4 TH E MPLOYER BRAN DI NG CON FERENCE
NOV E M B E R 05— 06, 2 019 BERLIN
www.humanresourcesmanager.de/ebc 4th Employer Branding Conference
CREATE, COMMUNICATE & MEASURE AUTHENTIC EMPLOYER BRANDS 1
PROGRAMME DAY 1 // NOVEMBER 05, 2019 9.00
Open doors
10.00 − 10.10
Opening remarks Dani Buijtenhek
10.10 − 10.30
Networking activity
10.30 − 11.10
KEYNOTE How to develop an employer brand, launch it with impact, and glue your entire organisation together Graeme Johnson (GVC)
11.10 − 11.30
Coffee Break
BUILDING AN AUTHENTIC EMPLOYER BRAND 11.30 − 12.10 12.10 − 12.50
Revamp the Employer Brand Sarah Dovlo (Telekom) The curious case of storytelling, employee branding and corporate activism Prof Dr Ana Adi (Quadriga University of Applied Sciences)
12.50 − 13.00
Sum-up Presenter
13.00 − 14.00
Lunch Break
14.00 − 14.10
Presentation of workshops
14.10 − 15.40
WORKSHOPS ROUND 1 The importance of building an ambassador community to reinforce your Employer Branding Patrick De Pauw (Social Seeder) Performance measurement in employer brand communication Oliver Burauen (grapevine marketing)
15.40 − 15.50
Knowledge Sharing: Key learnings
COMMUNICATING YOUR EMPLOYER BRAND 15.50 − 16.30
Corporate narrative: internal and external perspective Dr. Edna Ayme-Yahil (Panalpina)
16.30 − 16.40
Break
16.40 − 18.10 18.10 − 18.20
WORKSHOPS ROUND 2 (repetition) Knowledge Sharing: Key learnings
18.20 − 18.30
Sum-up Presenter
18.30
Conference Dinner
PROGRAMME DAY 2 // NOVEMBER 06, 2019 9.00 − 9.05
Welcome remarks Dani Buijtenhek
9.05 − 9.25
Key learnings from day 1
9.25 − 10.05
Gaining Employee Advocacy and Engagement: The role of edutainment, gaming and simulations in employee communications Stacey Minton (Celgene)
10.05 − 10.25
Spotlight
MEASURING THE IMPACT 10.25 − 11.00
Measuring end-to-end candidate experience – from open positions to happy employees Chris Stanke (Infineon Technologies)
11.00 − 12.00
Brunch
12.00 − 12.20
Spotlight
12.20 − 13.00
Recruitment Marketing Analytics – What HR can learn from the e-commerce space to attract the best talent Sandra Petschar (Philips)
13.00 − 14.00
The Solution Room
14.00 − 14.10
Closing remarks
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EDITORIAL
DANI BUIJTENHEK Communication Consultant, Trainer and Presenter, Owner of danibu
What makes your employer brand compelling? Is it the website? Is it employee videos? Or is it the global employer branding campaign aligned with all local offices? Dani Buijtenhek, made in Germany, is a Netherlands-based and globally active, seasoned communication and presentation professional, with over 20 years of experience with some of the world’s leading brands, like Adidas, Roche, Danone, Teva or FedEx. Dani is the owner and founder of danibu | Making your communication dance, an internationally-operating communication consulting, training and public speaking agency - with a twist of Argentine Tango, that gets clients and audiences alike moving perfectly in step.
Let’s discuss these topics together! The 4th Employer Branding Conference on November 5 – 6 2019 will give you the opportunity to reflect on corporate and personal narratives, successful employer brand relaunches, candidate experience, employee ambassadors, social media and employer brand communications. For the 4th time, international communications, marketing and HR experts gather in Berlin for two days, discussing the most relevant issues of employer branding. You will hear cases from B2C and B2B companies from different industries, such as Panalpina, Celgene, GVC, Telekom or Infineon, to name but a few. Be part of this experience, share your expertise and learn from your peers from across Europe. As your moderator, I’m excited to host this event and engage with you. This year, we’ll be including additional networking sessions for you to make the most out of these two days. On top of that, you’ll get the chance to explore Berlin with us at a special dinner location, 207 meters above the city. I look forward to meeting you all in Berlin on November 5th! Kind regards, Dani Buijtenhek
4th Employer Branding Conference
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KEYNOTE
HOW TO DEVLOP AN EMPLOYER BRAND, LAUNCH IT WITH IMPACT, AND GLUE YOUR ENTIRE ORGANISATION TOGETHER TALK WILL COVER • • • • •
The highs and lows of employer brand development Research, and finding your white space My best friend at work How to engage your execs, and launch inside and out with big impact Mindset and measurement
GRAEME JOHNSON Global Director of Resourcing & Employer Brand, GVC Former Group Head of Employer Brand at British Telecom, and Head of Resourcing at Virgin Media. He most famously developed a pioneering approach to candidate experience at Virgin Media, grounded in Net Promoter Score insight, and highlighted the commercial impact poor recruitment has on subscription and retail businesses in particular.
QUESTION WALL Get inspired by our speakers and find answers to your questions! Throughout the two days, you will have the chance to write down your thoughts, ideas and questions. Get the chance to discuss important points with international peers. 4
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MODULE 1 Building an authentic employer brand DAY 1
IMPULSE
THE CURIOUS CASE OF STORYÂ TELLING, EMPLOYEE BRANDING AND CORPORATE ACTIVISM
DAY 1
BEST CASE
REVAMP THE EMPLOYER BRAND Sarah Dovlo VP Employer Branding and HR Marketing, Telekom
In the war for talents a strong global Employer Brand makes the difference. We took the challenge and revamped our Employer Brand to stand out in the employer market and focus on the key IT talents that matter to our company. What is a revamp all about? Let’s go beyond a simple refresh of look and feel and dive into the topics relevant for success. Sarah Dovlo worked for several years as consultant in advertising and marketing agencies before switching to HR as a social media manager focused on employer branding for Swiss Railways. From 2013 on she was Head of HR Marketing/Early Talent Management for ABB Europe. Since April 2018 she is Global Head of Employer Branding and HR Marketing for Telekom.
4th Employer Branding Conference
For the past few years the number of employers embracing activism has increased, driven by either their purpose, employees or their identification of a new business opportunity. This talk will provide examples of when taking an activist stance is appropriate for organisations as well as the challenge this can present. In doing so, it will also explain how storytelling and personal employee narratives can support the employer brand.
Prof Dr Ana Adi Professor of Public Relations and Corporate Communications, Quadriga University of Applied Sciences
Prof Dr Adi writes, teaches and researches topics related to storytelling, protest public relations and corporate activism. Prior to joining Quadriga University of Applied Sciences and running their executive MBA Communication & Leadership Dr Adi has worked, lived and studied in the USA (with a Fulbright scholarship), Belgium, Bahrain, Thailand and the UK (and travelled far beyond). She is the Chair of the Digital Communication Awards in Berlin since 2015 and a member of the Institute for Public Relations Measurement Commission since 2018. She has just launched Protest Public Relations: Communicating Dissent and Activism (Routledge) and is currently working on a podcast series called Women in PR.
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MODULE 2 Communicating your employer brand
DAY 2
BEST CASE
GAINING EMPLOYEE ADVOCACY AND ENGAGEMENT: THE ROLE OF EDUTAINMENT, GAMING AND SIMULATIONS IN EMPLOYEE COMMUNICATIONS Stacey Minton Sr. Director, Corporate Communications, Worldwide Markets, Celgene
DAY 1
BEST CASE
CORPORATE NARRATIVE: INTERNAL AND EXTERNAL PERSPECTIVE
Dr. Edna Ayme-Yahil Corporate Head of Marketing and Communications, Panalpina
How can corporate narratives be transformative for companies? With several years of experience in different communications roles, Edna Ayme-Yahil looks at successful employer branding strategies and describes what it takes to develop a convincing employer brand and why companies need to have one.
All companies face challenging issues, many of which are played out in the media. Employees need to be able to understand and support their company position. Celgene, a biotech company, developed a program around some of its most challenging issues, including the price and access of medicines, to help employees understand the company position and be able to speak in a simple way about it with friends and family. Using a fictional film about an astronaut lost in space, a simulation game where people make decisions as the CEO of a fictional company, and a board game that shows the risky side of drug development, employees could confidently discuss issues that were appearing in the news. A set of simple messages completed the offering, giving employees easily used statements to support their point of view when speaking with friends and family.
Dr. Edna Ayme-Yahil is Corporate Head of Marketing and Communications at Panalpina. Prior to joining Panalpina, Ayme-Yahil ran DigiComms, a communications consultancy. She has also held various senior in-house communications roles, including at Philip Morris International, Nissan and EIT Digital. She currently serves as Managing Vice President of the European Association of Communications Directors.
Stacey Minton joined Celgene in January 2013 and currently leads Corporate and Employee Communications for Worldwide Markets (ex-US). Stacey brings more than 18 years of experience in healthcare communications, having worked for both agencies and in-house healthcare companies across pharmaceuticals, biologics, medical devices, diagnostics and health services. She is a frequent speaker and meeting facilitator and is passionate about driving bold and impactful creativity in the healthcare sector. 6
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MODULE 3 Measuring the impact
DAY 2
BEST CASE
RECRUITMENT MARKETING ANALYTICS – WHAT HR CAN LEARN FROM THE E-COMMERCE SPACE TO ATTRACT THE BEST TALENT
Sandra Petschar Digital Project Manager, Philips
In 2019, no matter what industry or department you work in, there’s a lot of talk about data! Leveraging data for insights is not new to digital HR experts as they started to take learnings from the more progressive e-commerce space. We’ll discuss the most important key metrics you should measure, how to optimize career website performance as well as tools and technologies that can help you manage and measure recruitment marketing. Sandra Petschar is currently working as a Digital Project Manager within Philips’s Global Employer Branding Team. With a background in digital marketing she’s focusing on increasing the talent message share-of-voice within Philips key career channels, the continuous optimizations efforts on Philip’s 24 career websites worldwide as well as connecting all pieces together to enable TA teams to make data driven decisions.
4th Employer Branding Conference
DAY 2
BEST CASE
MEASURING END TO END CANDIDATE EXPERIENCE – FROM OPEN POSITIONS TO HAPPY EMPLOYEES Chris Stanke Talent Marketing Manager, Infineon Technologies
How to get from a recruiting strategy to a consistent and positive candidate experience – including all steps from the first contact to the onboarding and beyond? At Infineon, we have focused on our most important profiles first. We defined a key function strategy and adapted our employer branding activities to it. But what do the candidates think? We value their feedback and make it part of the process.
Chris Stanke is responsible for Infineon’s employer branding. His main motivation are happy candidates and employees who have found the job they‘ve always wanted. His passion for creative ideas and conceptual thinking has started as a copywriter in a small advertising agency. This was followed as consultant and project manager at different marketing and communications agencies with focus on trade marketing, corporate communications and employer branding. He has designed recruiting and employer branding campaigns for clients from various industries and all sizes – from global aerospace companies to local nursing homes.
SPOTLIGHTS In Module 2 and Module 3, we will explore particular aspects in spotlight talks. Our Spotlights are short inspirational talks describing a fascinating campaign or an innovative way of measuring your employer brand. Do you have an exciting case to share and want to become a speaker? Apply here: natalie.knapp@quadriga.eu.
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WORKSHOPS Choose between three to four different workshops over two rounds. In Round 2, all workshops will be repeated, giving you the chance to attend two workshops in total. Stay tuned here: humanresourcesmanager.de/ebc
DAY 1
WORKSHOP
THE IMPORTANCE OF BUILDING AN AMBASSADOR COMMUNITY TO REINFORCE YOUR EMPLOYER BRANDING In this workshop, you will learn: - how to start a movement of engaged employees - what content is relevant when you run an employer branding program? - what KPIs could you determine for success?
PERFORMANCE MEASUREMENT IN EMPLOYER BRAND COMMUNICATION
DAY 1
WORKSHOP
You will learn how to translate your employer brand strategy into a practical campaign plan based on internal and external communication goals. We will define the relevant KPIs to achieve the objectives for different campaign types and discuss solutions how to measure the results. You will also get an idea about which communication channel is feasible for which type of campaign and what role target group behavior plays in strategic planning.
Oliver Burauen Managing Director, grapevine marketing
Oliver Burauen has more than 20 years of experience in marketing communications. After his studies in marketing he has worked for brands like Marriott, McDonalds and Telefรณnica o2. In his function as managing director of grapevine marketing Gmbh, a market leading agency for employer branding and recruitment marketing, he and his team consult and serve successfully more than 25 national and international clients from all kinds of industries and different sizes.
Patrick De Pauw CEO, Social Seeder
Patrick De Pauw has 25 years of experience as communication and marketing director. Five years ago, he started the start-up Social Seeder. Currently, Social Seeder is helping over 250 organisations with their SaaS solution.
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WHAT FORMER PARTICIPANTS SAY Over the past four years, several hundred participants have gathered in Berlin and discussed employer branding trends while networking with colleagues. Be part of it and join us this year!
“More than a conference, a two-day continuing discussion about Internal communication and Employer branding, with some of the most outstanding professional in this sector.“ Matteo Albertini,
“Inspiring conference providing new insights and practical guidance on how to develop further Employer Branding.“ Ingeborg Vijgen, National Lottery of Belgium
Lifonti & Company
KNOWLEDGE SHARING In your team, everyone will share their do’s and don’ts, as well as their action plans. This is designed to summarise and reinforce your learnings from across the two days, making sure you go home with practical takeaways to apply to your daily work.
4th Employer Branding Conference
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SOLUTION ROOM
BRING US YOUR PROBLEMS! IN SMALL GROUPS, WE WILL DISCUSS YOUR INDIVIDUAL CHALLENGES AND FIND SOLUTIONS THAT IMPROVE YOUR EMPLOYER BRANDING STRATEGY.
WE WILL GROUP YOU ACCORDING TO YOUR BACKGROUND, YOUR HOBBIES ETC. AND YOU WILL TEAM UP AND DISCUSS IMPORTANT TOPICS. CONNECT WITH INSPIRING COLLEAGUES FROM ALL OVER EUROPE!
CONFERENCE DINNER
© Photo: Ydo Sol Images
SPEED NETWORKING
WELCOME TO BERLIN! WE WILL TAKE YOU TO A SPECIAL RESTAURANT WITH THE BEST VIEW OVER BERLIN – 207 METERS ABOVE THE CITY, UP AT THE FAMOUS TV TOWER. ENJOY DELICIOUS FOOD AND DRINKS WHILE NETWORKING WITH YOUR PEERS. 10
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SERVICE Host
Fee
Quadriga University of Applied Sciences Berlin helps professionals and organisations successfully overcome the challenges posed by the future with confidence and competence. Our MBA programmes, seminars and conferences bring together talented executives and managers to teach the skills they need to continue to excel in their careers. Our goal is the professional and personal competence and excellence of each and every one of our graduates through teaching and research.
Trust Rate (until 10 August)
Contact
Location
990 EUR*
Smart Rate (until 15 October) 1290 EUR* Regular Price
1490 EUR*
Get your ticket here: www.humanresourcesmanager.de/ebc * Prices do not include VAT.
Find detailed terms and conditions at: https://conferences.quadriga.eu/terms
Natalie Knapp Speakers and Programme natalie.knapp@quadriga.eu Quadriga Forum Werderscher Markt 15 • 10117 Berlin www.quadriga-forum.de
Robert Zander Registration and Participants help@quadriga.eu + 49 (0) 30 / 848 591 98
4th Employer Branding Conference
Conference Dinner: Berlin TV Tower – Restaurant https://tv-turm.de/en/bar-restaurant/
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