Tonic focus on the following hot employer branding topics at our Building Capability Conference 2012: How does the talent we need make decisions about who to work for? Is the role of the employer brand adjusting to reflect changing candidate behaviour? Is it realistic to expect an employer re-brand to solve all of our recruitment challenges? If we acted together as employers, would we all stand to benefit from the power of combined branding – or are we better off branding individually?

1. Mark Horley • Tom Chesterton
Hello
www.tonic-agency.com

2. Fatboy Slim
Right Here Right Now

3. How did you end up there?

4. How is employer
branding evolving?
How do we make
career decisions?

5. I wonder how that works?
Where does the water go?
Where are my Moshi Monsters?

6. What do I enjoy?
I need to make decisions?
What do I want to be?

7. What do I
want to do
when I leave
education?

8. Teachers Product TV Friends
Family

9. Facebook Teachers Product TV Friends
Family
Careers
Advice

10. Facebook Teachers Product TV Friends Twitter
Family GlassDoor
?
Careers Personal
Advice Conduct
Peers Roll on Website Research Services LinkedIn
Friday

11. Career
Choice
Choice Information
Direct Hire
RPO
Consultants
Age 7 1st Contact

12. I know what I want,
so who’s going to
give it to me?

13. How much of
that information
is within your
control?

14. A bit hit and miss: The 50% Rule
Choice Local/National/
Radio/TV/Events
Message Push
Brands Visual Identity
‘We need to stand out”

15. Invite,
interest,
Choice
Who do I need to talk to?
How do they consume media?
collaborate
Are they active?
Message Push won’t work
Conversation will
Facebook Teachers Product TV Friends Twitter
Family GlassDoor
What are we really like? Careers
?
Personal
Brands What do you need to know?
Advice Conduct
How can we help you? Peers Roll on
Friday
Website Research Services LinkedIn

16. You need to engage
in a way that reflects
the candidate and
their community

17. Community is
the new source
of talent

18. My Community
Social Mobile Personal
Where I want it When I want it What I want

19. We all want We all consume Candidate
different things information aspirations
individually varies
Brand
It’s easy to
communication
get lost in
begins with
the noise
listening

20. RNLI Video

21. How does
brand change
to reflect this?

22. Your products
and services
Your Your
corporate employment
brand message

23. Audience Community
A Mindset
Change
Message Experience
Target Invite
Media plan Interest plan
Penetrate Collaborate

24. Who is our community?
Where do they hang out?
What value can we add?
What should our content be?
How will people get involved?
What will make it ongoing?
A brief How will we measure success?
change?

25. The corporate
brand becomes
the human brand

26. You’re not alone
Who do Who do
you want to you really
benchmark compete
against with?

27. NSAP

32. So
Candidate behaviour has changed
and reflects general buying behaviour
Engagement means a long-term
change in our way of working and
begins with listening
Brand allows us to differentiate our
offer but do we gain more in the
long-term by working together?
In a connected world where we all
share more customer experience is
critical - throughout the journey

33. Thanks for listening
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