Alustukseni HR Werkoston Uuden ajattelun työnantahabrändi -valmennuksessa. Copyright Susanna Rantanen, Employee Experience Agency Emine, www.emine.fi

1. UUDEN AJATTELUN
TYÖNANTAJABRÄNDI
TYÖNANTAJABRÄNDÄYKSENTULEVAISUUS
SUSANNA RANTANEN | CHIEF EXPERIENCE OFFICER | EMPLOYEE EXPERIENCE AGENCY EMINE | EMINE.FI
@RANTANENSUSANNA | SUSANNA @ EMINE.FI

2. Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi
Pioneer in employer branding based on employee experience
HR Marketing | Social Recruiting | Employer Image | Employee Experience
Web | Social Media | Encounters | Experience
Representative of GooodJob employee referral platform in Finland
We help out customers to achieve a more appealing and attractive employer
image based on engaging employee experience.
“Create employee experiences people will remember forever.
Be eminent.”

3. Employer branding is still
mostly about
job advertising and
collaborating with
colleges & universities
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

4. EMPLOYER BRANDING today
FOCUSES ON tactical ACTIVITIES
AIMING AT short term NEEDS
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

5. Kuva:
Tony
Hsieh:
“Delivering
Happiness”

6. Kuva:
Tony
Hsieh:
“Delivering
Happiness”

7. DOES YOUR COMPANY PROVIDE POSITIVE
EXPERIENCES TO PEOPLE?
EMPLOYER
IMAGE
general experiences
candidate experiences
employee experiences
Company
Brand
|
PR
|
Website
|
Career
Page
|
MarkeCng
|
Social
Media
|
Accolades
|
Success
|
Top
Management
|
Other
people’s
experiences
Job
adverCsing
|
Social
Media
|FAQ
process
|
Career
site
|
ApplicaCon
process
|
Interview
process
|
SelecCon
process
|
Applicant
communicaCon
|
RecruiCng
partners
|NegoCaCons
|
No
thank
you
Welcome
|
InducCon
|Tutoring
|
Goals
|
Feedback
|
CompensaCon
|
Rewarding
|
Team
Spirit
|
Culture
|
Leadership
|
Internal
communicaCon
|
AppreciaCon
|
Purpose
|
Mission
Meaning
of
work
|
Work
place
|
Career
development
|
Camaraderie
|
CooperaCon
|
Success
|
Vision
|
Strategy
|
Values
|
OpportuniCes
|
Spare
Cme
acCviCes
|
What
people
say
|
Exit
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

8. Internal focus

9. FUTURE OF EMPLOYER BRANDING
NO MORE
“BRANDING”
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

10. COLLECTIVENESS
HAPPINESS
EMOTIONAL ASSOCIATION
PURPOSE
=
CULTURE
FUTURE OF EMPLOYER BRANDING
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

11. NOTE 1:
FUTURE OF EMPLOYER BRANDING
IS ABOUT LEADING AND SHARING
positive experiences
ABOUT YOUR COMPANY WITH PEOPLE.
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

12. KOHTAAMISEN
STRATEGIA
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

13. HR:N ASIAKKAAT
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi
KEITÄ OVAT MEIDÄN ASIAKKAAMME?
MISSÄ KAIKKIALLA ORGANISAATIOMME KOHTAA ASIAKKAITAMME?
KETKÄ (MUUT) VAIKUTTAVAT MEIDÄN ASIAKKAIDEMME KOKEMUKSIIN MEISTÄ?
MITÄ ASIAKKAAMME ODOTTAA MEILTÄ KOHTAAMISTILANTEESSA?

14. Culture is to recruiting as
product is to marketing.
Amazing people are more easily attracted
to a great culture.
Source:
Hubspot
Code
of
Culture
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

15. Culture is
really about...
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

16. .. all those elements that
represent the valued behavior of
your people and leaders.
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

17. All of those CORE
VALUES that you can hire
and fire based on.
(Zappos)
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

18. FUTURE OF EMPLOYER BRANDING
CULTURE BASED
BRANDING IN
PRACTISE
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

19. “Culture happens.
Whether we want it to or not. Culture happens.
Why not build a culture we love?”
Hubspot
CASE HUBSPOT
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

20. Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi
1. We
are
as
maniacal
about
our
metrics
as
our
mission.
2. We
obsess
over
customers,
not
compeCtors
3. We
are
radically
and
uncomfortably
transparent
4. We
give
ourselves
the
autonomy
to
be
awesome
5. We
are
unreasonably
selecCve
about
our
peers.
6. We
invest
in
individual
mastery
and
market
value.
7. We
defy
convenConal
“wisdom”
as
it’s
o^en
unwise.
8. We
speak
about
the
truth
and
face
the
facts.
9. We
believe
in
work+life,
not
work
vs.
life.
10. We
are
perpetual
work
in
progress.
THE HUBSPOT CODE OF CULTURE

21. http://www.slideshare.net/reed2001/culture-1798664?from=ss_embed
CASE NETFLIX

22. JUDGMENT | COMMUNICATION | IMPACT
CURIOSITY | INNOVATION | COURAGE
PASSION | HONESTY | SELFLESSNESS
At Netflix, we particulary value these 9 behaviours and skills in our
colleagues..
..meaning, we hire and promote people who demonstrate these nine.
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi
NETFLIX: 9 CORE VALUES

23. 1. Deliver WOW through service
2. Embrace and drive change
3. Create fun and little weirdness
4. Be adventurous, creative and open minded
5. Pursue growth and learning
6. Build open and honest relationships with
communication
7. Build a positive team and family spirit
8. Do more with less
9. Be passionate and determined
10. Be humble
CASE ZAPPOS: DELIVERING WOW
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

24. “Culture that is active, fun,
ambitious and always
developing.”
CASE MANAGEMENT EVENT
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

25. 1. THE INTEREST ON CULTURE DEBT CAN BE VERY
HIGH
2. FOCUS ON CULTURE THAT YOU CAN LOVE, NOT
A CULTURE YOU THINK YOU SHOULD HAVE
3. NEVER OUTSOURCE SELECTION AND NEVER
OFFER PROMOTION AS A GIFT
4. ASK YOUR PEOPLE WHAT MAKES THEM HAPPY!
LESSONS LEARNED FROM THE GREAT
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

26. CULTURE STRATEGY & PURPOSE
CUSTOMER THINKING & VALUE
EXPERIENCES & ENCOUNTERS
SOCIAL RECRUITING & SOCIAL SHARING
^
PRODUCTIZATION
ELEMENTS OF FUTURE EMPLOYER BRANDING
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

27. KULTTUURI JOHTAMISEN TYÖKALUNA
1. Minkälainen käyttäytyminen on suotavaa
2. Miten henkilövalintaa toteutetaan
3. Miten toivottuun käyttäytymiseen
ohjataan
4. Miten kulttuurin ”eläminen” näkyy muille
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi
1

28. Great customer experience results in
loyalty, recommendations and re-
purchases.
What VALUE and BENEFITS can we
deliver to our customers?
2

29. EVERYONE IS A SALES REP
FOR OUR EMPLOYER
BRAND!
3

30. strong community of like minded
people loving and sharing your
stories
4

31. Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi
5

32. Share success and symbolic
stories internally
Reward your people for
spreading the word
Be a news anchor! Provide
new evidence constantly
Gather a social network of
ambassadors to twitter about you
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

33. Internal sharing strategy Employee Referral -program
Social marcomms Social Recruiting
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

34. PRODUCTIZE YOUR CULTURE
In stories to share
In branded gear
and gimmicks
In photos, especially
unofficial
Films behind the
scenes
Invite outsiders to events,
parties and social
gatherings
Build (targeted) social
networks
Have boom-stastic
parties
Do regular HR-PR
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

35. If your goal is to develop a great employer
brand, focus on positive experiences.
Employer branding must be about
systematically leading and sharing
positive experiences.
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi

36. KIITOS UPEASTA PÄIVÄSTÄ!
Ideas and experience provided to you by Employee Experience Agency Emine | emine.fi
SUSANNA RANTANEN
PUH. 040 769 5501
susanna@emine.fi
@rantanensusanna
www.emine.fi