Employer marketing has become a mature strategy focusing on both internal and external branding, using modern techniques to emphasize the authenticity of your brand story. These are 10 trends as applied by some Belgian employers.

1. 10 TRENDS
IN EMPLOYER MARKETING

2. EMPLOYER MARKETING IS MORE THAN EVER
A LONG TERM STRATEGY
TREND #1

3. STRATEGY WITHOUT TACTICS IS
THE SLOWEST ROUTE TO VICTORY.
TACTICS WITHOUT STRATEGY IS
THE NOISE BEFORE DEFEAT.
- SUN TZU -

4. AWARENESS &
RECOGNITION
CONNECTED
CANDIDATES
ENGAGED
EMPLOYEES
employer
brand story

5. COMPANY-WIDE INVOLVEMENT TO SHAPE
YOUR EMPLOYEE VALUE PROPOSITION
TREND #2

6. YOU TEACH ME, I FORGET.
YOU SHOW ME, I REMEMBER.
YOU INVOLVE ME, I UNDERSTAND.
- EDWARD O. WILSON -

7. WHAT WE OFFER WHAT WE EXPECT
CURRENT CULTURE
FUTURE CULTURE
employee
value
proposition

8. EMPLOYEE ENGAGEMENT BECOMES
THE NUMBER ONE PRIORITY
TREND #3

9. CUSTOMERS WILL NEVER LOVE
YOUR COMPANY UNTIL THE
EMPLOYEES LOVE IT FIRST.
- SIMON SINEK -

10. CTG LETS ITS EMPLOYEES
ORGANISE THEIR OWN
CLIENT EVENT

11. THE COMMUNITY OF ENTHUSIASTIC
COMPANY AMBASSADORS
TREND #4

12. PEOPLE
IDENTIFY
WITH
PEOPLE,
NOT WITH
COMPANIES

13. BASF EMPLOYEES MEET&GREET WITH
CANDIDATES ON DIFFERENT OCCASIONS
VIDEOVERHALEN OP DE CAREERSITE
BLOGPOSTS OP DE CAREERSITE
GESPREKKEN OP JOBBEURZEN
PRESENTATIES OP HOGESCHOLEN EN UNIVERSITEITEN
RONDLEIDINGEN OP DE WERKVLOER
BEGELEIDING VAN STAGES
SOLLICITATIEGESPREKKEN SAMEN MET RECRUITERS
BEGELEIDING VAN EINDWERKEN
NETWORKING OP EVENEMENTEN

14. CONTENT MARKETING & STORYTELLING
TO PROVE YOUR EMPLOYER BRAND
TREND #5

15. A GREAT STORY IS TRUE.
NOT NECESSARILY
BECAUSE IT’S FACTUAL,
BUT BECAUSE IT’S
CONSISTENT AND
AUTHENTIC.
- SETH GODIN -

16. BELGACOM HAS A GROWING
GROUP OF AMBASSADORS
WHO TELL THEIR PERSONAL
STORIES IN BLOGS & VIDEOS

17. CAREERSITES BECOME A MEETING PLACE
FOR EMPLOYEES AND CANDIDATES
TREND #6

18. YOUR CULTURE IS YOUR BRAND.
- TONY HSIEH -

19. “LIFE AT JANSSEN” IS A PLATFORM
WHERE CANDIDATES AND EMPLOYEES
EXPLORE THE REAL JANSSEN CULTURE

20. THE ABSOLUTE SHIFT FROM
PAID TO OWNED & EARNED MEDIA
TREND #7

21. I DON’T THINK TRADITIONAL
MEDIA IS DEAD. I JUST THINK IT IS
INCREDIBLY OVERPRICED. - GARY VAYNERCHUK-

22. WIT-GELE KRUIS VAN
ANTWERPEN INVESTS IN
STORIES FIRST AND USES ADS
TO AMPLIFY THEIR REACH

23. BELGACOM RECRUITS YOUNG
POTENTIALS WITH AN
INTERACTIVE EXPERIENCE
THAT GOES VIRAL

24. ONLINE CONVERSATIONS PAVE
THE ROAD TO AUTHENTICITY
TREND #8

25. - Steven Van
Belleghem -
COMPANIES THAT INVEST IN
CONVERSATIONS HAVE A HIGHER
SATISFACTION AND RECOMMENDATION
RATE AMONG THEIR EMPLOYEES
- STEVEN VAN BELLEGHEM-

26. ORDINA OFFERS A PEAK
BEHIND THE CURTAIN ON
THEIR SOCIAL MEDIA PAGES

27. THE RISE OF KPI SETTING
AND MEASURING EFFECTIVENESS
TREND #9

28. WHAT CAN’T BE MEASURED
CAN’T BE MANAGED.
- PETER DRUCKER -

29. KPIs
• ambassador engagement (blogs, actions, ...)
• net promotor score (%)
• employee satisfaction rate (%)
• internal mobility rate (%)
• engagement rate (%)
• ...
KPIs
• visitors on your careersite
• interested candidates in your database
• number of followers on your community platforms
• paid campaign results
• quantity of cv inflow
• quality of cv inflow
• ...
KPIs
• awareness rate (%)
• consideration rate (%)
• number of Google searches
• employer brand exposure on careersite
• ...
AWARENESS &
RECOGNITION
CONNECTED
CANDIDATES
ENGAGED
EMPLOYEES
employer
brand story

30. EMPLOYER MARKETING SHIFTS
FROM HR TO ALL DEPARTMENTS
TREND #10

31. IF YOU TAKE TOO NARROW A
FOCUS ON EMPLOYER BRANDING,
IT IS LIKELY TO BE UNALIGNED
WITH THE OVERALL BUSINESS
STRATEGY. - BRETT MITCHINGTON-

32. AG INSURANCE COMPOSES A
MULTIDISCIPLINARY TEAM FOR
EACH PROJECT OR CAMPAIGN

33. copyright Insilencio 2014
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