cultivating cult brand culture: how top brands attract & retain top talent

Cultivating Cult Brand Culture

How Top Brands Attract & Keep Top Talent

Enlightenment Series: January 2014

FEBRUARY 19 - 20, 2014 www.CultGathering.com

Cult Brand Nominees (but non winners)

66% Senior executives fear that lack of skills and talent shortages are going to have a major impact on their brand.

2012 Economist Intelligence Unit survey of 350 executives from multinational companies

HR is vitally important, but under qualified and/or under-resourced to attract and groom brand ambassadors. Their skillsets are increasingly focused on: -  Interviewing and counseling -  Benefits administration -  Legal compliance issues -  Performance reviews -  Administrative (i.e. record keeping)

THE RISE OF HR MARKETING

- Forbes, What Should HR Leaders Focus on in 2014

HR is on a collision course with Marketing…

“The right people can bring a brand to life in remarkable ways, but as brands increasingly rely on their culture as a differentiator, attracting

remarkable talent is becoming more complex.”

4 Things To Consider

1.  Employer Positioning 2.  Policies & Procedures 3.  Candidate outreach 4.  Show some personality

1) Employer Positioning:

“Leading brands with great talent have acknowledged the importance of transparency and committing to a higher purpose within the marketplace.”

Forbes, 5 Lessons on Influencer Marketing & Brand Transparency – 2013

SCHILLER GROUNDS CARE: Before

SCHILLER GROUNDS CARE: After

The site and manifesto was transformed to better appeal to candidates by accentuating Schillers’ authenticity through its manifesto and company history and by including compelling visuals and compelling content to help inspire candidates of the Schillers brand.

<20% Of organizations have an employer branding strategy, so the opportunity for greater interdisciplinary collaboration is HUGE!

EBI “Rise of Employer Brand Research”, Lynda Gratton Hot Spots Movement

2) Policies & Procedures

“Creating customer loyalty, one employee at a time, generates competitive advantage.”

- Hani Kafoury M.A. Psychology & Business Consultant

One cannot create engaged customers without first having engaged employees.

Attracting candidates - just like attracting customers - begins with understanding their needs, values

and behaviours.

3. Candidate outreach

Job seekers perceive a brand’s presence in emerging media and alignment with current issues as indication of how progressive the

brand is and how vibrant the brand’s work environment is.

How Top Brands Attract & Keep Top Talent, 2013

K+S: The CHALLENGE

4. Show some personality

The right people can bring a brand to life in remarkable ways, but as brands increasingly rely on their

culture as a differentiator, attracting remarkable talent is

becoming more complex.

How Top Brands Attract & Keep Top Talent, 2013

WHOLESALE SPORTS OUTDOOR OUTFITTERS

WE PRACTICE WHAT WE PREACH...

Facebook for Culture

Creative Job Descriptions

Website: Employee Fun Facts

My Point… Often, the reason why business strategies fail is people mistakenly assume that the organization can get the right talent to perform the strategy.

All too often organizations cannot attract or develop it, and as a result, the strategy is not feasible.

What Should HR Leaders Focus on in 2014 - Forbes

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