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Transcript of Employer branding = ...
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Employer Branding bestaat voor 70% uit water Emerce #EHRM12 – 15 maart 2012 - Marcel van der Quast – deel 1
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Deel 1 Employer Branding Wat is het?
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Definitie
‘Een authentieke en onderscheidende voorkeurspositie verkrijgen en behouden als werkgever in de mindset van (potentiële) medewerkers en hun beïnvloeders met als doel het aantrekken en behouden van de juiste medewerkers.’
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Employer Branding = Reclame
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Employer Branding = Wervingskracht
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Employer Branding = Inside Out
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Employer Branding = Echt
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Employer Branding = Authentiek
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Employer Branding = Een eigen verhaal
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Employer Brand Story
Werkgever
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Employer Branding = Niet altijd groot en duur
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Employer Branding = Wervingskracht
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Employer Branding = Direct en indirect
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Employer Brand Story
• Behoud, mo7va7e, ambassadeurs
• Bekendheid, Imago
• Werving
Werkgever
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Employer Branding = Intern en extern
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Employer Brand Story
• Interne employer branding
• Externe employer branding
• Recruitment
Werkgever
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Employer Branding = Recruitment
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Recruitment = Employer Branding
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Alles = Employer Branding
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Employer Branding = Wervingskracht
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Employer Branding = Verschillende doelgroepen
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Employer Brand Story
• Interne doelgroep
• Latente zoekers
• Ac7eve zoekers
Werkgever
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Employer Branding = Doelgroepdenken
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Employer Branding = What’s in it for me?
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Employer Branding = Onderscheid
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Employer Branding = Aandacht verdienen
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Jim Stolze, Uitverkocht
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Employer Branding ≠ Beginnen met campagne
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Employer Brand Story
• Internal branding (behoud, mo7va7e)
• Recruitment • Wervingssite
• Social media
• Referral
• Events
• Ambassadeurs
Werkgever
• Talentpool • Campagnes
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Employer Branding = Paid + owned + earned
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Employer Branding = Vacatures
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Employer Branding = Veel meer dan vacatures
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Employer Branding = Gevoel
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Employer Branding = Geven
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Employer Branding = Echte verhalen van echte mensen
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Employer Branding = Boeiende content
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Employer Branding = Beleving
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Employer Branding = Iets leuks
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Employer Branding = Toch reclame
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Employer Branding 2012 = Zorg dat er over je gesproken kan worden
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Employer branding = storytelling You need a story… and people to tell it… and tools and content to help them tell it.
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Vragen? Het verhaal bij de sheets horen?
Marcel van der Quast: [email protected] • @marcelvdq
Weblog: www.personeelzaak.nl • @depersoneelzaak