Relaciones Públicas - Blog de Octavio Isaac Rojas Orduña

Third and last post of the Employer Branding Leadership Masterclass. 

PEOPLE MATTERS: Making the Most of Your Employer Branding Strategy in Spain

Straight after the coffee break, Miriam Aguado from People Matters reviewed the evolution of Employer Branding in Spain. She mentioned that a company should not dodge the phenomenon of social networks.

Miriam overhauled some of the most relevant Employer Branding facts in Spain between 2005 and 2011. At the beginning of the XXI century, companies were focused on recruiting talent.   Now, they do the same but from a different point of view: commitment and business. Miriam mentioned the spectacular increase of references on Google (more than 4 million searches) about Employer Branding. She also talked about the Recruiting Erasmus programme as an Employer Branding collective initiative in order to recruit talent.

Since 2008, the main goal of Employer Branding is to engage and support the brand’s reputation.

Miriam presented the study about recruiting process 2.0 in USA (91% of the companies used social media networks in their recruiting process) developed by People Matters and túatú in 2011.

In Spain, before the economic crisis Employer Branding priority was the attraction of talent, at the moment the main reason is to make a difference on the market.

Just like Brett, Miriam reflected about young people, their new motivations and the emerging technological tools. We all agreed that youngsters are the workforce of the future and they are always online and connected; that is a big difference from the past.

Discussion forum

One of the most relevant questions from the audience was: how do companies create brand advocates and what sort of activities should be implemented? Miriam Aguado answered that, sometimes, it is important to enhance the spontaneous actions that the employees do. Octavio Rojas said that is important to share the company’s success both internally and externally. Furthermore, Octavio suggested us not to yield before the myth of innovation. Each EB action is a good chance and an added value for the company.

Read the complete post here.
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Second post of the Employer Branding Leadership Masterclass. 

Social Media Strategy

Brett finished his presentation listing seven steps to bear in mind in our Employer Branding social media strategy. We will take into consideration the following: register, listen/monitor the relevant keywords, about your competitors but also what others are saying about your company, build a community, engage and measure. He also recommended a few tools (Radian 6, Tweetdeck, Klout, Social Mention) in order to track keywords and monitor the competence which are very important tasks in social media. Furthermore, he announced modern tendencies of recruiting operations such as Linkedin (+200 million users worldwide) but also through Facebook pages.  

PROSEGUR Case Study: “For Many Reasons”.

Carmen de Andrés, Corporate Recruiting and Training Director represented Prosegur in this event. Prosegur aims at growing a 50% by 2014. This is why they need an Employee Value Proposition development process aligned with a strategic plan of growth. They created a new corporate identity both internally (employees) and externally (customers). Carmen explained Prosegur’s EVP based on big challenges, innovation, and social contribution.

Moreover, they gave us a fantastic culture book of the company. The Employee Value Proposition must reflect why and how do they work at Prosegur. The EVP should develop a series of guidelines considering all the different departments within the company.

Read the complete posts here.
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Last Friday 25^th May, the Hesperia Hotel in Madrid hosted the second edition of the Employer Branding Leadership Masterclass organized by the Spanish consulting agency People Matters. The main speaker was Brett Minchington (Chairman - CEO Employer Brand International) from Australia followed by representatives from Prosegur, Vodafone, People Matters and túatú social media & pr. The audience was made up by HR, marketing and communication professionals.  

This year’s prevailing tendency was the evolution of new technologies. Brett Minchington started his presentation pointing out that one of the goals in the international market is how we develop a global employer branding strategy and localize it in the different countries. Most of the companies do not have an Employer Branding (E.B.) strategy but they are working on it. EB is very useful in order to attract candidates and stimulate the commitment towards the employees of a company. At the moment, there is a big demand for employer brand managers. Companies must give priority to people; they must achieve employee’s happiness at work. The visible part of the company is the employee and the way he or she treats customers.

Brett shared with us some statistics about the global workforce in developed and developing countries. One of the most shocking rates was that, in Spain, 41% of the people interviewed said that they still work in their current job because they need stability (22% in the rest of the countries).

Companies must set specific guidelines in order to create an Employer Branding strategy but also measure the impact of each EB Project. It takes up to 4-5 years to build a solid employer brand project. It is important to choose the appropriate employees. The best professionals in EB strategies are extroverted, vital and communicative. Nevertheless, there is not a specific person in charge of EB but an entire group made up by people with different abilities. Every employee should become a Chief Values Officer (CVO).

An Employee Value Proposition (EVP) Development should promote engagement. We achieve engagement by getting people involved. Brett suggested us to promote employee engagement through interactive and social actions. A good point is to record a video presented by the employees of the company. In the near future, companies will need to attract people from other industries. What does make your company different? Brett explained part of the·”Employer Brand Excellence Framework” and gave us some interesting tips: “Your employer brand set of metrics needs to be aligned with business objectives so managers from all departments will need to be involved in the development process”

Brett shared with us many graphics and statistics, videos and good examples of Employer Branding such as the following:

• Ikea: a clever recruiting campaign through career instructions.

• Intel: sometimes, less attractive brands develop creative branding strategies in order to generate engagement. Video of “the rock star employee”.

• Starbucks has a wonderful value proposition. They sell coffee but they aim at changing the world through specific actions (Social Corporate Responsibility, SCR)

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En un mundo interconectado en el que se están replanteando los modelos clásicos de trabajo, el coworking emerge como una alternativa viable y atractiva para profesionales independientes y de sectores distintos quienes comparten un mismo espacio en el que la colaboración y el networking son la moneda común.

No se trata sólo de una opción económica para contar con un puesto de trabajo, sino de enriquecer la jornada laboral con un ambiente de trabajo abierto, una vida social activa y la sensación de estar acompañado, incluso mientras el trabajo que se desarrolla es independiente.

En el marco de la VII Edición de Web. La Conversación, se reflexionara si se trata de un modelo sostenible en el tiempo o si es transitorio hasta dar el salto a una oficina propia, si es posible mantener la productividad. Esto será en la Mesa “Coworking, una nueva forma de trabajar”, que se celebrará el 5 de Julio, a las 12.30 horas, en utopic_US

Muy pronto daremos a conocer a los participantes.
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Comenzamos a divulgar los contenidos de Web. La Conversación, que se realizará el próximo 5 de Julio, a partir de las 10 horas, en utopic_US.

La Mesa: “Equilibrio publicitario. Internet vs offline” abrirá las actividades del evento y aquí os dejamos su presentación. En la historia de los medios de comunicación, 2012 será recordado como el peor año por varios aspectos, entre el que destaca una estrepitosa caída de la inversión publicitaria. Casi todos los soportes han venido sufriendo una disminución continuada del dinero que captan de los anunciantes. Las excepciones son la publicidad en dispositivos móviles y en internet, que prevén un crecimiento de dos dígitos para este ejercicio.

Sin embargo, cabe hacerse algunas preguntas sobre esta situación: ¿Esta migración de la inversión publicitaria a internet está justificada? ¿Está dando los resultados que se esperan? ¿Son los crecimientos verdaderamente significativos en cuanto a volumen o es que el porcentaje engaña porque se parte de niveles relativamente bajos de inversión? ¿Se podrá esperar un efecto rebote y que la publicidad vuelva al offline desencantada por los resultados del online?

¡Apuntaros! Ya podéis conseguir vuestras entradas en Ticketea.
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Mucho se ha hablado del silencio o la poca exposición pública que el presidente español Mariano Rajoy está utilizando como estrategia de comunicación ante la situación por la que atraviesa el país.

Hay quienes critican que el presidente no se prodigue más y explique ante el congreso y los medios de comunicación las medidas económicas y financieras que está adoptando en una situación de emergencia como la actual.

Ve el post completo en el blog de túatú social media & pr.

Visita la web de mi agencia: www.tuatupr.com
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Las agencias de comunicación y relaciones públicas que nacimos en la era de la tecnología digital tenemos ante nosotros un obstáculo importante que enfrentar: encontrar buenos desarrolladores web y mobile.

Pero… ¿no son los ejecutivos de cuentas los responsables de desarrollar las estrategias y tácticas de comunicación de sus clientes? Así es. La parte de cuentas es la que se ha venido encargando de esta parte.

Pero… ¿los desarrolladores no son perfiles que corresponden más a agencias puramente digitales? Hasta hace unos años así era, pero la tendencia es que también sean parte de la plantilla de las agencias de comunicación que pretendan ofrecer servicios tanto en el ámbito on como en el off, como lo es túatú.

El problema viene cuando se quiere encontrar a buenos profesionales.

Ve el post completo en el blog de www.tuatupr.com
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