Are you connecting with critical talent audiences through your digital communications? This 30+3 Webinar takes a close look at key strategic elements of digital employee and employer brand communications. From channel selection to media effectiveness, we'll examine the changing dynamics of digital communications.
N. Robert Johnson, APR
Practice Leader, Workforce Communications Practice
Interested in a specific topic? Let us know.
•New ways of thinking about employer brand, employee communications and employee engagement
•Ideas that you can use
•All within 30 minutes
Recap of last webinar.
Employee Value Proposition. How and why your EVP plays a critical role in your employer brand communications.
•Your EVP is the foundation of your employer brand communications
•Companies with a clearly defined EVP outperform those that don’t have one
•To do: focus on the behaviors that drive success; have a strategic plan; and have managers who walk the talk
Talent Communications in a Digital Age.
Employee and employer brand strategies to connect in a digital world.
What is a digital world?
It’s how we live our lives today. It’s the messages we send, the messages we get and the messages we seek.
But it’s more than messaging. It’s also the experience that surrounds each message.
… communication through Internet-based channels and devices.
Digital communication is ...
High performing digital communication is smooth, non-intrusive and relevant.
And it’s highly personalized.
Let’s define it a little further.
According to Adobe
Personalization is the use of data to deliver a relevant and engaging experience to a customer across channels and devices.
It’s the same for talent communications!
In talent communications segmentation is personalization.
Think about talent segmentation as a driver ...
To create relevant and engaging experiences.
Where to start?
1.Understand the new digital communications dynamic
2.Develop a plan to segment
The new dynamic: the old paradigm is banished.
Companies used to rely on basic one-way communications. No more. Today, current and future employees use communication-relationships that are …
•Informal and collaborative
•Fueled by social interactions via social networks
•Centered on personal opinion and expression
[ top-performing organizations embrace this ]
The new dynamic: multi-tasking through multi-channels.
At work, home or on the road, we’re fully tuned into many conversations happening at the same time.
29% will use smartphone to email/text
41% will use tablet to look up characters’ information
12% will send notes or comments
While watching a favorite TV show …
18% will read conversations in social media
Another illustration – mobile shopping behavior.
Use store locator 76% 39%
Check prices 66% 51%
Research before buying 59% 65%
Use lists while shopping 49% 14%
Use mobile coupon 49% 10%
Read reviews 47% 55%
Make digital purchase 39% 45%
Use device for payment 37% 27%
Purchase item on device 32% 40%
Write a review of a purchase 14% 23%
Comment on social media re purchase 26% 21%
Workforce Communications Practice
framework for broad-based employee and employer brand communication
Our company, and people, thrive because we deliver excellence.
“Good enough is not enough.” Employee demonstrations of excellence throughout the organization.
−Employee profiles on achieving excellence
−Recognition event and Facebook dedicated page
−Motivational customer testimonials
−Training and support materials (how-to)
−Internal discussion board
[employer brand pillar: excellence]
Segmentation illustration: engineering segment within global framework.
Primary message for segment
We’re engineering problem solvers solving the world’s greatest problems.
“Good enough is not enough.” A relentless mission to solve the world’s most challenging engineering problems.
−Engineers’ profiles highlighting engineering success
−Engineering competition (gamification)
−Dedicated Facebook page on engineering excellence and best practices
−Teamwork video with client
−Special event at national tradeshow
−Tie-ins to diversity and college recruitment programs (incl. dedicated FB page)
−Dedicated images and sub-branding elements for engineers
How to engage – content: connect through interests.
Tap into the drivers of interest for each segment. (Global shown but dig deeper for each segment.)
Top Attraction Drivers
3.Career advancement opportunity
4.Learning and development opportunities
6.Organization’s reputation as a good employer
Top Retention Drivers
2.Career advancement opportunity
3.Trust/confidence in sr. leadership
5.Length of commute
6.Relationship with supervisor / manager
Towers Watson 2014
Tap into the media, channels and language used by each audience segment.
How to engage – channels and media.
EE Comm Chat groups Leadership blogs Videos Pulse surveys Profiles
Action step #1: Document or update overall communications messaging.
Before segmenting, establish your overall communications framework. This will serve as a positive structure for your segmentation strategy.
Things to do
Organize ee and eb communications in a framework like the one provided herein.
Validate/verify messages with ees (focus groups, engagement data).
Action step 2: Develop your segmentation approach.
Pick the segment(s) to focus on then profile demographics …
•Drivers of engagement (line of sight, commitment, culture, mission)
•Align to employer brand/EVP pillars
•Communication preferences – think about the media and channels used by your segmented audiences (think communications audit)
Remember Think big, start small and scale up. You don’t have to segment your entire workforce all at once. Testing is a staple of all communications programs.
Action step 3: Embrace the digital age and stay focused on being relevant and engaging.
Truly embracing the digital age requires embracing a lot more than a Facebook page. It’s about embracing a new framework for people communications.
Things to do Focus on
Peer to peer
How Strong is Your Employer Brand? A new approach to strengthening your employer brand.
Thank you! Offline questions? Contact me at 216.685.4486 or firstname.lastname@example.org
Our next webinar.
Our approach to employer brand.
•Employee engagement data
•External brand alignment
•Culture, mission and values alignment
•Employer brand promise
•Employer brand attributes
•Employee value proposition
•Creative design expression
•Strategic communications planning
•Employer brand architecture
•Certified brand ambassadors
•Customer experience and employer branding