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WORLD EMPLOYERBRANDING DAY27-28 April 2017 | Budapest
www.worldemployerbrandingday.community
Voices ofINDUSTRYExpert insights for 2017 fromleading employer branding
vendors from around the world
In January 2017 we askedindustry experts from leadingemployer branding vendors
around the world thefollowing question.
What’s the #1 piece of adviceyou would give a company
to build a strongeremployer brand in 2017?
This e-book details their responses.
Connect with these industry leadersonline via their contact details
provided and meet them in-person at
World Employer Branding Day
27-28 April 2017 | Budapest
www.worldemployerbrandingday.community
In 2017, change yourperspective on employerbranding!
Even if you have no employeesyou still have an employerbrand. The nature of resourceallocation is changing andcontractors, freelancers andeven volunteers are attracted tocompanies that have a clearpurpose, provide a greatexperience and have a similarphilosophy to peopleexperience whether they arecustomers, candidates,employees or investors. Itshould not be about a ‘customerfirst’ or ‘employee first’ ledstrategy, the common goalshould be about providingexceptional experiences for allstakeholders.
Focus your efforts on adopting astrategic approach towardsemployer branding across theemployment lifecycle for thetalent you engage. There is nopoint attracting the best talent, ifyou cannot inspire and retainthem.
Employer branding is not a HR,Marketing or Communicationsfunction. Employer branding is abusiness function.
To build a world class employerbrand takes strong leadership,collaboration across businessfunctions and communicationsaligned with your brandpromise. Don’t promise whatyou can’t deliver!
Employer Branding Collegewww.employerbrandingcollege.com
Employer Brand Internationalwww.employerbrandinternational.com
Brett MinchingtonChairman/CEO
M: +61 417 815888
Employer branding isnot a HR, Marketingor Communicationsfunction. Employerbranding is abusiness function.
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www.employerbrandingcollege.com
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To build a strong employerbrand, you need to involveevery employee you can. Theymust have the opportunity tounderstand what’s happeningand why.
It’s important to remember thatthe brand is not the story of thecompany, it is the story ofeveryone within the company.The benefits of this approachinclude:
-Greater involvement building agreater sense of ownership ofwhat’s produced: Theproposition belongs toemployees.-Making it more natural for themto advocate for the brand acrosstheir professional and socialnetworks which are (or shouldbe) fundamental to your talentattraction and brand-buildingstrategies.-Delivering heightenedengagement from employeesand stronger hiring metrics asyou recruit more from a smaller,better informed pool ofcandidates.
Be it in research (e.g. surveys,focus groups), development(e.g. concept testing,communications) or ongoingexecution (e.g. referrals, socialadvocacy, on campus), the roleyou ask people to take, whetherit be an active or passive one, isnot the most important factor.What’s important is that they areengaged enough in the purposeof the programme to involvethemselves in contributing to itssuccess.
There’s a lot of debate aboutwhere the EVP really belongs –
to HR, communications,marketing or to the executive. AtRandstad Sourceright, webelieve that for it to berepresentative and successful, ithas to belong to everyone.
Randstad Sourcerightwww.randstadsourceright.com/our-
expertise/employer-branding
Steven BrandEmployer Brand Director
+44 7342 051628
At RandstadSourceright, webel ieve that for i t tobe representativeand successful , theEVP has to belong toeveryone.
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knowledge is powerWe work in real partnership with our clients — inside and outside of their business, crossing borders and boundaries — to attract, engage and manage the best external andinternal talent.
To find the right resource at the right time To bring their employer brand to lifeTo deliver on their strategic objectives
We call this the ‘human intelligence advantage’. To find out more, contact:
[email protected] visit randstadsourceright.com
recruiting strategies
recruitment process
outsourcing
managed service
programs
freelancer management
systems
talent analytics
HR technology
employer branding
integrated talent
solutions
Add sparkle to your employerbrand by building an integratedemployer branding strategy.
We know that the landscapes ofour organizations are shifting.We experience it. In factexperience is what drives ourbusinesses today. Do you careabout your employees’
experience the same way as youcare about your customers`
experience? We do. Attract,engage, retain.
These are the three simple goalsin employer branding achievedby a system consciously builtaround employee experience.It all begins when a potentialcandidate first encounters thebrand. Even before a consciousdecision to become a candidate,they have already begun toengage with the company.
Employees go through theentire value chain oforganizations as employers.Employment is a long journeystarting well before theinterviews and lasting until theirmoment of exit and beyond.
It is important that we thinkcarefully about the employeeexperience in the entireemployee lifecycle andintegrate the employer brandingtools and channels on eachexperience touchpoint with theaim to influence what existingand perspective talents think,feel and share about yourcompany as a place to work.
And how about the businessimpact of employer branding asa key issue nowadays? Developyour employer brand by makingrelevant stakeholdersaccountable for the experiencethey provide to the employees.
That is how you add sparkle toyour employer brand.
Brandfizzwww.brandfizz.hu
Anita ZvezdovicsChief Fizz Officer
+ 36 70 51 09 140
Develop youremployer brand bymaking relevantstakeholdersaccountable for theexperience theyprovide to theemployees.
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The success of any employerbranding project relies on thesupport of senior leaders andthe CEO. If there is no support,the results will suffer and so willyour employer brand. Identifyambassadors for your projectsamongst senior managers andeven involve negative orsceptical managers. Influentialand respected HR or employerbrand managers should be themost active communicatorsbetween employees and seniormanagement.
All efforts to promote youremployer brand should occur incollaboration with seniorleaders and I recommend youorganize various internalcommunication activities tokeep them engaged across theproject timeline.
This may includecommunications via an internalmessaging platform, internalconferences or teambrainstorming sessions.
HeadHunterwww.hh.ru
Elena RusanovaHead of Consulting Center
+7 495 974-64-27+7 903 756 88 85
All efforts topromote youremployer brandshould occur incol laboration withsenior leaders.
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The number one determiningfactor to any organisation'ssuccess is its ability to attractand retain the best talent. In aworld where candidates have somuch access to informationabout a company through theInternet and their networks,employer branding is anincreasingly important part ofthat process.
It’s not just about being well-known; being a big consumerbrand doesn't automaticallymean you'll attract the rightpeople, just that people areaware of your products orservices. The motivations anddecisions that go into buying asoft drink, for example, are verydifferent to how people decideto place big bets with theircareers.
Employer branding may beowned by the HR or Marketingdepartment, but it is theresponsibility of the entireorganisation. Make sure thatemployer branding is discussedat the boardroom level withinyour company to ensure yourfuture business success. It is nota campaign-based strategy, butan ongoing business strategy.
LinkedInwww.linkedin.com
Marlene de KoningSenior Solutions Consultant &
Team [email protected]
+31 6 527 38 138
Employer brandingmay be owned by theHR or Marketingdepartment, but i t isthe responsibi l i ty ofthe entireorganisation.
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Building a really strongemployer brand is all aboutbuilding a strong andinspirational brand culture withkey roles for leadership, HRcommunications and HR.
In the core of this brand culture,a true spirit or soul, is comprisedof a meaningful purpose,energising values, futureproofcore competences and burningambitions. Its identity is a sharedpersonality, where brand andpeople are aligned in purpose,values and ambitions.
In finding a truly great identity,building the employer brand isall about leadership breathing,living, forming and acting outthe brand culture. If they don'tlive the brand, who else will?
‘Brand-leadership’ is mostlyundervalued in truly making adifference. More than anyone,leaders can make or break thebrand.
Communications elevate thebrand story. A 'great story', alsoneeds to be 'well told', and herecommunications add tobuilding the brand. They needto infuse strong stories, with thepower of words and images inorder to add to the inspirational,'snackable', and shareability ofgreat (employer) brand stories.
Communication talent shouldseek to build a ‘communicativeorganization’ where everyemployee and leader feelsempowered and inspired tobegin the brand dialogues andtruly advocate for the brand.
ARAwww.ara.nl
Ton RodenburgStrategy Director
T +31 (0)104057100M +31 (0) 654373801
Building theemployer brand is allabout leadershipbreathing, living,forming and actingout the brandculture.
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To build a stronger brand in2017, turn to technology!
One must remember youremployer brand evolves forbetter or for worse. Howeverwith a vigilant HR departmentthat thinks strategically, youremployer brand can bemanaged so as to radiate thedesired positive image of yourorganization.
One must also not be shy inturning to technology forsupport in developing a hubwhere your message as anemployer can be distributed toyour workforce and where youremployees in turn can maximizetheir experience with you.
One aspect of the employeeexperience is employeebenefits, and this needs to betailored to the needs and wantsof your employees.
Most importantly, these offersmust be personalized andcommunicated in order tomaximize appreciation by theemployees. Benify helps tailor asolution for HR departments thatwant to create an employeeexperience to bolster a strongemployer brand. Compensation,benefits, discounts, participationin social events – they can all bepart of the content that feed intothe employee experience.
Benifywww.benify.com
Samara H. JohanssonHead of Marketing,
+46 70 719 48 33
One aspect of theemployee experienceis employee benefits ,and this needs to betai lored to the needsand wants of youremployees.
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The right engaged person in theright place at the right time. Theindividual and their relationshipwith your company has neverbeen more important
To attract, engage and developthe right people who can createand develop relationships is notonly the single most importantcompetitive factor for the future,but also one of the best ways toachieve the desired level ofquality, efficiency andprofitability in business.
Today everything can be copiedexcept for one thing - the peoplewithin an organization. In otherwords, people are the mostunique competitive factor thereis. Individuals and theirrelationships have never been amore important factor for you to
stand out and achieve yourgoals.
Why is it then that we chooseone company over another? Theanswer is quite simply,relationships, and the bestrelationships win. This is whythe organizations with thehighest levels of engagementand ambassadorship amongsttheir employees and clients arethe most efficient. The ones thathave the highest number ofengaged clients achieves thebest result. That is why it isalarming that the number ofcompanies with a decreasinglevel of employee engagementnow surpasses the number withincreasing employeeengagement for the first time ina decade.
Academic Workwww.academicwork.se
Svante RandlertBusiness & People advisor
+46-708-998834
Organizations withthe highest levels ofengagement andambassadorshipamongst theiremployees andcl ients are the mosteff ic ient .
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There needs to be a radicalchange in the way companiesapproach candidates today. Anycandidate who enters therecruitment process willdefinitely have a say about yourbrand.
You absolutely need to speedup decision-making by reducinginterview rounds for a muchbetter candidate experiencethat helps build your employerbrand.
Furthermore, part of the positivecandidate experience is toalways provide feedback tocandidates who apply for aposition at your company(especially if they are rejected).
74% of negative comments onthe SSC Heroes platform areposted by candidates becausethey did not get a response atall.
You will have many rejectedcandidates, but it definitelyhelps shape their opinion of youif you provide them with usefulfeedback.
SSC Heroeswww.sscheroes.com
Zsolt Kelliar | Peter BalazsikManaging [email protected]@gwshub.com
+36 20 77 33 140+36 70 945 48 40
Reduce interviewrounds for a muchbetter candidateexperience thathelps bui ld youremployer brand.
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In this cyber-social age, a worldof robots, chat-bots andinternet-connected everything,what’s your brand’s play for thefuture?
Step out wearing only yourcorporate coat and you’re likelyto be seen as cold, machine-likeand uncaring of personal needs.
So what is the solution?
We suggest you begin byputting yourself in the positionof the person you want tocommunicate with. Thefoundation for any strong brandis trust. Trust is built onunderstanding and there areplenty of opportunities forbuilding that understanding.
For starters look at ways ofimproving your insight. Go tothe right places, hang out withthe right people, listen to the
conversations they’re havingand adapt what you want to sayto the people you are talking toat that particular moment.
Let people know how yourbrand will make a difference totheir lives. Millennials inparticular crave meaning andpurpose and it’s the job ofemployers to match whatthey’re able to offer with thoseneeds.
Make every interaction morehuman and personal. The resultwill be greater engagement anddifferentiation.
Finally, never be afraid towonder. It’s something we do allthe time. And it works.
Tonicwww.tonic-agency.com
Tom ChestertonManaging Director
+44 (0) 20 7183 2556
Never be afraid towonder.
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we think about
great
we seek out new insight
wonder…WHENEVER WE
we go deep
we remove all the filters
we put it all on the
line
we break the rules
...it works
we get it done
We’re a London-based innovation agency that brings brands and people together. We combine deep insight with creative excellence to deliver for clients such as The British Army, RBS, Vodafone and Mars. Our work informs, engages and excites the talent that they need. Because at the end of the day, it’s all about people. What they see, hear and experience, will affect the decisions that they make. That’s why we always aim to create wonderful work that works. If you have a new project you would like to discuss, we’d love to hear from you.
Email us at [email protected], or visit us at tonic-agency.com
At the end of 2016 Havaspublished a Prosumer reporttitled, “Shifting Mindsets in anAge of Uncertainty.” Based upon12,000 responses globally, itlooked to make sense of someof the year’s big global eventsexemplified by Brexit and theelection of Donald Trump.
With the emergence of‘neopatriotism’ (describedessentially as nationalism basedon the recognition of theelements that make one’scountry and culture worthcelebrating - and protecting)
organisations must take acritical look at their globalemployer brand and assess itsability to achieve culturalrelevance with audiences at anational level.
This does not mean discardingexisting global employer brandconstructs – after all a well-designed employer brand isfundamentally about cohesionand emotional connectivity,rather than uniformity.
But it does mean an increasedfocus on the development ofregionally segmentedmessaging and a greater degreeof personalisation. Both of thesedisciplines require us tounderstand our markets, but thelatter requires the need to buildpersonas around our targetaudiences. Personas that takeinto account not only theircareer drivers, but their culturalvalues, perspectives and likelybehaviours.
We believe this approach will goa long way to helping globalorganisations developmeaningful effective employerbrands – ones that marketschoose to adopt and thataudiences are drawn to.
Havas Peoplewww.havaspeople.com
Graeme WrightStrategy Director
+44 (0) 207 022 4062+44 (0) 7738802654
Organisations musttake a cr it ical lookat their globalemployer brand andassess i ts abi l i ty toachieve culturalrelevance withaudiences at anational level .
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Learn from successful TV seriesand iconic business leaders andcreate a business with its ownpersonality and 'feel.'
One of the biggest challengesfacing a business when it comesto communications andleadership is how to create auniform brand that not onlypermeates the organisationinternally, but also permeatesexternal communications aimedat customers, the job market andinvestors, and as a brand, willremain clear, logical andconvincing over time.
It is not uncommon for acompany's communications tobe spread in different directions,with the market speaking onelanguage, HR another and thecompany itself, a third languageinternally. It's almost as if thereare several different companiesin the same company, and it isexperienced differentlydepending when you havecontact with the company, andon the context in which you doso – as a customer, a potential
employee or an investor.
In most cases, the underlyingproblem is that there is no clear,jointly shared vision of thecompany's personality andinternal culture.
Companies can learn somethingfrom blockbuster TV showssuch as Game of Thrones, MadMen, Orange is the new Blackand other successful series inthis area.
These series have ashowrunner, who is responsiblefor ensuring that eachprogramme always has thesame 'feel' and 'pitch' across theseries regardless of whether youare watching season 1 or season5, and who must ensure thesedo not change even if thecharacters and plots aredeveloped as the seriesprogresses and if new directorsand actors join the show.
KANTAR TNSwww.tns-sifo.se
Larissa HälleforsClient Service Director
+46 (0)701842242 or+46 (0)8-507 42242
Learn fromsuccessful TV ser iesand iconic businessleaders and create abusiness with i ts ownpersonal ity and'feel . '
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In 2017 stick to your story –
internal is external.
When building your employerbrand, start from the inside. Thecommunications landscape isbecoming more transparent,leaving less room for polishedglossiness. This creates anopportunity for theorganisations that manage todevelop a true, yet ambitious,internal employer brand. Andcrucially, have the ability toempower people tocommunicate it.
So how do you get a diversegroup of employees to feel thatthe story is true and worthsharing?
Start by listening to your people,then dream big to build a storythat is bold and distinctive. Aimfor a narrative that is simpleenough and based on just a fewcore themes. Review how thesethemes are reflected during theemployee journey and identifywhat acts are needed to bothamplify and energise.
Mobilise your key employees tomake sure that behaviour is fullyaligned with the message. Thencount on your people forvisibility. Provide them with theskills, tools and freedom to openup their individual employeeexperiences. Add someprofessional marketing andcommunications for excellence.
Your employer brand is acombination of the employerimage and the employees’
experience. Dedicate effort tosyncing both communicationsand leadership.
Have confidence that image andexperience will strengthen eachother, as long as your story isanchored in reality, but built tobe visionary.
Milttonwww.miltton.fi
Pelagia WolffAccount Director
+358 50 366 0878
Start by l istening toyour people, thendream big to bui ld astory that is boldand dist inct ive.
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At Papirfly we are passionateabout employer brandconsistency!
In 2017 companies should builda stronger brand by investing inmeasures to consistently applyit.
Your employer brandshowcases your company'spersonality and mostimportantly, its promise. It aimsto appeal to specific targetaudiences, engenderingpositivity, trust and confidence.
A strong employer brand isdistinctive and appealing, freshand engaging and it reaches itstarget audiences using the mostrelevant marketing and mediachannels.It needs significant, consistentexposure in order to winrecognition and trust.However, without sufficientcontrols in place, employerbrands become inconsistentand diluted. Target audiencesget mixed messages and thedesired impact is compromised.
Of course, it can feel like animpossible task, ensuring allemployer brand marketing isconsistent. Especially, as it islikely to be marketed in multiplecountries and requires someflexibility to cater for thenuances of local markets.
Empower your teams to createtheir own employer brandmarketing, everything fromsocial media posts to HTMLemail and brochures, withoutspecialist production supportand controlling the elementsthat guarantee compliance.
The benefits of building aconsistent and strongeremployer brand is thatemployees will free up time todevote sufficient resources todeveloping engagingcampaigns that have impact.Strong brands attract the rightkind of people to help themsucceed... talented employees,committed investors, positivecustomers and loyal supporters.
papirfly.www.papirfly.com
Sara NavedaGlobal Business Development Director
0207 096 0741 (office)
07877 027311 (mobile)
I t ’s important toremember that thebrand is not thestory of thecompany, i t is thestory of everyonewithin the company.
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papirflyemployerbrand.com
Using Papirfly's unique Employer Brand Portal, our customers store and share their employer brand assets, easily communicate and educate on their EVP/brand guidelines, and most importantly, they produce their own expert marketing, creating consistent, compliant print and digital coand digital content and branded emails, simply and easily, without specialist support.
In any language, at any time, saving between €48,000 - €300,000 per year.
Our customers include BP, Citi, Credit-Suisse, Compass Group, Ferrero, InterContinental Hotels Group, Mars Group, P&G, Philips, Pfizer, PMI, PMI, Rolls-Royce, Unilever and many more.
Join us and be free of the old way, part of the newway; the future of all employer brand activation.
We'd love to meet you and provide a demo; please contact [email protected]
Louise is a TA Manager. She no longer uses an agency to activate her employer brand. She Papirfly’s it.
Deciding how to invest in youremployer brand depends in parton how evolved your existingbrand is.
If you’re looking to build yourinfrastructure from scratch orfrom a minimal foundation, myadvice is to take a holistic view,based on the following strengthfactors:
1. Make your story andemployee value proposition(EVP) compelling: determinewhat’s most exciting about yourvision and how to answer,“What’s in it for me?” for eachtalent group. Be rigorous indefining what really matters tothem.2. Communicate with clarity andconsistency across all media.Your website, social media,advertising and intranet need tobe fully aligned and integrated,despite needing nuancedchannel strategies.3. Bring the experience to life:use imaginative videos,employee stories, CSRsoundbites, interviews, imageryand job details (benefits etc.).
This will help to keep talentengaged and help candidates tovisualise themselves working foryou.
If you have a strong brandinfrastructure and wish to boosttalent attraction, you must getgreat at building relationshipswith candidates. Some currenttechnologies to consider are:
Plot and personalise thecandidate experience:automation and simplificationgives a consumer-gradeexperience and drivesconversion.
Work with data that matters:smart tech tells you which adsdrive most traffic, where dropoutoccurs, which candidates aremost likely to convert based ontheir behaviour…helping youmake smarter decisions aboutmedia investment and processenhancement.
Sometimes a big leap is requiredinstead of a small step but therewards are worth it!
Cielowww.cielotalent.com
Lauren CousinsBrand and Digital Consultant
Lauren [email protected]
M: +44 (0) 7825894959
I f you have a strongbrand infrastructureand wish to boosttalent attract ion,you must get greatat bui ldingrelat ionships withcandidates.
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TRANSFORM YOUR APPROACH TO TALENT ACQUISITION
Engage, acquire and retain critical talent with an Employer Brand solution from Cielo, the world’s leading strategic RPO partner.
We are a global practice embedded within a leading recruitment process
outsourcing (RPO) business. Equal parts strategic, creative and commercial;
we help clients develop employer brand and talent engagement strategies
that are globally consistent, locally relevant, sustainable and successful.
With Cielo as your partner, the sky is the limit.
See examples of our work at cielotalent.com/brand
The employer brand strategyshould connect to the businessneeds, not only today, but alsointo the future. It shouldconsider where the company isheaded and what this meansfrom a talent attractionperspective:
Consider:
“Are we going to continuedoing what we do, just more?Then we need to be able to hireMORE people.
Are we diversifying our businessand providing differentproducts/services?Then we need to be able notonly to attract MORE people, butalso DIFFERENT people, whichmeans we need to do differentthings and maybe conveydifferent messages for thoseaudiences.
It is not only a matter of ‘makingit look pretty’ but making surewhatever we do is going tomake the business stronger andconnect with our differentaudiences.
It is important to combine thestrategic and tactical effortsalong the way. Leaders mustbring together the right skills,not only during the designphase, but also duringdeployment and ongoingmanagement of the employerbrand.
Employer branding is aboutpeople and building a strongemployer brand over the longterm will require representativesof the different business areasworking alongside each other toachieve business objectives.
People Matterswww.peoplematters.com
Miriam AguadoSenior Manager –
People Management [email protected]
+34 91 781 06 80
Leaders must br ingtogether the r ightski l ls , not onlyduring the designphase, but alsoduring deploymentand ongoingmanagement of theemployer brand.
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To build a stronger employerbrand in 2017, implementActivity Based Working.
Globalisation and digitalizationhas changed the landscape forhow we sell and consumeproducts and services. If the waywe do business is changing soradically, shouldn’t our way ofworking also be changing?
Far too many organizations aremissing out on that connection.They spend a lot of time andmoney to change their businesswhile at the same time they areholding on to their old officeswith private rooms or desks andoften using poorer technologythan employees have at home.
It ought to be obvious, that if wewant to survive as a companywe need to be as mobile, flexibleand digital as the customers weare creating our new productsand services for.
The successful employer of thefuture needs to provide supportto the time and placeindependent employee, makinga transition towards ActivityBased Working (ABW). ABW is acatalyst for organizations torethink the way they workaligned to their cultural andstrategic objectives.
It provides freedom of choice inhow, when, and where peoplework, helping them to be moreeffective and engaged. ABWrecognizes that people performdifferent activities and need avariety of work settings, the righttechnology, and a trusting andcollaborative culture to be bestsupported.
The impact of employerbranding in AWB is most evidentwhen companies see work assomething we do rather than aplace we go to. Focus onperformance rather thanpresence and provide thefreedom of choice.
Veldhoen Companywww.veldhoencompany.com
Jennica LenningPartner V+C Scandinavia
+46 70 467 53 96
To bui ld a strongeremployer brand in2017, implementActiv ity BasedWorking.
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When undertaking an employerbrand journey with a client, thecritical phase is to research,evaluate and agree on the twokey elements that needattention.
Every organisation will havedifferent priorities for theiremployer brand developmentbased on their current state. Itcould include the need for asocial media strategy, internalengagement, valuesdevelopment, external channelmessaging, generationalappeal, or rich content storytelling.
Our role is to then take the twokey elements, think of themeach as an axis, and find theintersection of those two axes.The best employer brands find asweet spot of what a brandstands for and what its talentlives by.
Is your organisation trying tofind the sweet spot of internalengagement and millennials, orperhaps external brandperception and your targetcandidate market?
Whatever those axes orelements you need to address,only by finding the sweet spot –or where those two axesintersect - can you then developthe strategy and effectivecommunications to bring bothtogether seamlessly.
Your brand must be as relevantto future audiences as it is tocurrent audiences. As potentafter five years as it is on dayone. Therefore, an organisationmust commit to the regularidentification of these axes andwork on the intersections toachieve relevancy.
Attractwww.attract.asia
Paul GreenawayCEO
+64 27 570 3796
Your brand must be asrelevant to futureaudiences as i t is tocurrent audiences.
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The environment in 2017 is avolatile one, with a dynamic thatit is not always in favour of theemployer. The skills shortage isa challenge for each employer,so the employer brand is morerelevant than ever if you want toattract and retain the right talentto grow your business.
A successful employer brandstrategy should haveconsistency, continuity andauthenticity. An employer brandthat is built upon these elementswill ensure candidates andemployees are in the same boat.Be honest in messaging, beinnovative in yourcommunication channel mixand measure the impact ofevery action!
All external and internalmessages should be alignedwith the company’s businessobjectives.
Never promise to employeesand candidates what youcannot deliver.
Romarketingwww.romarketing.ro
Sorina BradeaConsultant
+4 (0) 259 467388+4 (0) 359 800302
Never promise toemployees andcandidates what youcannot del iver .
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In 2017 companies who want tobuild long-term foundations fortheir unshakeable employerbrand should start bystrengthening their companyculture and focus on currentemployees.
Target your employer brandingstrategies at current employeesand tackle staff turnover moreseriously. Leaders shouldunderstand the reasons whypeople leave by asking betterquestions. The most commonanswer for leaving is "I have abetter financial offer," but it ishardly the truth.
Companies will ponder abouttheir company culture and focuson the inclusion of employees inthe creation of meaningful,uniting, and synchronizingactivities to improve theperception employees haveabout their company.
BrandBakerswww.brandbakers.cz
Petr HovorkaEmployer Brand Baker
Managing [email protected]
M: +420 602 27 10 11
Leaders shouldunderstand thereasons why peopleleave by askingbetter quest ions.
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In 2017 companies should focuson humanizing their EVP anddevelop a better understandingof what attracts talent to want towork with them, give their bestand stay with them.
We all want to have people inour teams with a passion for ourcompany vision and employeesthat are fully dedicated tocompany challenges with anever ending drive to do thingsbetter.
Apply more focus and energy todiscovering what is important toyour people and spend moretime building high qualityrelationships at work. If youunderstand the passions of yourpeople, if you help them to copewith their challenges and if youtry to develop them every day,then you will get much more inreturn through theirengagement and commitmentto grow your business.
Ask a member of the financeteam and you’ll immediatelyknow how much money yourcompany pays in salaries and ifyou are good you’ll understandyour employee performance innumbers too.
When you assess your EVP, youwill realize that money is justone part of what attracts talentto want to work and stay withyou. If there are also attractivenon-financial benefits you willattract a much broader based oftalent and have a deeper talentpool to choose from.
JobAngelswww.JobAngels.co
Andrej WinterFounder & CEO
+421 903 751 791
Apply more focusand energy todiscovering what isimportant to yourpeople and spendmore t ime bui ldinghigh qual ityrelat ionships atwork.
www.worldemployerbrandingday.community
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We believe that the target group-
oriented approach is increasinglyimportant in employer brandingand recruitment.
With the help of the correctidentification of the targetaudience, we can reach potentialcandidates, and customize ourmessage specifically for them.
HVG HR Centerwww.hvghrcenter.hu
Dóra MurányiMarketing [email protected]
+36 30 2937590
The target group-oriented approach isincreasinglyimportant inemployer brandingand recruitment.
www.worldemployerbrandingday.community
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Employer Branding 101: Truthwell told!
Always tell the truth about thereal employee experience and
company results.
Choose one message whichdiffers from your competitors andbe sure to answer this question:“Why should your employeeswake up in the morning andcome to work for you?”
Build strategy, create real resultsand communicate it with thismessage. “Stay away fromemployer branding magicians!” Profession
www.profession.hu
Balazs VargaHead of Marketing
Always tel l the truthabout the realemployee experienceand companyresults .
www.worldemployerbrandingday.community
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Companies will need to improvehow they communicate theiremployer brand and EVP to theirexternal target audience so it actsas a differentiator in theirrecruiting strategy.
This will help companies toimprove their position in the labormarket by building competitiveadvantage.
It is important that leaders alsounderstand the strategicimportance of employerbranding and how it contributesto business success. They mustunderstand the role of newmedia including the role of socialmedia in talent attraction andbuild capability in this area tobetter monitor and manage itsemployer brand online.
Anthea Consultingwww.antheaconsulting.it
Eugenio AmendolaManaging Director
T: +39 051 6759028
M: +39 349 5994447
Leaders mustunderstand thestrategic importanceof employerbranding and how itcontr ibutes tobusiness success.
www.worldemployerbrandingday.community
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Employer branding should be along-term, integrated approachto how you attract, engage andretain talent.
Companies should concentrateon being the best employer thatthey can be. Not just in 2017, butfor ever.
Focus on humans, not on things.
grapevine marketing GmbHwww.grapevine-marketing.com
Daniela ManskeKey Account ManagerEmployer Branding
+49 (0) 89 588 031 723
Focus on humans,not on things
www.worldemployerbrandingday.community
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There has never been a moreimportant time for companies topersonalize the candidate andemployee experience. Toomany companies speak thesame language and candidatesstruggle to understand howcompanies differentiate theiremployment offering and EVP.
In 2017, conduct research andinsights to better understandthe needs of your targetaudience.
Avoid using a one size fits allapproach when recruitingtalent, especially if recruiting inforeign markets. Understand thelocal nuances of the market andempower leaders to makedecisions that are in the bestinterest of the local talent andnot simply something that fits atemplate or brand book.
Today, the best talent want to'feel at home,' and want to workin an environment that inspiresthem to do their best work in thecompany of fellow teammembers who share a commonpurpose.
Don't overthink your EVP. Beauthentic, communicate withclarity and provide leadershipthat inspires, connectsstakeholders and most of all,makes people feel like they havemade a meaningfulcontribution.
Employer Brand Makerswww.employerbrandmakers.com
Inesa DaugintaitėFounder & CEO
+37064670006
Today, the besttalent want to 'feelat home,' and wantto work in anenvironment thatinspires them to dotheir best work inthe company offellow team memberswho share a commonpurpose.
www.worldemployerbrandingday.community
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Disclaimer
The material in this publication is of a nature of general
comment only, and neither purports nor intends to be advice.
Readers should not act on the basis of any matter in
this publication without considering (and if appropriate)
taking professional advice with due regard to their own
particular circumstances. Employer Brand International
expressly disclaim all and any liability to any person, whether
a purchaser of this publication or not, in respect of anything
and the consequences of anything done or omitted to be
done by any such person in reliance, whether in whole or
part, upon the whole or any part of the contents of this
publication.
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