allison kruse #ebrandcon for download

ALLISON KRUSE

@AllisonAKruse

SR. MANAGER, SOCIAL MEDIA & TALENT ACQUISITION

2

@AllisonAKruse #EBrandCon

ALLISON KRUSE@ A l l i s o n A K r u s e

3

THE CANDIDATE POWERED ECONOMY2015 Candidate Behavior Study by CareerBuilder

ON AVERAGE, JOB SEEKERS USE 18

DIFFERENT SOURCES WHEN

SEARCHING FOR A JOB.

@AllisonAKruse #EBrandCon

3 IN 4 FULL-TIME EMPLOYED

WORKERS ARE OPEN TO OR

ACTIVELY LOOKING FOR NEW JOB

OPPORTUNITIES.

4

THE MODERN SALES FUNNEL

Awareness

Interest

Consideration

Evaluation

Purchase

Marketing

Marketing

Sales

Sales

THEN NOW

@AllisonAKruse #EBrandCon

5

@AllisonAKruse #EBrandCon

OUR INDUSTRY DOESN’T EXIST IN A BUBBLE

WHAT DO OUR CANDIDATES CUSTOMERS NEED?

6

INFO THAT IS EASY TO

FIND AND NAVIGATE

1 ON 1

COMMUNICATION

WITH A RECRUITER

DISCUSSIONS ABOUT CAREER PATHS AT YOUR COMPANY

TESTIMONIALS

FROM THEIR PEERS

AN *ACTUAL* “DAY IN THE

LIFE” STORY, SPECIFIC TO

THE CANDIDATE

@AllisonAKruse #EBrandCon

7

DO A DIGITAL AUDITTHROUGH THE EYES OF YOUR

TARGET CANDIDATE

@AllisonAKruse #EBrandCon

8

AVOIDEMPLOYER

BLANDING@AllisonAKruse #EBrandCon

9

EMPLOYER BLANDING: Companies

doing the same thing, telling the same story

and merging in to one. Copying best

practices, shying from innovation and being

unique. Start thinking about reaching an

audience of one.

- BILL BOORMAN

“

“

10

YOUR EMPLOYER BRAND

IS IN THE EYE OF

THE BEHOLDER

@AllisonAKruse #EBrandCon

ONE

WOMAN’S

EVP

A woman in Singapore worked long hours, and

thankfully had a 24 hour canteen so she could

get food on her way home.

She changed jobs and forgot to ask if

they had a 24 hour canteen during the

interview.

After joining, she discovered the

canteen was closed in the evening.

This greatly inconvenienced her, and

led to a quick exit.

Her “EVP” was a 24 hour

canteen.

Ever seen that listed

anywhere?

12

ALL OF YOUR CULTURE BRANDING

EFFORTS SHOULD BE ABOUT

SHOWING THE GOOD, THE BAD AND

UGLY OF WORKING IN YOUR

COMPANY.

THAT WAY FEWER PEOPLE APPLY. THE

NUMBERS GO DOWN, BUT THE RIGHT

PEOPLE APPLY.

““

- BILL BOORMAN

EMPOWER

YOUR

PEOPLE

@AllisonAKruse #EBrandCon

14

Fundamental to moving

from “doing social” to

“being social” for a brand is

recognizing that people are

the channel.

- Ragy Thomas, CEO of Sprinklr

15

HELP THEM WITH CONTENT STRATEGY

It can range from an

enterprise-wide platform

that includes gamification,

social sharing, training

and rich analytics

to a monthly digest of

copy and graphics sent to

your “brand ambassadors”

via email.

Establish a mechanism for

putting high quality content

into your employee’s hands.

Creating and curating engaging

content is time-consuming.

@AllisonAKruse #EBrandCon

17

MOST OF THE TIME THE CONTENT

REQUESTS COME TO US.

SOMETIMES WE INITIATE SUPPORT.

18

WORD OF MOUTH MARKETING INTERNALLY

@AllisonAKruse #EBrandCon

THERE IS NO WAY WE

COULD PRODUCE

ENOUGH CONTENT FOR

ALL OUR EMPLOYEES.

AND WE WOULDN’T

WANT TO.

@AllisonAKruse #EBrandCon

YOU CAN’T BLAST OUT

YOUR CORPORATE

MESSAGES THROUGH YOUR

EMPLOYEES’ SOCIAL MEDIA

AND EXPECT YOUR

AUDIENCE TO ENGAGE.

@AllisonAKruse #EBrandCon

THE CONTENT NEEDS

TO BE OPTIMIZED

FOR EACH VENUE.

01

THEGENERAL

Section Number One

Section Breaking Page

Example text goes here with your

own text.

YOUR

EMPLOYEES

ARE NOT

PARROTS.

@AllisonAKruse #EBrandCon

25

INVEST IN YOUR PEOPLE: PROVIDE HIGH QUALITY,

RELEVANT TRAINING

PERSONAL

BRANDING

SOCIAL

EMPLOYEES

EFFECTIVE

MESSAGINGSPEAKING

SOCIALLYSHARING

CONTENT

@AllisonAKruse #EBrandCon

26

A FEW BENEFITS OF EMPOWERINGSOCIAL EMPLOYEES

WHICH IS WHAT CANDIDATES

ACTUALLY WANT TO HEAR

ABOUT.

THEY’LL BE MORE

ENGAGED AND HAPPIER,

WHEN TRUSTED

THEY WILL TAP INTO TALENT/LEAD GEN POOLS

NOT ACCESSIBLE VIA TRADITIONAL AVENUES

YOUR AUDIENCE/NETWORK

WILL EXPONENTIALLY

INCREASE

THEY WILL TELL

THEIR OWN STORY IN

THEIR OWN VOICE

THEY PROVIDE WINDOWS INTO YOUR

*ACTUAL* CULTURE/EVP…

@AllisonAKruse #EBrandCon

27

#Profersonal

28

Being the Brand Nerd and totally type A,

I was SO stressed about managing my

online identity when I first got on social.

My cofounder, Jason Seiden, cut

through that anxiety by giving me

permission to just be authentic. I don’t

worry about managing anymore, I’m

just true to myself!

““ LISA CERVENKA

Cofounder/Chief Branding Officer, Brand Amper

@BrandNRD

29

THOUGHT

LEADERSHIP

PROGRAM

HIGHEST PERFOMING CONTENT CATEGORY

EVERY MONTH ACROSS THE BOARD

30

IN ADDITION TO ROGUE SOCIAL MEDIA EFFORTS,

LACK OF SUPPORT COULD LEAD TO ANOTHER

PROBLEM…

3145 REQS –I’M IN A REAL JAM!

KEEP COOL –JUST OPEN A CAN OF

32

33

Source: 2015 LinkedIn Talent Trends Survey of over 20,000 fully employed workers in 29 countries

Over 70% Should Respond…

34

35

HOW DO YOU EARN RESPONSES

FROM CANDIDATES?

@AllisonAKruse #EBrandCon

36

START WITH WHY

CHECK OUT @SimonSinek ON TWITTER AND HIS BOOK START WITH WHY

ENCOURAGE YOUR

RECRUITERS TO ASK

THEMSELVES

WHY CANDIDATES

ARE IGNORING

THEIR MESSAGES

@AllisonAKruse #EBrandCon

37

ASK YOUR RECRUITERS WHY TALENT IS IGNORING THEM

THE EMAIL IS SLOPPY

AND FULL OF ERRORS

THE RECRUITER SEEMS

UNPROFESSIONAL

THE CANDIDATE DOESN’T

SEE A GOOD REASON TO

TALK TO THE RECRUITER

TOO MANY MESSAGES

SENT TO CANDIDATE

THE RECRUITER SEEMS

UNTRUSTWORTHY

THE RECRUITER

OFFENDED THE

CANDIDATETHE WRONG JOB WAS

SENT TO THE WRONG

PERSON

@AllisonAKruse #EBrandCon

38

WHEN YOU APPROACH

POTENTIAL CANDIDATES,

TREAT THEM AS A

PERSON FIRST

AND A POTENTIAL

CANDIDATE SECOND.

““

- GLEN CATHEY

@AllisonAKruse #EBrandCon

39

I've learned that people will forget what you

said, people will forget what you did, but

people will never forget how you made them

feel.

- Maya Angelou

The basic architecture of the brain

ensures that we feel first and think

second.

- Neuroscientist Joseph LeDoux

40

“Understand what

it’s like to be

constantly pursued

by recruiters.”

- Glen Cathey

41

“Great people will ask you what pulled you

to them. Answering "um, you have Python"

won't get much of a response...”

“I read out loud before hitting send.

If it doesn't sound like something I'd say in

person I change it.”

HUMAN SPEAK > HR SPEAK

- Amy Miller

- Steve Levy

@AllisonAKruse #EBrandCon

42

LISTEN FIRST, SPEAK SECOND

@AllisonAKruse #EBrandCon

43

A focus group at Boston University

was shown a job posting and were

asked: “How many of you would

apply to work here?”

More than ¼ of the students in the

room raised their hands.

Next, he showed the

company’s Glassdoor page, showing

a rating below 3.0 and limited and/or

lame reviews.

Then the presenter asked

again: “Now, how many of you would

apply?”

Not a single hand went up.

44

RESPONSE TRIAGE AND FEEDBACK LOOP

R EC R U ITERS

LEGAL

TR AIN IN G

C U STOMER

SERVIC E

LEAD ER SHR

@AllisonAKruse #EBrandCon

45

ACHIEVING A POSITIVE REPUTATIONAND ATTRACTING THE RIGHT CANDIDATES

01WE NEED TO UNDERSTAND

THAT IT IS A CANDIDATE

ECONOMY

46

03THE EMPLOYER BRAND IS

IN THE EYE OF THE

BEHOLDER

02WE NEED TO AVOID

EMPLOYER BLANDING

04WE MUST EMPOWER

OUR PEOPLE

#MEH

47

05WE NEED TO TRAIN

RECRUITERS ON EFFECTIVE

MESSAGING

06OUR ROLE IS TO HELP OUR

EMPLOYEES LOOK GOOD

07 WE NEED TO HELP EMPLOYEES

BUILD THEIR OWN BRAND AS

#PROFERSONALS

48

09WE NEED TO

CONSISTENTLY SHARE

FEEDBACK WITH

STAKEHOLDERS

08WE NEED TO LISTEN TO WHAT

PEOPLE SAY ABOUT US

10WE MUST TREAT OTHERS THE

WAY WE WISH TO BE TREATED

49

THANK YOU!@AllisonAKruse #EBrandCon

50

DISCUSSION