Graduate - 2016

People will forget what you said. People will forget what you did. But People will never forget how you made them feel. Maya Angelou

The Organic Employer Brand (the path to that Dopamine moment)@Grey101

https://www.linkedin.com/in/graemewright

Start with the classic Marketing Question whenever Dpamine is mentionee

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Emotions have as much to do with behaviour as logic does

Has anyone here been in love2

But which emotions are most helpful?

A good evp builds an emotional connection emotions are diverse and complex

Define emotional not a one of hit that generate emotion

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Do EVPs have an emotional punch?An EVP articulates what is offered by an employer in exchange for the productivity and performance of an employee from their reward and benefits to the opportunity for career development and also the more intrinsic elements of management style, work environment and culture (Towers Watson The Deal).

Refelective of the way EVPs are sometime developedToday I am talking about EVP/ employer branding and the importance of emotion love even in the procesLets start by agreeing as to what an EVP is there are lots of definitions, lots of books , some good some badBut essentialy - it is about showing someone why they should join an organisation, why that orgaisation is right for them, how they will benefit by joiningInternally it is about reminding people why this is a company worth giving their time and efforts to

It is great and very logical - you offer some one this they will give you that

(true but not helpful)

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EVPs can be overly logical

Inspiration behind this a question from a client that certainly generated an emotional connection from meCompany doing job profiling We can do EVP as well we have a list 30 criteriaPick those that most popular with staff job done

There is logic here and that is the problem tells you little about charcater of employees and becasse choices are pre-determined focuses on pathe of least resistance reaches out to the lowest common denominator

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Also good example of sub brand7

Herzberg's motivation-hygiene theory

So pulling this back to employer branding you have the classic hygene factor scenario (the analogy is not perfect but it is close)Herzberg's motivation-hygiene theory and dual-factor theoryLarge number of factors that have to be there or people wont apply a smaller number of factors that motivate an dwe will be looking at what they might be in the context of an emplyer bradnAll very well but how do you build an emptional connection

The problem with list sis they do not

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What is an EVP?

An Emotion (Love is always a good one)

That is all true but I dont think those definitions make a n EVP they just articulate resaons to join or stayWhat makes an EVP or employer brand effective is the ability to tap into someone on an emotional level to go beyond the rational to create a bit of love

What I am suggesting is that very often recruitment decisions are not rational. Let me give you an example last year we did some research with a major bank we asked joiners why they joined bank x rather than bank y (where they had the choice) primary reason they liked the recruiter or the bank they worked with had go there first and had seemed more interested in them as an individula

And sorry for the spoiler for any one attending BN in a few weeks when we asked first years at uni what was the most important factor in a picking a career that most popular answer by far was meaning absolutly not a completely rational factor9

Benefits of an Emotional ConnectionAn emotional connection is something an Organisation can rally around, drive through all its communications and build a differentiating positioning from it provides something distinctive to say and allows an Organisation to become a known quantitySomeone can always out list you. Lists are necessary, there is always plenty to shout about, but lists can seldom be an expression of an organisation and what it stand for

it should be about the character and soul of the company. We did not just aim at pleasing the audience, at being attractive at all costs. We did not intend to conform to what we knew the Generation Y expects from employers. Through our EVP, we wanted to broadcast a message to whoever had a fundamental individual affinity with Ferreros character, in our deep belief that only a profound affinity between company and individuals character provides the fertile soil on which a lifetime relationship can blossom. Which is precisely what Ferrero desires. (Fedrico Giovannini, Chief HR Officer)

For people to care we need to create some form of emotional connection between an EVP and its audience

Let me show you a video of how one of our clients Sofora achieved this and created a message employees could identify with It is this emotional connection that provides an employer with something to rally around, that acts as a foundation and a differentiating positioning it provides something distinctive to say and allows an organisation to become a known desirable quantity

For NHSc as an employer, it will help attract, engage and motivate ideal employees and candidates by promoting NHSc. We also see it as a vehicle to introduce and develop Nutrition as a career sector.

For NHSc as a business, it will act as a foundation for Employee Advocacy crystallising what is distinctive about the company and helping employees share this externally; we see this as a particularly effective way of helping position NHSc as the pioneer relating to nutrition in health management.

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So what makes creating an emotional connection complicated?

People are different they will see the same thing differntly, what do you see whn you look at thisAll sorts of different motivations how are we going to segment in this case

Graduates do not just wake up one day and think todays the day I am going to pick a career that process can take years actually there is effidence that the best applicants will have beenplanning their career since they entered university or since they picked their A-levels. Plus of course many good grad may have been out of university for a few years so our campaign needs to be inclusive

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So many influences

Parents, FriendsSocialCareer AdvisersCultureMarketingLocationSocio-economics

So many points of interaction

But more the world of media has never been more diverseIdentify target universitsOn-campus initiativesThere incorporate 4 broad approaches direct targeting eg via career presentations, or use of careers ambassadors, career service initiatives eg via career service e-mails, indirect marketing eg student union promotions, sponsorship, academic initiatives eg lecture hits, course sponsorshipSocial and content marketingThis incorporates promotions across the whole social spectrum from Facebook and LinkedIn to Snapchat and Twitter. Social is driven by content and succcesful social promotions will require the generation of engaging contentSegmentation and personalisationTechnological development in recruitment and communications mean that we improve the effectiveness of advertising by improving its focus and targeting. For example we can increasingly target individuals: Contextually - where they are lookingBehaviourally - what sites have they looked at in the past, for example via trackable web events like what pages a person has visited, what jobs theyve viewed, or what conversion events theyve attemptedBased on demographics - information such as age, gender, or incomeBy locationWebsiteStill the heart of most graduate campaigns it is very likely potential candidates will visit you web site as they move through their journey from thinking of the kind of job they are most interedted in to choosing a specific employer and applying your web site deals to ready forpotentail candidates no matter what their motivationTraditional graduate channelsParticualy Pay for performanceScottish Power DirectThis incorporate the range of initiatives linked to giving people an

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Its a long journey

So first point an emotional connection is not something that is going to happen over night (although you can get your list out there very quickly)nFC15

An Employer Brand is a tree not a building

EVP not like a building built and finnishedIt is like a tree growing but with many branches but all linked to a central truth

It will not look the same next year it needs to grow to floris16

Organic EVPs Grow

Three Key Factors

TrustDynamismMeaning

Three really important well most challengingTrust dynamism meaning

Reearch from consumer space but I think that

Challenge easier but bigger

Essentailu talking about people looking for a careerA career can take many forms - call center work or street cleaning can be careers but an emloyer needs to views and treat them as such18

The best way to learn if you can trust somebody is to trust them. Ernest Hemingway

Trust

http://prosumer.havasworldwide.com/trust-dynamism21

Dynamism

MEANING

Not a comment necesserily on nature of business tobacco compnaies can behave responsibly24

WORLDWIDE EMEA N. AMERICA LATAM APAC

Are companies and brands working hard at improving our quality of life and wellbeing?WEAK PERFORMANCE82%

71%

69%

65%

63%

Should companies and brands play a role in improving our quality of life and wellbeing?Growing expectations

33%39%47%56%31%

% People AgreePeople Want Brands To Be MeaningfulBut Few Brands Are Delivering Yet

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2015

What Makes Brands Meaningful?

The deepest part of us:Helping othersA sense of your own impact

Alain de Botton

3 things make work meagningful (Alain de Botton's philosophical review of finding meaningful work.)The deepest part of us so different people find different things meangnigful depending what is in there deepest self (baker computer science analogy)Helps othersCan sense the impact of their work on an audience

Hard to find as it is hard to find our authentic work identiyPossible to generate profits by selling products that dont help people in any particular way (people know this but do this for money)Job may have maening - but due to size or admin they loose thread of true meaning (so people give it up to do something with more immediate impact)

One implication we need to get better at telling stories about the impact of the work they do connecting them to bigger picture28

Knowledge does not equate to emotional engagement.People may understand a message but it makes little difference unless they care. So how do you demonstrate trust, dynamism and meaning?

A show not tell

However no matter how we define it there is an essential truth that just telling someone about your EVP does not mean it will work for an EVP to work people need to care about it, and identify with it - or as in this Dilbert cartoon it becomes just another management PR excersise29

Building TrustStand for QualityProclaim your rootsAim for multi-localTransparency

Building Trust

Creating an environment where trust can be generated31

Building Trust

What we know about todays candidates

Demonstrating Dynamism

It aint what you do its the way that you do it

PurposeSocialbilitySeamlessness34

Demonstrating Dynamism

http://www.socialmediaexaminer.com/turn-employees-into-social-media-advocates/

By making their company culture more visible on social media, Zappos not only attracts customers who appreciate how well they treat employees, butalso draws in potential candidates who might want to work for the company.Zappos believes that even the most mundane activity, like a job interview, is an experience worth sharing.

Zappos uses the Twitter account @eyezappto show others what its like to work for themand uses @InsideZapposto host the#InsideZappostweetchat to share what happens behind the scenes. The chat engages their employees in a transparent way

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Support Employee EngagementZappos is great at using social media to reinforce the message that businesses are powered by people, not numbers.Once on board, they train each employee to use Twitter.Employees are encouraged to tweet about what theyre doing at workand share resources that customers might find useful, both on and off the Zappos site.Theres even a company leaderboard that shows which employees are on Twitter and how many followers they have.

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Employees use a number of social networks and tag their social posts with the hashtags#ZapposCultureand#Zapponians. And they sometimes usethe hashtag#companyculture to reach an audience beyond Zappos.On facebook

Takeaway: Zappos has laid the right foundation to encourage employees to participate in social media. Withbuy-in from their social mediasavvy CEO,TonyHsieh, the companys social media strategy allows the company and employees to grow together.Zappos dedication to customer service and their great company culture are clearly visible on social media, and that has had a huge impact on their sales, reputation and branding.

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Creating Meaning

Being a case Bare

Care about and indiviudal Care about sociey

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Are Brands Performing Accordingly?30%Personal wellbeing41%MARKETPLACEOUTPUTS29%CollectivewellbeingMost Brands fail when it comes to improving our Personal Wellbeing

A Key Opportunity for Brands to Make a Meaningful DifferenceWeakMedGoodBrands performance

Importance

What brings meaning into brands?

Different pathways to meaningfulness, but a common pattern of engagementDespite the no one size fits all formula, Meaningful Brands discovered a common pattern of engagement. 2015 results show that providing incentives/rewards are meaningful for 68% of people, followed by relevant information to learn more about and live customer support (both 61%). Besides rewards, providing people with educational experiences and solutions are meaningful for 57% and 53% of people worldwide. Once again however different sectors show different patterns for example for the Telecoms industry Listening and Rapid Response are key, yet for the food industry it was more collective areas that dominated such as sustainable sourcing and employment record. Maria Garrido, Global Head of Data & Consumer Insights, Havas Media Group concludes: Brands that enhance the wellbeing of people, communities and societies are more meaningful. In the West, we have a more functional relationship with brands so continuous innovation and product delivery is key. In high growth markets, the relationship between people and brands is one that focuses more on personal benefits. In these regions people look to brands to help them achieve economic status, better experiences and every-day inspiration. By understanding what activity will resonate with certain global and local audiences, forward-thinking brands will not only be able to plan more meaningful campaigns, but will also be able to report on meaning as a powerful metric of success.

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What do you care about? Identify a unifying idea

This the heart of Employer Branding workGathering insight And caring is fairly broad its not about giving people everything they want it is be about clear as what you offer, who you are and helping people relate tese messages to themeselves

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Meaning + Trust + Dynamism = Emotional Engagement

That Dopamine moment

Dont let your employer brand get lost in documentation and processTest your band against Meaning Trust and DynamismCreate something organic

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