Shaunda Zilich, Employment Branding Leader at GE, presenting at the 2017 Michigan Recruiter's Conference on building an employee ambassador program and employee advocacy.

1. Building
Your
Employment
Brand
with
a
$0
Budget
MichiganRecruits.com
Detroit,
MI
October
25,
2017
#MichiganRecruits
@Shaunda

2. Shaunda Zilich
Global
Employer
Brand
Leader,
GE
• Leading
the
effort
to
modernize
recruitment
and
bolster
employer
brand
at
GE.
• 10+
years
of
experience
in
training
professionals
and
companies
in
branding.
• Heads
a
global
team
of
3
employment
brand
leaders
and
a
council
of
35+
members.
@Shaunda

3. @Shaunda

4. A
Perfect
Storm!
NOW
a
Digital
Industrial
company
We
brand
GE
with
PEOPLE
Transparency
is
‘in’
We
sell
experiences!
#MichiganRecruits
@Shaunda

5. • Organic
Social
Media
Strategy
• Employee
Advocacy
• Own
your
technology
choices!
• Stop
complaining!
Be
friends
with
marketing!
• Take
it
to
the
next
level!
Action
Plan…
#MichiganRecruits
@Shaunda

6. Social
Media
Strategy
Why?
• Organic
– Free
• Targeted
– Dynamic
• Conversational
How?
• Study
up!
#and
@
• The
content
is
out
there!
• 90/10
rule
• Win/Win
• Team
of
curators!
#MichiganRecruits
@Shaunda

7. Key
Elements
• Goals
• Audience
• Content
calendar
• What
is
success?
• Longevity
#MichiganRecruits
@Shaunda

8. Employee
Advocates
• All
GE
employees
• Equip
– training
and
amplification
• Brand
centric
to
people
centric
• Start
with
“Why”
• Connect
to
emotions…connect
to
candidates
“Why”
#MichiganRecruits
@Shaunda

11. Technology
Tsunami!!
• Simplify
it.
Need
vs.
want
– What
help’s
with
your
strategy?
• Expectation
vs.
Fad
• The
‘How’?
Using
technology
• Expectations
– Behavior
Trends
• No
‘shinny
pennies’
• What
is
the
future?
Can
we
leapfrog?
#MichiganRecruits
@Shaunda

12. Marketing
is
a
Partner
• Numbers,
numbers,
numbers
• Don’t
stomp
on
their
efforts
• Give
them
content!
• Patience
is
a
virtue
• Rethink
how
you
are
taking
things!
– be
a
disruptor!!
#MichiganRecruits
@Shaunda

15. Is
it
a
good
campaign?
1. Marketing: Generate reach and awareness
2. Engagement: Capture interest with a call to action
3. Conversation: Interact with leads and applicants
4. Conversion: Fuel action to apply or to accept offer
#MichiganRecruits
@Shaunda

16. Results????
75% open / engage rate
20% click through rate
10% apply rate
#MichiganRecruits
@Shaunda

17. Candidate
Evolution…
Grandfather
Manager
at
Chrysler
Hated
his
job
but
it
provided
Required
Father
An
Engineer
Neutral
on
his
job
It
provided
success
=
$
Me
Life
(many
jobs)
Connection
to
job
/company
Part
of
my
purpose
#MichiganRecruits
@Shaunda

18. Older American’s
“Making as much money or learning new skills.”
Younger American’s
“Finding something they found enjoyable or making a difference.”
The
Atlantic…
What
is
the
primary
concern?
#MichiganRecruits
@Shaunda

19. “The
Year
of
Candidate
Experience”
Brand
+
Data
+
Coaching
=
Talent
Marketing
=
About
PEOPLE!
https://www.linkedin.com/pulse/year-­‐candidate-­‐experience-­‐shaunda-­‐zilich/
#MichiganRecruits
@Shaunda

20. Expectations
vs.
Fads
• Trend
=
when
innovation
resets
expectations
• Consumers
ARE
Candidates
• Traditional
– LI,
FB,
TW
• TV
(ONLY
LIVE
events
or
online)
• FB
Live,
Instagram,
Snapchat,
WeChat
• Live
/
Virtual
Events
/
Hackathons
#MichiganRecruits
@Shaunda

21. The
How
=
The
Conversations
• Authentic
stories
• Chat
vs.
phone
call
• Connecting
what/how/why
• Un-­‐automate?
YES!
(OMG)
• Top
411
• Questioning
the
almighty
career site
(at
least
the
search
capability)
#MichiganRecruits
@Shaunda

22. Expectations
-­‐ Behavior Trends
Trust
-­‐ Transparency,
Conversations,
Live
Decide
Strategy
-­‐ What
is
the
response
(tool/fad)?
• Reviews?
• Alexa
is
the
bomb!
• Smart
devices
becoming
smart
• Chat
bots
• VR
– what
is
next?
• AI
#MichiganRecruits
@Shaunda

23. Just
Say
NO
‘Shinny
Pennies’!!!!
1. What
it’s
the
trend?
2. What
is
the
strategy?
3. What
is
the
tool?
#MichiganRecruits
@Shaunda

24. Example…
What
is
the
problem?
Trust
What
is
the
strategy?
Transparency
What
is
the
tool/action?
Trend
vs.
Fad
#MichiganRecruits
@Shaunda

25. Future
of
recruiting
=
Questions.
• Will
searches
exist
on
Career
Sites?
• What
will
social
interactions
look
like?
-­‐ All
Live?
• How
will
data
drive
it?
• Where
will
AI
be
involved?
• How
will
crowdsourcing
and
social
matching
interact?
• Will
marketing
do
recruiting
or
the
opposite?
• Could
this
be
where
recruiting
leapfrogs
marketing?
• Dynamic
experiences
across
devices
and
platforms
(not
mobile/TV
– think
Apple
watch,
FitBit,
Alexa,
GoogleHome)
#MichiganRecruits
@Shaunda

26. Where
do
I
start?
• Just
getting
started…
• What
are
you
trying
to
solve?
– Write
the
Strategy
• Channels
– Transparent
– the
‘why’
storytelling
• Mid-­‐way
on
the
journey…
• Have
you
adjusted
to
the
new
candidate?
Pull
vs.
Push
mentality?
• Step
back
– ‘shinny
penny’
or
strategy
• Guru
of
Employment
Brand
• What
is
next?
How
will
you
leapfrog?
#MichiganRecruits
@Shaunda

27. • Organic
Social
Media
Strategy
• Employee
Advocacy
• Own
your
technology
choices!
• Stop
complaining!
Be
friends
with
marketing!
• Take
it
to
the
next
level!
Action
Plan…
#MichiganRecruits
@Shaunda

29. Selling
Experiences.
Finding
Purpose.