Posts Tagged Corporate communication
… Penny. Und nicht in die Employer Branding Abteilung, sondern ins Corporate Marketing. Perfekt gemacht – und wahrscheinlich keinen Cent HR Budget ausgegeben. Heraus kam eine Kampagne, die das hat, was der eigenen HR Kommunikation fehlt: Authentizität, Individualität, Zielgruppenansprache… und vor allem keine zwischen Süßwarenregalen kitenden
Neben dem TV Spot gibt es auch drei Online Videos, die die drei Mitarbeiter aus dem 60-Sekünder detaillierter vorstellen:
Some days ago I came across an interesting post on clickz.com – all wrapped-up in a simple graphic:
I like the concept very much, but also started to think about how this would translate into the employee lifecycle (ELC). Frankly, after having this idea I googled first instead of wasting brainpower, but I couldn’t find anything similar related to the ELC. So as a first result from these thoughts I put together another simple graphic:
It’s still very conceptual and I don’t claim to have the one and only version of the ELC, but for a start and as a visualization of (my) professional common sense it works well.
Nonetheless this graphic is missing a proper conceptual background. I started thinking about how to structure the social media along the ELC based on certain criteria, e.g. internal or external recipients, what you can see in the middle circle. There would be a larger number of criteria though, which makes the whole too complex to aggregate in one simple graphic (maybe an infographic would work better). And even as a theoretical construct it will go beyond the scope of a blog post:
- Spread: one to many, many to one, many to many, one to one
- Content: individualized vs. generic
- Content: user generated vs corporate
- Content: details/Facts vs broader picture
- Frequency: continuous, on demand
- Purpose: motivation, education, administration, sourcing,…
- Goal: information vs call-to-action
- Recipients: internal vs. external
So, lots of work to do. I like to encourage everyone to contribute his/her thoughts or, be my guest, take this and develop it further. If someone already knows where to find an existing concept – this would save some brainpower…
When I was preparing a presentation last week I came across an old slide I have set-up maybe five years ago while still working for Microsoft. At that time I have been challenged with the fact that we needed to turn the employer brand into a more favourable direction while not having much budget (or no budget at all?). Best way to work on such challenge and get a sustainable impact: make PR your second best friend (best should be finance :-)).
The concept is a little bit outdated due to the development in Social Media but (in all vanity) I still find it a useful slide – for some only to remind you how HR Marketing has evolved over the last years.
It might not be self-explaining, so here is some prose added to it:
What I want to show are the different areas ‘traditional’ HR Marketing approaches (e.g. job postings, advertisements, fairs) are usually focussing on in opposition to areas where PR is usually stronger.
- Driver: this is the reason for communicating to a specific small target group or a broad audience
- Frequency: typical HR Marketing (HRM) has been driven by either an internal need (vacancies) or an external need (career event, special interest publications). That also made it by nature more detail oriented (e.g. qualifications for a specific job profile)
- Peripherals: Important for the impact and perception of communications. HRM takes place in an environment where the audience knows that they are approached with a marketing message.
- Content: HR Marketing is mostly career/HR oriented, while you should try to give the audience something interesting about non-(directly)career linked once you made it to editorial content.
- Ambassador: second very important attribute for communication perception and impact. HR Marketing is done and communicated by the corporation (or closely related folks), PR is usually though a ‘trusted advisor’, e.g. a journalist.
- Messaging: direct to the point in HR Marketing (“We want you.”), while rather indirect in PR. It’s more about brand building, not only with relations to employment.
- Style: Mainly fact oriented with some prosaic elements vs. storytelling with some included facts.
- Goal: speaks for itself 🙂
- KPIs: Easy today to e.g. measure the source of an application, while it’s hard to go beyond vague correlation with PR impact. Mid- to long-term trends should be observable though.
- Budget: Was my first main driver to thing about this more and is a limiting factor for most HR departments. PR is for free (mostly) and it could really be build as a win-win for both HR and PR
I found that a lot of HR departments still only have limited relations with their PR and corporate communications departments. Maybe on if the reasons for this might be the different type of people you find in those two functions. They miss a great chance to make an impact – internally and externally.
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