Date post: | 06-Aug-2015 |
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#talentbites @Grey101
What is the theory
Brand Personality
(primarily external)
Character & Soul (internal and external change management)
Sales proposition
(external marketing)
#talentbites @Grey101
Authenticity
As a starting point we need to help people recognise the stories they have to tell, and tell them in a natural, believable and compelling way
#talentbites @Grey101
Orange Connection
14 sites
2 photo-booths
2 days on each site
+ 500 testimonials
#talentbites @Grey101
We’re looking for talented, driven and ambitious
people who can become our Future Leaders. The future of our company will be defined by you.
Carlos Brito, CEO
#talentbites
Buy-in
What is it?
Why are we doing it?
What is in it for me?
How will we be
consulted?
How will it take in our
unique perspective?
@Grey101
#talentbites @Grey101
Research as Buy-in
The research phase of any EVP development is as
important for buy-in as insight
#talentbites
Leadership management seminar
@Grey101
#talentbites
‘Letter of commitment’
@Grey101
#talentbites
Respect organisational purpose
@Grey101
Organisations
with clear
organisational
purpose do not
always need an
EVP
#talentbites
Personality
Knowledge does not
equate to emotional
engagement.
People may understand a
message but it makes
little difference unless
they care
#talentbites
EVPs work when they generate an emotional and
experiential connection between an individual and
an employer or potential employer.
@Grey101
#talentbites
• Leadership
• Buy-in
• Authenticity
• Respect organisational purpose
• Adaptability
• Segmentation
• Personality
@Grey101
INTERNAL USE ONLY
Standing on our own two feet
The Zurich Talent Brand Journey
Sarah Cheyne – Global Head of Talent Acquisition Brand and Attraction
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Aw
are
ne
ss
En
ga
ge
Em
po
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Co
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ect
Driv
e
Defining an authentic and credible Talent Proposition
ZURICH
TALENT
PROPOSITION
Current employer
branding strategy
IMAGE & IDENTITY
Leadership strategy,
vision and goals
PROFILE
Corporate branding
strategy
CONSUMER BRAND
Competitor positioning
Phase 1
Understand
Phase 2
Determine and
define
Phase 3
Create #storiesworthsharing
Phase 4
Activate
External and Internal research
completed
Overlap of common themes
identifies unique brand positioning.
Talent Proposition is turned
into a talent relationship
activation plan. Topical
content and initiatives
determined.
Topic 1
Topic 2
Topic 3
Topic 4
Topic 5
Talent Proposition
Me
dia
So
cia
l
Dig
ital
Prin
t
Ad
vo
cacy
Eve
nts
Stories Stories Stories
Audiences
Gra
duate
s
Early
tale
nt
2nd jobbers
Alu
mni
Pro
fessio
na
ls
Influencers
Em
plo
yees
Es
se
nc
e
Th
em
es
Th
em
es
A
ud
ien
ces
Format and channel activation
strategy
PEOPLE VISION
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Our wider community A collaborative process
43
OWNERS
SPONSO
RS
INFLUENC
ERS
AMBASSAD
ORS
DRIVERS ACTIVATOR
S
ENABLERS RECEIVERS
Global Talent Acquisition Team
Generate, own and run the strategy
Overall
sponsors of
strategy and
initiatives.
Shape and lead
agendas within
strategy
Provide collective
support and
leverages
strategic initiatives
Drive forward
initiatives – central
point of contacts
between owners
and activators
Users who lead
implementation
and activation of
initiatives.
Vendors to
deliver initiatives
– normally
external
suppliers/
Partnerships
Customers of
initiatives
Brand advocacy – understanding,
sharing and promoting Talent
Brand Initiatives
Isabelle Welton
Claire Ball
PVT
Global Talent
Acquisition
Council - GTAC
Group Digital
• Digital
• Social
• Analytics
Group Brand Strategy
Group
Marcomms
Regional
HRLT’s
Group Talent &
People
Development
Country Leadership/HR teams
Regional
Talent Leads
Regional Leadership/HR teams
Internal
Comms
Teams
Country
Talent
Managers
Global Talent
Acquisition Social
Media
Community -
GTASMC
Country
Recruiters
Country Digital
Teams
Country Brand
Teams
McCann –
IPG
Havas
People
Universum
Accentu
re
HRPB’s
Careerif
y
AMS
External
candidates
Internal
stakeholders
Business
Functions
Regions/Cou
ntries
Idea
generation Idea
development
Idea
socialisation
Idea
testing
Idea
build Idea
communication
Idea
expansion Idea
implementation
Idea
testing
Idea
received Multi-layered approach to deliverables
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Communications - Internal
44
Hig
h t
ou
ch
Technical
detail
• Team
meetings
• Business
led events
• GTASMC
Face-to-face events
• Strategic
updates
• Key global
initiatives
• Analytics
• External
insights
• Future
focussed
thinking
Tools and Training
• Playbook
• webinars
• Recruiter
Licenses
• eLearning
• Why social?
• Who is our
audience?
• Social
application
• Leveraging
Global presence
• Global social
ecosystem
• Governance and
measurement
Internal Comms • Collaboration site
• Yammer
• HR pages
• Weekly newsletters
Strategic
detail
Lo
we
r to
uc
h
• Social decks
• Playbook
• eLearning
• Links to social
sites
• Content
generation forms
and content
calendar
• Governance and
workflow
Social Digest
• Review of
quarterly
activity
• Global best
practise
• Internal
awards
• Referral
opportunitie
s
• Analytics
Quarterly
magazine/
Newsletter
ADVOCATES Employees
ACTIVATORS Talent Managers
Recruiters
INFLUENCERS Group TA
Global SoMe community
Group Digital
AMBASSADORS Group Leadership teams
Local leadership teams
Local social teams
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Advocacy
Bug, Bug, Bug……
• Training materials
• Face-to-face workshops
• Webinars
• HR Conversation
• Intranet content
• Collaboration platform
• eLearning
• Stakeholder monthly calls
• Internal campaigns
• Authentic
• Engaging
• Energetic
• Sharable
• Informative
What makes great EB content
• Personality
• Emotive
• Memorable
• Original / Different
• Distribution
• Audience
• What is it
• Objective
• Background / big picture
• Key message
• Call to action
Things to think about when writing a video brief
• Budget
• Timeframe
• Measurement
• Channels
• Digital marketing
• Environmentals
#talentbites
Chivas Regal
Win the Right Way
Danni Brace Head of Global Client and Business Development, Havas People
@dannib8
#talentbites
WHAT – our product
CHIVAS REGAL -
A GENEROUS
WHISKY, INSPIRED
BY GENEROUS,
ENTREPRENEURIAL
BROTHERS
61 @dannib8
#talentbites
James & John Chivas were entrepreneurs with a social
conscience. They endeavoured to help others succeed
and ultimately enrich the lives of those around them.
This was their code of honour.
@dannib8
#talentbites 63
…..to write the next chapter and let the
entrepreneurial brothers’ spirit of generosity enrich the lives of even more people around
the world.
Now it’s our turn…
@dannib8
#talentbites 64
WHY – our brand belief
REAL SUCCESS IS NOT MEASURED
BY A MAN’S WEALTH ALONE BUT BY
HOW MANY LIVES HE HAS ENRICHED
@dannib8
#talentbites
Generation Y share our core values… civic, collaborative, entrepreneurial
Their idea of success involves having a positive effect on the lives of others
This is a key motivation in their lives
@dannib8
#talentbites
Generation Y believe the world is changing
• Their idea of success involves having a positive effect on
the lives of others and this is a key motivation in their lives
• “I would like to be part of a truly important cause”
66
• 76%
• 76%
• 77%
• 82%
• 79%
• 83% • 67%
@dannib8
#talentbites 67
WHERE – our playground
WHERE BUSINESS MEETS
HUMANITY (SOCIALLY AWARE
ENTREPRENEURIALISM)
@dannib8
#talentbites Source: Global Entrepreneur Monitor 2012 & Deloitte Entrepreneurship study, 2013
Generation Y share our entrepreneurial spirit
1.Highest levels of youth unemployment worldwide since the great depression
2.Trust levels in big business and banking at an all time low – now 80% of Gen Y don’t want to
work for big corps
3.70% would like to set up their own business – even higher in BRIC countries
#talentbites 69
86%
• of Gen Y claim that it is important that
their work makes a positive impact on the
world.
• They, like Chivas, want to put the
humanity into success.
@dannib8
#talentbites
THE SOCIAL ENTREPRENEUR
They are entrepreneurs first but also want to make their positive impact on the world.
They believe in both Profit and Purpose.
THE NEW ROCK STAR OF OUR TIME
@dannib8
#talentbites
ENTREPRENEURIAL THINKERS
• 28-40 yrs
• Forward thinking approach to business
• Seek out new ideas & ways of thinking
• The career ladder is only one path to success
• Want to make a positive impact
• Believe that you should put more into the world than you take out
• Always make time for friends
Source: GWI 2013 Q4 wave Base: 4215 global audience
Our key target
They agree or strongly agree to:
I think it is very important to contribute to the
community I live in
It is important to stay in touch with what is going
on in the world
I am proactive about investing money
I feel positive about the global economy
I feel positive about the future of the environment
#talentbites
New generation with different
values and behaviours
More civic, collaborative and idealistic than previous generation
Generation X Generation Y (Millennials)
Accept Diversity Celebrate Diversity
Practical Pragmatic Idealists
Self-reliant Self-inventive
Reject the Rules Rewrite the Rules
Live on the Edge Pursue Luxury & Comfort
Mistrust Institutions Bypass Institutions
Me-centric We-minded
Individualist values Communitarian values
Work/Life balance Work/Life fusion
@dannib8
#talentbites
They are digital natives
• Unlike Gen X who entered the workplace and were then subsequently introduced to digital tools/media this generation have never known a World without digital
• The internet has had profound effects on people – from the way we communicate to people, our purchasing behaviour, how we entertain ourselves, how we present ourselves to the World, how we meet people and even the way our brains store information
• Unlike previous generations, Gen Y recognises the internet can unite people to become a force for good – outing unscrupulous companies, mobilising people to help elect the right person and even toppling dictatorships
@dannib8
#talentbites 76
HOW – our behaviour
PROVOKING MEN’S DESIRE TO HAVE
A POSITIVE IMPACT ON THE WORLD
@dannib8
#talentbites
Market Feedback • Overall the campaign was received very positively by all markets
• Markets felt the inspire films were very strong assets in delivering the brand point
of view clearly to the consumer in a modern/contemporary way.
‘A strong campaign which inherently reflects values of LWC, and a territory that has
not been exploited by any spirits brands to date in the Gulf. The films are well
produced and have worked well on social media films and digital channels.’ PR Gulf
‘Excellent toolkits and assets were delivered for this campaign.’ PR Mexico
‘Video assets are very inspiring and effective to communicate overall campaign idea’
PR Thailand
‘Our best performing piece of creative was the 30s Inspire Film with the most effective
channels to deliver this being You Tube pre roll and Facebook ads at an average CPV
of £0.08. The film creative was excellent, and production values incredibly high.’ PR
UK
@dannib8