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10 TRENDS IN EMPLOYER MARKETING
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EMPLOYER MARKETING IS MORE THAN EVERA LONG TERM STRATEGY
TREND #1
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STRATEGY WITHOUT TACTICS IS THE SLOWEST ROUTE TO VICTORY. TACTICS WITHOUT STRATEGY IS THE NOISE BEFORE DEFEAT.
- SUN TZU -
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AWARENESS &RECOGNITION
CONNECTEDCANDIDATES
ENGAGEDEMPLOYEES
employer brand story
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COMPANY-WIDE INVOLVEMENT TO SHAPE YOUR EMPLOYEE VALUE PROPOSITION
TREND #2
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YOU TEACH ME, I FORGET.YOU SHOW ME, I REMEMBER.YOU INVOLVE ME, I UNDERSTAND.
- EDWARD O. WILSON -
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WHAT WE OFFER WHAT WE EXPECT
CURRENT CULTURE
FUTURE CULTURE
employee value
proposition
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EMPLOYEE ENGAGEMENT BECOMES THE NUMBER ONE PRIORITY
TREND #3
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CUSTOMERS WILL NEVER LOVEYOUR COMPANY UNTIL THE EMPLOYEES LOVE IT FIRST.
- SIMON SINEK -
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CTG LETS ITS EMPLOYEES ORGANISE THEIR OWN CLIENT EVENT
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THE COMMUNITY OF ENTHUSIASTICCOMPANY AMBASSADORS
TREND #4
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PEOPLE IDENTIFY WITH PEOPLE, NOT WITH COMPANIES
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BASF EMPLOYEES MEET&GREET WITH CANDIDATES ON DIFFERENT OCCASIONS
VIDEOVERHALEN OP DE CAREERSITE
BLOGPOSTS OP DE CAREERSITE
GESPREKKEN OP JOBBEURZEN
PRESENTATIES OP HOGESCHOLEN EN UNIVERSITEITEN
RONDLEIDINGEN OP DE WERKVLOER
BEGELEIDING VAN STAGES
SOLLICITATIEGESPREKKEN SAMEN MET RECRUITERS
BEGELEIDING VAN EINDWERKEN
NETWORKING OP EVENEMENTEN
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CONTENT MARKETING & STORYTELLING TO PROVE YOUR EMPLOYER BRAND
TREND #5
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A GREAT STORY IS TRUE. NOT NECESSARILY
BECAUSE IT’S FACTUAL, BUT BECAUSE IT’S CONSISTENT AND
AUTHENTIC.
- SETH GODIN -
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BELGACOM HAS A GROWING GROUP OF AMBASSADORS WHO TELL THEIR PERSONAL STORIES IN BLOGS & VIDEOS
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CAREERSITES BECOME A MEETING PLACE FOR EMPLOYEES AND CANDIDATES
TREND #6
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YOUR CULTURE IS YOUR BRAND.
- TONY HSIEH -
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“LIFE AT JANSSEN” IS A PLATFORM WHERE CANDIDATES AND EMPLOYEES EXPLORE THE REAL JANSSEN CULTURE
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THE ABSOLUTE SHIFT FROM PAID TO OWNED & EARNED MEDIA
TREND #7
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I DON’T THINK TRADITIONALMEDIA IS DEAD. I JUST THINK IT ISINCREDIBLY OVERPRICED. - GARY VAYNERCHUK-
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WIT-GELE KRUIS VAN ANTWERPEN INVESTS IN STORIES FIRST AND USES ADS TO AMPLIFY THEIR REACH
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BELGACOM RECRUITS YOUNG POTENTIALS WITH AN INTERACTIVE EXPERIENCE THAT GOES VIRAL
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ONLINE CONVERSATIONS PAVE THE ROAD TO AUTHENTICITY
TREND #8
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- Steven Van Belleghem -
COMPANIES THAT INVEST IN CONVERSATIONS HAVE A HIGHER SATISFACTION AND RECOMMENDATION RATE AMONG THEIR EMPLOYEES
- STEVEN VAN BELLEGHEM-
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ORDINA OFFERS A PEAK BEHIND THE CURTAIN ON THEIR SOCIAL MEDIA PAGES
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THE RISE OF KPI SETTING AND MEASURING EFFECTIVENESS
TREND #9
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WHAT CAN’T BE MEASUREDCAN’T BE MANAGED.
- PETER DRUCKER -
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KPIs
• ambassador engagement (blogs, actions, ...)• net promotor score (%)• employee satisfaction rate (%)• internal mobility rate (%)• engagement rate (%)• ...
KPIs• visitors on your careersite• interested candidates in your database• number of followers on your community platforms• paid campaign results• quantity of cv inflow• quality of cv inflow• ...
KPIs• awareness rate (%)• consideration rate (%)• number of Google searches• employer brand exposure on careersite• ...
AWARENESS &RECOGNITION
CONNECTEDCANDIDATES
ENGAGEDEMPLOYEES
employer brand story
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EMPLOYER MARKETING SHIFTS FROM HR TO ALL DEPARTMENTS
TREND #10
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IF YOU TAKE TOO NARROW A FOCUS ON EMPLOYER BRANDING, IT IS LIKELY TO BE UNALIGNED WITH THE OVERALL BUSINESS STRATEGY. - BRETT MITCHINGTON-
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AG INSURANCE COMPOSES A MULTIDISCIPLINARY TEAM FOR EACH PROJECT OR CAMPAIGN
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