSans Pro Medium Italic22 FACEBOOK EMPLOYMENT BRAND GUIDELINES VERSION 1.0Q: What isleft to do?FINISHEDOPPORTUNITYCODENOT USEDTEAM: INSTAGRAMCAMPUS: MENLO PARKSINCE: FEB 2012 Cathy L.Compared to theengineer I was threeyears ago, theres nocomparison.You know that youreactually doing workthats going to get outthere in front ofmillions, if not billionsof people. And thattheres a lot riding onwhat youre doing.-Jessica Z.,Product DesignQ: What isleft to do?FINISHEDOPPORTUNITYCODENOT USEDTEAM: INSTAGRAMCAMPUS: MENLO PARKSINCE: FEB 2012 Cathy L.Compared to theengineer I was threeyears ago, theres nocomparison.You know that youreactually doing workthats going to get outthere in front ofmillions, if not billionsof people. And thattheres a lot riding onwhat youre doing.-Jessica Z.,Product DesignBecause:Differentperspectivesgive betterresults.-Chuan S.one of us.one of us.Connectingthe worldtakes everyone of us.Connectingthe worldtakes everyone of us.Because:Differentperspectivesgive betterresults.-Chuan S.INFOGRAPHIC#intalent
32. 32. Communication & Brand GuidelinesContentsFacebookEmploymentBrandGuidelines2 FACEBOOK EMPLOYMENT BRAND GUIDELINES VERSION 1.01 FACEBOOK EMPLOYMENT BRAND GUIDELINES VERSION 1.019 Visual Identity20 Design Elements21 Layout Styles22 Content From Within23 Logotype & Favicon24 Logotype & Favicon Usage25 Photography Style26 Photography Direction27 Typefaces28 Typographic Hierarchy29 Typography Usage30 Tagline31 Tagline Usage32 Extruded Containers33 Grid Structures34 Grid Structures Usage35 Grid Structures How-to36 Color Palette37 Color Application38 Multi-color Schemes39 Infographics40 Infographic How-to41 Data Sheet Overlays42 Employee Profiles43 Company Profiles44 Profile Layout How-to45 Recruitment CollateralPART ACOMMUNICATION GUIDELINESPART BVISUAL IDENTITY GUIDELINES4 Introduction6 The Process7 Positioning8 Brand Attributes9 Writing for Facebook10 Communication Themes11 Talking to Different People#intalent
33. 33. Communication & Brand GuidelinesTalking to Your Target AudienceYou can use this blank grid to define what youdlike to emphasize to your potential recruits.From their perspective:17 FACEBOOK EMPLOYMENT BRAND GUIDELINES VERSION 1.0Brand Attributes to Emphasize Example QuotesThemes to EmphasizeKey Messages#intalent
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35. 35. Collecting Employee Stories Around the World#intalent
36. 36. 5 Weeks8 Countries11 Facebook Offices72 Employee Photo Shoots53 Video Interviews#intalent
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38. 38. Old Marketing New Marketing#intalent
39. 39. THIS JOURNEY1% FINISHED#intalent