Brand is not owned by one person, or one department. It is exhibited by the actions of every employee in your organisation. Learn how elevating the experiences and personal brand of all your employees online can have a significant positive impact on the way your company is perceived, ultimately impacting the quality of people that you are able to recruit in to your company. Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg Follow the LinkedIn company page: http://linkd.in/1f39JyH Tweet with us: http://bit.ly/HireOnLinkedIn

1. Brie Mason
Employment Brand Manager,
Telstra
Leverage Your Employees
as Brand Ambassadors
Amanda Smith
People Potential Manager,
lululemon athletica

2. Brie Mason
Employment Brand
Manager, Telstra
Changing the Perceptions of a Nation

3. #intalent

4. #intalent

5. #intalent
TELSTRA’S JOURNEY OF BRAND TRANSFORMATION
BRAND
ASSESSME
NT
 Employment brand health check
 External market research – brand
perceptions
 Internal research – employee
engagement

6. #intalent
BRAND
HEALTH CHECK
PERCEPTION OF
WHETHER
TELSTRA IS ‘A
GREAT PLACE
TO WORK’
22%
81%
EXTERNAL
FEELINGS:
 not progressive
 limited career
opportunities
 humanless
 monolithic
 conservative
 a cube city
Source: Telstra Corporate Reputation Study, 2012 and Telstra Employee Engagement Survey,
2013
Source: Telstra External Market Study, Adcorp Australia, 2008
of
external
people
agreeof internal
people
agree

7. #intalent
BRAND
HEALTH CHECK
PERCEPTION OF
WHETHER
TELSTRA IS ‘A
GREAT PLACE
TO WORK’
22%
81%
EXTERNAL
FEELINGS:
 not progressive
 limited career
opportunities
 humanless
 monolithic
 conservative
 a cube city
Source: Telstra Corporate Reputation Study, 2012 and Telstra Employee Engagement Survey,
2013
Source: Telstra External Market Study, Adcorp Australia, 2008
of
external
people
agreeof internal
people
agree

8. #intalent
ENGAGE
YOUR
PEOPLE
BRAND
ASSESSM
ENT
.
.
.
.
.
TELSTRA’S JOURNEY OF BRAND TRANSFORMATION
 Create an amazing employment
experience
 Increase employee advocacy:
 Engagement
 Culture
 Alignment with a common
purpose

9. #intalent

10. #intalent
EMPLOYEE
VALUE
PROPOSITI
ON
BRAND
ASSESSM
ENT
ENGAGE
YOUR
PEOPLE
.
.
.
.
TELSTRA’S JOURNEY OF BRAND TRANSFORMATION
Craft an EVP that:
 Your target market needs and wants –
not what you want it to be
 Is based on reality
 Is competitively differentiated

11. #intalent

12. #intalent
EMPLOYME
NT BRAND
IDENTITY
BRAND
ASSESSM
ENT
ENGAGE
YOUR
PEOPLE
EVP
.
.
.
TELSTRA’S JOURNEY OF BRAND TRANSFORMATION
Design a brand identity that is reflective of
you, communicates your EVP and
resonates with your audience:
 Brand values
 Personality
 Look and feel

13. #intalent

14. #intalent
EMPLOYME
NT
MARKETING
STRATEGY
BRAND
ASSESSM
ENT
ENGAGE
YOUR
PEOPLE
EVP
BRAND
IDENTITY
.
.
TELSTRA’S JOURNEY OF BRAND TRANSFORMATION
 Define your target audience
 Identify the best mix of marketing
channels and promotion efforts to
reach and resonate with your audience

15. #intalent
INTEGRATED MARKETING CAMPAIGN
OWNED EARNE
D
PAID
WEBSITES SOCIAL SEARCH
PROMOTIO
N
WORD OF
MOUTH
ADVERTISING
MEDIA
ONLINE
OFFLINE

16. #intalent
DEFINING THE ROLE
OF SOCIAL MEDIA
 Social media and online communities have added a new dimension to
managing a brand and the perceptions that define it
 It is however, just one channel that fits into your overall
marketing mix
 Explore how it can be used to achieve your
overall employment brand objectives
 Define your social objectives before getting started

17. #intalent

18. #intalent

19. #intalent

20. #intalent

21. #intalent

22. #intalent
MEASURE &
REASSESS
BRAND
ASSESSM
ENT
ENGAGE
YOUR
PEOPLE
EVP
BRAND
IDENTITY
MARKETI
NG
STRATEG
Y
.
TELSTRA’S JOURNEY OF BRAND TRANSFORMATION
 Use the tools and data available to help
calculate ROI
 Ultimately its about understanding the
impact on your talent acquisition, so
refer to your recruitment data

23. #intalent
QUALITY OF
HIRE
10%INCREASE
D BY
NUMBER OF JOB APPLICATIONS
16%
WHICH IS AN
INCREASE
OF
203,598
HIRES FROM TALENT POOL
17%
INCREASE
TELSTRA CAREERS SOCIAL MEDIA
FOLLOWER INCREASE FY12 – FY13
253%
FACEBOOK78%
TWITTER 85%
FROM NOV 2009 TO NOV 2012
‘A GREAT
PLACE TO
WORK’
175%
INCREASE IN
EXTERNAL
PERCEPTI
ONOF TELSTRA
AS A
IN 2012/2013
95%OF ROLES
FILLE
DDIREC
T
VISITS TO CAREERS
WEBSITE
59%
INCREA
SEIN THE
LAST YEAR
TIME TO FILL
7%
71459
1
11031
79
17488
09
0
500000
1000000
1500000
2000000
FY 2011 FY 2012 FY 2013
REDUCED BY
LINKEDIN
(ALMOST NO AGENCIES!)
Source:
Telstra Internal Data
Google Analytics
Facebook, Twitter & LinkedIn analytics
Telstra Corporate Reputation Study – 2009 and
2012

24. #intalent
BRAND
ASSESSM
ENT
ENGAGE
YOUR
PEOPLE
EVP
BRAND
IDENTITY
MARKETI
NG
STRATEG
Y
MEASURE
&
REASSES
S
MEASURE
&
REASSESS
TELSTRA’S JOURNEY OF BRAND TRANSFORMATION
 This is a continual cycle, so keep
measuring and reassessing
 Perceptions change
 The currency and relevancy of your
EVP will change due to the changing
needs of talent, the market, and what
you’re delivering on

25. #intalent
WRAPPING IT ALL
UP
 Brand and company reputation are key factors in attracting talent
 You can’t create advocacy in the external employment market, without first
creating advocacy amongst your people
 Build a clear, engaging and inspirational brand image in the hearts and
minds of current and potential employees
 Design an employment marketing strategy that positions you as an employer
of choice
 Remember your brand is owned by every one of your people, and
they’re the key to your success

26. Employees as Brand Ambassadors
Amanda Smith
People Potential Manager,
lululemon athletica

30. Our secret recruiting strategy and employer brand:
LIVES IN EVERY HIRE WE MAKE
1.Culture fit
2.Developing people from the inside out
3.We have Fun!