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Turbo-Charge Your Talent Brand: Develop your Employee Value Proposition | Talent Connect San Francisco 2014

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LinkedIn Talent Solutions
LinkedIn Talent Solutions

Facebook’s Global Recruiting Brand Manager and Epic Games’s Director of Recruiting explained how they developed their employee value proposition (EVP) and their employment brand strategy. Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf

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Turbo-Charge Your Talent Brand: Develop your Employee Value Proposition
Turbo-Charge Your Talent Brand: Develop your Employee Value Proposition Tim Johnson Director of Recruiting Epic Games #intalent
#intalent
#intalent
#intalent
The original Unreal Since 1998, game technology has come a long way… #intalent
2010 Utah Poland North Carolina #intalent
2014 Washington Utah UK Poland China Korea North Carolina Japan #intalent
Calling it a “brand” doesn’t give it value. #intalent
What We Know Epic Employees build their careers at Epic 55% 13% 21% 11% < 3 Years 3 – 5 Years 5 – 10 Years > 10 Years #intalent
Employee Value Proposition Why Employees work at Epic Games #intalent
Mission: Build the EVP
EVP: Survey themes Management Company vision Living in Raleigh Work-life balance #intalent
Who’s involved?
EVP: Survey results Smart, talented people are important to our success Quality matters Employees love living in Raleigh Epic is defining the future of gaming #intalent
#intalent
Impact on Epic #intalent
The humbling of Epic Philosophically, we believe that if we're generous and we provide value to people, that value will come back. - Paul Meegan, VP Product Development #intalent
Tim Johnson Director of Recruiting Epic Games Follow: https://www.linkedin.com/company/epic-games @EpicTalent #intalent
Turbo-charge your employment brand: Develop your employment value proposition Sara Duzik Global Recruiting Brand Manager Facebook linkedin.com/in/sduzik #intalent
#intalent
#intalent
Perception vs Reality #intalent
Building an Employment Brand = Team Effort People/HR • Lead strategy • Internal implementation Recruiting • Recruitment goals • Brand guidelines • Execute and amplify Marketing • Content strategy • Research • Communication design #intalent
RESEARCH & DISCOVERY
#intalent
THE PROCESS 1. Research & Discovery 2. Development 3. Testing 4. Design #intalent
#intalent
COMMUNICATION THEMES The People How We Work The Opportunities #intalent
BRAND PERSONALITY BOLD / AMBITIOUS / OPTIMISTIC / THRIVING / WELCOMING #intalent
Visual ID Content From Within Our major communication strategy is to embrace content from within—actual stories and ideas from people at Facebook. This is expressed through, but not limited to, the following content types: 1. Employee quotes 2. Infographics about our company, teams and individuals 3. Employee “Why?” statements—responding to the prompt “Connecting the world takes every one of us because:” (limit ten words) TEAM: SEARCH A: Everything CAMPUS: MENLO PARK SINCE: JUNE 2012 Michael S. CODE USED EMPLOYEE QUOTE Photography Style Through photography we aim to capture visually appealing images that portray genuine and authentic employee moments. A successful image captures a candid moment from within our rich ecosystems of people, places and ideas. Facebook is a global company. We celebrate and embrace diversity at all levels. Images should be inclusive and representative of this whenever possible. An off-brand photo might fail by appearing sterile, formal, or staged— bringing to mind clichés of stock photography (ex: ambitious business people striking “go-getter” poses). 25 FACEBOOK EMPLOYMENT BRAND GUIDELINES VERSION 1.0 ON-BRAND OFF-BRAND “WHY?” STATEMENT Typefaces TEAM: SEARCH A: Everything CAMPUS: MENLO PARK SINCE: JUNE 2012 Michael S. CODE USED PRIMARY FONT SECONDARY FONTS Fakt Slab Pro Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Fakt Slab Pro Medium Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ FreightSans Pro Black abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ FreightSans Pro Black Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ FreightSans Pro Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ FreightSans Pro Medium Italic 22 FACEBOOK EMPLOYMENT BRAND GUIDELINES VERSION 1.0 Q: What is left to do? FINISHED OPPORTUNITY CODE NOT USED TEAM: INSTAGRAM CAMPUS: MENLO PARK SINCE: FEB 2012 Cathy L. “Compared to the engineer I was three years ago, there’s no comparison.” “You know that you’re actually doing work that’s going to get out there in front of millions, if not billions of people. And that there’s a lot riding on what you’re doing.” -Jessica Z., Product Design Q: What is left to do? FINISHED OPPORTUNITY CODE NOT USED TEAM: INSTAGRAM CAMPUS: MENLO PARK SINCE: FEB 2012 Cathy L. “Compared to the engineer I was three years ago, there’s no comparison.” “You know that you’re actually doing work that’s going to get out there in front of millions, if not billions of people. And that there’s a lot riding on what you’re doing.” -Jessica Z., Product Design Because: “Different perspectives give better results.” -Chuan S. one of us. one of us. Connecting the world takes every one of us. Connecting the world takes every one of us. Because: “Different perspectives give better results.” -Chuan S. INFOGRAPHIC #intalent
Communication & Brand Guidelines Contents Facebook Employment Brand Guidelines 2 FACEBOOK EMPLOYMENT BRAND GUIDELINES VERSION 1.0 1 FACEBOOK EMPLOYMENT BRAND GUIDELINES VERSION 1.0 19 Visual Identity 20 Design Elements 21 Layout Styles 22 Content From Within 23 Logotype & Favicon 24 Logotype & Favicon Usage 25 Photography Style 26 Photography Direction 27 Typefaces 28 Typographic Hierarchy 29 Typography Usage 30 Tagline 31 Tagline Usage 32 Extruded Containers 33 Grid Structures 34 Grid Structures Usage 35 Grid Structures How-to 36 Color Palette 37 Color Application 38 Multi-color Schemes 39 Infographics 40 Infographic How-to 41 Data Sheet Overlays 42 Employee Profiles 43 Company Profiles 44 Profile Layout How-to 45 Recruitment Collateral PART A COMMUNICATION GUIDELINES PART B VISUAL IDENTITY GUIDELINES 4 Introduction 6 The Process 7 Positioning 8 Brand Attributes 9 Writing for Facebook 10 Communication Themes 11 Talking to Different People #intalent
Communication & Brand Guidelines Talking to Your Target Audience You can use this blank grid to define what you’d like to emphasize to your potential recruits. From their perspective: 17 FACEBOOK EMPLOYMENT BRAND GUIDELINES VERSION 1.0 Brand Attributes to Emphasize Example Quotes Themes to Emphasize Key Messages #intalent
#intalent
Collecting Employee Stories Around the World #intalent
5 Weeks 8 Countries 11 Facebook Offices 72 Employee Photo Shoots 53 Video Interviews #intalent
#intalent
Old Marketing New Marketing #intalent
THIS JOURNEY 1% FINISHED #intalent
Turbo-Charge Your Talent Brand: Develop your Employee Value Proposition | Talent Connect San Francisco 2014

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Turbo-Charge Your Talent Brand: Develop your Employee Value Proposition | Talent Connect San Francisco 2014

  • 1. Turbo-Charge Your Talent Brand: Develop your Employee Value Proposition
  • 2. Turbo-Charge Your Talent Brand: Develop your Employee Value Proposition Tim Johnson Director of Recruiting Epic Games #intalent
  • 6. The original Unreal Since 1998, game technology has come a long way… #intalent
  • 7.
  • 8.
  • 9.
  • 10. 2010 Utah Poland North Carolina #intalent
  • 11. 2014 Washington Utah UK Poland China Korea North Carolina Japan #intalent
  • 12. Calling it a “brand” doesn’t give it value. #intalent
  • 13.
  • 14. What We Know Epic Employees build their careers at Epic 55% 13% 21% 11% < 3 Years 3 – 5 Years 5 – 10 Years > 10 Years #intalent
  • 15. Employee Value Proposition Why Employees work at Epic Games #intalent
  • 17. EVP: Survey themes Management Company vision Living in Raleigh Work-life balance #intalent
  • 19. EVP: Survey results Smart, talented people are important to our success Quality matters Employees love living in Raleigh Epic is defining the future of gaming #intalent
  • 21. Impact on Epic #intalent
  • 22. The humbling of Epic Philosophically, we believe that if we're generous and we provide value to people, that value will come back. - Paul Meegan, VP Product Development #intalent
  • 23. Tim Johnson Director of Recruiting Epic Games Follow: https://www.linkedin.com/company/epic-games @EpicTalent #intalent
  • 24. Turbo-charge your employment brand: Develop your employment value proposition Sara Duzik Global Recruiting Brand Manager Facebook linkedin.com/in/sduzik #intalent
  • 28. Building an Employment Brand = Team Effort People/HR • Lead strategy • Internal implementation Recruiting • Recruitment goals • Brand guidelines • Execute and amplify Marketing • Content strategy • Research • Communication design #intalent
  • 31. THE PROCESS 1. Research & Discovery 2. Development 3. Testing 4. Design #intalent
  • 33. COMMUNICATION THEMES The People How We Work The Opportunities #intalent
  • 34. BRAND PERSONALITY BOLD / AMBITIOUS / OPTIMISTIC / THRIVING / WELCOMING #intalent
  • 35. Visual ID Content From Within Our major communication strategy is to embrace content from within—actual stories and ideas from people at Facebook. This is expressed through, but not limited to, the following content types: 1. Employee quotes 2. Infographics about our company, teams and individuals 3. Employee “Why?” statements—responding to the prompt “Connecting the world takes every one of us because:” (limit ten words) TEAM: SEARCH A: Everything CAMPUS: MENLO PARK SINCE: JUNE 2012 Michael S. CODE USED EMPLOYEE QUOTE Photography Style Through photography we aim to capture visually appealing images that portray genuine and authentic employee moments. A successful image captures a candid moment from within our rich ecosystems of people, places and ideas. Facebook is a global company. We celebrate and embrace diversity at all levels. Images should be inclusive and representative of this whenever possible. An off-brand photo might fail by appearing sterile, formal, or staged— bringing to mind clichés of stock photography (ex: ambitious business people striking “go-getter” poses). 25 FACEBOOK EMPLOYMENT BRAND GUIDELINES VERSION 1.0 ON-BRAND OFF-BRAND “WHY?” STATEMENT Typefaces TEAM: SEARCH A: Everything CAMPUS: MENLO PARK SINCE: JUNE 2012 Michael S. CODE USED PRIMARY FONT SECONDARY FONTS Fakt Slab Pro Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Fakt Slab Pro Medium Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ FreightSans Pro Black abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ FreightSans Pro Black Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ FreightSans Pro Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ FreightSans Pro Medium Italic 22 FACEBOOK EMPLOYMENT BRAND GUIDELINES VERSION 1.0 Q: What is left to do? FINISHED OPPORTUNITY CODE NOT USED TEAM: INSTAGRAM CAMPUS: MENLO PARK SINCE: FEB 2012 Cathy L. “Compared to the engineer I was three years ago, there’s no comparison.” “You know that you’re actually doing work that’s going to get out there in front of millions, if not billions of people. And that there’s a lot riding on what you’re doing.” -Jessica Z., Product Design Q: What is left to do? FINISHED OPPORTUNITY CODE NOT USED TEAM: INSTAGRAM CAMPUS: MENLO PARK SINCE: FEB 2012 Cathy L. “Compared to the engineer I was three years ago, there’s no comparison.” “You know that you’re actually doing work that’s going to get out there in front of millions, if not billions of people. And that there’s a lot riding on what you’re doing.” -Jessica Z., Product Design Because: “Different perspectives give better results.” -Chuan S. one of us. one of us. Connecting the world takes every one of us. Connecting the world takes every one of us. Because: “Different perspectives give better results.” -Chuan S. INFOGRAPHIC #intalent
  • 36. Communication & Brand Guidelines Contents Facebook Employment Brand Guidelines 2 FACEBOOK EMPLOYMENT BRAND GUIDELINES VERSION 1.0 1 FACEBOOK EMPLOYMENT BRAND GUIDELINES VERSION 1.0 19 Visual Identity 20 Design Elements 21 Layout Styles 22 Content From Within 23 Logotype & Favicon 24 Logotype & Favicon Usage 25 Photography Style 26 Photography Direction 27 Typefaces 28 Typographic Hierarchy 29 Typography Usage 30 Tagline 31 Tagline Usage 32 Extruded Containers 33 Grid Structures 34 Grid Structures Usage 35 Grid Structures How-to 36 Color Palette 37 Color Application 38 Multi-color Schemes 39 Infographics 40 Infographic How-to 41 Data Sheet Overlays 42 Employee Profiles 43 Company Profiles 44 Profile Layout How-to 45 Recruitment Collateral PART A COMMUNICATION GUIDELINES PART B VISUAL IDENTITY GUIDELINES 4 Introduction 6 The Process 7 Positioning 8 Brand Attributes 9 Writing for Facebook 10 Communication Themes 11 Talking to Different People #intalent
  • 37. Communication & Brand Guidelines Talking to Your Target Audience You can use this blank grid to define what you’d like to emphasize to your potential recruits. From their perspective: 17 FACEBOOK EMPLOYMENT BRAND GUIDELINES VERSION 1.0 Brand Attributes to Emphasize Example Quotes Themes to Emphasize Key Messages #intalent
  • 39. Collecting Employee Stories Around the World #intalent
  • 40. 5 Weeks 8 Countries 11 Facebook Offices 72 Employee Photo Shoots 53 Video Interviews #intalent
  • 42. Old Marketing New Marketing #intalent
  • 43. THIS JOURNEY 1% FINISHED #intalent