7565 WEB Conference Notes St2
7565 WEB Conference Notes St2
7565 WEB Conference Notes St2
the
be st
bits May 2016
We were a proud country partner for the
first ever World Employer Branding Day in
Prague, which saw over 250 professionals
from 35 countries gather to share their
employer brand experiences.
Organised by Brett Minchington from
the Employer Brand International,
the day promised a packed schedule
Get the book!
of learning, fact-findings and storytelling… World Employer Branding Day
and it didn’t disappoint! is releasing an e-book with 26
employer brand case studies,
Read on to discover:
including an in-depth look at our
• How adidas is embedding its new EVP work with ODEON & UCI Cinemas,
• How IHG uses employer band to which recently won the Grand Prix
stay competitive and Best Ongoing Commitment
• Why Pepsico puts content first to Employer Brand awards at
the inaugural Employer Brand
A big thanks goes to Brett and the Management Awards.
rest of the team for a fantastic day,
and the opportunity to be a part of it. Order your copy at
www.brettminchington.com
/bookstore
Experts
in employer brand
If you’d like to chat to us about your employer brand, we’d love to hear from you.
We work with global clients devising, designing and delivering their employer
brand from initial audits and research to strategy and creative.
Vodafone, ODEON & UCI Cinemas, Ladbrokes, Aviva...
these are just some of the brands we work with.
But don’t just listen to us!
Recent award wins include:
Nicky
Best Ongoing Commitment to
Employer Brand at the Employer
got top
Brand Management Awards marks!
The Grand Prix Award at the Our director Nicky recently
Employer Brand Management Awards scored the highest marks out of
Best Internal Comms Agency all international students for the
at the IC Brilliance Awards Certificate in Employer Brand
Leadership,
Best Innovation at the
IC Brilliance Awards a global qualification from Employer
Branding College.
Best IC Campaign at the
IC Brilliance Awards Read more here
Hello
from the World
Employer Branding team
Brett Minchington opened World Employer Branding Day by sharing some of the
amazing experience that he has had across the world, since he began working in
employer brand back in 2006. He also shared some valuable actions organisations
need to take when setting out on their employer brand journeys.
For Volvo, the focus is always on the Volvo uses its Swedish values, but
human being and this principle has been focuses on the people and culture,
close to the company’s heart ever since not the geography
it was founded. Today, Volvo calls this
Volvo uses people from within the
concept “Designed around you” and the
company to act as ambassadors in
focus is on the human being rather than
recruitment marketing, including a
the vehicle or the technology. And, as we
powerful 4 minute video
discovered from Robert, the same ethos
shapes their employer brand as well as
their consumer strategy. Robert’s top tips
503,127 cars sold in 2015 for a successful
28,485 people
employer brand:
2,300 retailers in 100 countries Challenge everything!
Focus on integration and doing
Volvo’s approach: things for a purpose
The motor industry is stereotypically Every brand needs to focus
on their meaning in society
about motor shows and packed
graduate recruitment fairs where Customers and employees are
stand out is impossible craving for relevance, because
they’re overly exposed by
Volvo turned this on its head, opening brands
pop up stores spread across the An EVP is a lot of words,
world and reaching 3m people in but it should be about
Germany alone in one year actioning them
Case study: adidas Group
Hanna Nordell, Director Talent Acquisition EMEA and Martina Kovacova,
Employer Brand & HR Manager
Launched a new five year plan Opened up recruiting innovation
‘Creating the New’ which is about challenge to current employees –
taking everything that adidas knows encouraging them to share ways of
and reinventing it reaching the best talent
Measuring success:
ngagement
E Application
rate numbers Combine functional
Cost Quality NPS as statistics with feeling
of hire of hire a metric and gut instincts
Challenges:
Room to be yourself worked, but wasn’t resonating well enough
Careers website hadn’t been touched in six years and had a
43% drop off rate
IHG is relatively unknown – people wanted to work for its
brands like Crowne Plaza and Holiday Inn
Process:
EVP/Values
Employee surveys – in-depth
Brand wheel
Kept the ‘Room for you’ EVP
Refreshed the look and feel, using real employees in the photography
Introduced Celebrate Service Week – managers cover employees’
shifts, and bring coffee and donuts (yum!) as a way of saying thank you
to frontline staff
Global external insights
Created over 10,000+ tools in multiple languages to enable markets
to deliver locally
Employees given the chance to design the key card for the London
2012 Olympic Village
Results: Careers website went
from 43% to 19%
IHG calculated that per cent drop off,
a 200 bed hotel can well within industry
see $50,000 increase average
in revenue by focusing
on the people Sunday Times Top
25 Best Places to
A YouTube campaign Work and Fortune’s
resulted in 90,000 World’s Most Admired
views in four weeks, Companies
6m impressions and
2,000 click throughs 3% have a sense of
9
to the careers website achievement
(12% above average)
94% of people would
recommend IHG as a Brand health gone
place to work from 62% to 84%
What’s next?
A
focus on improving Regional localization – Building internal
the candidate experience taking the global capability to deliver
end to end brand and localising it the employer brand
worldwide
Case study: Arla Foods
Michael Holm HR Director
Arla Foods is a cooperative, with over 12,600 owners and 19,000 colleagues.
It is the world’s 5th largest dairy company and aims to provide the highest value
to its farmers in a very challenging global market.
Its EVP, ‘Lead, Sense, Create’, plays a core part in its strategy, attracting the
best talent in the business, providing direction and purpose to its colleagues
and helping to foster a culture of innovation and success. Their EVP is understood,
interpreted and lived locally.
Lead:
show the way Sense:
• Take ownership for each other Create:
• Be ambitious • Build professional innovate
relationships
• Be involved • Be innovative
• Respect others
• Be open for
• Commercial change
honesty
• Develop your
potential
Michael’s top tips Getting the
for a successful right people isn’t
employer brand:
Use the iceberg model (visible
always about
is behaviours, words, customs
and traditions and invisible is
getting the most
beliefs, values, assumptions successful. If we
and thought processes)
Trust people
find people who
Build employee advocacy will succeed, but
Say it like it is at the expense of
All activities must support and
expose the EVP
others, then they
Storytelling companies are not the right
excel, story-doing companies
do more fit for Arla.
Case study: PepsiCo
Marnick Vandebroek, Senior Digital Manager Benelux
With over 260,000 employees and brands including Pepsi, Doritos, Tropicana and
Mountain Dew, Pepsico is one of the world’s most well known brands. Marnick
gave a funny and informative talk on how the brand uses content to attract a
millennial audience and shared his content strategy secrets.
Hub
Regularly scheduled “push” content
designed for your prime prospect
Get in touch
Gemma McGrattan
gemma@synergycreative.co.uk
+44 (0)117 962 1534
www.synergycreative.co.uk
http://www.synergycreative.co.uk/internal-comms-hub