Employer Brand Thinking
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An agency perspective on HR communications and Employer Branding. by Tom Van den Bergh / RCA Group
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Employer Brand Thinking
- 1. employer brand thinking -‐ an agency perspective -‐ presentation by Tom Van den Bergh strategic / creative director
- 2. -‐ why do people do things ? -‐
- 3. -‐ what’s wrong with her ? -‐
- 4. -‐ iPads … really ? -‐
- 5. -‐ digital detox holidays -‐
- 7. black swans -‐ changes everywhere -‐
- 8. hypes -‐ changes everywhere -‐
- 9. people change every day our jobs and careers are no different. any story about HR or communication is by nature about change.
- 10. -‐ Shoshana Zuboff says -‐ “people have changed more than the business organisations they must depend upon for consumption and for employment.” employer brand thinking, 2015 10
- 11. the labour market is a highly competitive business -‐ not the least for employers -‐
- 12. -‐ a highly competitive business -‐ employer brand thinking, 2015 12 demographics jobmobility matching balance
- 13. -‐ HR communication -‐ from tactical supplier to strategic partner from job postings and CV mining to building and maintaining a reputation, convincing and engaging talent. employer brand thinking, 2015 13
- 15. -‐ no generic slogans -‐ shaping the future together employer brand thinking, 2015 15
- 16. -‐ no generic slogans -‐ make A difference Every day employer brand thinking, 2015 16
- 17. -‐ no stock photos -‐
- 18. -‐ employer brand thinking -‐ is about your total employer identitya coherent unity of hard facts and soft stories, down to earth and truthfully aligned with the motives of talent. employer brand thinking, 2015 18
- 19. -‐ employer brand thinking -‐ is a story that’s genuine instead of uniquethat centers on your own people and culture. employer brand thinking, 2015 19
- 20. -‐ employer brand thinking -‐ is creating a lever for communication and experience» Navigation » Reassurement » Engagement employer brand thinking, 2015 20
- 21. -‐ Brett Minchington says -‐ “an employer brand is the image of your organisation as 'a great place to work’ in the mind of current employees and key stakeholders in the external market.” employer brand thinking, 2015 21
- 22. employer brand thinking = ① total employer identity ② ...
- 24. -‐ your employer brand identity is shaped by all touchpoints -‐
- 25. -‐ employer story management -‐ content reputation engagement employer brand thinking, 2015 25
- 26. -‐ the tweeting foresters -‐
- 27. employer brand thinking = ① total employer identity ② employer story management ③ …
- 30. -‐ employer marketing -‐ employer marketing mixHR communication goes beyond the speciSic magazines and websites. it involves a balanced and comprehensive mix of channels, deSined by the target audience, reach and impact. employer brand thinking, 2015 30
- 31. -‐ employer marketing -‐ employer marketing mix» Internal: know-‐do-‐be > ambassadorship » Above: broadcasting and reputation > brand » Below: from smart segmentation to digital 1to1 > conversion » Beside: event, stunt, ... > activation employer brand thinking, 2015 31
- 32. -‐ not carved in stone -‐
- 33. -‐ not carved in stone -‐ your employer brand is alive and kickingit requires constant measuring, monitoring and steering in order to attain a lasting reach and impact. employer brand thinking, 2015 33
- 35. change is constant » the labour market is a highly competitive business » HR communication is a strategic affair » not carved in stone
- 36. employer brand thinking = ① total employer identity ② employer story management ③ employer marketing
- 37. -‐ last but not least -‐ organisation wide » not HR only, on the sweetspot between internal and external affairs and communication » a common road
- 38. Thanks for listening. Tom Van den Bergh tom@rca.be @tomvandenbergh