The importance of employer brand and how personal brands are of influence

Marlene de Koning Solutions Consultant @ Linkedin @Marlene_dKoning

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@HROToday EUROPE A companies employer brand is twice as likely to drive job consideration as its company brand

2X

of recruiters don’t understand their own employer brand.

50%

Corporate Executive Board- thought leadership survey. 2012

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@HROToday EUROPE CEO as trusted as Employees

2014 Edelman Trust Barometer Annual Global Study Think  about  different  types  of  informa5on  you  may  read,  see  or  hear  about  a  company.  For  each  topic,  select  which  person  you  trust  most  to  provide  you  with  credible  and  honest  informa5on  about  a  company.  

Company’s CEO Company’s Employee Media Spokesperson

@HROToday EUROPE Your employees’ social networks are over 10X

larger than your companies followers

While only 2% of your employees share your companies social content

They are responsible for 20% of your overall social engagement

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Unaware Aware

Considering Hired

Why the story matters for candidates

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Content Ad’s

Career Page Followers Jobs

We need to re-think how we engage passive Talent

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Content Ad’s

Career Page Followers Jobs

Let them build a relationship with your organisation.

@HROToday EUROPE Get started with your leaders

1.  Give them what they need

2. Support your strategy with data

3. Keep cultural differences in mind

6%   8%  10%  15%  

29%  

44%  70  

0%  

20%  

40%  

60%  

Talent Brand Index Weber Shandwick and KRC Research, The Company behind the Brand: In Reputation We Trust

@HROToday EUROPE ‘Being social’, what it really means

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@HROToday EUROPE 5 steps to engage your employees

1.  Get C-suite support to drive widespread participation 2.  Encourage employees to enhance their profile on social networks 3.  Incentivize through referral program 4.  Organize meetups and recognize ambassadors 5.  Don’t forget new hires

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Why the story

matters for your

organization Source: TNS

Questions?

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