The Organic Employer Brand (the path to that Dopamine moment)
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Graeme Wright, Strategy Director at Havas People, talks about the importance of creating an emotional connection when developing an employer brand
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The Organic Employer Brand (the path to that Dopamine moment)
- 1. 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 Organic Employer Brand (the path to that Dopamine moment) @Grey101 https://www.linkedin.com/in/graemewright
- 2. Emotions have as much to do with behaviour as logic does
- 3. But which emotions are most helpful?
- 4. Do EVPs have an emotional punch? ‘An EVP articulates what is offered by an employer in exchange for the productivity and performance of an employee from their reward and benefits to the opportunity for career development and also the more intrinsic elements of management style, work environment and culture’ (Towers Watson – The Deal).
- 5. EVPs can be overly logical
- 9. What is an EVP? An Emotion (Love is always a good one)
- 10. Benefits of an Emotional Connection −An emotional connection is something an Organisation can rally around, drive through all its communications and build a differentiating positioning from – it provides something distinctive to say and allows an Organisation to become a known quantity −Someone can always out list you. Lists are necessary, there is always plenty to shout about, but lists can seldom be an expression of an organisation and what it stand for
- 11. “it should be about the character and soul of the company. We did not just aim at pleasing the audience, at being attractive at all costs. We did not intend to conform to what we knew the ‘Generation Y ‘ expects from employers. Through our EVP, we wanted to broadcast a message to whoever had a fundamental individual affinity with Ferrero’s character, in our deep belief that only a profound affinity between company and individual’s character provides the fertile soil on which a lifetime relationship can blossom. Which is precisely what Ferrero desires.’ (Fedrico Giovannini, Chief HR Officer)
- 12. So what makes creating an emotional connection complicated?
- 13. So many influences Parents, Friends Social Career Advisers Culture Marketing Location Socio-economics
- 14. So many points of interaction
- 15. It’s a long journey
- 16. An Employer Brand is a tree not a building
- 20. “The best way to learn if you can trust somebody is to trust them.” – Ernest Hemingway
- 21. Trust
- 22. Dynamism
- 23. MEANING
- 25. WORLDWIDE EMEA N. AMERICA LATAM APAC Are companies and brands working hard at improving our quality of life and wellbeing? WEAK PERFORMANCE 82% 71% 69% 65% 63% Should companies and brands play a role in improving our quality of life and wellbeing? GROWING EXPECTATIONS 33%39% 47% 56% 31% % People Agree People Want Brands To Be Meaningful… But Few Brands Are Delivering Yet
- 26. 2015
- 27. What Makes Brands Meaningful?
- 28. −The deepest part of us: − Helping others − A sense of your own impact Alain de Botton
- 29. Knowledge does not equate to emotionalengagement. People may understand a message but it makes little difference unless they care. So how do you demonstrate – trust, dynamism and meaning?
- 30. Building Trust −Stand for Quality −Proclaim your roots −Aim for multi-local −Transparency
- 31. Building Trust
- 32. Building Trust
- 33. What we know about today’s candidates
- 38. Creating Meaning
- 39. 4.21 3.7 4.8 2.5 3 3.5 4 4.5 5 5.5 ARE BRANDS PERFORMING ACCORDINGLY? 30% PERSONAL WELLBEING 41% MARKETPLACE OUTPUTS 29% COLLECTIVE WELLBEING Most Brands fail when it comes to improving our Personal Wellbeing A Key Opportunity for Brands to Make a Meaningful Difference Weak Med Good Brand’s performanceImportance What brings meaning into brands?
- 40. What do you care about? Identify a unifying idea
- 41. Meaning + Trust + Dynamism = Emotional Engagement That Dopamine moment
Notes de l'éditeur
- Start with the classic Marketing Question whenever Dpamine is mentionee Insert your cityscape image here to fill the entire slide. The image must be full bleed and mono. See brand guidelines. To insert a background image please click on the background using the right hand button of your mouse. From the menu choose FORMAT BACKGROUND then choose PICTURE OR TEXTURE, from FILE choose picture and navigate to select the picture you want to place. The picture will be placed behind the text and the logo. PLEASE MAKE SURE THE PICTURE IS 4:3 AND High enough resolution.
- Has anyone here been in love
- A good evp builds an emotional connection – emotions are diverse and complex Define emotional – not a one of hit that generate emotion
- Refelective of the way EVPs are sometime developed Today I am talking about EVP/ employer branding and the importance of emotion – love even in the proces Let’s start by agreeing as to what an EVP is – there are lots of definitions, lots of books , some good some bad But essentialy - it is about showing someone why they should join an organisation, why that orgaisation is right for them, how they will benefit by joining Internally it is about reminding people why this is a company worth giving their time and efforts to It is great and very logical - you offer some one this they will give you that (true but not helpful)
- Inspiration behind this a question from a client – that certainly generated an emotional connection from me Company doing job profiling We can do EVP as well we have a list 30 criteria Pick those that most popular with staff – job done There is logic here and that is the problem tells you little about charcater of employees and becasse choices are pre-determined focuses on pathe of least resistance reaches out to the lowest common denominator
- Also good example of sub brand
- So pulling this back to employer branding you have the classic hygene factor scenario (the analogy is not perfect but it is close) Herzberg's motivation-hygiene theory and dual-factor theory Large number of factors that have to be there or people won’t apply a smaller number of factors that motivate – an dwe will be looking at what they might be in the context of an emplyer bradn All very well but how do you build an emptional connection The problem with list sis they do not
- That is all true – but I don’t think those definitions make a n EVP – they just articulate resaons to join or stay What makes an EVP or employer brand effective is the ability to tap into someone on an emotional level to go beyond the rational – to create a bit of love What I am suggesting is that very often recruitment decisions are not rational. Let me give you an example last year we did some research with a major bank – we asked joiners why they joined bank x rather than bank y (where they had the choice) primary reason – they liked the recruiter or the bank they worked with had go there first and had seemed more interested in them as an individula And sorry for the spoiler for any one attending BN in a few weeks when we asked first years at uni – what was the most important factor in a picking a career – that most popular answer by far was meaning – absolutly not a completely rational factor
- For people to care we need to create some form of emotional connection between an EVP and its audience Let me show you a video of how one of our clients – Sofora achieved this and created a message employees could identify with It is this emotional connection that provides an employer with something to rally around, that acts as a foundation and a differentiating positioning – it provides something distinctive to say and allows an organisation to become a known desirable quantity For NHSc as an employer, it will help attract, engage and motivate ideal employees and candidates by promoting NHSc. We also see it as a vehicle to introduce and develop Nutrition as a career sector. For NHSc as a business, it will act as a foundation for Employee Advocacy – crystallising what is distinctive about the company and helping employees share this externally; we see this as a particularly effective way of helping position NHSc as the pioneer relating to nutrition in health management.
- People are different they will see the same thing differntly, what do you see whn you look at this All sorts of different motivations – how are we going to segment in this case Graduates do not just wake up one day and think todays the day I am going to pick a career – that process can take years – actually there is effidence that the best applicants will have beenplanning their career since they entered university or since they picked their A-levels. Plus of course many good grad may have been out of university for a few years – so our campaign needs to be inclusive
- But more the world of media has never been more diverse Identify target universits On-campus initiatives There incorporate 4 broad approaches – direct targeting eg via career presentations, or use of careers ambassadors, career service initiatives eg via career service e-mails, indirect marketing eg student union promotions, sponsorship, academic initiatives eg lecture hits, course sponsorship Social and content marketing This incorporates promotions across the whole social spectrum from Facebook and LinkedIn to Snapchat and Twitter. Social is driven by content and succcesful social promotions will require the generation of engaging content Segmentation and personalisation Technological development in recruitment and communications mean that we improve the effectiveness of advertising by improving its focus and targeting. For example we can increasingly target individuals: Contextually - where they are looking Behaviourally - what sites have they looked at in the past, for example via trackable web events like what pages a person has visited, what jobs they’ve viewed, or what conversion events they’ve attempted Based on demographics - information such as age, gender, or income By location Website Still the heart of most graduate campaigns – it is very likely potential candidates will visit you web site as they move through their journey from thinking of the kind of job they are most interedted in to choosing a specific employer and applying – your web site deals to ready forpotentail candidates no matter what their motivation Traditional graduate channels Particualy Pay for performance Scottish Power Direct This incorporate the range of initiatives linked to giving people an
- So first point an emotional connection is not something that is going to happen over night (although you can get your list out there very quickly) nFC
- EVP not like a building built and finnished It is like a tree growing but with many branches but all linked to a central truth It will not look the same next year – it needs to grow to floris
- Three really important – well most challenging Trust dynamism meaning Reearch from consumer space but I think that Challenge easier but bigger Essentailu talking about people looking for a career A career can take many forms - call center work or street cleaning can be careers but an emloyer needs to views and treat them as such
- http://prosumer.havasworldwide.com/trust-dynamism
- Not a comment necesserily on nature of business – tobacco compnaies can behave responsibly
- 3 things make work meagningful (Alain de Botton's philosophical review of finding meaningful work.) The deepest part of us – so different people find different things meangnigful depending what is in there deepest self (baker computer science analogy) Helps others Can sense the impact of their work on an audience Hard to find as it is hard to find our authentic work identiy Possible to generate profits by selling products that don’t help people in any particular way (people know this but do this for money) Job may have maening - but due to size or admin – they loose thread of true meaning (so people give it up to do something with more immediate impact) One implication we need to get better at telling stories about the impact of the work they do connecting them to bigger picture
- A show not tell However no matter how we define it there is an essential truth that just telling someone about your EVP does not mean it will work – for an EVP to work people need to care about it, and identify with it - or as in this Dilbert cartoon it becomes just another management PR excersise
- Creating an environment where trust can be generated
- It ain’t what you do it’s the way that you do it Purpose Socialbility Seamlessness
- http://www.socialmediaexaminer.com/turn-employees-into-social-media-advocates/ By making their company culture more visible on social media, Zappos not only attracts customers who appreciate how well they treat employees, but also draws in potential candidates who might want to work for the company. Zappos believes that even the most mundane activity, like a job interview, is an experience worth sharing. Zappos uses the Twitter account @eyezapp to show others what it’s like to work for them and uses @InsideZappos to host the #InsideZappos tweetchat to share what happens behind the scenes. The chat engages their employees in a transparent way
- Support Employee Engagement Zappos is great at using social media to reinforce the message that businesses are powered by people, not numbers. Once on board, they train each employee to use Twitter. Employees are encouraged to tweet about what they’re doing at work and share resources that customers might find useful, both on and off the Zappos site. There’s even a company leaderboard that shows which employees are on Twitter and how many followers they have.
- Employees use a number of social networks and tag their social posts with the hashtags #ZapposCulture and #Zapponians. And they sometimes use the hashtag #companyculture to reach an audience beyond Zappos. On facebook Takeaway: Zappos has laid the right foundation to encourage employees to participate in social media. With buy-in from their social media–savvy CEO, Tony Hsieh, the company’s social media strategy allows the company and employees to grow together. Zappos’ dedication to customer service and their great company culture are clearly visible on social media, and that has had a huge impact on their sales, reputation and branding.
- Being a case Bare Care about and indiviudal Care about sociey
- Different pathways to meaningfulness, but a common pattern of engagement Despite the no one size fits all formula, Meaningful Brands discovered a common pattern of engagement. 2015 results show that providing incentives/rewards are meaningful for 68% of people, followed by relevant information to learn more about and live customer support (both 61%). Besides rewards, providing people with educational experiences and solutions are meaningful for 57% and 53% of people worldwide. Once again however different sectors show different patterns – for example for the Telecoms industry Listening and Rapid Response are key, yet for the food industry it was more collective areas that dominated such as sustainable sourcing and employment record. Maria Garrido, Global Head of Data & Consumer Insights, Havas Media Group concludes: “Brands that enhance the wellbeing of people, communities and societies are more meaningful. In the West, we have a more functional relationship with brands so continuous innovation and product delivery is key. In high growth markets, the relationship between people and brands is one that focuses more on personal benefits. In these regions people look to brands to help them achieve economic status, better experiences and every-day inspiration. By understanding what activity will resonate with certain global and local audiences, forward-thinking brands will not only be able to plan more meaningful campaigns, but will also be able to report on meaning as a powerful metric of success.”
- This the heart of Employer Branding work Gathering insight And caring is fairly broad it’s not about giving people everything they want – it is be about clear as what you offer, who you are and helping people relate tese messages to themeselves
- Don’t let your employer brand get lost in documentation and process Test your band against Meaning Trust and Dynamism Create something organic