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2016
Cultivating unique and desirable
workplaces and relationships
CONSUMER	
BRAND
EMPLOYER	
BRAND
CONSUMER	
BRAND
Past Present
CONSUMER	
BRAND
EMPLOYER	
BRAND
EMPLOYER	
BRAND
Future
#1
Hiring Is
The Most
Important
q Employee	referrals	is	the	key	– up	to	50%	
of	your	new	employees	should	 come	from	
refe...
#2
Hire Attitude
Not Skills
LOW	PERFORMERS:
q Are	negative
q Blame	others
q Feel	entitled
q Don’t	take	initiative
q Procra...
#3
Turn
Strangers
Into Friends
q Onboard	with	an	eye	toward	
friendship	– assign	buddy,	
introduce	new	employees	by	
descr...
#4
Show
Purpose
q Never	stop	communicating	
purpose
q Involve	employees	in	charitable	
giving
q Connect	employees	with	the...
q Expose	employees	to	new	and	
unexpected	ideas	– group-viewing	
of	employee-nominated	TED	Talk,	
monthly	show-and-tell	on...
q Quarterly	prize	for	employees	
who	take	risks,	best	New	
Mistake	category	in	the	list	of	
annual	employee	awards
q Appli...
q Clear	objectives	and	quick	
feedback	(at	least	six	times	per	
year	for	as	long	as	90	min)
q Outsource	praise,	encourage	...
q Experiences	are	more	rewarding	
than	objects	
q Smaller,	quarterly	bonuses	better	
than	annual	ones
q Relatively	inexpen...
#9
Eliminate
All Status
Symbols
q Build	on	caveman	instincts	–
additions	of	plants,	fresh	
flowers,	images	of	nature,	
natural	light,	seating	with	views	
...
Thank you!
What can we learn about Employer Branding from Google and alikes?
What can we learn about Employer Branding from Google and alikes?
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What can we learn about Employer Branding from Google and alikes?

Zane Čulkstēna, ERDA

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What can we learn about Employer Branding from Google and alikes?

  1. 1. 2016
  2. 2. Cultivating unique and desirable workplaces and relationships
  3. 3. CONSUMER BRAND EMPLOYER BRAND CONSUMER BRAND Past Present CONSUMER BRAND EMPLOYER BRAND EMPLOYER BRAND Future
  4. 4. #1 Hiring Is The Most Important q Employee referrals is the key – up to 50% of your new employees should come from referrals q Make recruiting part of everyone’s job - most employees should spent 4-10h per week on hiring q Get the best referrals by being ‘super’ specific q Built referrals on intrinsic not extrinsic motivators q Manage referrals well – call within 48h, weekly updates q Improve hiring process - best predictor of performance is a work sample test, second best – test of general cognitive ability, third – structured interviews q Give candidates the reason to join
  5. 5. #2 Hire Attitude Not Skills LOW PERFORMERS: q Are negative q Blame others q Feel entitled q Don’t take initiative q Procrastinate q Resist change q Create drama for attention HIGH PERFORMERS: q All opposite + it depends!
  6. 6. #3 Turn Strangers Into Friends q Onboard with an eye toward friendship – assign buddy, introduce new employees by describing their interests, look for collaborative assignments q Encourage people to share mutual passions – support shared interests, allow to take significant others q Enhance caring for each other – birthday reminders, small budget for celebrating them
  7. 7. #4 Show Purpose q Never stop communicating purpose q Involve employees in charitable giving q Connect employees with their end user “One cannot lead a life that is truly excellent without feeling that one belongs to somethinggreater and more permanent than oneself” – MIHALY CSIKSZENTMIHALYI
  8. 8. q Expose employees to new and unexpected ideas – group-viewing of employee-nominated TED Talk, monthly show-and-tell on industry trends, book clubs q 20% of time for self-authored projects q Promote napping and exercising q Provide space for distraction – table hockey, etc. #5 Pay To Play
  9. 9. q Quarterly prize for employees who take risks, best New Mistake category in the list of annual employee awards q Applicants are required to list some of their biggest career blunders and then explain what they’ve learned from each experience #6 Reward Failures
  10. 10. q Clear objectives and quick feedback (at least six times per year for as long as 90 min) q Outsource praise, encourage peer- to-peer rewards – at any time anyone without asking permission can reward a $50 bonus to any colleague or take her colleague to lunch q Cultivate gratitude - for example, set aside time for employees to share their recent personal accomplishments #7 Give Feedback and Praise
  11. 11. q Experiences are more rewarding than objects q Smaller, quarterly bonuses better than annual ones q Relatively inexpensive workplace benefits—for example, a high-end espresso machine, interesting snacks, etc. q Unexpected pleasures deliver a bigger thrill q Music and scents enhance happiness #8 Boost Workplace Happiness
  12. 12. #9 Eliminate All Status Symbols
  13. 13. q Build on caveman instincts – additions of plants, fresh flowers, images of nature, natural light, seating with views of the outdoors, campfires & caves q Brand workplace experience – office is your “body language”, touchpoint maps (uses of lobbies, hallways, bathrooms, break rooms to communicate), modest budgets for decorating workstations #10 Office Design Shapes Thinking
  14. 14. Thank you!

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