Building Capability 2012 - Employer Brand - Tonic
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www.tonic-agency.com Hello Mark Horley • Tom Chesterton
description
Tonic focus on the following hot employer branding topics at our Building Capability Conference 2012: How does the talent we need make decisions about who to work for? Is the role of the employer brand adjusting to reflect changing candidate behaviour? Is it realistic to expect an employer re-brand to solve all of our recruitment challenges? If we acted together as employers, would we all stand to benefit from the power of combined branding – or are we better off branding individually?
Transcript of Building Capability 2012 - Employer Brand - Tonic
- 1. Mark Horley Tom ChestertonHello www.tonic-agency.com
2. Fatboy SlimRight Here Right Now 3. How did you end up there? 4. How is employerbranding evolving?How do we makecareer decisions? 5. I wonder how that works?Where does the water go?Where are my Moshi Monsters? 6. What do I enjoy?I need to make decisions?What do I want to be? 7. What do Iwant to dowhen I leaveeducation? 8. Teachers Product TV FriendsFamily 9. Facebook Teachers Product TV Friends FamilyCareersAdvice 10. Facebook Teachers ProductTVFriendsTwitter FamilyGlassDoor ?CareersPersonalAdvice ConductPeersRoll onWebsite Research ServicesLinkedIn Friday 11. CareerChoiceChoice Information Direct Hire RPO ConsultantsAge 7 1st Contact 12. I know what I want,so whos going togive it to me? 13. How much ofthat informationis within yourcontrol? 14. A bit hit and miss: The 50% RuleChoiceLocal/National/Radio/TV/EventsMessage PushBrandsVisual IdentityWe need to stand out 15. Invite, interest,ChoiceWho do I need to talk to?How do they consume media? collaborateAre they active?Message Push wont workConversation will Facebook Teachers ProductTVFriendsTwitterFamilyGlassDoorWhat are we really like? Careers?PersonalBrandsWhat do you need to know? Advice ConductHow can we help you? PeersRoll onFriday Website Research ServicesLinkedIn 16. You need to engagein a way that reflectsthe candidate andtheir community 17. Community isthe new sourceof talent 18. My CommunitySocial Mobile PersonalWhere I want it When I want it What I want 19. We all want We all consume Candidatedifferent things information aspirations individuallyvariesBrand Its easy to communication get lost in begins withthe noiselistening 20. RNLI Video 21. How doesbrand changeto reflect this? 22. Your products and services Your Yourcorporateemploymentbrand message 23. Audience Community A Mindset Change Message ExperienceTargetInviteMedia plan Interest planPenetrateCollaborate 24. Who is our community?Where do they hang out?What value can we add?What should our content be?How will people get involved?What will make it ongoing?A brief How will we measure success?change? 25. The corporatebrand becomesthe human brand 26. Youre not aloneWho do Who doyou want to you reallybenchmark competeagainst with? 27. NSAP 28. So Candidate behaviour has changed and reflects general buying behaviour Engagement means a long-term change in our way of working and begins with listening Brand allows us to differentiate our offer but do we gain more in the long-term by working together? In a connected world where we all share more customer experience is critical - throughout the journey 29. Thanks for listening www.tonic-agency.com
