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HR is the new Marketing; the future of Employer Branding

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TEDxMongKok
TEDxMongKok

Every candidate is a potential customer, and every customer is a potential candidate. It's no secret that candidates and employees are thinking and acting like customers. Job search behaviour has changed. Employee expectations have changed. HR can no longer think like recruiters, but think like marketers. Emma Reynolds shares insights on the changing candidate behaviour in an interactive presentation that will help you analyse the touchpoints in your recruitment experience and their impact on your employer brand.

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1 HR is the new Marketing Emma Reynolds e3reloaded.com
2 Your customer experience Your candidate experience vs. Your employee experience vs.
3 Difficult. Not Sustainable. Broken. Crazy. Frustrating.
4 WE= FRUSTRATED HIRING MANAGERS = FRUSTRATED AGENCIES = FRUSTRATED CANDIDATES = FRUSTRATED
“Insanity: doing the same thing over and over again and expecting different results.” “We cannot solve our problems with the same thinking we used when we created them.” Einstein
CONNECT / COMMUNITY COLLABORATE / CO-CREATE CONTRIBUTE / CRITICIZE CONTROL / CHANGE 6
7 Candidates & employees are thinking & acting like customers
If we don’t adopt a marketing mindset we will FAIL. 8
9 Royalty
10 User-centered; understanding our audiences
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16 Attention must be earned; participation and engagement never assumed.
17 3 seconds 3 clicks 3 friends
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21 Experience Design; surprise, delight and make it easy
22 The user experience curve
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27 Of candidates who have a bad candidate experience will never buy your products or services again. TheWork Foundation Survey 2009
28 A totally different mindset... “Welcome Me” “Connect with Me” “Inspire Me” “Excite Me” “Make it Easy for Me” “Take care of Me” EnablementCommitDecideInterest CANDIDATE EXPERIENCE ONBOARDING EXPERIENCE
29 Get inside the heads of our audiences Earn their attention, participation and engagement Design Experiences that surprise and delight
30 Imagine... 95,000 applications & all awesome Roles filled in days not weeks HR is revenue generating HR most innovative department Every candidate an ambassador Zero attrition
31 It’s time to change the conversation

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