How to Execute - Diversity Employer

Brand Campaign Jonas Prasanna

LinkedIn: https://in.linkedin.com/in/jonasprasanna Twitter: @jonas1hr

Diversity – Current Reality

Source: India Inc. – From Intention to Impact (Catalyst)

Traditional Family Roles &

Obligations

Maternity and Spouse relocation

Organizational Politics

Child care concerns

Lack of opportunities after

career break

Opt out during later stage of

child’s education

Reasons for exiting the Workforce

Support diversity

hiring activities for Executive talent

Be an employer of choice for top

female executives

Promote the diversity culture

Aligning Diversity Objective with Org Direction

Components of the Diversity Objective

Stories & Women Leaders Profiling

Leadership Connect LinkedIn Sponsored

Updates / Work with Us Internal Referral Program for

Diversity

Women’s Blog Brand Partnerships with

Women Communities New Joiner Connects Selfie with Recruiter

Pinterest Activation Newsletters

Diversity Microsite

( Diversity Video Series)

Content Marketing ( Organic & Paid)

Diversity Brand Activation Framework

ATTRACTION EVALUATION APPLICATION ADVOCACY

Stages of Diversity Brand Activation with Interventions

Diversity Brand Activation – Attraction Stage

Profiling of Women leaders • Updates on their areas of expertise, how they were

groomed, opportunities for growth, mentoring for people aspiring to leadership roles

• The messages to be used in the ‘content syndication’ format

Blog & Stories

• Use the blog as a platform to make the audience aware of opportunities for women in leadership positions & diversity activities

• Share press releases, work culture, events, etc. to give readers a complete idea of what stands for.

• The activities would involve managing the blog and wordsmithing the content according to the messaging and SEO guidelines

Identify & build a repository of Women Leaders and their stories

Leadership Connect • ‘Real time’ interactions – Hangouts, Tweetchats with

leaders/experts - Recorded and seeded across SM channels & Diversity Microsite

Partnership with Women Communities • Video & Tweet chats with Women leadership • Leverage women communities like Grace Hopper, Biz

Divas & Sheroes to promote the executive opportunities for women

Diversity Brand Activation – Evaluation Stage

Interaction with Women Leaders with Internal & External communities

Diversity Brand Activation – Application Stage

Sponsored Updates • Native advertisement – Increase followers drive

relevant traffic to Diversity Microsite

New Joiner Connects • Executive Rect Team connects with New Joiners –

Maps out their personal network identifying prospects

• Design attractive communication to engage in a conversation with the prospects

Newsletters • Newsletters and e-mailers can help reach out to the

talent community and keep them engaged

• Sharing audience-centric and content driven e-mailers like Leadership speak aimed at Executives & Senior women professionals

Delivering relevant content to the target audience to trigger a desired action

Diversity Brand Activation – Advocacy Stage

Diversity Referral Program • Promote diversity referrals • http://www.slideshare.net/zalp03/8-reasons-

why-an-employee-referral-program-can-improve-workplace-diversity-zalp

Selfie with Recruiter • Special Focus on celebrating diversity hirers

within the organization • Link to the recruiter LinkedIn profile for

building connections / leads

Advocacy is the secret sauce to a successful employer brand

Target Audience (Women Leaders) User Journey

Remarketed Audience

Women Executive Talent

Target Group/ Visitors

Diversity Microsite

Target User submits Contact Details Target users leaves the site without

submitting details

Re

mar

keti

ng

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Paid Media / Targeted

Pinterest Sponsored

Updates SEO

Content Marketing + Google Ads

Video Series

WIN Profiles

Leaders Connect

Blogs Selfie Diversity

Jobs

Thank You !

Jonas Prasanna LinkedIn: https://in.linkedin.com/in/jonasprasanna

Twitter: @jonas1hr