{"id":1384,"date":"2017-05-09T19:25:51","date_gmt":"2017-05-09T19:25:51","guid":{"rendered":"http:\/\/www.anaadi.net\/?p=1384"},"modified":"2018-12-04T12:14:31","modified_gmt":"2018-12-04T12:14:31","slug":"3rd-employer-branding-conference","status":"publish","type":"post","link":"https:\/\/www.anaadi.net\/blog\/2017\/05\/09\/3rd-employer-branding-conference\/","title":{"rendered":"3rd Employer Branding conference"},"content":{"rendered":"<p>The<a href=\"http:\/\/conferences.quadriga.eu\/en\/employerbranding\"> 3rd Employer Branding<\/a> conference organized by Quadriga, the mission was ambitious: to follow the entire roadmap of developing an employer brand, encapsulated in &#8216;think &#8211; do &#8211; measure &#8211; learn&#8217;. My <a href=\"https:\/\/twitter.com\/i\/moments\/861868864111562754\">Twitter &#8220;Moments&#8221; summary<\/a> captures some of the insights from the day.<\/p>\n<p>It&#8217;s been a very busy two days, packed with very diverse presentations and workshops featuring speakers from companies like Siemens, Roche, Anheuser-Busch InBev\u00c2\u00a0\u00c2\u00a0and GoHiring.<\/p>\n<p>To me there seemed to be an unspoken agreement among the speakers that:<\/p>\n<ul>\n<li>cultural targeting for recruitment is essential (although I guess most of the speakers thought of an organisational culture fit between the candidates and the organisation they often made references to the cultural system\/national system within which their organisations worked so in this sense cultural mapping goes beyond matching organisational desirable behavioural patterns)<\/li>\n<li>storytelling is essential (both in the sense of creating a wider consistent narrative about the organisation but most importantly about capturing what makes the employees unique)<\/li>\n<li>consistency is vital<\/li>\n<li>research (mix methods) for insight and strategy guidance (and the research featured by the presenters included a variety of instruments that were very well applied &#8211; for an academic, this is only reason to hope for increased collaboration opportunities)<\/li>\n<\/ul>\n<p>To these, of great value were the pointers for<a href=\"https:\/\/twitter.com\/LeandroEHerrero\"> Dr Leandro Herrero<\/a> on the most valuable question that one can ever ask: &#8220;Why are you STILL here&#8221; and <a href=\"https:\/\/twitter.com\/rimosley\">Richard Mosley&#8217;<\/a>s decalogue for employer branding including:<\/p>\n<ul>\n<li>define the deal (branding is not about uniformity but rather about consistency and coherence)<\/li>\n<li>find your focus (purpose, teamwork, empowerment, innovation, reward, learning, career, performance, status)<\/li>\n<li>dare to be different (how do you do innovation&#8230;saying you do it is not enough)<\/li>\n<li>socialize your story (beware of adblocking software &#8211; universum &#8211; high investment in social)<\/li>\n<li>create great content (the story is the foundation not the decoration)<\/li>\n<li>land the look<\/li>\n<li>embed in experience ( from marketing &amp; advertising &#8211; internal comms &#8211; process touch-points &#8211; behaviours &#8211; employment experience)<\/li>\n<li>master the metrics (awareness &#8211; consideration &#8211; desire &#8211; application; vs brand image &#8211; threshhold &#8211; competitive &#8211; distictive, channels &#8211; paid &#8211; owned &#8211; earned)<\/li>\n<\/ul>\n<p>In this context, of the story is the foundation not decoration, my talk on storytelling was complimentary. As usual for me, I advocated for hero-centred storytelling where the organisations trade their hero role to that of mentor of their employees&#8217; transformational journey. I used as examples IKEA and HSBC whose employer brand I believe shows authenticity and courage and does feature these kind of stories. I concluded by giving some ideas on what sort of stories could an organisation tell to reflect its employer brand. The slides are below:<\/p>\n<p><iframe loading=\"lazy\" width=\"550\" height=\"400\" id=\"iframe_container\" frameborder=\"0\" webkitallowfullscreen=\"webkitallowfullscreen\" mozallowfullscreen=\"mozallowfullscreen\" allowfullscreen=\"allowfullscreen\" src=\"https:\/\/prezi.com\/embed\/dg8qt2jrq9n3\/?bgcolor=ffffff&amp;lock_to_path=0&amp;autoplay=0&amp;autohide_ctrls=0&amp;landing_data=bHVZZmNaNDBIWnNjdEVENDRhZDFNZGNIUE12cmRzUkluNFAvOGlpWFRERUZvb3NKQ2ZwZ1ZmV2pwSnVKSi9LMXN4Yz0&amp;landing_sign=2kOavT71cO4MlyqrrfrCtA10fQYXDcB3_Ivn7ilB0ZI\"><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The 3rd Employer Branding conference organized by Quadriga, the mission was ambitious: to follow the entire roadmap of developing an employer brand, encapsulated in &#8216;think &#8211; do &#8211; measure &#8211; learn&#8217;. My Twitter &#8220;Moments&#8221; summary captures some of the insights from the day. It&#8217;s been a very busy two days, packed with very diverse presentations [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1385,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[17,7],"tags":[574,622,571],"class_list":["post-1384","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conference","category-news","tag-culture","tag-employer-branding","tag-storytelling"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"The 3rd Employer Branding conference organized by Quadriga, the mission was ambitious: to follow the entire roadmap of developing an employer brand, encapsulated in &#039;think - do - measure - learn&#039;. My Twitter &quot;Moments&quot; summary captures some of the insights from the day. 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