Rally Webinar: Employer Brand Campaigns that Attract and Retain.pdf

Learn best practices for building and launching an employer brand campaign that rallies candidates and team members around your company culture, improving brand awareness and driving employee engagement.

Featuring:
- Alexandra Wallace
Manager of Talent Brand, The Knot Worldwide
- Bernadette Van Gieson
Growth Marketing, Stories Incorporated
- Lori Sylvia
Founder & CEO, Rally

1. IN PARTNERSHIP WITH
Employer Brand
Campaigns that
Attract & Retain

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Watch
your email next week
for the
RECORDING & SLIDES

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Today’s Speakers

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Lori
Sylvia
Founder and CEO
Rally
Alexandra
Wallace
Manager of Talent Brand
The Knot
Worldwide
Bernadette
Van Gieson
Growth Marketing
Stories Inc.

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About The Knot Worldwide

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About
We’re employee storytelling
experts.
High quality and substantive videos,
photos, and content libraries that
fuel your talent channels.

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What you’ll learn today
●How to synchronize internal and external employer branding efforts for
maximum impact.
●Insights into successful campaigns, feat. a case study from The Knot.
●Techniques for using employer brand campaigns to enhance visibility and
attractiveness as an employer.
●Best practices for leveraging employer branding to boost morale and
maintain high employee engagement.

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Employer Brand
Campaigns that
Attract & Retain

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●EVP / Culture themes
●Brand tone and voice
●Content & employee
story library
Alignment:

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Flywheel
Effect

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Benefits of Aligned
Messaging
●Save time
●Share budgets
●Be more strategic

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Keys to Success:
●Strong internal relationships
●Clear brand identity
●Culture reality check
●Bonus…

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Aligning Internal &
External Employer
Brand at TKWW

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Alignment Begins with Team Structure

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Alignment Begins with Team Structure

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External Challenge

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Internal Challenge
•External needed to
match internal
•Employee stories
missing from 2022
annual meeting

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Identifying Key Objectives

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2023 Content Plan

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Campaign Roadmap
Stories Inc. uncovers TKWW employee stories
and creates video content.
Content Creation
Campaign Development
Internal Launch
External Launch
Alex & Community Team plan internal & external
launch of the employer brand videos, including a
robust media kit.
Employee story videos launch at TKWW’s 2023
Engage all-hands meeting; media kits released.
TKWW immediately launches videos
externally to capitalize on internal buzz.

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Creating Employee Story Content
•Stories Inc.
•12 Storytellers
•Facilitated approach
•3 Compilation videos

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Distribution Strategy
Media Kits

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Distribution Strategy: Coordinated Launch

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Watch Time
50
hours of video
watch time in 3
days

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Impressions
12k
impressions in a
week on LinkedIn
& Instagram

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Engagement Rate
4.42%
engagement rate
on LinkedIn in
one week

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How to Launch
this EB Strategy
at Your Company

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Get Started
●Follow the momentum
●Identify champions
●Focus on stories

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3 Campaign Ideas
●Benefits
●Celebratory DEI
●Rewards & Recognition

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Pro Tips
•Follow the energy in your org.
•Employee stories are your secret
weapon
•Facilitated interview approach
•Repurpose, repurpose, repurpose
•Strategy over urgency
•Equip your people for
success
•Expand your team
•Trust your gut

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Thank you!
Up next… Q&A

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Watch
your email next week
for the
RECORDING & SLIDES

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https://insde.co/hvhwebinar

38. © 2024
Lori
Sylvia
Founder and CEO
Rally
Alexandra
Wallace
Manager of Talent Brand
The Knot
Worldwide
Bernadette
Van Gieson
Growth Marketing
Stories Inc.
Q&A

39. © 2024
Thank you!

40. IN PARTNERSHIP WITH
Employer Brand
Campaigns that
Attract & Retain
Thank you!