TALENT COMMUNICATIONS

IN A DIGITAL AGE.

Welcome.

Today’s facilitator:

N. Robert Johnson, APR

Practice Leader, Workforce Communications Practice

Expectation setting.

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

Today’s webinar.

Talent Communications in

a Digital Age. Employee and employer brand strategies to

connect in a digital world.

WELCOME TO 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.

Hi Bob! Hi Bob!

Hi Bob!

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!

Adobe 2014

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

Not one, or two-way but all-way.

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

For example

Nielsen 2014

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%

Nielsen 2014

Segmentation.

Workforce Communications Practice

framework for broad-based employee

and employer brand communication

Illustration.

Primary message

Our company, and people, thrive because we deliver excellence.

Campaign

“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

− Gamification

[employer brand pillar: excellence]

Expression map.

Communication

Tools

− Social media

− Facebook page

− Instagram

− Google+

− Intranet/portal

− Emails/ecards

− Special events

− Video

− Leadership/peer

communications

Talent segmentation.

Typical segmentation might include: • Employer brand promise and attributes (recruitment/attraction)

• Behavioral profiles (recruitment/attraction)

• Geography (recruitment/attraction)

• Engagement levels (retention/engagement)

• Job roles (retention/engagement)

• Workforce segments (retention/engagement)

Segmentation illustration: engineering

segment within global framework.

Primary message for segment We’re engineering problem solvers solving the world’s greatest problems.

Campaign “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

1. Base pay/salary

2. Job security

3. Career advancement opportunity

4. Learning and development

opportunities

5. Challenging work

6. Organization’s reputation as a good

employer

7. Vacation/PTO

Top Retention Drivers

1. Base pay/salary

2. Career advancement opportunity

3. Trust/confidence in sr. leadership

4. Job security

5. Length of commute

6. Relationship with supervisor /

manager

7. Vacation/PTO Towers Watson 2014

Tap into the media, channels and language used by each audience segment.

Social Media Facebook

LinkedIn

Google+

Instagram

YouTube

Twitter

How to engage – channels and media.

EE Comm Chat groups

Leadership blogs

Videos

Pulse surveys

Profiles

Event-Based Leadership forums

Networking events

Training

Recognition

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

Collaboration

Peer to peer

Openness/transparency

Different approaches

How Strong is Your Employer

Brand? A new approach to strengthening your

employer brand.

Introducing …

Thank you!

Offline questions?

Contact me at 216.685.4486

or nrjohnson@davidgroup.com

Our next webinar.

Our approach to employer brand.

Discover • Stakeholder interviews

• Focus groups

• Employee engagement data

• Communication audits

• External brand alignment

• Culture, mission and values alignment

Invent • Employer brand promise

• Employer brand attributes

• Employee value proposition

• Creative design expression

• Strategic communications planning

Deliver • Employer brand architecture

• Integrated communications

• Certified brand ambassadors

• Customer experience and employer branding