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Presentatie van Bjorn Veenstra tijdens het State of the Art Marketing event 2013.
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Let’s start with a Y feature: sharing, download the above mentioned report for free at www.talentsmoothie.com
State of the art Marketing EventEmployer Branding & Generation (wh)Y25 januari 2013 – Bjorn Veenstra
@BJORNVEENSTRA@WERKENBIJMERKEN
Generation X: born 1965 – 1977
Eric Chia July, 2008
WHO AM Y?
1992 – 2002 (?)My opinion does matterWhat is it that I can add?Flexible, knowledge, challenge, team workLearning, personal growth, to account forOnline, socialKeep them interested
CHANGE: from both employer and employee perspective
Which Dutch employer claims this?International operating consulting company
People matter as a business claim, do they?
PR disaster both corporate as well as from a employer brand perspectiveJanuary 2013, Netherlands
Outsmart ‘The System’
Talent Stock Exchange
Source: blog Bjorn Veenstra Who shall access my talent?The abovementioned matter is merely functional, and oriented on recruiting talent. An at least equally important fundament of making decisions in terms of employment is determined by the employee: who would you give access to your skills and talent. Research amongst over 5.500 Dutch higher educated (Employer Brand Monitor) has shown that the decision of accepting a task or employer is more and more based on the match between the personal brand and the employer brand. In other words: whom do I want to give access to my talent? Values, norms, culture and archetypes are key in determining the match between the personal DNA and the Employer Brand DNA. Read more at:
http://www.employerbrandscan.com/Insights/The-future-of-the-Employer-Brand/index.html
EMPLOYEREMPLOYEE
Employer Brand
Bron: employerbrandscan.com
Research – Employer Brand Management
2011: NL2012: NL | BE | SE >400 organisations2013: + Ukraine
Philips, Ikea, KPMG, Ahold, Mercedes-Benz, Coca Cola, Pepsico, Shell, Rabobank, Accenture, Deloitte, AkzoNobel etc.
International researchInsights and sharing useful practicesAmong top performers
Source: Employer Brand InsightsGet the full report for free:http://nl.employerbrandscan.com/Insights/Top-100-Summit
Personal Brand
It’s all about matching
1. Employer Brand meets Personal Brand2. Matching = Chemistry = identification
OVER THE YEARS A LOT HAS CHANGED
Gen Y does not come to APPLY for a job. They come to select an employer. Gen Y prefers an EXPERIENCE and a BRAND to identify with
As I come to think of it: we actually employ two current and perfect examples of engaged Y-profile
employees! So what is it that they choose to join our team…?
BRINGING CORPORATE and EMPLOYER values to LIVE
Best practise:
‘You never actually own a Patek Philippe.’
‘You merely look after it for the next generation.’
Whom do you match with? Up to 150 employers so far in the NetherlandsCompanyMatch.me as from next monday live in Belgium (dutch and french)
Whom matches Karin?
WHOM DO YOU MATCH?
VACANCIES
we have 3 outstanding internships 3-6 months, interested?! Or spread the word!
1x commercial position (Dutch)1x internet position (Dutch)
1x internet position (Dutch & ENG)
Thank you!@bjornveenstrabjorn_at_werkenbijmerken.nl Houten (Utrecht)