Employer branding is much more than a slogan send through traditional stories to future employees. If you want to attract the right candidate, usually hard to get candidates, you'll have to become an open and transparent company. This can only be accomplished by activating your employees to tell your employer story through real and authentic stories that are build to appeal your... current customers. Only this way you get an authentic image, which is real at the same time. Employer brands of tomorrow are communicating THROUGH their employees, using stories that appeal CUSTOMERS and FUTURE employees. Your employer brand should not be told on branded and corporate job sites with "feel good" stories about how nice it is to work for the brand. It must be reflected and shown in the genuine content your give to your customers. Because your future employees are either working for your current customers, or are connected through social networks with your employees. In this presentation you get a concrete method why this needs to happen, and how to actually make the change to have your employees connect with future employees through content that appeals both current customers and future employees.

1. May 2014, Tom De Baere
THE CHANGING
ROLE OF
EMPLOYEES
Next Ten Years –
Insilencio

2. The attention span of a
goldfish is 9 seconds…
Today, we humans … 8 seconds
Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press

3. 200M “Don’t Call” in US
86% skip TV Ads
44% unopened paper mail
99,9% banners not clicked
90% emails not opened
ADVERTISEMENT
OVERLOAD
We don’t want this
anymore…
*end of 2013

4. CONTENT
OVERLOAD
Every 60 seconds*:
• 204 million emails
• 72 hours Youtube
• 2 million Google
searches
• 280.000 Tweets
Because we have this.
*end of 2013

5. “BUYERS WAIT UNTIL THEY
HAVE COMPLETED 60-80% OF
THEIR RESEARCH BEFORE
REACHING OUT TO VENDORS”.
SiriusDecisions, 2013

6. 0
10
20
30
40
50
60
up to 30 31-40 41-50 51-60 Older
Use of social media for information or advice, by age
Use in %
THE MILLENIAL EFFECT
The decision makers of tomorrow
use social more and more…
Source : Buyersphere 2012

7. CHANGING
ROLE OF
SALES AND
MARKETING
All of this is
changing the
role of sales and
marketing…

8. THE LONG
LIST
Marketing
Sales
Longlist
Shortlist
Sale !
This is how you used
to get on “the shortlist”
of buyers…

9. THAT LONG LIST IS LESS
AND LESS INFLUENCED BY
MARKETING AND SALES.
So who is influencing
that long list today?

10. Yep…them again…

12. Listen &
answer, company
wide
Create content with
buyers in mind
Set content free &
promote heavily
Help the
organization
What should marketing
do?

13. … but we DO trust
our PEERS!
Did you know that
buyers don’t trust
marketing
anymore?

14. ALL
EMPLOYEES
NEED TO
BUILD
TRUST…
Marketing Sales Production
& Logistics
Customer
Service
>>> TRUST & INTEREST <<<
ALL YOUR EMPLOYEES
HR
Customers Recruits
…by answering questions to
technical and business issues

15. WHAT’S THE RELATION WITH
EMPLOYER BRANDING?

16. Stories matter to customers, and
future employees
Only real stories make employees
proud, and are shared by
employees to future employees
That’s your employer brand
reaches future employees
Image source: Managing Content Marketing, Joe Pulizzi
Give your employees a voice, a
face, and a channel…

17. LET ME REPEAT THAT…
Because peers connect with peers, remember?
Only real stories …
…are shared by employees
…to future employees.

18. ENABLE EMPLOYEES TO
HELP TELL YOUR
EMPLOYER BRAND STORY

19. Foundation – “educate people”
New processes – “listen & answer”
Making it real – “the team”
Never finish – Anchor in HR
CREATE YOUR CHANGE MANAGEMENT PROGRAM
Internalcommunication

20. TRAIN EMPLOYEES ON NEW ROLES AND RESPONSIBILITIES
• Evangelization
• Content creation &
amplification
• Social media and
escalation mechanisms
• New roles, processes
and governance

21. Image source: Kapost
This is your
sweet spot!

22. Co-workersMarketing
Orchestrated & planned Peer to Peer
You’ll need 2 content streams

23. This is what you often see… “feel good” stuff.
…but only visited by
job-seekers

24. Real nerds, who are not
seeking a new job…
…read this stuff…

25. …attract future employees, when
they are not looking for a job
Employees that tell real
stories…

26. BUYING CYCLE VS HIRING CYCLE – ALMOST IDENTICAL
Content
Content
Content
Content
Content
CTA’s&KPI’s
Image source: @sbenzur
The buying cycle
VS
The hiring cycle

27. EMPLOYEE AMPLIFICATION POTENTIAL
300 employees
150 contacts first degree
22.500 second degree
45.000 first degree
6,7M second degree
The power of a social
organization

28. WHAT DOES IT TAKE TO EMBED
EMPLOYER BRANDING
INTO STORIES FOR FUTURE
EMPLOYEES

29. • Only corporate cultures rooted in trust can do this
• Connect “peers to peers” – train, facilitate, remove
barriers
• Connect and work with marketing – embed
employer brand into content, help orchestrate
• Enrich your culture - content creation, sharing and
social
KEY
SUCCESS
CRITERIA

30. www.happifish.be
We are HappiFish. From Belgium.
(You know, the land of chocolate and beer?)
We help companies to create marketing that
people actually want.
Because we believe marketing should be
relevant to customers.
P.S. We slaved all day over this Powerpoint, for You. If you like this
presentation, why not returning the favor by visiting our site and check out what
we do?