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Activate and Engage your Employees
​Marlene de Koning
​Solutions Consultant
​nl.linkedin.com/in/marlenedekoning
​@Marlene_...
Today’s Topics
 Objectives
 3 Step Program in uniting your employees to become ambassadors
 Research & Numbers
 What d...
Objectives of Today
Build your ambassador program in 3 steps
Three steps to unite your own employees to help build your brand
6
Building a brand ambassador program
Educate
&
Inform
En...
Educate & Inform
7
What is your Employee Value Proposition?
​the employee value proposition (EVP) are the attributes that you want associated...
of recruiters don’t understand
their own employer brand.
%
Corporate Executive Board- thought leadership survey. 2012
10
LinkedIn’s
EVP
Transformation
Work-Life Balance
Total Rewards
Powerful Brand
Top Talent
Further reading:
What is the right social media for your company
10 must haves for your social media policy
How to Write a...
Engage & Encourage
7 steps to engage your employees
1. Get C-suite support to drive widespread participation
2. Encourage employees to join L...
Encourage « share and tell »
Encourage employees to add your company to their personal
profiles. By doing so, they automa...
Measure & Monitor
16
Measure and monitor the success of your initiatives
Measure employee engagement and focus on the key drivers necessary...
Research & Numbers
Reasons why it should be your companies priority
They are responsible for 20% of your overall social engagement20%
Your em...
cost a global manufacturing firm $73 million
a year in lost productivity, poor quality & service levels, higher accident
r...
Employee Engagement and Ambassadors
What drives Ambassadors?
What Drives Brand Ambassadors
​Brand ambassadors are supported through strong leadership and
effective brand training init...
Q&A
©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.
Empower Employees to help building your Employer Brand
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Empower Employees to help building your Employer Brand

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How can you encourage your employees to help build your employer brand, by using their personal brands to create one strong brand?


Many organizations are working on a powerful employer brand to attract new talent. This is often the responsibility of HR- and communications departments. A talent shortage is a threat for the entire organization. Just imagine how beneficial it is for your organization to show the outside world who you are as an employer together with your employees? In this presentation we will give you tips and tricks about mobilizing your employees and turn them into brand ambassadors. In addition to that we will share some research to show the importance of a solid ambassador strategy.

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Empower Employees to help building your Employer Brand

  1. 1. Activate and Engage your Employees ​Marlene de Koning ​Solutions Consultant ​nl.linkedin.com/in/marlenedekoning ​@Marlene_dKoning
  2. 2. Today’s Topics  Objectives  3 Step Program in uniting your employees to become ambassadors  Research & Numbers  What drives Ambassadors  Q&A  Drinks
  3. 3. Objectives of Today
  4. 4. Build your ambassador program in 3 steps
  5. 5. Three steps to unite your own employees to help build your brand 6 Building a brand ambassador program Educate & Inform Engage & Encourage Measure & Monitor
  6. 6. Educate & Inform 7
  7. 7. What is your Employee Value Proposition? ​the employee value proposition (EVP) are the attributes that you want associated with your company and employer branding is the delivery of your employee value proposition across every communication touch point – both internally and externally. ​Employee engagement is, in part, an evaluation of the employer brand as it is lived within the organization. ​Engaged employees are better suited to deliver on your brand promise, in terms of service and most importantly, advocacy. Therefore, a highly engaged employee is a brand ambassador and these are the employees that you want representing your brand.
  8. 8. of recruiters don’t understand their own employer brand. % Corporate Executive Board- thought leadership survey. 2012
  9. 9. 10 LinkedIn’s EVP Transformation Work-Life Balance Total Rewards Powerful Brand Top Talent
  10. 10. Further reading: What is the right social media for your company 10 must haves for your social media policy How to Write a Social Media Policy 5 Noteworthy Examples of Corporate Social Media Policies IBM Social Computing Guidelines 11 Social media policy
  11. 11. Engage & Encourage
  12. 12. 7 steps to engage your employees 1. Get C-suite support to drive widespread participation 2. Encourage employees to join LinkedIn and other networks or to enhance their profile 3. Provide additional incentives via an employee referral program 4. Don’t forget new hires 5. Shine the spotlight 6. Organize meetups 7. Incentivize 13
  13. 13. Encourage « share and tell » Encourage employees to add your company to their personal profiles. By doing so, they automatically become followers and can like, comment on, and share your company updates to help expand your viral reach. Launch social media newsletter inviting employees to share weekly updates with their personal networks to increase exposure Spread your brand email signature, website, etc 14
  14. 14. Measure & Monitor
  15. 15. 16 Measure and monitor the success of your initiatives Measure employee engagement and focus on the key drivers necessary to create brand ambassadors. –number of interactions –clicks generated by your updates –followers acquired Maintain training & coaching for management and staff
  16. 16. Research & Numbers
  17. 17. Reasons why it should be your companies priority They are responsible for 20% of your overall social engagement20% Your employees’ social networks are over 10X larger than your companies followers10X While only 2% of your employees share your companies social content 2% Sources: LinkedIn data
  18. 18. cost a global manufacturing firm $73 million a year in lost productivity, poor quality & service levels, higher accident rates & absenteeism Disengaged employees… Employee Engagement & Business Outcomes TNS Research shows even more… Employee engagement can increase profitability Higher employee engagement often coincides with a higher level of service quality Employee engagement has an influence on customer retention ​Source: TNS Case Studies
  19. 19. Employee Engagement and Ambassadors
  20. 20. What drives Ambassadors?
  21. 21. What Drives Brand Ambassadors ​Brand ambassadors are supported through strong leadership and effective brand training initiatives Top 5 Reasons Employees Become Brand Ambassadors 1. Company brand experience sets us apart 2. I trust senior leadership 3. Work gives me a feeling of accomplishment 4. My company is environmentally responsible 5. I feel valued as an employee 1. Our brand experience sets us apart from competition 2. Supervisor supports brand experience efforts 3. Brand experience coaching and training is effective 4. I understand the behaviors to deliver the brand experience Drivers of Ambassador Efforts ​Source: TNS Global Panel Study
  22. 22. Q&A
  23. 23. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.

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