Employer Branding Webinar/Flemming Group - Creating Delicious Moments Of Joy

Mondelēz International, Ukraine & NM, EE&CA, 2014

We’re a company that recognizes the power of big.
But we also understand the importance of small.
We have the scale and resources of a $35 billion global
powerhouse.
With the speed, creativity and agility of a startup.

Great place to work
where great people
want to work
“
Great Place To Work Institute

Financial
Performance
Great Place
To Work
We are pretty sure, great employers have all they need and have more
potential to become best performers.
And high performing organizations attract best talents.
So these two goals are equal for us.

Happy people
become more
successful
“
The Happy Secret To Better Work, Shawn Anchor

Listen
To your current employees, ex-employees, candidates.

Engagement Attrition Researches &
Rankings
Blacklists Hiring KPI’s Surveys

Feedback from stakeholders and TA’s
You will get the most on how your employer brand looks like from
feedback. Even if you’ll have a quick chat with an employee, or
take exit interview option. This may add a huge value to
understand better your audiences, your blind spots and
opportunities.

Engage
People to build your company employer brand

Decision makers
You must have managers on board of your employer brand
initiatives. They have to be the first to participate and lead their
teams by example.
You have to lead them, but you can’t do all the job for them.
And they drive employer brand by their actions and decisions. So
they are responsible same as you. Be sure they are aware of it.

Opinion makers
There are people around you with the power to change opinions.
And they can be found inside and outside of your company.
You should know them well and you should have a constant
dialogue with them.
Opinion makers can bring you insights on how to bring your
employer brand on the next level. They will help you to get the
full picture on how things are going. And they have voice other
people will hear. And even more, they will add value by taking
part in your initiatives

Employees
You already the best team onboard. You’ve found them, you’ve
trained them, you’ve invested time and resources. Now you
should not only speak and listen.
Work with them. Create project teams, use focus groups, bring a
new experience to their day to day life.
You don’t need creative agency, consultant or anyone else to
design and roll our your employer brand strategy. Best creatives
and consultants already work for you. You just need to create
space for engagement.

Candidates
Those people “not yet your employee” still can contribute your
employer brand and be engaged.
Have a pool of potential candidates, create it using representative
group of target professionals.
You can not only communicate with them time to time. You can
create their experience,

Partners
Yes, partners. Those people we usually forget about when it
comes to employment topics.
They experiencing what it’s like to work with your company. And
they share that experience with other people. Sometimes they
become first one to meet your future employee.
Be sure to do anything you can to make their experience
remarkable, to give them all information in time, to make them
happy about you.

Community
Yes, your business goals first. But you should never forget about
communities you live and work in.
Being responsible business player is important.
This goes not only to CSR, charity, Green office and sponsorships.
You can contribute to your professional area, market and country
by developing others, sharing your experience and expertise.
Great people would love to work for the company being care of
the better world. In all meanings.

Communicate
If you won’t tell no one will

Employees first
You have to take the most of Internal communication tools to
share your successes, ideas, inspiration with employees.
They are your first employer brand ambassadors. So any company
news, all employer advantages have to be known by employees.
Be sure to use consistent and considered approach, use best in
class tools. And keep your internal employer communications
clean and simple, and event more – honest, distinct and
emotional.

Face to Face
We sink in the ocean of e-mails and texts. Another day brings
more and more and people get overloaded with all the
information they get 24/7.
Use non formal and conversational mode.

Creative way
Re-think your communications in new and creative way. Use same
tools but with new approach.
Learn from creativity guru’s – creative agencies, IT companies.
They really good on making usual things fun and creative.

Accessible online
You must have managers on board of your employer brand
initiatives. They have to be the first to participate and lead their
teams by example.
You have to lead them, but you can’t do all the job for them.
And they drive employer brand by their actions and decisions. So
they are responsible same as you. Be sure they are aware of it.

Big picture
How all these pieces work together

We research
all the time and collect
feedback constantly
We assess
our brand and compare
with best in class
We design
our EVP engaging our
audiences
We deliver
basic tools, new platforms
and communications
We check
on the results and dynamics
and define what to improve
and change
We change
to what needs to be changed
and make things differently
1 2 3
4 5 6

Don’t be a lone wolf
Employer brand manager, specialist, talent acquisition director…
whatever, you’re not alone in this game. Your expertise and
influence sphere don’t make you smarter or better.
You should be open to ideas of other people. Even those guys
from finance or procurement, or helpdesk. You should listen to
people, in an elevator, in a car, anywhere. Bright ideas and useful
inputs may come from anywhere.

Cooperate
HR, PR and Marketing - three functions united make the powerful
boost to your strategy and tactics.
Moreover, corporate, product and employer brand depend of
each other.
You should have a big picture in mind and get insights of your
colleagues and their involvement.

Don’t treat your employees as human
resource
They deserve to know why of management decisions. They need
to be treated like professionals to become more professional.
If you want to have strong employer brand, first you should build
trust and respect between employee and company.

Invest in your people
They more appreciated they are for successes, the more they will
bring back to business. Investments are not only about money.
It’s about emotions too.
Ask people how they’re going, take them to lunch, be patient
enough when someone’s in need of your help.
And as a company, be sure your investments in professional and
personal development are the must.

Don’t forget to learn all the time
The world is changing. It goes faster. And you should learn all the
time. Like Alice in Wonderland:
…it takes all the running you can do, to keep in the same place. And
if you wish to go anywhere you must run twice as fast as that.
Stay in touch with communications, technologies, business
strategy, marketing, design, production and many other spheres.
Subscribe on magazines re innovations, online education and
don’t underestimate professional communities.
“

Learn from the best and the worse
Other companies successes and failures are the best teacher you
have.
Do your homework: define what was done good and what was
messed up. Be sure to take these lessons into account.
Fortune 100, Great Place To Work Institute, TED.com, HBR,
Glassdoor.com, Slideshare.com, HCI, EBO.com and many others

Fast, Cheap, Qualitative – choose any two of
them
Your employer brand is not a topic for cost saving. And be sure
most results will not come the same day.
If you want to have a great place to work you should be precise
on planning your resources and time, use all the capabilities and if
you don’t your employer brand will create itself. And it won’t be
the one you dream of.

Expect the unexpected
You can have best in class employer brand strategy and
communication platform and great creative initiatives. But still
we are in people business. And we have a real war for great place
to work nomination.
So check upon your employer brand KPIs as much as you can.
And be sure to leave a space for maneuver to adjust your
initiatives to the reality.

Easy to steal
Almost zero cost things you can do starting tomorrow

Branded recruiting
Your employer brand the same as product brand should be distinctive
and you need to build awareness. Your recruitment communications can
help you with that.
We’ve designed templates for any kind of recruiting communication –
invitation, feedback, autoreply. And it’s in line with our overall talent
acquisition campaign. Moreover, we used that tool to communicate our
process and principles, what to expect when you become our candidate.
We’ve created special cozy conference room for interviews, to give a
flavour of our atmosphere on a very start.
Audience Candidates
Cost $0
Time 2 weeks
You will need Recruitment Process
Brand book
InDesign
MS Outlook
Fantasy

OnBoarding
They say in the end of the first day at your company newcomer already
knows how long he’s ready to stay. We think the same. So it is critical to
have smooth and engaging onboarding process.
We have three months program: to learn the company and business, to
feel a part of the team and to start being productive and successful.
All our newcomers have meetings with all functions and future contacts.
These meetings are planned beforehand. Same as workplace and all
equipment he or she will need.
Audience Newcomers
Cost $0
Time 6 months
You will need EVP
Alignment
Inputs

Recognition programs
Has critical influence on employees engagement. And as result, company
employer brand.
We use formal and non formal recognition programs. Formal ones
recognize business results and successes. Non formal dedicated to peer
to peer recognition and drive appreciation in the team, positive feedback
between people and gratitude.
Audience Employees
Cost Minimal
Time 6 weeks
You will need Recognition strategy
Alignment
Inputs

Ambassadors club
Your employees are ambassador #1. And those who have a privilege to
speak for your company on external events can boost your employer
brand. You just need to help them.
We’ve gathered our speakers in a club, created a guide with tips on
speaking, presentations and company messages. We’ve sponsored them
on how to’s re social media and a list of speaking opportunities during
the hole year.
Audience Employees
Cost $0
Time 1 day
You will need Social media policy
Brand book
InDesign
Fantasy

HR Partner Book
To give our partners and friends a flavour of what it’s like to be a part of
Mondelēz International we’ve created HR Partner Book.
We wanted not only to give informational point but to share our culture,
emotions, successes.
It’s more than 60 pages full of colorful photos and packed with employer
brand messages.
Audience Anyone
Cost $0
Time 3 weeks
You will need EVP
Messaging
Photo materials
Brand book
InDesign
Fantasy

JoyIn
To develop communities and support image of benchmark company,
we’ve created experience and knowledge sharing platform.
Have a JOY of your work and JOIN to those who feel passionate about what
they do.
We move with JoyIn to consumer insights, human resource, procurement
and plan to many other professional communities.
“
Audience Candidates
Cost $200 + $200
Time 2 months
You will need Support
Pioneers
Design agency
Facebook

Anastasiya Vasylchenko
Manager, Employer Branding
Ukraine & New Markets, EE&CA
Mondelez International
anastasiya.vasylchenko@mdlz.com

Employer Branding Webinar/Flemming Group - Creating Delicious Moments Of Joy

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