HR is the new Marketing; the future of Employer Branding

Post on 10-Dec-2014

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description

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.

transcript

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HR is the new Marketing

Emma Reynolds e3reloaded.com

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Your customer

experience

Your candidate

experiencevs.

Your employee

experience

vs.

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Difficult. Not Sustainable. Broken.Crazy.Frustrating.

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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 / COMMUNITYCOLLABORATE / CO-CREATE

CONTRIBUTE / CRITICIZECONTROL / CHANGE

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Candidates & employees are

thinking & acting like customers

If we don’t adopt a marketing mindset

we will FAIL.8

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Royalty

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User-centered; understanding our audiences

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Attention must be earned; participation

and engagement never assumed.

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3 seconds

3 clicks

3 friends

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Experience Design; surprise,

delight and make it easy

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The user experience curve

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Of candidates who have a bad candidate experience will never buy your products or services again.

The Work Foundation Survey 2009

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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

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Get inside the heads of our audiences

Earn their attention, participation and

engagementDesign Experiences

that surprise and delight

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Imagine...95,000 applications & all awesome

Roles filled in days not weeksHR is revenue generating

HR most innovative departmentEvery candidate an ambassador

Zero attrition

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It’s time to change the

conversation