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How Employee Storytelling Differentiates Your Employer Brand

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How EMPLOYEE STORYTELLING Differentiates Your Employer Brand Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Webinar Tips for Attendees • You can connect to audio using your computer’s microphone and speakers. • Or, you may select “Use Telephone” after joining the Webinar. • All lines will be muted to avoid background noise. • You can ask questions at any time by typing them into the Questions Pane. Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Featured Speakers Elizabeth Murphy Sarah Clayton Channel Marketing Manager at Glassdoor EVP, Employee Engagement & Change Management at Weber Shandwick @EBHoster @SJensenClayton Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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#GDChat Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Agenda • What Is an Employer Brand? • Why Empower Employee Storytelling? • Action Plan • Questions Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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What Is an Employer Brand? Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Most trusted resources for learning about companies 1 2 52% 14% family and friends feedback and reviews from other people who work at the company Source: Harris Interactive, Survey Commissioned by Glassdoor, January 2012 Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Reviews on Glassdoor Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Employee Survey Ask your Employees! What perks matter most to you? What motivates you to perform well? Why did you choose to work here? Why do you choose to continue working here? When you’re at a BBQ, how do you describe our company? Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Encourage Employee Storytelling! Presenting a Realistic Picture of Culture Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Why Empower Employee Storytelling? Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Employees Are Your Most Credible Recruiters A truth universally acknowledged People are far more likely to trust a company based on what its employees have to say than on its recruitment advertising. Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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YouTube LinkedIn Glassdoor Facebook Twitter Face to Face EXTERNAL Many Platforms to Make Their Voices Heard INTERNAL EMPLOYEES Blogs Face-to-face Communities & Workspaces Intranet Corporate “YouTube” Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Employees Are Already Talking About Their Employers 69% of employees have made positive comments about their employer to friends or family and 58% would recommend their employer to others as a place to work 16% 50% post messages, pictures or videos in social media about employer very often, somewhat often or from time-to-time have shared criticism or negative comments online about employer 14% 39% have shared praise or positive comments online about employer 88% use at least one social media site for personal use have posted something about their employer in social media that they wish they hadn’t Source: Weber Shandwick Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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BUT, ARE THEY AS EFFECTIVE AS THEY COULD BE? Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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It’s Not Just What They Say; It’s How They Say It Posting Storytelling Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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“This is where traditional internal communication is heading. We’re moving away from communicating to employees, and more toward enabling them to be great communicators themselves.” - Kevin Bishop, former VP Worldwide Brand System & Workforce Enablement at IBM Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Your Employees’ Story Matters Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Every Good Story Has A… BEGINNING MIDDLE END Situation Turning Point Clear Challenge Choice Relatable Opportunity Outcome And details that bring it all to life… Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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MIDDLE BEGINNING END Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Employee Storytelling on Career Pages Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Employee Storytelling on Facebook Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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A Partnership Between Companies and Employees 1. Initiating 2. Sourcing 3. Packaging 4. Sharing Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Expected Outcomes For Companies: • More engaged employees that better understand the personal connection they have to the business • A richer, more diverse and more authentic brand voice • Quicker to surface and treat high interest topics For Employees: • Opportunity to build their personal brands • Contribute to a culture of dialogue, transparency and engagement • Possibility of working with people they like and respect • Authentic media assets to aid in storytelling • Message amplification far beyond traditional channels Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Action Plan Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Getting Started The right technology Communications + & Marketing as + invested partners An engaged employee base + A risk management strategy Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Questions? Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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Confidential and Proprietary © Glassdoor, Inc. 2008-2015


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