SlideShare ist ein Scribd-Unternehmen logo
1 von 42
Downloaden Sie, um offline zu lesen
Creating corporate value
through leadership, employer
brand & reputation in
challenging times
September 2020
2
AGENDA & SPEAKERS
INTRODUCTIONS
SETTING THE SCENE
• THE REPUTATION ECONOMY
• HOW IS CORPORATE VALUE DEFINED TODAY
• WHAT IS EMPLOYER BRANDING
THE ABBVIE STORY
WHAT NEXT
• EXPERIENCE MARKETING
• DIGITAL ANTHROPOLOGY
• A LENS ON CURRENT EVENTS
3 THINGS TO DO TOMORROW
Q&A
3
GLOBAL CAPABILITY, LOCAL INSIGHT
GLOBAL RECOGNITION OF EXCELLENCE
MILWAUKEE
BUENOS AIRES
MANCHESTER
LONDON
COLOGNE
BUDAPEST
PARIS
DUBAI
HONG KONG
MANILA
SINGAPORE
103 Countries
176 Clients
39 Languages
2k Employees
14 Offices
162k Annual Hires
GUANGZHOU
SHANGHAIWUHAN
4
CIELO EMPLOYER BRAND & MARKETING
Best Use of Social Media
2016 (finalist) 2015 (winner)
Excellence in Employer Branding (2017) Best creative offline
marketing
 2019 (winner)
2019
(winner)
2019
(winner)
200M
People interactions per annum
400+
Premium
Campaigns
per annum
150m
Digital
impressions
per annum
42EVPs
created
38
Managed
websites
150+
Social Profiles
managed by
Cielo on behalf
of clients
39
Social Media
Programs
72
Countries
covered by
websites
25k
BAU
Campaigns
per annum
 8 clients awarded
CandE’s in 2018 & 2019
BRAND
Insight & Research
Digital
Content & Creative
Managed Services &
Social Media
Consulting: Strategy,
DEI, Brand & EVP
CORPORATE VALUE & THE
REPUTATION ECONOMY
6
Creating sustainable corporate value has never been more
important yet challenging than in today’s changing world.
The future of work is accelerating on the back of
COVID-19, digitization and the reputation economy.
With company valuations increasingly weighted towards
intangible assets such as reputation, culture and people,
organisations need to focus on their leaders, employer
brands and reputation for competitive advantage.
The right blend of these components will enable a future
focussed business strategy built upon differentiated
products/services and memorable experiences for all
stakeholders, especially customers.
SUSTAINABLE ADVANTAGE IN THE REPUTATION ECONOMY
Reputation Defines Company Valuation
Intangible value is much more critical to the valuation of businesses today
84% of market value
7
EMPLOYER REPUTATION DAMAGE IMPACT
WHAT DO WE MEAN BY
EMPLOYER BRANDING &
EXPERIENCE
MARKETING
9
CHANGING TIMES
War for Talent Talent Pools Communities Glocal EVP
One Brand Candidate Experience Authentic Social Mobility
Automation Machine Learning Artificial intelligence Future of Work
Consumer Grade Agile Sustainable PANDEMIC
10
Strategic business activation and future proofing
WHAT THIS MEANS FOR TALENT
11
YOUR TALENT BRAND MATTERS
Your message – via the company website, social
media platforms, emails, reputation websites, etc. –
should all come together in a cohesive employer
brand story that separates itself from competitors
and engages people to want to spread the word.
94% of people are more likely to apply to a job at
a company that activelymaintainsitstalentbrand.
(Indeed Talent Attraction Study)
When making a decision on where to
apply for a job, 84% of job seekers say the
reputation of a company asan employer isimportant.
(TalentNow)
(LinkedIn)
(Corporate Executive Board)
THE GOAL - TALENT MAGNETISM
Experience
Using technology, creativity, data
and human interactions to build a
differentiated experience for talent,
whether they are successful or not.
Candidates expect experiences to
be consumer-grade and
increasingly simple, mobile-
enabled and personalised
Reputation
Understanding and leveraging
current perceptions of your global
brand and how to build more local
advocacy and brand presence to
improve reputation and attraction
in your target markets
Demand
Crafting demand for your careers
and increasing your reach, fully
leveraging data and talent
intelligence to improve the
accuracy of that reach
All activities by which we generate enough relevant candidates
(Qualified, Interested & Available) to fill the top of the funnel to
achieve the right conversions into hires and into engagement
CANDIDATE GENERATION
13
Employer Brand = Company Reputation
These both depend on experience
85% of people are more likely
to stick with a brand through a crisis
if that brand is transparent.
14
TALENT MARKETINGCONSUMER MARKETING
EMPLOYER BRANDING REDEFINED
The sole purpose of marketing is to sell
more stuff to more people, more often,
at higher prices and more efficiently.
There is no other reason to do it.
The sole purpose of Employer Branding is to
match more jobs to more people, more often, at
greater mutual value and more efficiently.
There is no other reason to do it.
15
Designing your offer for talent in the 21st century
WHAT IS AN EMPLOYEE VALUE PROPOSITION (EVP)?
Brand Reputation
Location / Environment
Underpinned by Leadership Vision / Story
Lifestyle
.
+
+
Is it financially stable?
Is it a leader in the marketplace?
Is it growing and does it have a plan for the future?
Is it a well-known and respected business?
Does it have kudos?
Are its products and services respected and/or loved?
How desirable/convenient is the location?
Would I feel proud to show it to my friends and associates?
Would I enjoy spending time here?
Is it interesting and stimulating?
Would I be making a meaningful contribution / making a
difference?
Is it a good match for my skills and talents?
Can the organisation support my future ambitions?
Will I get the training and coaching I need to progress?
How easy is it to be promoted/move within the organisation?
How flexible are the working arrangements?
Will I be able to balance my work and personal commitments?
How progressive is the business in terms of enabling new ways
of working through technology etc?
EXTRINSIC
“Money, Status & Power”
INTRINSIC
“Satisfaction, Fulfilment & Enjoyment”
Rewards
Organisation Opportunities
Work+
Are the salary and benefits competitive?
What is given that others do not?
Is there a genuine link to performance?
What are the formal and informal recognition pathways?
Culture / People
“THE RIGHT DEAL”
Is there a clear and compelling story about where the business is heading?
Is it backed up by a sound strategy and owned by strong leaders?
Is this a journey I want to be part of? (Where do I fit in and what’s in it for me?)
What are the true values and do they match mine?
What’s the management style? Inclusive or distant?
Will I feel values, respected and empowered?
+
16
EXAMPLE - COUNTRY BRANDING
17
A candidate experience framework and financial model for assessing and prioritizing investments
THE CANDIDATE EXPERIENCE
AbbVie: Who we are
At AbbVie, we strive to
make a remarkable
impact on the lives of
patients.
AbbVie has as long history in healthcare dating back to 1888 with Abbott
130+ years
of patient care
Millions of lives touched
Launched as AbbVie in
2013
With Allergan, AbbVie has an expanded global footprint of state-of-
the-art facilities
Ludwigshafen, Germany
Tokyo, Japan
Massachusetts, USA:
Cambridge
Worcester
Illinois, USA:
Lake County
North Chicago
California, USA:
Redwood City
San Francisco
Sunnyvale
Texas, USA:
Houston
Waco
Cincinnati, OH, USA
New Jersey, USA:
Branchburg
Madison
California, USA:
Campbell
Dublin/Pleasanton
Irvine
Heredia, Costa Rica
Marlow, United Kingdom
Ireland:
Dublin
Galway
Westport
Pringy, France
Grâce-Hollogne, Belgium
Grande Guarulhos, Brazil
Michigan, USA
Wyandotte
Barceloneta,
Puerto Rico (2)
Ireland:
Ballytivnan
Cork
Sligo
Campoverde, Italy
Singapore, Singapore
AbbVie facilities
Allergan facilities*Not all sites pictured
AbbVie: Who we are
We have market leadership in attractive growth
segments
#1
Immunology
#2
Hematologic
oncology
#1
Aesthetics
Leadership in
Women’s
health
#1
Global HCV
Leadership in
Eye care
External recognitions
Creating Corporate Value Through Sustainable Leadership, Employer Brand & Reputation in Challenging Times (KSA)
Creating Corporate Value Through Sustainable Leadership, Employer Brand & Reputation in Challenging Times (KSA)
Creating Corporate Value Through Sustainable Leadership, Employer Brand & Reputation in Challenging Times (KSA)
Creating Corporate Value Through Sustainable Leadership, Employer Brand & Reputation in Challenging Times (KSA)
Live monthly webinars
Development tools and resources
On-demand webinar library
LDPtube – a YouTube like development experience!
AbbVie’s Commitment to
Your Development.
AbbVie: Who we are
People. Passion. Possibilities.
®
WHAT NEXT &
A LENS ON THE
CURRENT PANDEMIC
31
EXPERIENCE MARKETING
KEY STAKEHOLDERS
TODAY AND TOMORROW
BOTS, ROBOTS &
ALGORITHMS
CEO & COO CFO CMO &
COMMS
BUSINESS
LEADERS
PEOPLE
MANAGERS
TALENT
LEADERS
TALENT
INSIDE & OUT
CTO &
DIGITAL
RISK GROWTHCOST
THE CUSTOMER & THE PLANET
32
Surgical Care Affiliates
EXAMPLE - REBRANDING HR
Excellence in Employer Branding
 2017 (winner)
DIGITAL ANTHROPOLOGY
THE APPROPRIATE RELATIONSHIP BETWEENHUMANS
AND DIGITAL-ERATECHNOLOGY
34
Technology roll out and adoption
EXAMPLE – WORKDAY COMMUNICATIONS
35
• Unprecedented change in both customer and talent markets
• Brands are most likely to be made or broken at the top of a boom or bottom of a bust
• Inclusive and collaborative cultures proving more agile than traditional command/control hierarchies
• Personalization and speed key
• The need for advanced careers websites and CRM experiences is further highlighted with careers traffic soaring and the need
to nurture & engage much larger talent pools and communities of people, for longer and with highly nuanced messaging
• In addition to the strategy and machinery of employer branding and talent acquisition infrastructure, the oil that that must keep
the engine running smoothly is content and reputation management
• Those with robust social media, reputation management and content strategies, especially user generated, are standing out –
across awareness, perception and conversion
CURRENT TRENDS
70%
61% increase in social media
engagement including
40% WhatsApp and 58%
across Wechat and
Weibo
(Kantar, April 03 2020)
70% increase in
web browsing
(Kantar, April 03 2020)
67% ofKSAandUAEnationssawa significantincrease in their
social mediabrowsing duringCOVID;spendingmosttimeof
theirtimeWhatsApp andTwitter. KSAandUAEhavethe
highestpenetrationratesofWhatsAppat 86%; and95%
respectively.
36
APPROPRIATE BRAND MESSAGING
37
APPROPRIATE BRAND MESSAGING
3 THINGS TO DO
TOMORROW
39
Make content relevant,
accurate and appropriate for
your audience
Are you finding the right balance
between the head and the heart?
And is it localized fully?
Reflect your brand’s
mission, vision and values
Don't become something you
weren't before – speak to who your
organization is
Know your audience
Current employees and future
candidates, employees
and alumni
Who will see your message?
How will they feel about it?
What are their intrinsic & extrinsic drivers?
3 STEPS TO ADAPT YOUR EMPLOYER BRAND
1 2 3
40
Ooh look at that
CREATE CONTENT THAT DIFFERENTIATES
Q&A
42

Weitere ähnliche Inhalte

Was ist angesagt?

Right quarterly: Coaching - Process of building great leaders
Right quarterly: Coaching - Process of building great leadersRight quarterly: Coaching - Process of building great leaders
Right quarterly: Coaching - Process of building great leadersAjay K. Rana
 
CAREER PLANNING & PATHING: HOW TO DEVELOP A STRATEGIC VISION
CAREER PLANNING & PATHING: HOW TO DEVELOP A STRATEGIC VISIONCAREER PLANNING & PATHING: HOW TO DEVELOP A STRATEGIC VISION
CAREER PLANNING & PATHING: HOW TO DEVELOP A STRATEGIC VISIONHuman Capital Media
 
Nordic Recruiting trends
Nordic Recruiting trendsNordic Recruiting trends
Nordic Recruiting trendsMartin Hansen
 
Tallent management ibm smarter workforce
Tallent management ibm smarter workforceTallent management ibm smarter workforce
Tallent management ibm smarter workforcegule mariam
 
Elevating executive results: The c-suite’s guide to winning the war for talent
Elevating executive results: The c-suite’s guide to winning the war for talentElevating executive results: The c-suite’s guide to winning the war for talent
Elevating executive results: The c-suite’s guide to winning the war for talentAcertitude
 
Overcoming Global Talent Shifts with RPO 3.0
Overcoming Global Talent Shifts with RPO 3.0 Overcoming Global Talent Shifts with RPO 3.0
Overcoming Global Talent Shifts with RPO 3.0 Cielo
 
Develop a Winning Talent Brand as a Company of Any Size | Talent Connect Lond...
Develop a Winning Talent Brand as a Company of Any Size | Talent Connect Lond...Develop a Winning Talent Brand as a Company of Any Size | Talent Connect Lond...
Develop a Winning Talent Brand as a Company of Any Size | Talent Connect Lond...LinkedIn Talent Solutions
 
Nordic Recruiting Trends 2016
Nordic Recruiting Trends 2016Nordic Recruiting Trends 2016
Nordic Recruiting Trends 2016VIRGOkonsult
 
Troubleshooting Recruiting: Rethinking Talent Acquisition: New Data on Innova...
Troubleshooting Recruiting: Rethinking Talent Acquisition: New Data on Innova...Troubleshooting Recruiting: Rethinking Talent Acquisition: New Data on Innova...
Troubleshooting Recruiting: Rethinking Talent Acquisition: New Data on Innova...Aggregage
 
Building Capability 2012 - The Standard Model of Recruitment
Building Capability 2012 -  The Standard Model of RecruitmentBuilding Capability 2012 -  The Standard Model of Recruitment
Building Capability 2012 - The Standard Model of RecruitmentEmma Mirrington
 
New Ways of Working Fleur Bothwick, OBE, EMEIA Director of Diversity and Incl...
New Ways of Working Fleur Bothwick, OBE, EMEIA Director of Diversity and Incl...New Ways of Working Fleur Bothwick, OBE, EMEIA Director of Diversity and Incl...
New Ways of Working Fleur Bothwick, OBE, EMEIA Director of Diversity and Incl...TALiNT Partners
 
An Introduction to Strategic Talent Sourcing
An Introduction to Strategic Talent Sourcing An Introduction to Strategic Talent Sourcing
An Introduction to Strategic Talent Sourcing Matthew Best
 
LinkedIn Talent Connect Europe 2012: Passive Candidate Recruiting Success wit...
LinkedIn Talent Connect Europe 2012: Passive Candidate Recruiting Success wit...LinkedIn Talent Connect Europe 2012: Passive Candidate Recruiting Success wit...
LinkedIn Talent Connect Europe 2012: Passive Candidate Recruiting Success wit...LinkedIn Europe
 
IBM Smarter Workforce Summit Toronto 2015: What is Your Critical Skills Gap?
IBM Smarter Workforce Summit Toronto 2015: What is Your Critical Skills Gap? IBM Smarter Workforce Summit Toronto 2015: What is Your Critical Skills Gap?
IBM Smarter Workforce Summit Toronto 2015: What is Your Critical Skills Gap? IBM Smarter Workforce
 
Bps World whitepaper
Bps World whitepaperBps World whitepaper
Bps World whitepaperEdwin Soares
 

Was ist angesagt? (20)

Employer branding towards 2020
Employer branding towards 2020Employer branding towards 2020
Employer branding towards 2020
 
Secrets to a great employee value proposition
Secrets to a great employee value propositionSecrets to a great employee value proposition
Secrets to a great employee value proposition
 
Right quarterly: Coaching - Process of building great leaders
Right quarterly: Coaching - Process of building great leadersRight quarterly: Coaching - Process of building great leaders
Right quarterly: Coaching - Process of building great leaders
 
CAREER PLANNING & PATHING: HOW TO DEVELOP A STRATEGIC VISION
CAREER PLANNING & PATHING: HOW TO DEVELOP A STRATEGIC VISIONCAREER PLANNING & PATHING: HOW TO DEVELOP A STRATEGIC VISION
CAREER PLANNING & PATHING: HOW TO DEVELOP A STRATEGIC VISION
 
Nordic Recruiting trends
Nordic Recruiting trendsNordic Recruiting trends
Nordic Recruiting trends
 
Tallent management ibm smarter workforce
Tallent management ibm smarter workforceTallent management ibm smarter workforce
Tallent management ibm smarter workforce
 
Elevating executive results: The c-suite’s guide to winning the war for talent
Elevating executive results: The c-suite’s guide to winning the war for talentElevating executive results: The c-suite’s guide to winning the war for talent
Elevating executive results: The c-suite’s guide to winning the war for talent
 
Overcoming Global Talent Shifts with RPO 3.0
Overcoming Global Talent Shifts with RPO 3.0 Overcoming Global Talent Shifts with RPO 3.0
Overcoming Global Talent Shifts with RPO 3.0
 
Develop a Winning Talent Brand as a Company of Any Size | Talent Connect Lond...
Develop a Winning Talent Brand as a Company of Any Size | Talent Connect Lond...Develop a Winning Talent Brand as a Company of Any Size | Talent Connect Lond...
Develop a Winning Talent Brand as a Company of Any Size | Talent Connect Lond...
 
RUSSIA-Employer branding’s emerging market
RUSSIA-Employer branding’s emerging marketRUSSIA-Employer branding’s emerging market
RUSSIA-Employer branding’s emerging market
 
Nordic Recruiting Trends 2016
Nordic Recruiting Trends 2016Nordic Recruiting Trends 2016
Nordic Recruiting Trends 2016
 
Troubleshooting Recruiting: Rethinking Talent Acquisition: New Data on Innova...
Troubleshooting Recruiting: Rethinking Talent Acquisition: New Data on Innova...Troubleshooting Recruiting: Rethinking Talent Acquisition: New Data on Innova...
Troubleshooting Recruiting: Rethinking Talent Acquisition: New Data on Innova...
 
Building Capability 2012 - The Standard Model of Recruitment
Building Capability 2012 -  The Standard Model of RecruitmentBuilding Capability 2012 -  The Standard Model of Recruitment
Building Capability 2012 - The Standard Model of Recruitment
 
New Ways of Working Fleur Bothwick, OBE, EMEIA Director of Diversity and Incl...
New Ways of Working Fleur Bothwick, OBE, EMEIA Director of Diversity and Incl...New Ways of Working Fleur Bothwick, OBE, EMEIA Director of Diversity and Incl...
New Ways of Working Fleur Bothwick, OBE, EMEIA Director of Diversity and Incl...
 
Who must lead employer branding?
Who must lead employer branding?Who must lead employer branding?
Who must lead employer branding?
 
An Introduction to Strategic Talent Sourcing
An Introduction to Strategic Talent Sourcing An Introduction to Strategic Talent Sourcing
An Introduction to Strategic Talent Sourcing
 
LinkedIn Talent Connect Europe 2012: Passive Candidate Recruiting Success wit...
LinkedIn Talent Connect Europe 2012: Passive Candidate Recruiting Success wit...LinkedIn Talent Connect Europe 2012: Passive Candidate Recruiting Success wit...
LinkedIn Talent Connect Europe 2012: Passive Candidate Recruiting Success wit...
 
Employer branding without borders – A pathway to corporate success
Employer branding without borders – A pathway to corporate successEmployer branding without borders – A pathway to corporate success
Employer branding without borders – A pathway to corporate success
 
IBM Smarter Workforce Summit Toronto 2015: What is Your Critical Skills Gap?
IBM Smarter Workforce Summit Toronto 2015: What is Your Critical Skills Gap? IBM Smarter Workforce Summit Toronto 2015: What is Your Critical Skills Gap?
IBM Smarter Workforce Summit Toronto 2015: What is Your Critical Skills Gap?
 
Bps World whitepaper
Bps World whitepaperBps World whitepaper
Bps World whitepaper
 

Ähnlich wie Creating Corporate Value Through Sustainable Leadership, Employer Brand & Reputation in Challenging Times (KSA)

131108 mc solutions for insurance companies
131108   mc solutions for insurance companies131108   mc solutions for insurance companies
131108 mc solutions for insurance companiesGabriele Viebach
 
Candidate Experience: Fake News or Silver Bullet?
Candidate Experience: Fake News or Silver Bullet? Candidate Experience: Fake News or Silver Bullet?
Candidate Experience: Fake News or Silver Bullet? Cielo
 
The 10 Most Influential CMOs to Follow, 2023.pdf
The 10 Most Influential CMOs to Follow, 2023.pdfThe 10 Most Influential CMOs to Follow, 2023.pdf
The 10 Most Influential CMOs to Follow, 2023.pdfCIO Look Magazine
 
181009 Webinar Data_Driven_Marketing
181009 Webinar Data_Driven_Marketing181009 Webinar Data_Driven_Marketing
181009 Webinar Data_Driven_MarketingGood Rebels
 
2015 digital dm guide
2015 digital dm guide2015 digital dm guide
2015 digital dm guideMondo
 
Why business brands need big ideas. - McCann Enterprise
Why business brands need big ideas. - McCann EnterpriseWhy business brands need big ideas. - McCann Enterprise
Why business brands need big ideas. - McCann EnterpriseMcCann Brussels
 
What's Next: Digital Transformation
What's Next: Digital TransformationWhat's Next: Digital Transformation
What's Next: Digital TransformationOgilvy Consulting
 
Employer Branding - Turning Your Messaging Inside Out
Employer Branding - Turning Your Messaging Inside OutEmployer Branding - Turning Your Messaging Inside Out
Employer Branding - Turning Your Messaging Inside OutLindsey Barnett
 
#MarketingShake – Jon Busman – Winning: Como los líderes de Marketing captura...
#MarketingShake – Jon Busman – Winning: Como los líderes de Marketing captura...#MarketingShake – Jon Busman – Winning: Como los líderes de Marketing captura...
#MarketingShake – Jon Busman – Winning: Como los líderes de Marketing captura...amdia
 
Pitching Talent Brand To Your Cxo
Pitching Talent Brand To Your CxoPitching Talent Brand To Your Cxo
Pitching Talent Brand To Your CxoAjumal Khan
 
UCT Upstarts 2015: Week 16: The Campaign strategy with Carl Fredrik Sammeli
UCT Upstarts 2015: Week 16: The Campaign strategy with Carl Fredrik SammeliUCT Upstarts 2015: Week 16: The Campaign strategy with Carl Fredrik Sammeli
UCT Upstarts 2015: Week 16: The Campaign strategy with Carl Fredrik SammeliUCT Upstarts
 
Should every recruitment business be a digital marketing agency? - #Rechangou...
Should every recruitment business be a digital marketing agency? - #Rechangou...Should every recruitment business be a digital marketing agency? - #Rechangou...
Should every recruitment business be a digital marketing agency? - #Rechangou...Colleague Software
 
Sub151 Employer Branding
Sub151 Employer BrandingSub151 Employer Branding
Sub151 Employer Brandingsubstance151
 
REM190_GRAD_Booklet_interactive
REM190_GRAD_Booklet_interactiveREM190_GRAD_Booklet_interactive
REM190_GRAD_Booklet_interactiveKimberley Cherry
 
SES Hong Kong 2012 Event Guide
SES Hong Kong 2012 Event GuideSES Hong Kong 2012 Event Guide
SES Hong Kong 2012 Event GuideVivastream
 
Kohler: Client Case Talk - James Sandora
Kohler: Client Case Talk - James SandoraKohler: Client Case Talk - James Sandora
Kohler: Client Case Talk - James SandoraBrandwatch
 
The new era of marketing begins now
The new era of marketing begins nowThe new era of marketing begins now
The new era of marketing begins nowCaroline Boscher
 

Ähnlich wie Creating Corporate Value Through Sustainable Leadership, Employer Brand & Reputation in Challenging Times (KSA) (20)

Emerald Credentials 2014
Emerald Credentials 2014Emerald Credentials 2014
Emerald Credentials 2014
 
131108 mc solutions for insurance companies
131108   mc solutions for insurance companies131108   mc solutions for insurance companies
131108 mc solutions for insurance companies
 
Candidate Experience: Fake News or Silver Bullet?
Candidate Experience: Fake News or Silver Bullet? Candidate Experience: Fake News or Silver Bullet?
Candidate Experience: Fake News or Silver Bullet?
 
The 10 Most Influential CMOs to Follow, 2023.pdf
The 10 Most Influential CMOs to Follow, 2023.pdfThe 10 Most Influential CMOs to Follow, 2023.pdf
The 10 Most Influential CMOs to Follow, 2023.pdf
 
181009 Webinar Data_Driven_Marketing
181009 Webinar Data_Driven_Marketing181009 Webinar Data_Driven_Marketing
181009 Webinar Data_Driven_Marketing
 
2015 digital dm guide
2015 digital dm guide2015 digital dm guide
2015 digital dm guide
 
Why business brands need big ideas. - McCann Enterprise
Why business brands need big ideas. - McCann EnterpriseWhy business brands need big ideas. - McCann Enterprise
Why business brands need big ideas. - McCann Enterprise
 
What's Next: Digital Transformation
What's Next: Digital TransformationWhat's Next: Digital Transformation
What's Next: Digital Transformation
 
Employer Branding - Turning Your Messaging Inside Out
Employer Branding - Turning Your Messaging Inside OutEmployer Branding - Turning Your Messaging Inside Out
Employer Branding - Turning Your Messaging Inside Out
 
#MarketingShake – Jon Busman – Winning: Como los líderes de Marketing captura...
#MarketingShake – Jon Busman – Winning: Como los líderes de Marketing captura...#MarketingShake – Jon Busman – Winning: Como los líderes de Marketing captura...
#MarketingShake – Jon Busman – Winning: Como los líderes de Marketing captura...
 
Pitching Talent Brand To Your Cxo
Pitching Talent Brand To Your CxoPitching Talent Brand To Your Cxo
Pitching Talent Brand To Your Cxo
 
UCT Upstarts 2015: Week 16: The Campaign strategy with Carl Fredrik Sammeli
UCT Upstarts 2015: Week 16: The Campaign strategy with Carl Fredrik SammeliUCT Upstarts 2015: Week 16: The Campaign strategy with Carl Fredrik Sammeli
UCT Upstarts 2015: Week 16: The Campaign strategy with Carl Fredrik Sammeli
 
Midterm
MidtermMidterm
Midterm
 
Should every recruitment business be a digital marketing agency? - #Rechangou...
Should every recruitment business be a digital marketing agency? - #Rechangou...Should every recruitment business be a digital marketing agency? - #Rechangou...
Should every recruitment business be a digital marketing agency? - #Rechangou...
 
Sub151 Employer Branding
Sub151 Employer BrandingSub151 Employer Branding
Sub151 Employer Branding
 
2014-salary-guide-watermark
2014-salary-guide-watermark2014-salary-guide-watermark
2014-salary-guide-watermark
 
REM190_GRAD_Booklet_interactive
REM190_GRAD_Booklet_interactiveREM190_GRAD_Booklet_interactive
REM190_GRAD_Booklet_interactive
 
SES Hong Kong 2012 Event Guide
SES Hong Kong 2012 Event GuideSES Hong Kong 2012 Event Guide
SES Hong Kong 2012 Event Guide
 
Kohler: Client Case Talk - James Sandora
Kohler: Client Case Talk - James SandoraKohler: Client Case Talk - James Sandora
Kohler: Client Case Talk - James Sandora
 
The new era of marketing begins now
The new era of marketing begins nowThe new era of marketing begins now
The new era of marketing begins now
 

Mehr von Cielo

How to increase your talent pool using skills-based workforce planning
How to increase your talent pool using skills-based workforce planningHow to increase your talent pool using skills-based workforce planning
How to increase your talent pool using skills-based workforce planningCielo
 
Supply & Demand in the U.S. Talent Market - And What You Can Do About It
Supply & Demand in the U.S. Talent Market - And What You Can Do About ItSupply & Demand in the U.S. Talent Market - And What You Can Do About It
Supply & Demand in the U.S. Talent Market - And What You Can Do About ItCielo
 
Creating a Powerful Leadership Presence Slides
Creating a Powerful Leadership Presence SlidesCreating a Powerful Leadership Presence Slides
Creating a Powerful Leadership Presence SlidesCielo
 
Utilising Talent Acquisition Technology to Drive Impact in the APAC Region
Utilising Talent Acquisition Technology to Drive Impact in the APAC RegionUtilising Talent Acquisition Technology to Drive Impact in the APAC Region
Utilising Talent Acquisition Technology to Drive Impact in the APAC RegionCielo
 
Internal Talent Acquisition is in Danger - How to Save It
Internal Talent Acquisition is in Danger - How to Save ItInternal Talent Acquisition is in Danger - How to Save It
Internal Talent Acquisition is in Danger - How to Save ItCielo
 
Leading Through COVID-19: HR & TA Resources
Leading Through COVID-19: HR & TA ResourcesLeading Through COVID-19: HR & TA Resources
Leading Through COVID-19: HR & TA ResourcesCielo
 
Find the Right Balance Between Recruitment Automation and Personalization
Find the Right Balance Between Recruitment Automation and PersonalizationFind the Right Balance Between Recruitment Automation and Personalization
Find the Right Balance Between Recruitment Automation and PersonalizationCielo
 
Fill Your Talent Pipeline: A Blended Approach to Candidate Generation
Fill Your Talent Pipeline: A Blended Approach to Candidate GenerationFill Your Talent Pipeline: A Blended Approach to Candidate Generation
Fill Your Talent Pipeline: A Blended Approach to Candidate GenerationCielo
 
Talent Leaders & Hiring Managers: How to Win Over Your Most Critical Stakehol...
Talent Leaders & Hiring Managers: How to Win Over Your Most Critical Stakehol...Talent Leaders & Hiring Managers: How to Win Over Your Most Critical Stakehol...
Talent Leaders & Hiring Managers: How to Win Over Your Most Critical Stakehol...Cielo
 
Change Management: Going from Roadblocks to Results
Change Management: Going from Roadblocks to ResultsChange Management: Going from Roadblocks to Results
Change Management: Going from Roadblocks to ResultsCielo
 
Recruitment Process Automation: Using Technology in High-Volume Hiring
Recruitment Process Automation: Using Technology in High-Volume HiringRecruitment Process Automation: Using Technology in High-Volume Hiring
Recruitment Process Automation: Using Technology in High-Volume HiringCielo
 
Get Flexible with Your Healthcare Talent Strategy
Get Flexible with Your Healthcare Talent StrategyGet Flexible with Your Healthcare Talent Strategy
Get Flexible with Your Healthcare Talent StrategyCielo
 
Talent Acquisition 360: Research Insights for Today's Talent Leaders (APAC)
Talent Acquisition 360: Research Insights for Today's Talent Leaders (APAC)Talent Acquisition 360: Research Insights for Today's Talent Leaders (APAC)
Talent Acquisition 360: Research Insights for Today's Talent Leaders (APAC)Cielo
 
Talent Acquisition 360: Research Insights for Today’s Talent Leaders
Talent Acquisition 360: Research Insights for Today’s Talent LeadersTalent Acquisition 360: Research Insights for Today’s Talent Leaders
Talent Acquisition 360: Research Insights for Today’s Talent LeadersCielo
 
Prioritizing Diversity and Inclusion: The ROI of D&I
Prioritizing Diversity and Inclusion: The ROI of D&IPrioritizing Diversity and Inclusion: The ROI of D&I
Prioritizing Diversity and Inclusion: The ROI of D&ICielo
 
AI & The Future of Recruitment Technology
AI & The Future of Recruitment Technology AI & The Future of Recruitment Technology
AI & The Future of Recruitment Technology Cielo
 
Talent Acquisition Trends: Strategies for Success
Talent Acquisition Trends: Strategies for Success Talent Acquisition Trends: Strategies for Success
Talent Acquisition Trends: Strategies for Success Cielo
 
Around the World in 80 Careers Websites
Around the World in 80 Careers Websites   Around the World in 80 Careers Websites
Around the World in 80 Careers Websites Cielo
 
Around the World in 80 Career Websites
Around the World in 80 Career Websites Around the World in 80 Career Websites
Around the World in 80 Career Websites Cielo
 
Cielo's 2018 Talent Rising Summit: The Next Frontier of Talent Acquisition
Cielo's 2018 Talent Rising Summit: The Next Frontier of Talent AcquisitionCielo's 2018 Talent Rising Summit: The Next Frontier of Talent Acquisition
Cielo's 2018 Talent Rising Summit: The Next Frontier of Talent AcquisitionCielo
 

Mehr von Cielo (20)

How to increase your talent pool using skills-based workforce planning
How to increase your talent pool using skills-based workforce planningHow to increase your talent pool using skills-based workforce planning
How to increase your talent pool using skills-based workforce planning
 
Supply & Demand in the U.S. Talent Market - And What You Can Do About It
Supply & Demand in the U.S. Talent Market - And What You Can Do About ItSupply & Demand in the U.S. Talent Market - And What You Can Do About It
Supply & Demand in the U.S. Talent Market - And What You Can Do About It
 
Creating a Powerful Leadership Presence Slides
Creating a Powerful Leadership Presence SlidesCreating a Powerful Leadership Presence Slides
Creating a Powerful Leadership Presence Slides
 
Utilising Talent Acquisition Technology to Drive Impact in the APAC Region
Utilising Talent Acquisition Technology to Drive Impact in the APAC RegionUtilising Talent Acquisition Technology to Drive Impact in the APAC Region
Utilising Talent Acquisition Technology to Drive Impact in the APAC Region
 
Internal Talent Acquisition is in Danger - How to Save It
Internal Talent Acquisition is in Danger - How to Save ItInternal Talent Acquisition is in Danger - How to Save It
Internal Talent Acquisition is in Danger - How to Save It
 
Leading Through COVID-19: HR & TA Resources
Leading Through COVID-19: HR & TA ResourcesLeading Through COVID-19: HR & TA Resources
Leading Through COVID-19: HR & TA Resources
 
Find the Right Balance Between Recruitment Automation and Personalization
Find the Right Balance Between Recruitment Automation and PersonalizationFind the Right Balance Between Recruitment Automation and Personalization
Find the Right Balance Between Recruitment Automation and Personalization
 
Fill Your Talent Pipeline: A Blended Approach to Candidate Generation
Fill Your Talent Pipeline: A Blended Approach to Candidate GenerationFill Your Talent Pipeline: A Blended Approach to Candidate Generation
Fill Your Talent Pipeline: A Blended Approach to Candidate Generation
 
Talent Leaders & Hiring Managers: How to Win Over Your Most Critical Stakehol...
Talent Leaders & Hiring Managers: How to Win Over Your Most Critical Stakehol...Talent Leaders & Hiring Managers: How to Win Over Your Most Critical Stakehol...
Talent Leaders & Hiring Managers: How to Win Over Your Most Critical Stakehol...
 
Change Management: Going from Roadblocks to Results
Change Management: Going from Roadblocks to ResultsChange Management: Going from Roadblocks to Results
Change Management: Going from Roadblocks to Results
 
Recruitment Process Automation: Using Technology in High-Volume Hiring
Recruitment Process Automation: Using Technology in High-Volume HiringRecruitment Process Automation: Using Technology in High-Volume Hiring
Recruitment Process Automation: Using Technology in High-Volume Hiring
 
Get Flexible with Your Healthcare Talent Strategy
Get Flexible with Your Healthcare Talent StrategyGet Flexible with Your Healthcare Talent Strategy
Get Flexible with Your Healthcare Talent Strategy
 
Talent Acquisition 360: Research Insights for Today's Talent Leaders (APAC)
Talent Acquisition 360: Research Insights for Today's Talent Leaders (APAC)Talent Acquisition 360: Research Insights for Today's Talent Leaders (APAC)
Talent Acquisition 360: Research Insights for Today's Talent Leaders (APAC)
 
Talent Acquisition 360: Research Insights for Today’s Talent Leaders
Talent Acquisition 360: Research Insights for Today’s Talent LeadersTalent Acquisition 360: Research Insights for Today’s Talent Leaders
Talent Acquisition 360: Research Insights for Today’s Talent Leaders
 
Prioritizing Diversity and Inclusion: The ROI of D&I
Prioritizing Diversity and Inclusion: The ROI of D&IPrioritizing Diversity and Inclusion: The ROI of D&I
Prioritizing Diversity and Inclusion: The ROI of D&I
 
AI & The Future of Recruitment Technology
AI & The Future of Recruitment Technology AI & The Future of Recruitment Technology
AI & The Future of Recruitment Technology
 
Talent Acquisition Trends: Strategies for Success
Talent Acquisition Trends: Strategies for Success Talent Acquisition Trends: Strategies for Success
Talent Acquisition Trends: Strategies for Success
 
Around the World in 80 Careers Websites
Around the World in 80 Careers Websites   Around the World in 80 Careers Websites
Around the World in 80 Careers Websites
 
Around the World in 80 Career Websites
Around the World in 80 Career Websites Around the World in 80 Career Websites
Around the World in 80 Career Websites
 
Cielo's 2018 Talent Rising Summit: The Next Frontier of Talent Acquisition
Cielo's 2018 Talent Rising Summit: The Next Frontier of Talent AcquisitionCielo's 2018 Talent Rising Summit: The Next Frontier of Talent Acquisition
Cielo's 2018 Talent Rising Summit: The Next Frontier of Talent Acquisition
 

Creating Corporate Value Through Sustainable Leadership, Employer Brand & Reputation in Challenging Times (KSA)

  • 1. Creating corporate value through leadership, employer brand & reputation in challenging times September 2020
  • 2. 2 AGENDA & SPEAKERS INTRODUCTIONS SETTING THE SCENE • THE REPUTATION ECONOMY • HOW IS CORPORATE VALUE DEFINED TODAY • WHAT IS EMPLOYER BRANDING THE ABBVIE STORY WHAT NEXT • EXPERIENCE MARKETING • DIGITAL ANTHROPOLOGY • A LENS ON CURRENT EVENTS 3 THINGS TO DO TOMORROW Q&A
  • 3. 3 GLOBAL CAPABILITY, LOCAL INSIGHT GLOBAL RECOGNITION OF EXCELLENCE MILWAUKEE BUENOS AIRES MANCHESTER LONDON COLOGNE BUDAPEST PARIS DUBAI HONG KONG MANILA SINGAPORE 103 Countries 176 Clients 39 Languages 2k Employees 14 Offices 162k Annual Hires GUANGZHOU SHANGHAIWUHAN
  • 4. 4 CIELO EMPLOYER BRAND & MARKETING Best Use of Social Media 2016 (finalist) 2015 (winner) Excellence in Employer Branding (2017) Best creative offline marketing  2019 (winner) 2019 (winner) 2019 (winner) 200M People interactions per annum 400+ Premium Campaigns per annum 150m Digital impressions per annum 42EVPs created 38 Managed websites 150+ Social Profiles managed by Cielo on behalf of clients 39 Social Media Programs 72 Countries covered by websites 25k BAU Campaigns per annum  8 clients awarded CandE’s in 2018 & 2019 BRAND Insight & Research Digital Content & Creative Managed Services & Social Media Consulting: Strategy, DEI, Brand & EVP
  • 5. CORPORATE VALUE & THE REPUTATION ECONOMY
  • 6. 6 Creating sustainable corporate value has never been more important yet challenging than in today’s changing world. The future of work is accelerating on the back of COVID-19, digitization and the reputation economy. With company valuations increasingly weighted towards intangible assets such as reputation, culture and people, organisations need to focus on their leaders, employer brands and reputation for competitive advantage. The right blend of these components will enable a future focussed business strategy built upon differentiated products/services and memorable experiences for all stakeholders, especially customers. SUSTAINABLE ADVANTAGE IN THE REPUTATION ECONOMY Reputation Defines Company Valuation Intangible value is much more critical to the valuation of businesses today 84% of market value
  • 8. WHAT DO WE MEAN BY EMPLOYER BRANDING & EXPERIENCE MARKETING
  • 9. 9 CHANGING TIMES War for Talent Talent Pools Communities Glocal EVP One Brand Candidate Experience Authentic Social Mobility Automation Machine Learning Artificial intelligence Future of Work Consumer Grade Agile Sustainable PANDEMIC
  • 10. 10 Strategic business activation and future proofing WHAT THIS MEANS FOR TALENT
  • 11. 11 YOUR TALENT BRAND MATTERS Your message – via the company website, social media platforms, emails, reputation websites, etc. – should all come together in a cohesive employer brand story that separates itself from competitors and engages people to want to spread the word. 94% of people are more likely to apply to a job at a company that activelymaintainsitstalentbrand. (Indeed Talent Attraction Study) When making a decision on where to apply for a job, 84% of job seekers say the reputation of a company asan employer isimportant. (TalentNow) (LinkedIn) (Corporate Executive Board)
  • 12. THE GOAL - TALENT MAGNETISM Experience Using technology, creativity, data and human interactions to build a differentiated experience for talent, whether they are successful or not. Candidates expect experiences to be consumer-grade and increasingly simple, mobile- enabled and personalised Reputation Understanding and leveraging current perceptions of your global brand and how to build more local advocacy and brand presence to improve reputation and attraction in your target markets Demand Crafting demand for your careers and increasing your reach, fully leveraging data and talent intelligence to improve the accuracy of that reach All activities by which we generate enough relevant candidates (Qualified, Interested & Available) to fill the top of the funnel to achieve the right conversions into hires and into engagement CANDIDATE GENERATION
  • 13. 13 Employer Brand = Company Reputation These both depend on experience 85% of people are more likely to stick with a brand through a crisis if that brand is transparent.
  • 14. 14 TALENT MARKETINGCONSUMER MARKETING EMPLOYER BRANDING REDEFINED The sole purpose of marketing is to sell more stuff to more people, more often, at higher prices and more efficiently. There is no other reason to do it. The sole purpose of Employer Branding is to match more jobs to more people, more often, at greater mutual value and more efficiently. There is no other reason to do it.
  • 15. 15 Designing your offer for talent in the 21st century WHAT IS AN EMPLOYEE VALUE PROPOSITION (EVP)? Brand Reputation Location / Environment Underpinned by Leadership Vision / Story Lifestyle . + + Is it financially stable? Is it a leader in the marketplace? Is it growing and does it have a plan for the future? Is it a well-known and respected business? Does it have kudos? Are its products and services respected and/or loved? How desirable/convenient is the location? Would I feel proud to show it to my friends and associates? Would I enjoy spending time here? Is it interesting and stimulating? Would I be making a meaningful contribution / making a difference? Is it a good match for my skills and talents? Can the organisation support my future ambitions? Will I get the training and coaching I need to progress? How easy is it to be promoted/move within the organisation? How flexible are the working arrangements? Will I be able to balance my work and personal commitments? How progressive is the business in terms of enabling new ways of working through technology etc? EXTRINSIC “Money, Status & Power” INTRINSIC “Satisfaction, Fulfilment & Enjoyment” Rewards Organisation Opportunities Work+ Are the salary and benefits competitive? What is given that others do not? Is there a genuine link to performance? What are the formal and informal recognition pathways? Culture / People “THE RIGHT DEAL” Is there a clear and compelling story about where the business is heading? Is it backed up by a sound strategy and owned by strong leaders? Is this a journey I want to be part of? (Where do I fit in and what’s in it for me?) What are the true values and do they match mine? What’s the management style? Inclusive or distant? Will I feel values, respected and empowered? +
  • 17. 17 A candidate experience framework and financial model for assessing and prioritizing investments THE CANDIDATE EXPERIENCE
  • 19. At AbbVie, we strive to make a remarkable impact on the lives of patients.
  • 20. AbbVie has as long history in healthcare dating back to 1888 with Abbott 130+ years of patient care Millions of lives touched Launched as AbbVie in 2013
  • 21. With Allergan, AbbVie has an expanded global footprint of state-of- the-art facilities Ludwigshafen, Germany Tokyo, Japan Massachusetts, USA: Cambridge Worcester Illinois, USA: Lake County North Chicago California, USA: Redwood City San Francisco Sunnyvale Texas, USA: Houston Waco Cincinnati, OH, USA New Jersey, USA: Branchburg Madison California, USA: Campbell Dublin/Pleasanton Irvine Heredia, Costa Rica Marlow, United Kingdom Ireland: Dublin Galway Westport Pringy, France Grâce-Hollogne, Belgium Grande Guarulhos, Brazil Michigan, USA Wyandotte Barceloneta, Puerto Rico (2) Ireland: Ballytivnan Cork Sligo Campoverde, Italy Singapore, Singapore AbbVie facilities Allergan facilities*Not all sites pictured
  • 22. AbbVie: Who we are We have market leadership in attractive growth segments #1 Immunology #2 Hematologic oncology #1 Aesthetics Leadership in Women’s health #1 Global HCV Leadership in Eye care
  • 28. Live monthly webinars Development tools and resources On-demand webinar library LDPtube – a YouTube like development experience! AbbVie’s Commitment to Your Development.
  • 29. AbbVie: Who we are People. Passion. Possibilities. ®
  • 30. WHAT NEXT & A LENS ON THE CURRENT PANDEMIC
  • 31. 31 EXPERIENCE MARKETING KEY STAKEHOLDERS TODAY AND TOMORROW BOTS, ROBOTS & ALGORITHMS CEO & COO CFO CMO & COMMS BUSINESS LEADERS PEOPLE MANAGERS TALENT LEADERS TALENT INSIDE & OUT CTO & DIGITAL RISK GROWTHCOST THE CUSTOMER & THE PLANET
  • 32. 32 Surgical Care Affiliates EXAMPLE - REBRANDING HR Excellence in Employer Branding  2017 (winner)
  • 33. DIGITAL ANTHROPOLOGY THE APPROPRIATE RELATIONSHIP BETWEENHUMANS AND DIGITAL-ERATECHNOLOGY
  • 34. 34 Technology roll out and adoption EXAMPLE – WORKDAY COMMUNICATIONS
  • 35. 35 • Unprecedented change in both customer and talent markets • Brands are most likely to be made or broken at the top of a boom or bottom of a bust • Inclusive and collaborative cultures proving more agile than traditional command/control hierarchies • Personalization and speed key • The need for advanced careers websites and CRM experiences is further highlighted with careers traffic soaring and the need to nurture & engage much larger talent pools and communities of people, for longer and with highly nuanced messaging • In addition to the strategy and machinery of employer branding and talent acquisition infrastructure, the oil that that must keep the engine running smoothly is content and reputation management • Those with robust social media, reputation management and content strategies, especially user generated, are standing out – across awareness, perception and conversion CURRENT TRENDS 70% 61% increase in social media engagement including 40% WhatsApp and 58% across Wechat and Weibo (Kantar, April 03 2020) 70% increase in web browsing (Kantar, April 03 2020) 67% ofKSAandUAEnationssawa significantincrease in their social mediabrowsing duringCOVID;spendingmosttimeof theirtimeWhatsApp andTwitter. KSAandUAEhavethe highestpenetrationratesofWhatsAppat 86%; and95% respectively.
  • 38. 3 THINGS TO DO TOMORROW
  • 39. 39 Make content relevant, accurate and appropriate for your audience Are you finding the right balance between the head and the heart? And is it localized fully? Reflect your brand’s mission, vision and values Don't become something you weren't before – speak to who your organization is Know your audience Current employees and future candidates, employees and alumni Who will see your message? How will they feel about it? What are their intrinsic & extrinsic drivers? 3 STEPS TO ADAPT YOUR EMPLOYER BRAND 1 2 3
  • 40. 40 Ooh look at that CREATE CONTENT THAT DIFFERENTIATES
  • 41. Q&A
  • 42. 42

Hinweis der Redaktion

  1. Cielo is the world’s leading strategic Recruitment Process Outsourcing (RPO) partner. We leverage our global reach, local talent acquisition expertise and customized solutions to help clients achieve a sustained advantage and outstanding business outcomes through their talent practices. Cielo’s global presence includes 2,000 employees, serving 176 clients across more than 100 countries in 39 languages
  2. Andy
  3. Employer brand has always been more than talent attraction. Now more than ever before companies are being watched on how they are managing in a crisis. Your employer brand has always been tied to your company reputation and now that is all underpinned by experience: to current employees, candidates and alumni  How are you looking after your teams? Keeping your best people, developing them? How are you supporting your employees? Are you aligned with in your industry? This is vital for your employee reputation in the long term, especially consumer brands. You can lose employees, potential candidates and even clients.
  4. Andy
  5. Cielo is committed to keeping you informed and equipped with the resources and support you need to navigate this unique time. We’ll be sending you all a recording of this webinar, the slides tomorrow. And sharing new resources and tools as we produce them.