authentic and in control: universum webinar
DESCRIPTION
In this webinar, David Brudenell, Global Vice President of Product and Head of Digital for Universum, explores some of the critical digital activities and best practices that employers need to implement to engage top talent more deeply, lower costs and empower their internal brand. In a lively panel discussion, experts will share experiences from the trenches and guidance on how to succeed in building a employer brand that is both authentic and allows departments to maintain control of their key messages and Employer Value Proposition.TRANSCRIPT
Authentic and in Control:Learn how top companies are digitally building their employer brand
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Authentic and in Control:Learn how top companies are digitally building their employer brand
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Ryan Buckley CEO scripted.com
Zachary Gregg Managing Partner, Founder Vital Design
David Brudenell Global VP, Product | Head of Digital, Americas Universum
1. What’s going on
2. What’s hard
3. A framework for understanding the challenges
4. Voices of experience
5. A playbook for building your strategy
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Agenda
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Mobile Rules
1/5 1/42013 2014
Total webpages consumed via mobile KPCB, Internet Trends 2014
Brought to you byKPCB, Internet Trends 2014
+72%+183%
+100%+60% +111%
+42%
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79% 78%
Percentage of membership accessing platforms on mobile per month KPCB, Internet Trends 2014
Every time someone visits News Feed there are on average 1,500 potential stories from friends, people they follow and
Pages for them to see, and most people don’t have enough time to see them all
https://www.facebook.com/business/news/News-Feed-FYI-A-Window-Into-News-FeedBrought to you by
https://www.facebook.com/business/news/News-Feed-FYI-A-Window-Into-News-Feed
This is the importance that you think your post has to target talent in the
waterfall of News Feed content.
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https://www.facebook.com/business/news/News-Feed-FYI-A-Window-Into-News-Feed
This is what it actually looks like to talent in their News Feed.
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80%Expect regular weekly contact
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85%Expect you to get back to them in 24 hours or less
29% Of jobseekers use social media as their primary search tool
http://recruiterbox.com/blog/baby-steps-in-hr-tech-social-and-your-ats/Brought to you by
45%Of non-entry hires come from internal referrals.
http://www.nytimes.com/2013/01/28/business/employers-increasingly-rely-on-internal-referrals-in-hiring.html?pagewanted=all&_r=0Brought to you by
80% of the top 10,000 companies globally (by revenue) do not have a Facebook talent attraction presence.
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70% of tracked North American companies have a Careers-focused Facebook presence.
Today’s Challenges“Is Facebook the right place to start? What about Twitter?”
“What if my career site is not perfect?”
“What do I talk about?”
“How do I get this past legal?”
“How do I work with marketing?”
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Framing the problem
We need to understand the right places to speak to Talent to optimize our limited resources
Channels
Message
Content
Strategy
We need to create a voice that is unique and resonates with the Talent that we need to acquire
We need content formats that will cut through a busy newsfeed/tweet stream
We need to ensure compliance with company policies and meets our overall talent strategy
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Ryan Buckley CEO scripted.com
Zachary Gregg Managing Partner, Founder Vital Design
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Ryan Buckley is Co-founder and Head of Partnerships at Scripted.com. Ryan holds an MBA from the MIT Sloan School of Management and an MPP from the Harvard Kennedy School of Government. Still and always a Cal Bear, Ryan graduated from UC Berkeley with degrees in Economics and Environmental Sciences. After several years of doing everything from dishes to prospecting campaigns and even Rails and Python coding, he's settled into the role of Scripted's ambassador to the marketing community.
Ryan Buckley
One of New Hampshire’s most well-connected businessmen under 40, Zac is the epitome of an entrepreneur. Having built four New Hampshire-based businesses from the ground up, he recognized marketing as a vital component of any successful company. So he did what any entrepreneur would do and started his own marketing company with co-founder Julia Ahumada. Now, Zac shares his business and marketing insights with Vital’s clients.
Zac Gregg
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Question 1:
Ryan Buckley CEO scripted.com
What are your views on the current state of the Talent Branding Industry when it comes to digital? How do we compare to other industries?
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What are your views on the current state of the Talent Branding Industry when it comes to digital? How do we compare to other industries?
Question 1:
Zachary Gregg Managing Partner, Founder Vital Design
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Tell us about your successes in empowering your employees to build your employer brand.
Question 2:
5 minute response
Zachary Gregg Managing Partner, Founder Vital Design
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Zachary Gregg Managing Partner, Founder Vital Design
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Zachary Gregg Managing Partner, Founder Vital Design
Employee Ambassadors. Many people are better than one brand.
Content Handbook: Principles to guide and inspire staff
Day-in-the-life. Make is as real outside as inside
Social is just as important inside as it is outside.
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Tell us about your successes in empowering your employees to build your employer brand.
Question 2:
5 minute response
Ryan Buckley CEO scripted.com
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Ryan Buckley CEO scripted.com
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Ryan Buckley CEO scripted.com
Happy Hours. Connecting to real people.
Choosing a wave: Market Places like those created by Uber
Know their Target Groups.
Partnering with non-competitive companies to increase reach
Editorial Calendar.
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What recommendations can you give employers who are about to start their digital employer branding activities?
Question 3:
Right Channels
Right Messaging
Clear Voice
Right Content
Right Strategy
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Gather usage data by channel
Define your employer brand clearly
Monitor your talent competitors to build a unique, clear voice
Build flexible, authentic conversations
Build a calendar. Bring in advocates. Enforce principles, not rules
Right Channels
Right Messaging
Clear Voice
Right Content
Right Strategy
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An action plan
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Ryan Buckley CEO scripted.com
Zachary Gregg Managing Partner, Founder Vital Design
David Brudenell Global VP, Product | Head of Digital, Americas Universum
Questions?
Authentic and in Control:Learn how top companies are digitally building their employer brand
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[email protected]@davidbrudenelllinkedin.com/in/davidbrudenell