How to Participate Today

• • • • • Open and close your Panel View, Select, and Test your audio Submit text questions and join in the conversation in the chat box Follow on the back channel via Twitter using the hashtag #FOT Q&A addressed at the end of today’s session

Link to slides will be sent out 24hrs after presentation

Presenter Info
• • • • Kris Dunn CHRO at Kinetix Founder of Fistful of Talent Hoops Junkie

• Steve Boese • Director of Talent Management Strategy at Oracle • Contributor at Fistful of Talent • BBQ Aficionado

This Just In – Your Brand isn’t Google, Apple or Even Zappos

Employment Brand vs. EVP
• If you don’t think you match up, stop trying to match their brands • Sell what you can • Sell who you are • Position who you are as the positive it is • FIND YOUR EVP and communicate it if you want to get in the game

What is an EVP?
• AKA “Employer Value Proposition”

• The EVP is an employee’s perspective on “what’s in it for me to work here?” and thus, the employer’s communicated promise to its employees.
• Key components of an EVP may include: Compensation, Benefits, Affiliation, Career Prospects and Work Content, Cool Factor and more.

It’s What They Think, Not What You Think

You’re short stacked but that’s ok, (you saw Moneyball, right?)
• You – “I don’t have the time/resources/budget/brand to compete with those names” • The Universe – ‘‘Waaahh’’ • Snap out of it, you can compete in the EVP game. • How? • By being more aggressive, smarter, faster, willing to take chances, and defining your unique EVP and communicating it in a memorable way

How to Figure Out What The Actual EVP @ Your Company Is

1. Stuff You’ll Need to Do an EVP Project
• A complete list of employees, broken down by Sr. Team, line managers and individual contributors • Term list from the last year • List of declined offers from the last year • Voluntary and Involuntary term rates for the last 2 years • Promotion list (including promotions and lateral moves) • GUTS to go out and interview people and ask them what they really think about your company

2. Get Ready to Talk to These People
You’ll need to interviewing stakeholders to identify true EVP themes across multiple groups in your company and community. Here’s a sample plan of who to interview:
– 5 Sr. Team Members – 5 mid‐level managers at Director‐level – 5 early career managers who used to be individual contributors before being promoted to the manager level – 7 employees hired over the last 15 months – 7 employees/individual contributors with between 2‐5 years of experience – The last 7 candidates who have declined offers at your company

3. STEAL THIS: Here’s What you Ask Them to get to the EVP
Why do you like best about working at FOT?

1. What do you like best about working at FOT? 2. What do you like least about working at FOT? 3. What does your family and friends think about you working at FOT? 4. What’s the reputation of FOT as a place to work in the Atlanta community? 5. Does FOT pay well? What info do you have that tells you that? 6. How do the benefits at FOT stack up against other companies you’re familiar with? What info do you have that tells you that? 7. What are you most proud of related to FOT as a company? What do they do right related to team members, the community, the industry, etc.? What does FOT not do right related to team members, the community and the industry? 8. Complete the following sentence: “When people see that I’ve spent time at FOT, they’re going to know that I _______________.” 9. What’s the career path for you at FOT? What do you want your next job to be inside the company? 10. What do you like best about your specific role/job at FOT? 11. What do you like least about your specific role/job at FOT? 12. If I could tell people that think FOT is a good place to work one thing, it would be that ______________. 13. If I could tell people that think FOT isn’t a good place to work one thing, it would be that ______________.

4. What to Do After the Interviews to Find Your EVP
1. 2. 3. 4. Blend the raw feedback and agree on positive themes from the interviews Consider negative themes if critical for cultural match Make the number of themes you select manageable Remember – the branding work you do with the EVP theme may focus on who doesn’t want to work at your company vs. overselling people who will leave in the first 12 months Max number of EVP themes – 5 (generally advise 3 to 4 as sweet spot)


Developing Cool Content to Support Your Real World EVP

Where Do You Put EVP Content? An EVP Centric Blog
• Hint – it’s not your careers site – it’s not flexible enough • You need a blog for EVP positioning that is visible and easily accessible from your website home page and careers portal • Why a blog? Designed to house informal content to market and engage candidates in a conversation • Source from which social and other forms of positioning emulate

Things to Consider When Bootstrapping a Blog
• Provider – Wordpress, Typepad, Blogger? • Naming • Format and appearance – two column, three column? • Use of Categories and Tags • Who’s going to write? • How often do you commit to updating? • Legal approval, etc.

An Abandoned Blog is Sad: Enter the Monthly Content Map
• You need a blog to support the EVP (housed content) • Most people start a blog and then abandon it (oops) • Don’t be one of those people – manage your commitment through the monthly content map • Map out your 1, 2 or 3X a week commit by making a monthly map of what you’re going to talk about when • You also need to determine your media mix on the monthly map – written post, photo, video, audio?

The Monthly Map: Big Areas to Build Your Posts Around
Map a months’ worth of content (weaving your EVP themes in) along these content types:
– – – – – – – Leadership/Values/Culture Functional Areas Individual Profiles Industry news/happenings Career Help Career Track Testimonials

STEAL THIS: A Sample Monthly Content Map For Your EVP Blog

• • • •

VIDEO: Bernardo Hess: What you should look for in a career. “If you want a job, don’t come here.”

• •
• • • • •

VIDEO: Your CEO: “If you don’t want to be a partner in the company you work for, you shouldn’t take the job.” Ops Track: Think you know business? Can you run a 1.0M business right out of undergraduate school? Ops Track: Two questions to ask when you’re hiring your first employee as a manager. VIDEO: Profile TBD: Ops Track, “Where are they now?” (focuses on the opportunity that the ops track candidates have at you company they can’t find elsewhere). VIDEO: Profile TBD: Corp Track, “Where are they now?” VIDEO: Goal Setting at your company: The difference between hitting and crushing your goals. Floor Plan at your office: The pros and cons of open floor plans. IN YOUR STORES: Behind the promo, or what was marketing thinking? INTERNATIONAL: The difference between the Euro and Chicago markets at your company. INDUSTRY NEWS: One item from the your industry of note that means something to the average recruit (PS – the angle is you share the news from another source and then tell the people why it’s important to them) VOLUME PLAY: Stat on your company or the industry of note. The more obscure the better.

Eye Candy Counts: The impact of photos, video, audio and more…

Video continues to kill less exceptional stars

Great EVP Blogs: DAXKO

Great EVP Blogs: Rackspace

Can’t or Won’t Write? Get a Tumblr or Facebook Business Page to showcase your EVP

Steal from Find inspiration from anywhere

Once You’ve Got Content, You Need Distribution <enter social media>

How Social Distributes Your EVP
Through the following: • Official company accounts • Through sharing by employees • Through sharing by people outside your company • Job postings • Open APIs that move across the big 3 social tools • Your recruiting process and communications with candidates • Other ways too numerous to mention

Engagement: Who’s Talking When They Talk?
• If you do a great job with EVP content and social distribution, people will engage via the social tools • Most companies don’t monitor and engage – you should • Our experience says it’s not the number of followers – it’s the total engagement picture • Total engagement means you react, answer question and talk.

ROI and Your Employment Brand +Social What Do We Focus On?

Industry Insider…
Gary Zukowski– The resume: • Founder and SVP of TweetMyJobs • On the frontlines of the ROI of your EVP/employment brand and social efforts

More Than Click Deep

Gary Zukowski

DEEP THOUGHTS: How do you get your employees involved and engaged in your EVP?

You Should Remember This: The 9-Box

Integrity Drive Teamwork Ambition Communication Innovation Competitor High Energy Execution Smart

Integrity Drive Teamwork Ambition Communication Innovation Competitor High Energy Execution Smart

The Connection of Real Values to Your EVP
• Fanatical Support® in all we do. • Results first, substance over flash. • Committed to Greatness • Full Disclosure and Transparency • Passion for our Work • Treat fellow Rackers like Friends and Family

Other Ways to Engage Employees with EVP
• Interview for Values with EVP components • Recognize and Reward with EVP in mind • Link the EVP components to the competencies you use in performance management

Connect with the external brand

Gary Zukowski @GaryZukowski

Kris: Twitter: @kris_dunn LinkedIn: Steve: Twitter: @SteveBoese LinkedIn:

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