Talent Will See You Now
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Transcript of Talent Will See You Now
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Talent Will See You Now, But are you ready for a conversation?
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Talent will see you now, but are you ready for a conversation?
Key Takeaways
• We believe that talent is receptive to engagement
and recruitment messages
• But, we also believe that talent is discerning
• Therefore, employers need to be relevant,
inspiring and actionable – particularly in their
employer brand communication
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Today’s learning objectives
Areas we’ll cover include …
1. State of today’s employer-employee relationship
2. Changing communication model
3. Employer brand: what, why and how it delivers
4. Importance of an employee-centric employer brand
5. Combining workforce intelligence with employee and
employer brand communication
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74% of workers are either actively searching for a new
job or are open to a new position. – careerbuilder Candidate Behavior 2012
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State of today’s employer – employee
relationship
It’s strained.
• While trust in the US is up in 2013 from 2012, it’s still at
only 59% (Eldeman trustbarometer 2013)
• One-third of employees hope to work elsewhere in the
next 12 months (Metlife Study of Employee Benefits Trends 2013)
• 74% of workers are either actively searching or are open
to new job opportunities (86% for IT/engineering and 81%
for healthcare) (careerbuilder Candidate Behavior 2012)
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State of today’s employer – employee
relationship
A little bit of contemp.
“Growth opportunities are lost because it takes
too long for decisions to be made in our
company.”
58% of American workers feel this way.
(Employer Brand International Study 2013)
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State of today’s employer – employee
relationship Impact.
• Potential increases in turnover (2.5 x salary to replace)
• Loss of continuity; financial/emotional effect of always
starting over
• Employees are more distracted and less engaged (lost
productivity)
• Spreading malaise, increased interventions
• Decreasing employee referrals, lost talent acquisition
opportunities
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State of today’s employer – employee
relationship Ideas.
• Repair/enhance your relationship with your employees –
put “human” back into human resources
• Understand how each of your employee populations
accepts trust communication
• Communicate regularly and often
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69% of workers say searching for new opportunities is
a part of their “regular routine”. – careerbuilder Candidate Behavior 2012
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It no longer makes economic sense to send an
advertising message to the many in hopes of
persuading the few.
M. Lawrence Light Former Chief Marketing Officer/McDonalds
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Changing communication model
24/7. All access. On-demand.
The new communication model …
• Drives a consumer behavior in every interest, idea or
search
• Shapes our communication and brand experience
expectations
• Illustration: the never ending job search
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Changing communication model
Signs of consumer behavior in our world.
• 69% of workers say searching for a new opportunity is a part of their
“regular routine” (careerbuilder Candidate Behavior 2012)
• 35% say they begin preparing for their next job within weeks of starting
a new one (careerbuilder Candidate Behavior 2012)
• 92% of Millennial workers discuss job search experiences, in-person
and online (careerbuilder Candidate Behavior 2012)
• 44% of candidates would be more likely to leave a company that failed
to engage them in an innovative way (Korn/Ferry/FutureStep The Innovation
Imperative 2013)
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Changing communication model
Co-workers, friends, fans and followers: it’s a group
thing now.
A Job seeker will, on average, consult 15
sources per each job search.
That includes your career site, Facebook, Glassdoor, LinkedIn,
mobile site, colleagues, co-workers ….
(careerbuilder Candidate Behavior 2012)
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Changing communication model
Impact.
• Heightened “what’s in it for me”
Response Need to be relevant on a personal level
• Experience expectation is high
Response Need to be easy and compelling at the same time
• Brand impressions are formed in seconds
Response Need to be clear, concise and actionable
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Changing communication model
Ideas.
Consumer behavior … market to them
• Audience research
• Compelling messaging and imagery
• Integrated campaigns (repetition matters –
at least 5 times to establish trust) (Eldeman trustbarometer 2013)
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Consumers are moving far faster than any of us
can imagine; that represents a huge opportunity
for all of us. Andrew Fisher CEO/Shazam
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A stronger employer brand will reduce turnover by
28%. – LinkedIn Employer Brand Study 2011
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Employer brand: what, why and how it
delivers
An employer brand is the brand promise
expressed in what talent experiences, thinks,
feels and shares about your company as a
place to work. It’s delivered through your
people.
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Employer brand: what, why and how it
delivers A few ways it delivers.
• Lowers cost-per-hire by as much as 50%
(LinkedIn Employer Brand Study 2011)
• Reduces employee turnover by up to 28%
(LinkedIn Employer Brand Study 2011)
• Increases employee engagement
• Improves financial performance – 36% stronger financial results
due to strength of consumer and talent brand alignment
(Lippincott 2013)
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Employer brand: what, why and how it
delivers
Where to begin.
50% of recruiters don’t understand their
own employer brands.
(Corporate Leadership Council 2011)
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Employer brand: why, what and how it
delivers
1 Use research (authentic and fact-based)
2 Craft messages (inspire and engage)
3 Focus on culture (the stories of your people)
4 Be visual (color, images and motion)
5 Empower employees (their voice)
6 Target messages (relevancy and delivery)
7 Measure results (communication and HR metrics)
8 Act incrementally (think big, start small and scale up)
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“I love my job. My teammates are great to work with. I
hope that I can retire from here.” (actual engagement feedback)
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People don’t trust businesses the way they used
to … the most trusted sources are ‘a person such
as yourself or a peer’. Steve Rubel Chief Content Strategist/Eldeman
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Importance of an employee-centric
employer brand
It’s got to be real.
• People believe in what’s real
• People connect with shared experiences,
culture and beliefs
• Disconnects impact trust: “experience is
believing”
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Importance of an employee-centric
employer brand
Impact.
• Increased engagement (= increased productivity)
Greater sense of purpose
Empowered (better customer experience)
Less likely to be swayed by competitors’ recruitment
• Improved communication practices
Clarity in messaging
Less of a struggle
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Your culture is your brand.
Tony Hsieh CEO/Zappos.com
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Combining workforce intelligence with
employer brand communication
Three Key Focus Areas
Identity
Promise
Delivery
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Combining workforce intelligence with
employer brand communication
Identity
Use your workforce data as a foundation for your employer
brand communication, helping to define your identity. Think as
a brand manager and explore the employer brand attributes
that tell the story of who you are.
engagement • stay/leave • focus groups • value/delivery perceptions
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Combining workforce intelligence with
employer brand communication
Promise
Create the employer brand promise that articulates your
identity; showcases how you are unique; and inspires action.
Combine your identity with core values, culture and purpose.
evp • employment deal • key messages • empowerment statements
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Combining workforce intelligence with
employer brand communication
Delivery
Design a communication plan that delivers your identity and
employer brand promise to targeted audiences. Make it relevant
and use communication channels that work for each audience.
communication audit • channel strategy • ROI • effectiveness strategy
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Q&As
Contact
Danny Nelms, Managing Director
The Work Institute
615.777.6400 [email protected]
Bob Johnson, Practice Leader
The David Group
216.685.4486 [email protected]