For Unaware to Hired: Driving Leads Through Content Marketing

A big welcome to Julie Campbell and Erin McGillis: introducing purpose-driven branding

[00:00:03] Hello everyone. Welcome to today's webcast. My name is Becca Feldman and I'm the senior global marketing and education program manager for our Solutions team here at LinkedIn. I'm joined today by Julie Campbell and Erin McGillis it will introduce themselves in a moment. Thanks again for joining. Today's topic is why your employer brand needs purpose. Yeah I know Jillian here and are really excited to talk to you about that before we dive into the presentation. I just wanted to cover some logistics.

Defining purpose and its role in company culture

[00:00:33] We'll go through today's presentation and then have some time at the end for Q and A. If you have questions please feel free to put them in the q & a box we'll get to as many questions as we can in the time allotted and you will also receive a follow up email. After the webcast within the next couple of days with a link to the recording as well and linked to the presentation. So no need to furiously take notes. You'll receive a copy of all of this. You have as reference. And then at the end we do have a quick survey asking for your feedback if you have a minute or two to fill that out. We do really appreciate your feedback that you give us we run these webcasts monthly and are always looking to add value and improve the information and webcast that we're providing to you. So you happy that you have a minute or two to give it to us. We would be very grateful and thank you for that time. I'm going to pass it over to Julie and Erin will introduce themselves and then take us into today's topic.

 

[00:01:39] All right thank you so much. Hello and welcome to today's webinar on talent brand purpose driven branding. I'm Julie Campbell and I work in the towns Green Solutions team here at LinkedIn. Joining me is Erin McGillis a talent brand consultant. Hello everyone. Erin I work with LinkedIn customers who are interesting in developing and executing proactive marketing strategies to help extend their company awareness particularly amongst hard to reach talent while building their brand as an employer of choice. One of the trends that we've noticed over the past several years is an increase in purpose driven branding particularly around Employer Branding. And despite this upward trend it still remains really under leveraged resource and often hidden as a business advantage. Companies are realizing that meeting purpose not only drives better sourcing recruiting and retention results but it can really impact the bottom line as well. So there are several audiences who may benefit from today's discussion. First is companies who are looking to use purpose to gain a competitive advantage. If your talent acquisition professional looking to find a strong candidate this might be a strategy you could employ in managers who are seeking better ways to engage inspire and retain their teams or their employees. Purpose can be a great way a great place to start.

 

[00:03:04] So this webinar will cover a few different topics. First we're going to define the term purpose and what it means to be a purpose driven company. We will then look at some examples of companies who are doing this well and talk about the types of results they're seeing. And finally we'll give you some tips on how you can embed companies purpose into your recruiting process for prospective candidates and then also as your company culture for your current employees. So I will pass it over to Erin to cover our first topic to find company culture.

 

[00:03:39] Thank you Julie. When asked the question why work for successful companies are answering with purpose and there's a good reason for that 52 percent a candidate said they wouldn't accept a job offer if they didn't know or agree with the company's mission, purpose and value. As humans our brains are wired to search for meaning and for purpose typically drives why people work and how people work.

[00:05:10] Really defined is why you're in business is aspirational it's inspiring and goal is really to create that shared vision across the organization that lives in the heart and soul. It's one of the core motivators for employee. Some authors say that it connects with the mind as well. And to think about privacy and why it is that you're doing what you're doing. Mission is what businesses do. It should be measurable. It should be achievable and also aligned with purpose. Values are how an organization may day to day decisions and they are typically aligned to purpose as well.  If we think about culture it's really the sum of all three of these practices. When purpose, mission and values are aligned so in the culture. Myth number two purposes the same corporate social responsibility or CSR purpose the entire company working toward solving meaningful world problems wherever we do with CSR and sustainability are often dedicated team work on social good or environmental effort on behalf of the company. The employee experience when you think about CSR is really often delivered outside the business through volunteering time or by donating money. Even here at LinkedIn we have the opportunity to take a few days throughout the year and volunteers to causes that matter to us. But in contrast to CSR proposals for stability work purpose is more integrated into every employee's day to day experience and business.

 

[00:04:11] Purpose Driven professionals tend to look for a job that have a positive impact and social impact on others while also offering personal growth opportunity. So they want to have those two different pieces one where they can see that they're making a positive impact or change on the world. And then also that they have an opportunity to grow themselves. Ideally purpose driven company can offer a role that match what personal purpose driven individuals are seeking. And they can do that by delivering a culture that prioritizes social good or offering to go to help other than get fact other and individual development where employees can drive a meaningful impact.

 

[00:04:55] We want to spend some time upfront just talking about three common misconceptions that we hear around the concept of company purpose. Myth number one purpose is just a new word for mission.

It’s a competitive advantage: most of the world’s most notable and successful companies are purpose-driven

[00:06:55] Companies that focus on profit are not purpose driven. Now this isn't a good one because we hear this often but there really is no conflict between Purpose and Profit particularly when profit is used to scale impact.

 

[00:07:11] In fact being a purpose driven organization brings measurable commercial benefit and we're going after a couple of examples of that later. But the notion is this notion of the idea that profit and purpose can be aligned is a perfect segway into the competitive advantage of being a purpose driven organization.

[00:07:34] That if you sat down to list your personal favorite brands you could probably identify which of those float to the top of your list. And from there I'd venture to bet that most of them have a powerful sense of purpose to you as a consumer and you could likely set out what that purpose is to your favorite brands without much thought. And that is absolutely not a coincidence.

[00:09:59] Finally purpose has been proven to drive significant business results. So when comparing non service led companies to companies who prioritize profits we found that 68 percent of the company's experienced growth of greater than 10 percent and probably more striking 85 percent of those companies showed positive growth while 42 percent showed a decline in revenues.

[00:07:56] Some of the world's most well-known well respected and most successful companies are at their core purpose driven. Not all but a large number. Virgin Atlantic for example aims to give the world more access to space. NPR hopes to amuse inform and inspire inherently in our purpose is to bring economic opportunity. Every member of the global workforce is the foundation of everything we do as a company.

 

[00:08:26] There have been countless studies over the past few years that all show a tremendous competitive advantage for companies to successfully embody its strong purpose. There are benefits from top to bottom. Starting from your sourcing and recruiting efforts. All the way down to stronger business results in the form of hard dollars profit. Let's take a deeper look at the top of talent.

 

[00:08:52] So for nearly every organization chart is the number one driver of success Linkedin imperatives 2016 Global Report on purpose at work it's the largest study on the role of purpose in the workforce. We surveyed 26000 Legion members and survey found that purpose driven professionals consistently outperform their peers who work primarily for money achievement or status.

 

[00:09:17] These are high performers that have longer tenure that are more likely to be in leadership positions and they are more likely to be promoted. Erin and I will be referencing this study quite a bit about this webinar and at the end we'll tell you how to how to get the rest of it at LinkedIn.com. Meaningful work also or early to employee retention and engagement.

 

[00:09:39] The definition of meaningful work might be subjective and that's okay it can be. But the way that you can define as an organization and bring it to life through your employer brand might be the most impactful action you can take for your organization's success. And we'll get to that a bit later.

The first step is identifying the brand essence

[00:10:28] All right. So now let's take them in and talk about why purpose should be at the center of a company talent branding strategy over the past several years. Many of the companies that I've been able to partner with here at LinkedIn to help build their talent brands have begun to discover that brand can and shouldn't be owned single handedly by the talent organization. There's so much overlap now with the customer brand with the corporate brand that talent brand has really become a central focus of many marketing organizations.

Purpose-driven employees outperform their peers—and as candidates, they’re more engaged

[00:11:02] In fact it has had quite a few meetings in the last few weeks and upcoming with CMOs and that's starting to change the conversation which is fantastic where most companies miss the mark is really by failing to identify one thing that is central to all three identities and that's the brand essence.

 

[00:11:27] If done well company action comes through in the form of a consistent narrative of who you are as a company and is amplified through all brands channels regardless of. One thing that we've often learned is that if you don't have a very specific purpose that all employees are bought into you we know that humans are purpose driven just by nature and then they will make up their own purpose within their role or within their function. And so it's a really nice opportunity to have a center of your strategy something that all important combined to there are a lot of theory for why people work.

 

[00:12:10] And I know Julie has mentioned even a big all of us can probably think of people that we know that would fit into E20 buckets.

 

[00:12:17] But according to the 2015 we're fourth purpose index there are three basic motivations for making money standing.

[00:12:32] Profit driven employees have a different way of looking at work and that view more than anything makes them an incredible actor to a company.

A case study in purpose: Southwest Airlines hires for attitude first and trains for skills later

[00:12:40] As Julie adventured they stay longer and perform better. They're probably some of the people who will be there at the end of the day when things are taking a turn for the worse or when they're out of energy they find that deep inside of them thinking of an example we had to good sale.

 

[00:12:57] Now they are known to be in it for the money often or you hear a lot of that around people being in sales for the money. Some kids love it. They did actually have a calling. They're motivated to help solve their customer challenges that the customer can succeed as a personal example. At my previous company I was able to partner with a Fortune 500 company to create a program that gave women leaders the skills confidence and network that they needed to get the next step in their career. A pretty big goal but we were quite successful in that program and I have to say through that experience my biggest motivation was really to see the impact of the program and the professional achievement that these women were able to make as a result of the program. I still think fondly of that experience here later. Despite all the massive hype that we've all heard about how millennials are wanting more purpose in their work. Baby boomers are still the most purpose oriented generation. However what you're going to see is that purpose is the motivating factor across all generations.

[00:14:09] On LinkedIn. We've seen big engagement for companies that are purpose oriented they're are likely to have more company followers they have 33 percent better email acceptance rate and more company page views.

 

[00:14:26] Beyond that LinkedIn members want jobs that offer a sense of purpose, Seventeen Seventy four percent of no survey. What more purpose in their work. This is something that members are really hungry for. And this. Just one final point. Our readers tell us that purpose driven company see more engaged LinkedIn across the entire candidates journey from awareness to higher to higher engagement and development and when candidates and employees are more engaged company get more out of their investments and talent acquisition and Employer Branding. They get more candidates which means you have better options including many with higher levels of education more applicant that are in better rate and they see more impact as higher and benefit from more employee sharing and referrals.

[00:15:26] All right let's move on to some examples of companies who are leading with purpose. These will probably not be a surprise to most of you on the line. First up is Southwest Airlines. Their purpose statement reads connect people to what's important in their lives through friendly reliable low cost air travel.

A lesson in continuity: Patagonia’s purpose is visible and consistent across every aspect of its company

 

[00:15:46] Southwest intentionally hires for attitude first and then trains later for skill. Their employees are notorious for inviting the spirit of the company. I'm sure you've probably seen videos on YouTube or your friends have shared social stories where their employees are actually being the star of a customer sharing video or story. But it also has an internal program called ticket for time where employees can earn free companion tickets for hours of volunteering time to community which is really really cool. So in a really crowded market the airline industry that has been fraught with bankruptcies and PR nightmares and we usually hear more horror stories than positive one.

 

[00:16:35] Southwest has stood the test of time. Their stock has grown from around ten dollars five years ago to just last month surpassing an all time company high of sixty dollars.

 

[00:16:45] Pretty unbelievable in today's market rate jumping in to KPMG Currently about 70 percent of American employees are disengaged in their job training.

 

Purpose through storytelling: KPMG empowered its employees to tell a story and share their impact

[00:17:00] When we did the survey that was done by the cult by calling brands and what they found is that two thirds of employees said that a higher power that would motivate them to go that extra mile. Therefore tapping into their discretionary effort and we probably did quite a bit recently. I know in the top of mind for you. How do we get home to having that discretionary effort how do you get a little more out of our employees. Especially for those who are not fully engaged. Well KPMG on opportunity just another data point that kind of fascinating.

[00:17:33] There was a report that was done 26 single report called purpose that work and what they found is that when we look at the least purpose oriented job function accounting is one of those who voted for you to keep that in mind as we go through this example. When KPMG was opportunity they were they ended up doing was launching a firm wide hiring purpose initiative and developed their purpose statement purpose statement is inspire confidence in power change. They created video and talked about all the different things that the firm has done in its history and it's pretty incredible actually if you have the opportunity to check it out I'd recommend it. But they knew in order for this to take hold this new purpose statement and the entire purpose initiative it couldn't just be born out of the boardroom. They really had to get employees engaged in how they're thin on that experience. And so what they did is they wanted one of their key goal was to really strengthen KPMG.

 

[00:18:34] KPMG their engagement and emotional connection to the firm and where they want to do that by celebrating the meaning and positive impact of the work that they do. They call the time there almost 30000 employees submit stories answering the question What do you do KPMG and they really want to reframe the way that employees were thinking about their job.

 

[00:18:57] Not a consultant at an even deeper than they are focusing on great example. Like I helped farmers grow I combat terrorism when the program kicked off. They had a goal of getting around 10000 stories from their 30000 employees within about five months.

 

[00:19:18] And they offered if they were successful.

 

[00:19:21] Two days off to pay they got a pretty good incentive there. What they found is that within one month they surpassed that initial goal. So that means they had over over 10000 story come in and they had a website where needed to be posted that they made it really simple and easy to put your poster out and you could kind of write that that content that was there. Well they guaranteed everyone the two days after they hit their goal of 10000 stories. But what was interesting is that the story kept pouring in. It didn't stop at 10000 they actually get over 42000 stories within that five month goal that they had.

[00:20:02] So it was interesting to see that it just proves that when you can tap into that purpose driven identity it showed that it wasn't just about the time being the primary motivator the time after to dig up the stories kept pouring in because it was very meaningful for these employees. They realize that they're on something big and that was a really nice thing to do but it also had significant impact and the results kind of reflect that when they were hurt. When survey. Over 90 percent of the employees said that the purpose driven initiative helped them feel more pride in their work. In one year KPMG rose 17 thought on the Fortune 100 Best Places to Work list and on top of that global growth top 8 percent.

 

[00:20:48] So all in all. Turnover plummeted. Morale skyrocketed and profits soared. Pretty good story.

 

[00:20:54] Yeah I love this example we have so many customers that asked us How can I get my employees more engaged to some.

 

[00:21:00] It's a goal of almost every company we work with and this is such a great example of a simple easy way to do it. Let them talk about themselves and you'll see creativity more than you would probably expect.

 

[00:21:13] I love this story and I also like to remind you go back to that datapoint account in the job function. We're in the top 5 least purpose oriented job options so they turn that around. That was really cool.

[00:21:28] All right. Last example Patagonia one of my personal favorite brands. Patagonia's shines through in everything we and you even their advertising speaks. Third Reader for purpose of reducing consumption and waste. This is the story of reducing consumption of wheat has very interestingly driven more profits for them. As a company I don't buy this jacket and ran in 2012. And yet you may have seen it it made a lot of headlines. It did become a mainstay in their advertising efforts. They run it every year since particularly around the holidays. But they credit this counterintuitive ad campaign for single handedly contributing to their growing sales and last year you may have seen the company announced that all of their Black Friday sales would be donated to charity. Not just their profits but all of their sales. They are expected to do around 2 million dollars in sales which is their biggest revenue generating day of the year but they added a whopping 10 million dollars. They were using the way. A hundred percent of that to grassroots environmental efforts to protect natural resources like water air and soil. Their dedication to being one with nature extends into outer space. The company encourages employees to choose their own hours. There can only hear about them encouraging their employees to take time to serve or be outdoors and they are one of the very companies that I know of in the whole country that offers onsite child daycare full time and they caught their child development center. We'll get to it it's pretty amazing what they're doing there but they believe wholeheartedly that happy employees were given time to be physically active and be with their families.

How to bring your company’s purpose to life in your recruitment branding efforts

[00:23:24] I will deliver great results to the company and so far it has doubled in size and tripled in profits since 2008. They have 2000 players around the globe that are extremely loyal. They have very very very low turnover and they continue to expand into global markets.

 

[00:23:41] One of the best companies out there so these examples highlighted that purpose isn't just about social impact it's also about the employee experience. We found that autonomy power and influence and recognition all contribute to how employees experience purpose.

[00:24:06] There are two areas where bringing your company purpose to life are really most important. First as in your hiring process for prospective employees and that is in your day to day culture for your current employees.

[00:25:42] The other thing about that is we talk a lot about how the hiring process is really it used to be applying you to get a job or you don't. And that's kind of the end of your engagement with the company and that's really no longer the case anymore. Candidates are also your customers and more and more companies are realizing that and that experience that they have with you will carry on even if they don't get the job. So creating an ongoing dialogue with prospective candidates and you and your employees is so very important to your entire employee employer brand and your purpose. So current employees should be front and center through the day to day in all the effort to make a company to promote personal growth and development. And this really is your company culture so consistently reflect that to employees the impact of the work they're doing. The ways your company and its employees are making the world a better place and consistently highlight the unique way employees are improving their lives and careers. Here we talk about transformation a lot we try to highlight that the transformative experiences that people are having here at work whether that's through the day to day job or through some sort of good that they're doing as part of their whole self. So the last thing is a highway and encourage authentic relationships at work. You really encourage people to bring their whole selves to the office and hire people that are purpose driven. When you bring those two things together really everybody wins.

 

[00:24:20] All of these elements are critical aspects of building your employer brand.

 

[00:24:26] Here's a few principles to keep in mind as you consider how to bring purposefully in your employee brain. So if a candidate is going to the hiring process purpose should shine through in their very early interactions with the company brand and then carry out throughout the entire selection process in your brand story. Your company delivers the experience of purpose and consider including purpose related interview questions and criteria as part of your hiring and selection process. So here at LinkedIn as part of our early conversations with prospective candidates our reporters actually spend the majority of the time understanding the candidates value and the rest of the time it's put towards displaying our company mission values and vision. And then we ask the candidates how that resonates with them and what questions they might have in what we look for is for them to show to be inquisitive about the impact that they personally could have on our mission and our purpose and if they don't lead with that then we typically know they're not really aligned toward her but it's a really great way to screen for early early naturally alignment.

Four key tenets of purpose-driven branding: authenticity, collaboration, employee involvement, brand experience

And just to wrap up a few words of wisdom that I like to give all the company deferred or whether they did in fact use their town brand whether your company is purpose driven or not for guidelines are imperative to telling your employer brand story.

When you communicate purpose to candidates, make sure it’s broad and far-reaching

[00:27:38] First authentic. You have to be yourself and make sure everyone internally is where the effort you're trying to make from an employer branding standpoint.

 

[00:27:52] Make sure that they're well known and make sure that you're reporting back to those in the company about how how you're achieving a goal and what you're offering them. Third leverage your employees their absolute best resource and they're actually the most trusted people that you have at the organization to external as well.

 

[00:28:13] And finally only experience for your brand. Maybe you're not someone else's. Define what sets you apart and really lean into that.

 

[00:28:23] And with that we will wrap.

 

[00:28:25] We appreciate your time today and hope that you found a session useful more read more great resources can be found on purpose driven branding. You can find those on LinkedIn.com and the reports are LinkedIn an imperative 2016 Global Report on purpose that work theory will define on LinkedIn.com and I'm going to turn it over to Becca and see if we have any questions that may have come in great things.

 

[00:28:54] Aaron Anjuli on that just a quick reminder for everyone on the online if you have questions please feel free to put them in the q & a box and also you will all receive emails in the next couple of days with a link to the reporting and the slides.

 

[00:29:07] And it will also actually include links to download are resources that they mention.

 

[00:29:13] So that purpose at work study as well as another ebook talking about purpose at work and how you can incorporate that into what you're doing so you will you'll have an easy way to download that in your follow email.

[00:29:25] So with that we will kick it off with Q and A was our first question. Aaron and Julie it how to communicate a very clear purpose without limiting your candidate pool. It's a very good question and I think you should think about what that purpose is.

[00:30:28] And also you know the goal for purpose driven recruiting is actually to limit your pool a bit. Not not only to you know obviously we don't want to completely limit your pool but we are trying to help you zero in and find more qualified candidates and something that needs them within your pool. Now if you're having trouble recruiting obviously you want to keep as many candidates coming to the door in can and purpose should actually help you expand and bring more people in the door.

 

[00:29:50] I think that you want to make sure that you're getting the right candidates in the door. I think you have to be careful about how specific you're making that purpose.

 

[00:29:59] I think some of the examples that we look at purposed tended to be a little bit more general I want to say without any kind of pigeonholing so I think that you want to think about making sure that that is something that will be observed. Stand true to the test of time etc. You know your purpose shouldn't be something that's changing frequently.

 

[00:30:20] As an example. Yes. Great advice. I think is right. Keep a pretty broad and far reaching of these help.

Purpose and social media: start with leveraging your employees

[00:30:58] Either Aaron's advice I think needs to be broad and far reaching.

[00:31:04] Great. Thank you. The next question is what are some ways my organization can highlight the company's purpose through social media.

[00:33:13] Or is it just that the different generation needs around purpose.

 

[00:31:14] Oh sure. I mean we have heard several of those so employee engagement is absolutely the first and foremost biggest opportunity it's free. It's authentic it's believable. And so a lot of companies they have social media guidelines and books but they generally most of most companies are encouraging employees to interact with the company. So definitely leverage your internal employees to share their stories. You can also create channels and hashtags. So here we have the links in for a good channel and the like. At least in China where you know any external activities we're doing we encourage people to share photos on LinkedIn and on Facebook and on Instagram and hashtag them so that potential candidates can see what it's like to work here and can understand what it is we actually care about as an organization.

 

[00:32:11] And you know I think that that really great. I love the KPMG example in that they started in the boardroom and thought that what they wanted to do had a higher purpose that they wanted to drive to work. And then in late July that number wanted to incorporate.

 

[00:32:26] And then from there use social media to get the word out putting what rate your employees because that makes it feel real and not just in the old days to say the values with core values on the wall of the organization or in a quarterly review but not actually lived by the employees. So I think my idea here is that we don't want it to have a purpose and to do something is written in a book or in an annual report. We want them to lives every day.

 

[00:32:53] That's about the different generation and how purpose driven they are. This wasn't just asking for clarification and anything you suggest that an employer is retained and becomes more experienced and that purpose needs more of them.

You can be ambitious in your goals for purpose, but make sure you’re realistic

[00:33:20] No I don't think we're saying that that purpose is growing more and more over time I think it's just what or what the list of things that matter to someone. What. Top the list. And baby boomers. Purpose is higher on the list than it is with others.

 

[00:33:37] There is also a shift in identity exactly when you're kind of in that millennials group. You're really focused on building relationships. When you then you reach that middle age there's actually a shift. Associate identity is a little bit more about how you're contributing to society.

[00:33:53]  Another question is a really interesting one today. I think we get a lot from companies and businesses asking do you base your employment brand on what your current reality is or what you want it to be.

[00:36:11] Thank you. We have a couple questions around that. I'm curious both of your perspectives and Julie.

 

[00:34:10] If it's what you want it to be will it be seen as unauthentic. Because it's not the reality. Someone would immediately experience upon entering the organization.

[00:34:21] I love that one person does love that companies have aspirations to shift their company brand. I would 100 percent lean towards what it is today and encourage people that are coming to the door to help you build where you hope to go. But again we talked about this it is important for your employees to know your role and contribute to them so you don't want to set expectations for potential candidates or for your current employees that your your purpose or your employee culture isn't is something that it actually isn't. Because that will flow very inauthentic and will probably discourage current employees in a way that will be a detractor. So I think first and foremost it's so important to set your goals and share them internally so that you get employees in and then share those goals with current candidate. We actually see this a lot. You know a lot of companies go to transformations and they come to us and say What can we do to help bring in the kind of talent that we need. It's different than we have today because we're transforming the company and that is about sharing vision it's about getting buying. It's about having everyone engaged on that level. But a town organization can not do that on their own. They need support at the sea level. They need support from employees and they need to the buy in from the organization but definitely be authentic to who you are today and share the vision for who you hope to be tomorrow and ask candidates how you think they could contribute to that development.

 

[00:36:07] It's actually a great opportunity.

[00:36:30] Share so personal motivators are usually the easiest place to start. You know what gets you up in the morning. What you know what kind of things you look for in a company and in a box. But typically a company what you look for those two questions you'll get a lot out of more than you probably would not expect.

 

[00:36:18] Own example from the interview that you conducted. But you people have asked if you have any examples of good questions that you would use to determine if a person is purpose driven.

Partnering up: how to work with marketing and business leads to align on the company’s purpose

[00:36:56] Yeah I think even just thinking about it don't do well. What gets you fade away your role about your end and why are you looking to make a transition or a change about be helpful I think that's another one we get all the time I think we get this done a lot of cars that we run.

[00:37:17] But I think it's a great question and really top of mind for a lot of people isn't asking what framework should you use to partner with marketing and business strategy to identify your own player brand.

Regardless of the candidate’s job, the message and experience around purpose should stay the same

[00:37:29] So I think it's kinda the common question we got about how can I work better and work closely with my marketing team and other partners to go out and play a brand and advocate for a purpose driven player around.

 

[00:37:41] So I will go back to pull up the slide.

 

[00:37:48] First of all if you're working with your marketing organization I'm your employer brand. You're already three steps ahead of lot of our customers so that's fantastic to hear. We definitely are seeing that happening more and more but the framework should be what is our message as a company. And the message that you want to convey as a company should be consistent in your consumer marketing efforts. You're investing marketing efforts and your candidate or talent branding effort. Obviously the messages will be different but the core essence of your brand should shine through in everything you're doing. So for example were marketing to consumers you might talk about how your technology is impacting the world or how your technology is helping bring greater goods to communities. How does technology then work from a candidate reflective higher technology is helping current employees grow or think about how your technology is healthy current currently have more exposure to social impact work. These messages are different but they're similar in nature and they are still highly your purpose. But at the end of the day when one of the smartest things you can do when talking to your marketing organization is being clear in who is my target audience. What do we want to shine through in all the communication that we're doing and how can we make sure that that's consistent and it's not and we're reaching to different audiences through our targeting.

[00:39:32] Another question that we've got is asking how the delivery model vary between sales and admin roles for a more professional and typical white collar role and lower level technician type staff or contractor. Is there a different way that you should be communicating your put your brand in your per bed to be more corporate versus some of the other young staff technician contractors take both.

[00:41:56] Yeah and I'll add my two cents to that and then we'll wrap it up on it. Just from a tactical perspective you think about where your audience is going to be engaging with your brand and so you know some of those technician workers in this example they might not be sitting at their computer using their laptop but they're probably on their phone all the time. So think about making sure that you're communicating with content that optimized.

 

[00:40:03] Would like Erin’s opinion here but my opinion is that it should not differ. And I would lean into the concept that purpose is not just a communication strategy it's an experience.

 

[00:40:17] And so regardless of what level or what role people have in your company they should have the same experience. With the company and with the brand and issues you buy and I can speak very comfortably from a long term perspective that every person in this building in our severances office regardless of role or regardless of role or level deals are for everyday.

 

[00:40:56] Think exactly right and I think even through the research it shows that there wasn't really much of a difference when you looked at types of roles or look at gender etc.

 

[00:41:09] We did see a little bit of a divergence boomers to millennial. However all of them were motivated by progress.

 

[00:41:15] So I think Julie said it is about the experience and I don't think that the communication is really different.

 

[00:41:22] They think that the way they experience purpose or the way that that internally drives them doesn't change from type of job. I think that there are certain of course as you know industry and function that tend to be a little bit more purpose driven just by the nature of what they are. So for example if you are in education or social work for example sometimes tend to pull people more and all that more purpose driven just off the bat. But I think across organizations that there isn't a difference in how you should be communicating and experiencing it.

[00:42:21] Well so that they can fit when they're on the go.

 

[00:42:25] You know doing their job in the work that they do is thinking about the different audiences you want to package you and we're really in that and just make sure that you know it's presented in a way that again optimize for where their considering it that would be my technical tip for the day. I would down here at time so I want to thank everyone who joined us today. Thank you again Julie and Erin as a reminder we will all get a copy in the next few days of the fusion as well as the link to the recording and a couple other helpful resources about service at work. We had a minute to take feedback survey. We really appreciate that and we hope we got your questions answered if you weren't able to get your questions answered and can of course reach out to your relationship manager brand consultant or anyone at LinkedIn would be happy to help you. And so with that I hope you all enjoy the rights of your day and thank you again you. Julie.

 

[00:43:21] Thank you being here