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Employment branding: From beginning strategies to excellence
Lisa BormannBritta Dihel
Lisa Bormann
Britta Dihel
BrittaDihel
• One of the world’s largest food companies
• Products marketed in more than 100 countries on six continents
• 42,000 employees
• $17.6 billion in fiscal 2015 net sales*
Who we are Today
A Look Back in Time
Our brands. Your legacy.
2009
Reality Check
Aligned with Our Mission Represents all functionsMeeting all candidate needsClearly defined “EVP”
2013
Employer Brand Take 2
2014
Power of Purpose
2015
Our Pursuits
Time to Pivot
2015
5 Steps to create an employer brand
1. Educate on employer brand
2. Research/Discovery
3. Finalize and launch
4. Activate
5. Sustain
Key watch out: Assume everyone knows what it is
“We have aCorporate Brand”
“Our EVP is TotalRewards”
1. E
du
cate
1. E
du
cate
2. R
esea
rch
/Dis
cove
ry
Key watch out: Being too exclusive
2. R
esea
rch
/Dis
cove
ryEducate & Finalize with Others
Key watch out: Being too exclusive
3. F
inal
ize
and
lau
nch
Key watch out: Allowing someone to have too loud of a voice
4. A
ctiv
ate
Key watch out: Stopping at a logo and tagline
• Create a toolkit
• Educate others on the tools
• Save and share them
Where Candidates Expect Us
18
CandidatesBookmarking
& Sharing
On-CampusPresence
EmployeeReferrals
RelationshipMarketing/
Talent Pools
Key watch out: Stopping at a logo and tagline
19
5. S
ust
ain
Key watch out: Thinking you are done. There is always opportunity to do more.
Samemessagedifferent creative expression
5. S
ust
ain
Key watch out: Thinking you are done. There is always opportunity to do more.
5 Steps to create an employer brand
1. Educate on employer brand
2. Research/Discovery
3. Finalize and launch
4. Activate
5. Sustain
Questions?
Thank you
• Lisa Bormann @LisaBormann_MN
• Britta Dihel @BDihel
Connect with Us
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