Work Together, Win Together. - SMPS...

x x x x x x

Work Together, Win Together. How Marketing and HR Can Collaborate

to Win the War for Talent (and Clients too)

2 0 1 8 S M P S S o u t h e r n R e g i o n a l C o n f e r e n c e - F e b r u a r y 2 , 2 0 1 8 T i m A s i m o s , C P S M ; V P & D i r e c t o r o f D i g i t a l I n n o v a t i o n a t c i r c l e S s t u d i o

@TimAsimos @circleSstudio


The war for talent is intensifying.

72%

Source: PWC - 19th Annual Global CEO Survey

of CEOs are concerned about the availability of key skills.



T H E C E O ’ S F O C U Sx x x x x x

Risk Management

Avoiding Commoditization New Business

Profitability Employee Retention

Growth

Client Experience

Culture

Talent Acquisition


Finding, attracting and retaining top talent is one of the biggest challenges today’s firms face.


Everyone’sa free agent.


Job seekers arenow job shoppers.

Culture Salary

Benefits Bonus

Ownership Projects Clients

Advancement Location

Office Space


Experiences are shared.

Culture:the reason your employees stay or go.



The only competitive advantage we have is the culture and values of the company. Anyone can open up a coffee store… - Howard Schultz, CEO, Starbucks

“

”


…All we have is the relationship around the values of the company and what we bring to the customer every day. - Howard Schultz, CEO, Starbucks

“

”


Client experiencewins.


CX is directly a function of employees.


Human resources is evolving.


Employer branding is on the rise.


Marketing is evolving too.


HR + Marketing teaming together.


HR’s ObjectivesAwareness Positioning Recruitment Engagement Retention

Marketing ’s Expertise

Strategy Branding

Communications Creative/Design

Content Marketing


Collaboration is essential.


Align Your Brand Fromthe Inside Out

1


What is a brand?


A brand is more than a name, logo

or service.


A brand lives in your mind.


The sum of your thoughts, feelings and experiences.


T A N G I B L E S & U N T A N G I B L E S

Rides & Attractions

Shows & Entertainment

Food & Beverages

Merchandise

Nostalgia

ImmersiveTheming

Storytelling

Fantasy & Awe


Intangibles are felt emotions.


80%of decision making involves emotion.


WHAT THE HECK does this have to do with HR?


A brand is a promise.


Branding reenforces that promise.


The promise is realized through experience.


Experience is empowered by culture.


Your cultureis your brand.


Your company’s culture and your company’s brand are really just two sides of the same coin. - Tony Hsieh, CEO of Zappos.com

“

”


Your internal cultureand your external brand must be aligned.


External Internal

Value Proposition

Brand Messages

Client Experience

Brand Identity

Marketing & Advertising

Mission

Values

Operations

Work Space

Internal Communications


Identify gaps and misalignment.


Ensure authenticity in messaging.


CONDUCT a recruitment audit.


Build a TalentMarketing Machine

2


Recruitment IS marketing. If you’re not marketing, you’re not in it to win it. - Matthew Jeffery, Head of Global Sourcing and Employment Branding for SAP

“

”


RecruitmentMarketing

Plan

Put a strategy and plan in place.


Build on marketing fundamentals.

Audience

BrandMarketing

Mix

SWOT Research Planning


Create candidiate personas.

Young Professional Mid-Career Professional Senior Professional


Background Goals

Questions Topics of Interest

Looking for… Information Sources

Challenges to Overcome


Awareness Interest/ Consideration

Evaluation/ Selection

EMPLOYEECANDIDATE

Consider the context of the candidate’s journey.


Develop a content roadmap.


Leveragethe modern recruitment playbook.


TRADITIONALx x x x x x

Career Site Job Descriptions

Applicant Tracking Systems (ATS) University Career Fairs

Job Boards Best Firm Lists

Referrals Event Collateral

Branded Giveaways Third Party Recruiters

MODERNx x x x x x

“Buyer” Personas Content Strategy

Inbound Marketing Landing Pages

Brand/Culture Videos Enhanced Benefits

Thought Leadership Culture Blog

Native Advertising SEO / SEM

Interactive Job Descriptions Live Streaming Video

Mobile Marketing Email Nurturing

Lead Scoring / Predictive

Candidate Surveys Virtual Reality

Webinars / Podcasts Social Ads

Corporate Responsibility Social Media

Glassdoor Ad Retargeting

Branded Visual Assets Employer Branding

Campaigns Public Relations

Employee Ambassadors Live Chat

Enhanced Offer Letters


Make your website the hub.


52%

Source: CareerArc

of job seekers first visit a firm’s online properties to gain insight on employer brand identity and culture.


Integrate your marketing efforts.

ADVERTISING

CONTEN

T

MARKE

TING

SOCIAL MEDIA

VIDEO

EVENTS

DIRECT

PR


EVENTSDIRECT

PR

SOCIAL MEDIA

ADVERTISINGCONTENTMARKETING

VIDEO


Measure the impact.


HOLD a strategic planning offsite.


Empower Internal Communication

3


74%

Source: Gallup

of employees feel like they’re missing out on important company news and information.


Internal communicationis an underlying influence of employee engagement.


Gather employee feedback.


Use the righttools.


31%

Source: Prescient Digital Media

of employees never use their company intranet.


Develop a useful company intranet.


Personalized Login

Clean & Functional Design

Streamlined Navigation

Responsive / Mobile-friendly

Robust Search

Accessible Anywhere

User Experience


Personalized Content

Document Sharing & Forums

Company Calendar

Blogs & Newsletters

Training & Tutorials

Employee Profiles

Integrated Social Streams

Essential Features


Assist with email announcements.


Partner on company events.


TREAT internal like external.


Enlist Employees asBrand Advocates

4


Harness the power of social media.


Employee advocacy programs can amplify social marketing and sales efforts while improving employee engagement. - Gartner Research

“

”


Create guidelines for advocacy.


Turn employees into content creators.


Amplify your firm’s thought leadership.


COMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSYOUR FIRM’S EMPLOYEES’CONTACTS/CONNECTIONS

YOUR FIRM’SEMPLOYEES

YOURFIRM


Source: Inc

increase in web traffic.

Employee advocacy results in a

5x


Leverage tools for advocacy.


CREATE a marketing rewards program.


Develop a Firm-wide Marketing Mindset

5


Marketing is not a department. It is your business. -Harry Beckworth, Selling the Invisible

“”


Provide marketing training.


Share trends and best practices.


Communicate your activities.


Reinforce the brand continuously.


START WITH a few key champions.

TAKEAWAYS &FINAL THOUGHTS

x x x x x x


Align Your Brand From the Inside Out

Build a Recruitment Marketing Machine Enlist Employees

as Brand Advocates

Empower Internal Communication

Develop a Firm-wide Marketing Mindset


Invite each other to the table.


Clarify roles and responsibilities.


Celebrate shared success.

circle S studio

@TimAsimos

linkedin.com/in/TimAsimos

[email protected]

804.232.2908 x312

@circleSstudio

linkedin.com/company/circle-s-studio

/circleSstudio

circleSstudio.com/insights

circleSstudio.com

Tim Asimos

KEEP IN TOUCH

THANK YOU!

http://circlesstudio.com

Work Together, Win Together. - SMPS...

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