10 TRENDS IN EMPLOYER MARKETING

EMPLOYER MARKETING IS MORE THAN EVERA LONG TERM STRATEGY

TREND #1

STRATEGY WITHOUT TACTICS IS THE SLOWEST ROUTE TO VICTORY. TACTICS WITHOUT STRATEGY IS THE NOISE BEFORE DEFEAT.

- SUN TZU -

AWARENESS &RECOGNITION

CONNECTEDCANDIDATES

ENGAGEDEMPLOYEES

employer brand story

COMPANY-WIDE INVOLVEMENT TO SHAPE YOUR EMPLOYEE VALUE PROPOSITION

TREND #2

YOU TEACH ME, I FORGET.YOU SHOW ME, I REMEMBER.YOU INVOLVE ME, I UNDERSTAND.

- EDWARD O. WILSON -

WHAT WE OFFER WHAT WE EXPECT

CURRENT CULTURE

FUTURE CULTURE

employee value

proposition

EMPLOYEE ENGAGEMENT BECOMES THE NUMBER ONE PRIORITY

TREND #3

CUSTOMERS WILL NEVER LOVEYOUR COMPANY UNTIL THE EMPLOYEES LOVE IT FIRST.

- SIMON SINEK -

CTG LETS ITS EMPLOYEES ORGANISE THEIR OWN CLIENT EVENT

THE COMMUNITY OF ENTHUSIASTICCOMPANY AMBASSADORS

TREND #4

PEOPLE IDENTIFY WITH PEOPLE, NOT WITH COMPANIES

BASF EMPLOYEES MEET&GREET WITH CANDIDATES ON DIFFERENT OCCASIONS

VIDEOVERHALEN OP DE CAREERSITE

BLOGPOSTS OP DE CAREERSITE

GESPREKKEN OP JOBBEURZEN

PRESENTATIES OP HOGESCHOLEN EN UNIVERSITEITEN

RONDLEIDINGEN OP DE WERKVLOER

BEGELEIDING VAN STAGES

SOLLICITATIEGESPREKKEN SAMEN MET RECRUITERS

BEGELEIDING VAN EINDWERKEN

NETWORKING OP EVENEMENTEN

CONTENT MARKETING & STORYTELLING TO PROVE YOUR EMPLOYER BRAND

TREND #5

A GREAT STORY IS TRUE. NOT NECESSARILY

BECAUSE IT’S FACTUAL, BUT BECAUSE IT’S CONSISTENT AND

AUTHENTIC.

- SETH GODIN -

BELGACOM HAS A GROWING GROUP OF AMBASSADORS WHO TELL THEIR PERSONAL STORIES IN BLOGS & VIDEOS

CAREERSITES BECOME A MEETING PLACE FOR EMPLOYEES AND CANDIDATES

TREND #6

YOUR CULTURE IS YOUR BRAND.

- TONY HSIEH -

“LIFE AT JANSSEN” IS A PLATFORM WHERE CANDIDATES AND EMPLOYEES EXPLORE THE REAL JANSSEN CULTURE

THE ABSOLUTE SHIFT FROM PAID TO OWNED & EARNED MEDIA

TREND #7

I DON’T THINK TRADITIONALMEDIA IS DEAD. I JUST THINK IT ISINCREDIBLY OVERPRICED. - GARY VAYNERCHUK-

WIT-GELE KRUIS VAN ANTWERPEN INVESTS IN STORIES FIRST AND USES ADS TO AMPLIFY THEIR REACH

BELGACOM RECRUITS YOUNG POTENTIALS WITH AN INTERACTIVE EXPERIENCE THAT GOES VIRAL

ONLINE CONVERSATIONS PAVE THE ROAD TO AUTHENTICITY

TREND #8

- Steven Van Belleghem -

COMPANIES THAT INVEST IN CONVERSATIONS HAVE A HIGHER SATISFACTION AND RECOMMENDATION RATE AMONG THEIR EMPLOYEES

- STEVEN VAN BELLEGHEM-

ORDINA OFFERS A PEAK BEHIND THE CURTAIN ON THEIR SOCIAL MEDIA PAGES

THE RISE OF KPI SETTING AND MEASURING EFFECTIVENESS

TREND #9

WHAT CAN’T BE MEASUREDCAN’T BE MANAGED.

- PETER DRUCKER -

KPIs

• ambassador engagement (blogs, actions, ...)• net promotor score (%)• employee satisfaction rate (%)• internal mobility rate (%)• engagement rate (%)• ...

KPIs• visitors on your careersite• interested candidates in your database• number of followers on your community platforms• paid campaign results• quantity of cv inflow• quality of cv inflow• ...

KPIs• awareness rate (%)• consideration rate (%)• number of Google searches• employer brand exposure on careersite• ...

AWARENESS &RECOGNITION

CONNECTEDCANDIDATES

ENGAGEDEMPLOYEES

employer brand story

EMPLOYER MARKETING SHIFTS FROM HR TO ALL DEPARTMENTS

TREND #10

IF YOU TAKE TOO NARROW A FOCUS ON EMPLOYER BRANDING, IT IS LIKELY TO BE UNALIGNED WITH THE OVERALL BUSINESS STRATEGY. - BRETT MITCHINGTON-

AG INSURANCE COMPOSES A MULTIDISCIPLINARY TEAM FOR EACH PROJECT OR CAMPAIGN

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