Employer Branding International 2017

3 E MP LOY ER BR A NDIN G C ONFER EN CE RD

M A Y 0 8 — 0 9 , 2 0 1 7 —— B E R L I N

Creating a pulling effect

PROGRAMME Monday May 08, 2017

KEYNOTE

from 09:00

Doors open

10:00 – 10:15

Welcome by the moderators

Robindro Ullah, HR in Mind

David Nitschke, Quadriga University

Tuesday May 09, 2017

CASE

of Applied Sciences

10:15 – 11:00

Sparking conversations

Rosa Riera, Siemens AG

11:00 – 11:30

Expectation talks and networking

11:30 – 12:00

Coffee break

IMPULSE

12:00 – 12:40

BEST CASE

IMPULSE

OUT

SESSION

Matija Varga, ING Belgium

12:40 – 13:20

Storytelling and Employer Branding, or how to recruit heroes fit for your story

Prof. Dr. Ana Adi, Quadriga University

of Applied Sciences

13:20 – 14:20

Lunch

14:20 – 15:50

WS I: Energising brand culture to drive employee advocacy

Ton Rodenburg, ARA M/V

WS II: Highlighting the ROI of your Employer Brand efforts

Marie-Marthe Joly, Emakina Group

WS III: Concerted actions: How to maximise possible synergies by co-creating communications with HR, Internal Communications, Corporate Communications, and Marketing

Rotraud Diwan, TMP Wordwide

WS IV: Turning your employees into social storytellers

OPEN

CASE

SLOT

Doors open

09:30 – 09:40

Welcome by the moderators

09:40 – 10:20

Rachael King, Addison Group

15.50 – 16.00

Summary of the workshops

16.00 – 16.30

Coffee break

INTERACTIVE SESSION

Data to put and keep your Employer Brands on track

Ted Meulenkamp, Roche

10:20 – 11:00

How analytics can predict your hiring success

Florian Behn, GoHiring GmbH

11:00 – 12:10

Brunch

12:10 – 14:00

Benchmark test: How compelling are Employer Brands and Employee Value Propositions?

Robindro Ullah, HR in Mind

David Nitschke, Quadriga University of Applied Science

14:00 – 14:15

Conference summary

MODULE II - DO

BEST

from 09:30

A strategic perspective on bringing an attractive Employer Brand to life

BREAK

SightRunning

MODULE III - MEASURE

MODULE I - THINK

BEST

08:00 – 08:45

16.30 – 17.10

#Crimediggers: Using gamification for Employer Branding and recruiting Barend Frans, Dutch National Police &

17.10 – 17.50

CALL FOR SPEAKERS

17.50 – 18.00

Summary

from 18.30

Evening event

What can you expect?

Get exclusive insights on Employer Branding through groundbreaking Best Cases, dynamic workshops and lively conversations.

Marc de Winter, Steam

Attending our conference is time away from the office to think, be inspired and meet other professionals in a progressive and relaxed atmosphere.

Return to your office with actionable ideas and hands-on experience to vitalise your Employer Branding efforts.

#EB2017 #EB2017 #EB2017 #EB2017 #EB2017 #EB2017

Think – Do – Measure – Learn. This should be your roadmap to constantly develop, leverage and improve your Employer Brand and to create a pulling effect. At Quadriga's 3rd Employer Branding Conference, this strategic Employer Branding plan is put to the test.

How do we think of Employer Branding strategically? What's the role of internal leaders and their employees? How do we transfer our Employer Brand to the right audience and how do we measure our efforts in order to draw the right conclusions for the future? These are some of the guiding questions for this conference to be held at Quadriga Forum, at the heart of Berlin.

Employer Branding experts from a range of companies will share their knowledge. You're invited to discuss ideas and visions with peers from across Europe, in order to get new insights and ideas for your own Employer Branding strategies and campaigns.

#EB2017

#EB2017

WELCOME

ROBINDRO ULLAH Blogger & Author H R in Mind

#EB2017

#EB2017

Be part of it!

OPENING KEYNOTE 10:15 to 11:00

SPARKING CONVERSATIONS

ROSA RIERA Vice President, Employer Branding and Social Innovation at Siemens AG

People form their opinions about a company in any number of ways. The ads they see help them get an understanding of the company's product spectrum. News about the company provides an understanding of how the company is perceived externally. But the best way to understand what it is like to work at a company is to have a conversation with someone who already works there. Now, what if this could be scaled?

11:00 to 11:30

Expectation Talks

Our programme offers plenty of opportunities to enhance your network in a relaxed atmosphere. Use our speed networking event at the very beginning to break the ice and get to know your peers.

MODULE I — THINK

Your Employer Brand represents the image of your organisation in the mind of external stakeholders as well as your current employees.

A holistic and strategic approach to building a distinctive Employer Brand across the total employment experience will ensure it is firmly enshrined internally, ready to be transported to the outside world.

12:00 to 12:40

BEST CASE A STRATEGIC PERSPECTIVE ON BRINGING AN ATTRACTIVE EMPLOYER BRAND TO LIFE

MATIJA VARGA Head of HR Communication and Employer Branding at ING Belgium

12:40 to 13:20

IMPULSE STORYTELLING AND EMPLOYER BRANDING, OR HOW TO RECRUIT HEROES FIT FOR YOUR STORY

PROF. DR. ANA ADI Professor, PR and Corporate Communications at Quadriga University of Applied Sciences

This talk puts storytelling at the core of Employer Branding. The past decades have seen a shift from recruiting for skills only to seeking people who share the same values with the organisations they are about to join. In fact, many companies today perceive cultural fit to be as important as the skills of the person they are recruiting. However, recruiting continues to heavily focus on conveying the skills sought, leaving it up to the applicant to discover the organisation's values and principles. Recruiters need to work closely with their communication departments to continuously support their Employer Brand, and this session will look at several examples from around the world to discuss how this can be successfully done.

Monday 08 May

In the fast-changing world of work, Employer Branding demands a strategic perspective towards attracting, engaging and retaining talent. Spelling out what makes you different from others is one thing, living up to the promise is another. So how do you create a consistent experience throughout the employee journey?

BREAK OUT SESSION Tailor your personal conference experience and choose one of the following workshops to dive deeper into a specific topic. Exchange with like-minded professionals and profit from collaboration with your peers.

14.20 to 15.50 WORKSHOP I ENERGISING BRANDCULTURE TO DRIVE EMPLOYEE ADVOCACY

TON RODENBURG Strategy Director and Founder at ARA M/V

How do you win the engagement and passion of your organization's most important customers: its people? And how can you inspire them to grow from being 'just' an employee to becoming true brand advocates, not only in business but in the talent market as well? That's the focus of this session, which will dive into four building blocks for a strong, engaging, and distinctive brand culture: finding a true and distinctive spirit, helping leaders lead the (r) evolution, and establishing new roles for communications and HR as brandbuilders.

WORKSHOP II HIGHLIGHTING THE ROI OF YOUR EMPLOYER BRAND EFFORTS Forcefully thrust into an era of a critical talent war, we desperately invest lots of efforts and money into Employer Branding. But when it comes to evaluating the return on investment, and translate it into key performance indicators, how do we do it? Learn the what, where, and how of smart measurement.

MARIE-MARTHE JOLY Employee Experience Practice Leader at Emakina Group

WORKSHOP III

The sooner all communications stakeholders in a company start to co-create communication, the better they will be able to enforce visibility in their markets.

This workshop will analyse the constraints of internal co-creation and discuss practical options to start co-working on (employer) brand communication.

ROTRAUD DIWAN Vice President Creative and Consulting at TMP Worldwide

WORKSHOP IV TURNING YOUR EMPLOYEES INTO SOCIAL STORYTELLERS Employees are one of the most underutilised marketing resources, yet they play a crucial role in surfacing and sharing stories. This interactive workshop will provide practical tips to help you exploit an untapped library of stories from within. You’ll leave armed with tailored content ideas and insight into how to create a storytelling mind-set across your business.

RACHAEL KING Senior Communications Consultant at Addison Group

Monday 08 May

CONCERTED ACTIONS: HOW TO MAXIMIZE POSSIBLE SYNERGIES BY CO-CREATING COMMUNICATION WITH HR, INTERNAL COMMUNICATIONS, CORPORATE COMMUNICATIONS, AND MARKETING

MODULE II — DO

Establishing a distinctive Employer Brand in today's highly competitive job market is tough work and much more than 'just' developing campaigns or creating a catchy tagline. All measures need to be designed to position your organization attractively and distinctively for potential candidates.

16:30 to 17:10

BEST CASE #CRIMEDIGGERS: USING GAMIFICATION FOR EMPLOYER BRANDING AND RECRUITING BAREND FRANS Head of Digital Forensics at Dutch National Police

MARC DE WINTER Digital Consultant at STEAM

An intensive (agile) cooperation between the Dutch National Police, digital detectives and Steam helped to deliver a creative, serious game that is challenging, exciting and educational for the IT professional.

This remarkably integrated campaign recruited large numbers of players and sparked fanatical discussions online.

17.10 to 17:50

CALL FOR SPEAKERS

?

We don't claim to be the only judges of what Employer Branding measures count as best or worst practices. That's why we invite you to share your own story. Succesful conferences always rely on the willingness of trailblazers to share their pioneering spirit, creative ideas and extensive experiences. If you are up to shaping your experiences at our Employer Branding conference, submit your proposal for a talk and join the journey – today!

from 18.30

Sun Downer

Let's review the highlights and share our impressions of the first day.

We promise delicious food and refreshing drinks, right at the centre of vibrant Berlin.

08:00 to 08:45

SightRunning Join us for a guided morning jog. We'll lead you along the River Spree and past the most significant sights of Berlin like the Reichstag, the Brandenburg Gate and Chancellor Merkel's private chambers.

MODULE III — MEASURE Working with data that matters challenging, but measuring your KPIs is absolutely essential in order to sharpen your Employer Brand and to leverage all your efforts on an analytical basis.

09:40 to 10:20

BEST CASE

Data is instrumental in developing your Employer Value Proposition. Learn how Roche developed their global EVP and supported local customization by using internal and external data to understand market requirements, internal reality and external perception.

TED MEULENKAMP Global Head of Employer Branding at Roche

10:20 to 11:00

IMPULSE HOW ANALYTICS CAN PREDICT YOUR HIRING SUCCESS Online marketing without analytics? Next to impossible.

However, it remains relatively rare in online talent acquisition to make proper use of data analytics. Florian Behn will introduce the latest possibilities for applying data analytics to your recruitment funnel, as well as steps to significantly improve your recruitment results and even the possibility of predicting your hiring success.

FLORIAN BEHN Senior Visionary at GoHiring

Tu e s d a y 0 9 M a y

DATA TO KEEP YOUR LOCAL EMPLOYER BRANDS ON TRACK

BENCHMARK TEST 12:10 TO 14:00 HOW COMPELLING IS YOUR EMPLOYER VALUE PROPOSITION? ROBINDRO ULLAH, AUTHOR AND BLOGGER AT HR IN MIND, AND DAVID NITSCHKE, HEAD OF SEMINAR MANAGEMENT AND BUSINESS COACH AT QUADRIGA UNIVERSITY OF APPLIED SCIENCES

What is the main goal of all Employer Branding efforts, especially the wording of an Employer Value Proposition? Think about it for a second...

It's not about putting fancy words together in an emotional or sensationalist sentence.

It's about putting culture into words.

Is your EVP distinct from your competitors?

Does it truly convey what kind of candidate you're actually looking for?

Via an interactive paper chase, we'll put several Employer Brands and their EVP, maybe including your own, to the test.

We promise that the results we find and the conclusions we draw will be thoughtprovoking.

SERVICE Host

Fee 990 EUR* until 07 April 2017 1290 EUR* from 08 April 2017

How will your professional vision become reality? Quadriga University Berlin offers interdisciplinary education, practically relevant research and network building to help advance your career. We interrogate the status quo and put your questions under the spotlight – for a continuous professional groth.

Member of the European Association of Communication Director (EACD) or subscribers of Communication Director magazine can register for the reduced fee of 990 EUR*. * Prices do not include VAT. Find detailed terms and conditions at: www.conferences.quadriga.eu/en/terms

in cooperation with

Contact

Location

Martin Daniel Speakers and Programme martin.daniel@quadriga.eu

Quadriga Forum Dennis Schultz Participants dennis.schultz@quadriga.eu

Werderscher Markt 15 • 10117 Berlin www.quadriga-forum.de

www.conferences.quadriga.eu/en/employerbranding #EB2017