From Baby Boomers to Generation X and Y:opportunities and challenges in communicatingwith a diverse workforce.

Tina Maria Romano

The basics

• Autentic Employer Brand

•Partecipative culture from inside, engaging people as Ambassadors

•Clear Social Rules

•New generation collaboration and relational tools

Generational mix

BB

16%

X

64%

Y

20%

E.B. Campaign

Our E.B. Value Proposition

The making

Of

Employer

Branding

Hi, can we be friends?

Maximizing the inter(nal)action

• IT dependant

• Interactive

• Dialogue

• Centralized

• Hierarchy

• Collaborator

• Get it done

• Push

• Message oriented

• Formal

• Information

• Top Down

• Employee

• Consistant with EB• People driven technology

• Dialogue&feedback

• Informal

• Interactive

• Community

• Personas

• Do it smarter

• Engaging employees off line

• Citizenship

Traditional2007 TraDigital2009 Social 2013 3.0VNF

Intranet

Going Social

Engaging Blue Collars

• WebTV

• House Organ

• BTL

• Events

• Interactive totems

Health & Safety Campaign

Engaging Blue Collars

We produce

appliances for a big

home called Europe.

Three brands:

Hotpoint, Indesit, Scholtès.