Learn strategies on how to strengthen your employer brand with current and future employees through digital channels.

1. SEPTEMBER 21, 2016
Activating Your Employer Brand: Inside and Out

2. Agenda
1 Introductions
2 Why activating your employer brand is critical
3 What we mean by employer brand activation
4 How we’ve seen companies successfully activate
their employer brands
5 Q&A

3. Introductions – 30 seconds
Name?
Organization?
Expectations?

4. Agenda
1 Introductions
2 Why activating your employer brand is critical
3 What we mean by employer brand activation
4 How we’ve seen companies successfully activate
their employer brands
5 Questions

5. Because of multi-tasking, we now have 31 hours in a day
Consumers watch multiple screens at once, scanning for information
on mobile phones, tablets, and more.
The result? We’ve added 7 hours of viewing time to each day.
hours
Sleep
7:06hrs
Non-work
7:13hrs
Work
6:04hrs
Media & consumer
tech activity
11:05hrs
Information overflow is a fact.
Sources: Activate, Bureau of Labor Statistics, The Telegraph, Edison Research, We Are Social, eMarketer, Nielsen, National Sleep Foundation, Deloitte,
SNL Kagan, Sandvine, Ipsos, comScore, Global Web Index, OECD, Activate analysis. Behaviors averaged over 7 days.

6. Yesterday

7. Today

8. A lot of employers are out there talking

12. 85% of Gen Z respondents
are open to being contacted BY EMPLOYERS on social media
The appetite for social employer brands is there.
Universum Gen Z Report, 2015

13. Students are already using an average of 8.5 channels to
learn about employers
66%
65%
59%
40%
39%
38%
38%
37%
37%
36%
34%
31%
31%
Social media
Employer websites
Career fairs
Job boards (sites where job openings are posted)
Employer presentations on campus
Employer advertisements on TV
University press & student organization publications
Career guidance websites
Employer advertisements in social media
Career and job related apps
Employer office/site visits
senting career possibilities at a company/organization
Outdoor/billboard advertisings
Which channels do you use in general to learn about potential employers? Choose as many as applicable.

14. …and it’s really hard to stand out.

15. …when everyone says the same thing.

16. Today’s media landscape = a challenging and ever-
changing field

17. Unless we utilize the right tools, knowledge and skills…
…this will happen!

18. Since it’s impossible to CONTROL your brand…
…you need to INFLUENCE it...

19. …as successful employer brands are built from within.

20. Agenda
1 Introductions
2 Why activating your employer brand is critical
3 What we mean by employer brand activation
4 How we’ve seen companies successfully activate
their employer brands
5 Questions

21. What does activation mean to you?

22. It will all come back full circle.

23. Activating your employer
brand requires:
THE RIGHT
TOOLS.
KNOWLEDGE,
NOT HUNCH.
GREAT
CONTENT.
SKILLS.
TIME.
MONEY.
Activating your employer
brand requires:

24. Cornerstones in employer brand communication:
INTERNAL COMMUNICATIONS
EXTERNAL COMMUNICATIONS
MULTIPLIERS - PERSONAL
BRANDS
RECRUITMENT CAMPAIGNS

25. General branding approaches and tactics apply to employer
brands, too.

26. It is all about knowing your audience, your message and
your platform.

27. Build your
communication
on
KNOWLEDGE
Don`t be a
Brand. Be Real
People.
Let your
employees talk
for you. They
do it anyway.
Easy access.
Get and share
information.
1 2 3 4
4 steps are valid both internally and externally:

28. Agenda
1 Introductions
2 Why activating your employer brand is critical
3 What we mean by employer brand activation
4 How we’ve seen companies successfully
activate their employer brands
5 Questions

29. Micro-moments are changing the rules.
%
Look up info on their smartphones in the middle of a task.
You never have someone’s full attention.
Source: Google/Ipsos, “Consumers in the Micro-Moment,” March 2016.

30. Micro-moments are changing the rules.
agree that the quality, timing, or relevance of a company's
message influences their perception of a brand.
This changes how employer brands need to be activated
as well.
Source: Google/Ipsos, “Consumers in the Micro-Moment,” March 2016.
%

31. The successful brands of
tomorrow will be those that
have a strategy for
understanding and meeting
talents' needs in these micro-
moments.

32. 1. Seamless integration of the look & feel, candidate
experience and EVP

33. 1. Seamless integration of look & feel, candidate experience
and EVP

34. 1. Seamless integration of look&feel, candidate experience
and EVP

35. 2. Let the employees speak

36. 2. Let the employees speak
www.smarp.com

37. 3. Build your concept on the power of ambassadors

38. 3. Build your concept on the power of ambassadors

39. • Selecting the suitable text and photo for the channel
• ”Social scripting” know-how
• Sophisticated targeting based on data
• The target groups may surprise you – Don’t go with beliefs
• Moment-of-Truth: how to maximise the impact
• Storytelling, unique content
• Relevance to the target group
How do we do it - and what is needed for a successful
content marketing in social media
Great content
The Right Format
Targeting
A/B Testing
Optimization

41. Agenda
1 Introductions
2 Why activating your employer brand is critical
3 What we mean by employer brand activation
4 How we’ve seen companies successfully activate
their employer brands
5 Questions